Navigating the New Normal: Strategies for UK Event Planning Firms to Thrive in the Era of Virtual Conferences

The events industry has undergone a significant transformation since the COVID-19 pandemic, with a marked shift towards virtual and hybrid events. For UK event planning firms, adapting to this new normal is crucial for survival and success. Here’s a comprehensive guide on how to navigate and thrive in this evolving landscape.

Understanding the New Landscape of Events

The pandemic has accelerated the adoption of virtual and hybrid events, forcing event planners to rethink their strategies. Here are some key points to consider:

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The Rise of Virtual Events

Virtual events have become the norm, offering a range of benefits including cost savings, increased reach, and flexibility. Platforms like 6Connex have made it possible to host immersive virtual events with features such as webcasting tools, live Q&As, and interactive polls.

Hybrid Events: The Best of Both Worlds

Hybrid events combine the physical and virtual aspects, catering to different participant needs. This format allows for a broader audience engagement and can be particularly effective for sales kickoff meetings and conferences. For instance, Glassdoor successfully hosted a virtual sales kickoff meeting using 6Connex, which included interactive Q&A sessions and an Expo Lounge, resulting in high attendee satisfaction and engagement.

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Post-COVID Pandemic Adjustments

The post-COVID era has brought about new challenges and opportunities. Event planners must now consider health and safety protocols, digital engagement strategies, and the integration of technology to enhance the event experience.

Leveraging Technology for Enhanced Event Experiences

Technology is at the heart of modern event planning, especially in the virtual and hybrid space.

AI-Driven Insights and Personalization

AI-powered platforms like Vendelux provide valuable insights into attendee and sponsor data, helping event marketers make informed decisions. This technology can evaluate user behavior and preferences, ensuring that the content presented is relevant and engaging. For example, Vendelux helps event marketers identify the best events to attend and sponsor, leading to a significant lift in event marketing ROI.

Virtual Event Platforms

Platforms like 6Connex offer a suite of tools to create engaging virtual events. These include content hubs that dynamically curate content based on user interactions, live polls, and Q&A sessions. Such features ensure that every participant extracts maximum value from the event, enhancing their engagement and motivation.

Event Management Software

Event management companies like MGN Events and Julia Charles Event Management use advanced software to manage every detail of the event, from planning and sourcing to logistics and technical production. This ensures a seamless and stress-free experience for clients.

Building Engagement in Virtual and Hybrid Events

Engagement is crucial for the success of any event, and this is particularly challenging in virtual settings.

Interactive Content and Sessions

To keep attendees engaged, it’s essential to curate sessions that are informative and riveting. This can include market trend discussions, company milestones, customer testimonials, and panel discussions with sales leaders. Interactive elements like live polls and Q&A sessions can also help maintain audience interest.

Personalized Experiences

Using AI to personalize the event experience can significantly boost engagement. For instance, an AI-driven Content Hub can ensure that each attendee encounters content that is most pertinent and appealing to them, based on their behavior and preferences.

Social Media Integration

Social media plays a vital role in promoting events and fostering engagement. Event planners can use social media platforms to create buzz around the event, share updates, and encourage attendees to share their experiences using specific hashtags. This helps in building a community around the event and extends its reach beyond the physical or virtual venue.

Tips for Successful Virtual and Hybrid Event Planning

Here are some practical tips for event planners to ensure the success of their virtual and hybrid events:

Plan Ahead

Planning in advance is key, especially when hosting hybrid events. This includes giving speakers, customers, and industry thought leaders ample time to align their calendars and arrange travel.

Choose the Right Venue

For hybrid events, selecting a venue that can accommodate both physical and virtual components is crucial. Event management companies like Activate Events and MGN Events can help in finding the perfect venue that meets all the requirements.

Focus on Health and Safety

Health and safety protocols are paramount in the post-pandemic era. Event planners must ensure that all necessary precautions are taken, whether it’s a physical or virtual event. This includes conducting comprehensive risk assessments and having appropriate insurance coverage.

Utilize Digital Marketing

Digital marketing is essential for promoting events and driving engagement. This includes using social media, email marketing, and other online channels to reach the target audience. Here are some digital marketing tips:

Use Social Media: Leverage social media platforms to create buzz around the event. Share updates, behind-the-scenes content, and encourage attendees to share their experiences.
Email Marketing: Send out regular newsletters and updates to keep attendees informed and engaged.
Content Marketing: Create valuable content related to the event, such as blog posts, videos, and infographics.

Measure and Evaluate

After the event, it’s important to measure and evaluate its success. This can be done through feedback forms, event metrics, and ROI analysis. For example, Glassdoor’s virtual sales kickoff meeting saw 97% of attendees intending to apply learned tactics on the job, indicating a highly successful event.

