Events are great tools for delivering the narrative of a business. With Covid-19 restrictions lifting, it is more important than ever for companies to focus on event strategies that will allow them to strengthen their stories and stand out from competition.

73% of events marketers forecast that hybrid events will continue to rise in popularity, and for good reason; it is clear from our experience at Live Group that the hybrid format is redefining events. By implementing the emergent tech of hybrid and virtual events, companies can connect their brand narrative with their audiences in new and engaging ways.

Getting the upper hand on competitors

For event professionals, virtual and hybrid events offer new ways to cut through the noise and deliver your message. They aren’t replacements or replications of in-person events; instead, hybrid and virtual aim to create a new kind of experience using platforms that offer all attendees a “front-row” experience and access to a range of interactive tools.

Hybrid events give participants the option to attend physically, or if more convenient, from the comfort of their own homes, handing choice back to the attendee. By tapping into the changing preferences of target audiences, attendees will feel appreciated, strengthening a genuine bond between company and consumer.

Storytelling encourages direct engagement

Hybrid and virtual events allow businesses to combine the efficient elements of virtual platforms with opportunities for real-life networking. All of this comes together to drive storytelling potential by elevating brand engagement.

Events have huge potential as a marketing tool to encourage target audiences to engage with the messaging of a brand. Hybrid and virtual events in particular allow for active feedback from attendees through interactive tools and real-time digital insights. A business’ credibility will only be strengthened through this direct communication with its client-base.

This is all in service of the audience; the beating heart of any event. Creating an event which is engaging, informative and useful to your audience should be paramount, as this will give your event value in the minds, leaving them feeling that their time and efforts are appreciated. 

Spotlighting stories on a case-to-case basis 

Importantly, digital capabilities allow businesses to tap into stories which give a vital, human feel to the narrative of their brand and event. Content can be developed which spotlights achievements on both a business-wide and individual level - an exercise in storytelling that is enabled by the unique merits of hybrid events. 

For example, Live Group recently worked with an organisation to develop videos that celebrated personal success stories within the firm. We collaborated with the client to establish the emotional response that they wanted the event to inspire – one of unity, pride and self-belief. From there, we helped to select stories to best achieve this.

Pre-recorded videos were then produced and dispersed throughout the agenda, reaching the company’s global audience between keynotes and activities. The result was a global activation which unified a workforce in a celebration of the company and its people.

Driving results and commercial relationships

Content that is specific to a business and which includes a well-developed narrative leads to better engagement and increased audience data. Pre-event insights should not be overlooked, either, and are invaluable for building data strategies which inform the design of future events

At Live Group, our virtual platform, Hive, gives our clients oversight of the data environment and can track any key metrics we assign. This allows integration with their other data-gathering systems to create a single, unified data resource.

Data analytics are a critical tool in evaluating which content is most impactful, and many event marketers are turning to in-depth behaviour tracking to understand which content types and activities produce meaningful engagement. Hybrid and virtual events offer a constant flow of these insights, which can be used to optimise engagement in a constant cycle of improvement, which in turn drives results from sponsor partnerships. 

Hybrid events are just getting started

The pandemic shuttered the physical world, necessitating the acceleration of digitisation across business sectors. Now, the world is beginning to return to normal, but with the new sense of convenience and flexibility inspired by this shift to remote working and virtual environments.

A hybrid model for events that blends tech-enabled virtual and traditional in-person elements will ensure an efficient, sustainable, and exciting future for events. By creating content-rich experiences built on digital insights, these events will maximise the efficacy of brand storytelling, allowing businesses to elevate their narrative and differentiate themselves in an increasingly saturated landscape.