People are keen to meet in person once again, but they are likely
going to be choosy about which events they attend, so planners need to
make it count at each event.
Here’s how to impress and engage from the start.
Balance connections with content
hybrid formats have shown the extent to which content can be delivered
digitally, so focus on what being there in-person offers above and
beyond this: it’s about connections over content, meeting with someone
for a two-way conversation rather than simply listening. Provide plenty
of breakout sessions and opportunities for networking.
Create video teasers
event attendees a taste of what’s to come by sending them short videos
introducing speakers, the sessions or the exhibitors they can expect.
You can send these out to registered employees or create a YouTube
channel you can direct people to. If this is the first physical event
you are hosting since the pandemic, a short video is also a great way to
welcome people back and reassure them of any safety measures you may
have in place.
Capture data in real-time
Find out which sessions
are proving popular at the event via live polls or by assessing those
sessions that received the most Q&As or highest attendance figures.
Consider offering them as an on-demand post-event, either as a follow-up
to the event for further engagement or as a way of attracting those who
didn’t attend to come to your next event. The content can also be used
to develop new material.
Play with people’s emotions
have changed post-pandemic - attention spans for example are smaller
than ever before, and people are used to dipping in and out of virtual
To keep them engaged and coming back for more, consider hosting
shorter sessions and increasing the production values. Many brands
invested in these for their virtual events but it makes sense to
continue this for in-person too. Think roving cameras, enhanced audio
and an event host to help create an emotional connection.