5 ways planners can enhance their skills in 2022

With virtual and hybrid events taking centre stage in the last two years, it’s no surprise online fatigue has been common among event planners.

The move towards virtual events, however, has forced event planners to take on new forms of tech. They are also thinking differently about content, having seen first-hand how much harder it can be to sustain people’s attention in an online setting, while the technology involved in running a virtual event calls for a different approach towards contingency planning.

Here are five ways planners can ensure their skills are up to the event task in 2022, whether in person, virtual or hybrid.

Renew your focus on technology and marketing

As brands seek faster and more innovative ways of re-connecting with their audiences over digital platforms, pre-, during-, and post-event, there will be a bigger focus on technology and marketing.

“Audiences today have a much shorter attention span and are visually inspired, so planners are constantly on the lookout for new and creative ways to keep attendees engaged through different formats and channels,” says Petrina Goh, director, Singapore, CWT Meetings & Events.

Be empathetic

The need to listen empathetically, read between the lines of a client brief and offer creative solutions to event delivery is more critical than ever.

“Whether it’s a hybrid, virtual or in-person event, participants crave real connections and planners are looking for innovative ways to boost engagement,” says Goh.

“The ability of an event manager to deliver this via different channels has become a highly sought after skill," says Tay Ling, vice president, TBA Hong Kong, Pico. He adds that events are emotional touchpoints for people, meaning empathy training is vital.

Think outside the box

While Tay acknowledges that ‘metaverse’ is the new buzzword, he believes that like many things the industry has seen in the past, it is something that may stay or just fade away.

“Traditional event skills remain vital, such as the ability to solve problems by thinking outside the box,” he says. “Go ahead and dare to reimagine. Don’t look at this as an event; look at how you can solve a client’s problem.”

Make the complex simple

Ever-changing restrictions and regulations have made the planning process more complex and stressful, particularly for events with participants travelling from multiple locations.

“Event managers who can help clients navigate this complexity by providing relevant information in a concise and easy-to-understand format are in high demand,” says CWT’s Goh.

Don’t adopt new skills for the sake of it

Fundamental event management skills and attributes required for virtual events are the same as in-person ones, says Luther Low, regional operations director, Asia Pacific, CWT Meetings & Events.

"From organisational skills and attention to detail, through to problem-solving and negotiation, you need the same skills set to manage a virtual event timeline. [This includes] developing the event programme and content, handling registrations and enquiries, working out the creative aspects for the branding within the virtual meeting platform, identifying networking opportunities and providing post-event reporting," says Low.