With different countries within Asia Pacific reopening at different
rates, it’s unlikely that live events will be possible in all markets
concurrently. And even in those destinations where travel restrictions
have eased, people have become more cautious, questioning those events
that justify travel.
Here are four tips to ensure you are using hybrid in the right way and what to expect.
The name of the game is a blend
MCI chief strategy officer and chief operating officer, Asia Pacific,
says most audience activations, such as shows, corporate and
associations events, are ‘O2O2O’ - online to offline to online.
"Audiences move from one to another in real-time," he says.
"It is common to speak about hybrid bringing together two main things
from face-to-face and digital events, namely experiential value and
scalability. However, the reality is that their design, the associated
technologies and the economics are more complex."
Use hybrid to reach out to growth markets
Saied, VP, head of growth at Jack Morton Worldwide Asia says that
providing a digital solution to complement in-person events not only
delivers greater access to individuals, but also helps brands to reach
more people. “Hybrid enables brands to create digital experiences for
their growth markets where perhaps they are not yet ready to make a
larger-scale investment for an in-person event,” she says.
“We can expect to see budgets increase on the provision that we are able to reach more people and have more impact.”
Making hybrid compelling is a balancing act
Cerezales says that first and foremost, it is essential to include
strategic planning in the event design. “You shouldn't forget that the
fundamental problem of hybrid events is that organisers start with the
tech, whereas they need to start with the event design,” he says. “Money
makes the difference – wise investment in design and marcomms will
Take advantage of the metaverse
Saied believes that growing curiosity around the metaverse will mean
customers will demand access to events in the digital world. “The
challenge will be ensuring that the digital offering is compelling
enough to attract and retain guests, rather than it being an
afterthought or simply a content upload,” she says.
“Leveraging existing immersive, augmented and emerging technologies
can help to create memorable, visceral experiences without the need to
travel. And as brands begin to unearth the potential in these
technologies, we will see investments in this area increase.”