SAACI news

Keeping audiences engaged

With months of experience – and being realistic - it’s not a matter of if, but how, the meetings and events industry will continue to experiment and change in 2021 and beyond. We would all agree that it has been tough, and we still have a lot to learn.

By Glenton de Kock, chief executive officer of SAACI

The constant movement between alert levels in South Africa also presents a challenge when planning for any business events. We would encourage a holistic approach when planning for events during the remainder of quarter one and for quarter two of 2021.

We have witnessed many who continue to demonstrate the ability to be agile as we charter these uncertain waters. With early indications that South Africa will see a gradual return to medium sized in-person business events in the third and fourth quarter of 2021, the continuation of hybrid and virtual events in the first and second quarter of 2021 will remain.

The challenge is to stand out amongst all the hybrid and virtual events. We have shared that having the right skills, equipment, and plans are required in order to be successful.

With the South African business events industry still very much restricted with regards to larger, in-person business meetings, event planners and venues have recognised the need to retain audience attention for hybrid or virtual events.

In certain research, indications are that audiences crave educational content at virtual events. As virtual versions of conferences and tradeshows continue into the new year, demand for certification courses and skill-building workshops is expected to continue.

As SAACI prepares for the annual national congress 2021, one area we are all in agreement with, is to zero-in on which goals matter most for the audience right now and in the immediate future.

Our efforts to bring in speakers who have already successfully navigated around the challenges that our industry has faced, coupled with providing real life experiences, is a corner stone to ensure audience engagement. In addition, the provision of materials that equip people with all the tools they require to succeed, is a key take-away aimed at providing participants with something tangible through having attended the congress.

We are also exploring how digital content such as eBooks, livestream podcasts, and videos make for great list-building value-adds for attendees. The coming months will call on all of us across the business events industry to challenge ourselves and innovate as we strive to keep our audiences engaged.