Case Studies: Real-World Success Stories

Here are a few case studies that highlight the success of virtual and hybrid events:

Glassdoor’s Virtual Sales Kickoff

Glassdoor’s annual sales kickoff meeting was transformed into a virtual event due to the COVID-19 pandemic. Using the 6Connex platform, they created an immersive virtual environment that included interactive Q&A sessions, an Expo Lounge, and engaging games. The event was highly successful, with 97% of attendees intending to apply learned tactics on the job.

Vendelux’s Event Intelligence

Vendelux’s AI-powered event intelligence platform has helped numerous event marketers by providing insights into attendee and sponsor data. This has enabled them to make informed decisions, leading to an 8-12x lift in event marketing ROI. For instance, Robyn Hazelton, VP of Marketing at Intellum, praised Vendelux for helping them target the right attendees and verticals.

The Future of Event Planning: Trends and Predictions

As the events industry continues to evolve, here are some trends and predictions to watch out for:

Increased Use of AI and Technology

AI and other technologies will continue to play a significant role in event planning. From personalized content curation to predictive analytics, these tools will enhance the event experience and improve decision-making.

Hybrid Events Becoming the Norm

Hybrid events are likely to become more prevalent, offering the best of both physical and virtual worlds. This format allows for greater flexibility and broader audience engagement.

Focus on Mental Health and Well-being

Post-pandemic, there will be a greater focus on mental health and well-being in event planning. This includes creating safe and supportive environments, both physically and virtually.

Navigating the new normal in event planning requires a blend of traditional skills and modern technological savvy. By leveraging AI, personalizing event experiences, and focusing on engagement and health safety, UK event planning firms can thrive in this era of virtual and hybrid conferences.

Here is a summary of the key strategies and tips discussed:

Leverage Technology: Use AI-powered platforms and virtual event tools to enhance the event experience.
Build Engagement: Create interactive content, use social media, and personalize the event experience.
Plan Ahead: Ensure thorough planning, especially for hybrid events.
Focus on Health and Safety: Implement necessary health and safety protocols.
Measure and Evaluate: Assess the success of the event through feedback and metrics.

By adopting these strategies, event planners can ensure that their events are not only successful but also memorable and impactful.

Table: Comparing Virtual, Hybrid, and Physical Events

Event Type	Key Features	Advantages	Challenges
Virtual Events	Online platform, webcasting tools, live Q&As, interactive polls	Cost savings, increased reach, flexibility	Technical issues, lower engagement
Hybrid Events	Combination of physical and virtual components, interactive sessions	Broader audience engagement, flexibility	Higher complexity, logistical challenges
Physical Events	In-person attendance, face-to-face interactions, live presentations	High engagement, networking opportunities	Higher costs, limited reach, health and safety concerns

Detailed Bullet Point List: Tips for Successful Virtual and Hybrid Event Planning

Plan Ahead:
Give speakers, customers, and industry thought leaders ample time to align their calendars and arrange travel.
Ensure all necessary health and safety protocols are in place.
Choose the Right Venue:
For hybrid events, select a venue that can accommodate both physical and virtual components.
Consider the technical requirements and ensure the venue can support them.
Leverage Technology:
Use AI-powered platforms to personalize the event experience.
Utilize virtual event tools such as webcasting, live Q&As, and interactive polls.
Build Engagement:
Create interactive content and sessions.
Use social media to promote the event and encourage attendee engagement.
Personalize the event experience based on attendee preferences and behavior.
Focus on Health and Safety:
Conduct comprehensive risk assessments.
Ensure appropriate insurance coverage.
Implement all necessary health and safety protocols.
Measure and Evaluate:
Use feedback forms and event metrics to assess the success of the event.
Analyze ROI to determine the financial impact of the event.
Utilize Digital Marketing:
Leverage social media platforms to create buzz around the event.
Use email marketing and other online channels to reach the target audience.
Create valuable content related to the event to drive engagement.

Quotes from Industry Experts

Robyn Hazelton, VP of Marketing at Intellum: “The attendees and verticals we were targeting were right on track, all thanks to Vendelux”.
James Winter, VP of Marketing at Spekit: “We can quickly and easily determine the best events to attend and sponsor, so we are always on top of our game”.
Jeanne Hopkins, CRO at Onescreen.ai: “Vendelux shows sales & marketing teams the value of the event, the meetings they can make with the right people, thereby proving ROI to our CFO”.
Brittany Manopello, Director of Sales Enablement at Glassdoor: “The virtual SKO, hosted on the 6Connex platform, surpassed expectations, impressing both attendees and the management team with its professional aesthetic, branding, and immersive environment”.