The events industry took a big hit when COVID-19 arose. There was panic, financial losses, and a long break for many affected. As the world moves forward, many rules and processes have been implemented to change the way people connect again – especially remotely.
As a business, how can you get a high level of participation rate for your events? What other measures can you take to ensure a successful event? Here are some key trends you can expect from the event industry in 2022.
ROI and event measurement success with post-event data collection
Data determines the success or failure of an event. We need data to understand how our events are performing and what can be improved to better meet the needs of your attendees.
Event goals are the best starting points when determining KPIs. Whether your main goal is to increase viewer engagement, maximise sales, or increase event sponsorship, it can help you measure the success of your event. Of course, before any data collection, it’s good practice to ensure all participants give their consent and know what data is being collected for the event.
Some event success KPIs can include total registrations, check-ins, number of active community members, speaker engagement, live polling response rates, and more. Behavioural data collection will provide the measurement for the event’s success afterward. Data like attendance, how long they stay, which corner excites them the most, and the purchase made during the event will be collected. The more data you have the better to understand the way customers engage with the products. We can use that as a tool to optimize ROI and consider similar future events decision management too.
Hybrid events are going to stay even become more in number
With the widespread adoption of digital technology last year, hybrid events have emerged. Digitisation cannot replace the face-to-face interaction of most events in the long run, but it may increase the use of mixed face-to-face and digital events, thus creating the benefits of these regions.
With hybrid events, you increase the chances of getting more attendance and engagement. You can expect to increase your event ROI, save costs, and access data-driven tracking. There are two ways it will hold; those are both the physical event and the virtual event take place at the same time or in different place and time.
To get started, it would be ideal to hire an event experience manager to build a hybrid-ready team. Next, research for a hybrid event management tool that meets your needs and budget. This provides engagement and interaction opportunities to connect participants directly and remotely.
Put more concern on post COVID-19 situation: vaccination status, safety, health protocol
The COVID-19 pandemic has had a major impact on global events, demonstrating the need to ponder the future of the industry. Events around the world have been cancelled or postponed. Event organisers have introduced new delivery models that are either completely digital or include hybrid digital and face-to-face solutions. The in-person events focus more on health and safety protocol already becoming mandatory for everyone. Wearing a mask and social distance are inevitable parts that we need to control. Even when the vaccine game continues, contact between people and things is kept minimum, making sure throughout the event, everything is contactless with wristbands, cards, smartphones or smartwatches.
Ensuring health and safety in face-to-face events require careful attention to detail, transparency, and open communication with attendees, and adhering to back-and-forth health regulations as the situation changes.
It is assumed that more and more organisers will require proof of vaccination at the front door or as a prerequisite for registering for face-to-face or hybrid events. More organisers may also offer rapid on-site inspections and other COVID-19 screening services.
Rise on small-scale events. Ticketed event, more intimate, and more meaningful.
As virtual and hybrid events became more popular with both attendees and organisers, the big question was how to create a meaningful event experience. We anticipate that the answer lies in micro-events that are entirely targeted to a particular region, type of participant, or other categories.
Many events can scale down the live component in favour of a smaller, meaningful, and intimate context, so it’s not just about the number of attendees but to create a memorable event experience. As the virtual part of the mix will provide reach, live events are increasingly being network specific. And how can we assume it arguably beats the large-scale event one? Small-scale events can be held frequently all over a year while large-scale events happen annually or once a year. It can bring more revenue with lessened costs while reducing health and protocol risks.
Mindful and wellness as a part of the event’s schedule
Mental health is increasingly becoming a sensational topic worldwide and a prioritisation for most at work and personal matters. But what does it mean in the world of events?
You want to provide as much value as possible at your events, but don’t neglect the benefits of paying attention to the needs of your attendees. Whether it’s a workshop, outdoor activity, art exhibition, or wellness activity, listen and provide them with the dedicated time and space to relax, reflect, and gather.
A full-packed schedule would be exhausting for people to meet in two or more event days. Inputting the mindfulness and wellness schedule into parts of the event will make the attendees enjoy more of their time there. A person gives their valuable time to the event then the event organizer might as well welcome them wholeheartedly. Occupy the events with self-reflection or outdoor activities without having the FOMO (Fear of Missing Out) effect, will give a better overall impression after the event is done.
