A LOCAL PERSPECTIVE

The future we didn’t see coming

The end of 2019 had us all looking forward to starting the new decade strong. With new clients in the bag and repeat work secured, we hired additional resources in anticipation of a record year of doing what we do best at idna – conceptualising big ideas and delivering spectacular events and conferences. But, oh boy, the “big year” we anticipated turned out to be big in ways we never imagined. 2020 was the disruption we didn’t want, but desperately needed.

By Tamlynne Wilton, chief ideas officer, idna.

When the Covid-19 pandemic hit, the event’s industry was caught with its pants down. We weren’t prepared for the fallout as country after country went into lockdown, bringing our industry to a standstill overnight. We realised quite quickly that we have been playing in the shallow waters of the fourth industrial revolution all along. To survive, the old faithful ‘out-of-the-box thinking’ was not going to be enough – we had to break the box and look for a circle. The one saving grace, in my opinion, is the natural resilience of the events industry to adapt at the drop of a hat. And we did, stepping out of our comfort zones to learn new skills and create new products.

A year later and we are still here, post-pivot, looking ahead at a future of events that we did not see coming, but one that will accelerate much-needed resilience and sustainability.

Taking a post-mortem on 2020 and analysing the road ahead for the meetings industry, we must ask ourselves if the industry is in its death throes, as more and more people move online. The answer is a resounding no.

Humans seek out human interaction. We are social creatures. We are not built for isolation, no matter how much ‘fun’ it is to work from home in your pajamas, we are built for emotional exchange.

Virtual technology has provided us with an additional layer, another way of engaging our audiences, but it’s there to provide just that – another layer and additional value, it’s not a replacement for in-person events.

The future is hybrid

In 2020, it is technology we turned to when in-person events were on an indefinite hold. So, to move forward, we know that we need to achieve a happy medium between in-person and virtual events that work together to meaningfully connect people. The future is in a hybrid offering that seamlessly combines the strengths of both in-person and virtual events:

• Choice We have so many choices in every other sphere of our lives, why shouldn’t we choose how we engage with an event? We make choices based on our individual preferences and circumstances and will go where we feel most comfortable.

• Inclusivity People who have previously not been able to attend, are now able to have access to content that they otherwise would not have been able to access. A hybrid model offers an affordable, flexible, and open solution that appeals to an even bigger audience.

• Commercial Hybrid events – if done correctly – have the potential to generate higher revenue and have a greater return on ROI. Companies are more likely to send additional delegates when virtual is an option, significantly reducing travel and accommodation costs, not to mention the carbon footprint of an event. The ability to offer on-demand content also offers additional revenue streams beyond an event.

While the benefits of hybrid are clear, there are a bunch of considerations to take into account when organising one:

• Deal with the fear factor Fear is a powerful emotion that is going to be a constant consideration for the events industry. For in-person events, the Covid pandemic has increased people’s fear around health and safety. Virtual events, on the other hand, strikes fear into people on a psychological level, especially regarding the online experience. How we utilise outdoor or indoor venues; implement health and safety measures; enhance online experiences and rethink programme structures are just some fear busters to take into consideration.

• Virtual doesn’t mean boring The downside of online events is the perception that it may be extremely one-dimensional and tediously boring. This poses an exciting challenge to event planners as we pioneer new ways to deliver meaningful personal experiences and human connection. While it’s easy to cater to these needs in-person, it is trickier with virtual. New virtual event technology, however, is geared to engage the senses with enticing gamification features that engage and connect attendees.

• Find the right partners Limited in-person numbers has created a financial minefield as you either have to charge people more to cover costs or reduce the cost of the event. The former, in our current economy, is difficult as everyone is busy rebuilding. Finding the right venue and virtual technology partner is vital to achieving a win-win outcome for all.

• Get creative A hybrid model is lush with opportunities to get creative. From restructuring your registration packages to suit the individual circumstances of delegates to tailoring sponsorship that taps into budgets that didn’t occur to you before (CSR for example) – the possibilities are endless!

Moving on to the next

I, for one, cannot wait to see how the events industry continues to embrace technology as a friend and not a foe. I also predict that we are going to see more hybrid events in the future and that these events will become a staple in the new normal.

The next couple of months are going to be key as restrictions on large-scale events gradually ease, but there is no going back to the events industry as we knew it before. Thankfully, after a year of struggling and adapting, we are able to wade a bit deeper into the water and not just keep our heads above water, but tread confidently as an industry with an exciting future ahead of it.

Who is Tamlynne Wilton?

Tamlynne Wilton-Gurney is the founder and chief ideas officer of idna (pronounced idea-NA) a strategic marketing agency specializing in association brand building and event and conference management. Her background in psychology gives her a deep understanding of the human mind and how it impacts the decisions we make. She believes that events provide a powerful platform to inspire change and influence policy and combines her knowledge of psychology, marketing and sociology to create touchpoints that are truly unforgettable.