Over the recent years, the event industry has witnessed a significant transformation in how events are delivered in response to COVID-19. Previously dominated by physical gatherings, the pandemic necessitated a shift to virtual events, proving their effectiveness as alternatives for networking and engagement. This shift has significantly reshaped the event landscape, underscoring the importance of digital platforms and the integration of new digital experiences that meaningfully connect people.
Collaborative communication tools have been the backbone of pandemic-induced remote work prompted by the pandemic. For instance, Zoom, a video conferencing app, exemplifies the shift to virtual solutions for events during the pandemic, with its daily installs surging 30-fold year-over-year. Post-pandemic, virtual events are gaining traction alongside physical ones in the entertainment and event industry, leading to the emergence of hybrid events. This fusion of online and offline experiences capitalises on the strengths of each, ushering in a new era of immersive and memorable experiences for attendees.
Ultimately, the ideal scenario in event management is a synergistic blend of physical and virtual elements, enhancing engagement and memorability. This approach, enriched by creative concepts and new technologies, allows organisers to host events that are more impactful than during pre-pandemic times.
"Event management, especially in this post-Covid era where travel and consumption patterns have transformed the industry, is increasingly vital not just for venues and spaces, but also for F&B establishments."
- Danny Loong, CEO and Co-Founder of Timbre and trainer of our event-related programmes at SMU Academy.
SMU Academy's Advanced Certificate in Event Management & Entertainment equips participants to rethink how content, events, and entertainment can boost footfall and sales, and foster community vibrancy. The programme covers everything from content creation and profit strategies to production, staging, and securing sponsors. It combines a holistic approach with practical case studies and insights from industry experts, preparing participants for the evolving landscape of events.
Breaking Down Barriers
Physical events and virtual experiences each carry its own advantages and limitations. For instance, physical events offer the tangible presence of people, the palpable energy of a live audience, and the ability to engage all five senses. On the other hand, virtual experiences provide convenience, accessibility, imaginative scenarios, and can happen in a fraction of the time needed to organise a physical event.
However, there are constraints for both settings. For instance, receiving feedback on a virtual event could differ greatly from a physical event. Another example is that physical events often incur higher setup costs compared to virtual events.
The blend of physical and virtual event experiences offers a way to overcome traditional barriers, combining the best of both worlds. Programmes like SMU Academy's are training professionals to design impactful hybrid events, enhancing participant experiences and navigating the complexities of this integrated approach.
By integrating physical elements with virtual technology, events can transcend geographical and venue constraints, enabling participation from individuals worldwide, creating a diverse and inclusive audience. Attendees can interact with the event space physically or remotely, engage in real-time discussions, and even explore virtual replicas of physical venues, creating a seamless blend of the real and digital worlds. Indeed, the incorporation of virtual elements at a physical event can enhance experiences and transform one’s imagination into reality.
Boosting Engagement and Interactivity
The heightened level of engagement and interactivity that hybrid events offer is undoubtedly exciting, given its potential that value adds. For instance, leveraging technology enables customisation and personalisation, thereby fostering a more tailored and immersive experience for each participant. Learning about virtual productions enables the realisation of multifunctional online platforms, supporting real-time interactions and enriching the overall event experience.
The addition of virtual engagement, allows attendees to participate in polls, ask questions, and engage in discussions. The possibility of using augmented reality (AR) and virtual reality (VR) technologies can develop an immersive environment for participants which can significantly extend the reach of physical events.
Danny Loong highlights the importance of this approach: “The Advanced Certification in Virtual Production teaches the processes and techniques necessary for various virtual productions, encompassing webinars, virtual conferences, metaverse events, and modern media platforms. Learners will gain practical experience in a virtual production studio and learn from industry professionals. This course is ideal for individuals interested in event management and seeking to include virtual production in their portfolio."
Beyond creating extraordinary events, event planners can enhance engagement in hybrid events through gamification. Challenges, quizzes, and interactive activities not only encourage active participation but also deepen connections, particularly when integrating brand and product elements. These strategies are effectively explored in SMU Academy’s Advanced Certificate in Event Management and Entertainment, focusing on event sales pitching, sponsorships, and brand marketing.
At networking events, this can be a way to foster connections between the audience, as they work towards a predetermined goal set by the games. Formats can include trending activities like escape room games, and having them in virtual settings means cost savings as well as less of a need to manage tricky operations and logistics.
Expanding Access and Inclusivity
The fusion of physical and virtual experiences holds the promise of inclusivity on an unprecedented scale. For businesses, this can translate to higher reach, as virtual connections enable participation from individuals worldwide. For users, virtual attendance options offer the chance to participate, despite the physical, financial, or geographical barriers.
Imagine replacing a traditional physical pop-up campaign with a 24/7 virtual experience for a movie or product launch. This not only breaks time zone barriers but also invites global engagement. In conferences, this approach transforms discussions by welcoming diverse, worldwide perspectives, enriching the experience for everyone involved. How might this shift in strategy redefine audience engagement and event success?
Rethinking the fusion of physical and virtual events has very tangible benefits as well, allowing one to stretch budgeting and develop new profit strategies, and also optimise the use of materials and facilities.
Furthermore, hybrid events enable the integration of sign language interpreters, subtitles, and other accessibility features, making events more inclusive. By embracing technology, event organisers can create environments where everyone feels welcome, valued, and heard, promoting a sense of belonging for all.
The Way Forward
Successful events create lasting memories, and hybrid events have the unique ability to enhance this impact. With virtual event recordings and interactive content, attendees can revisit their favourite moments or share them on social media, extending the event's reach. As the event industry evolves, professionals must continuously upskill and stay updated with the latest trends, engaging with relevant educational and training resources.
This shift is more than a trend; it's a paradigm change with the potential to redefine the future of gatherings. By leveraging the strengths of both physical and virtual elements, event organisers can craft experiences that are not only engaging and inclusive but also truly unforgettable.
Learn to create spectacular events and harness the power of hybrid with physical and virtual applications at SMU Academy.
