The event landscape is undergoing a significant transformation. Gone are the days when success was measured solely by the number of physical attendees. In today’s world, the scope of event engagement extends far beyond traditional boundaries, adapting to a more digital, interconnected audience. Multi-format events, which combine physical, digital, and hybrid elements, are at the forefront of this evolution, offering new ways to engage and captivate audiences globally.
In this post, we will focus on multi-format events: what they are, plus their benefits and challenges. We'll also feature some tips in overcoming these challenges, so you can engage more audiences across different formats and channels.
So, what are multi-format events?
Multi-format events blend the best aspects of in-person and digital experiences, creating opportunities for deeper engagement and expanded accessibility. They are designed to cater to diverse attendee preferences, facilitating engagement through multiple channels. These events typically combine several elements:
Hybrid Conferences: These include both in-person and streamed presentations, allowing participants from around the world to join live or view sessions later.
Interactive Webinars: Enhanced with polls, Q&A sessions, and breakout rooms, these sessions encourage active participation from remote attendees.
On-Demand Content: Recording sessions for later access caters to attendees across different time zones or those with schedule conflicts.
Social Media Integration: Using platforms like Facebook, Twitter and LinkedIn, these events encourage ongoing discussions and interactions through hashtags and live updates.
Why consider multi-format events
Multi-format event programs have become the new standard for many organisations. These programs seamlessly connect customers and prospects through a mix of in-person, virtual, and hybrid events held throughout the year. The shift towards multi-format events brings several benefits:
Increased reach and engagement: You can tap into new markets, connect with industry leaders across the globe, and potentially reach a larger and more diverse audience than with a traditional physical event. Also, offering a hybrid option caters to attendees with diverse preferences. Some may prefer the in-person interaction and networking opportunities of a physical event, while others may like the convenience and cost-effectiveness of attending virtually.
Enhanced audience interaction: By incorporating interactive elements across all formats, you can keep your audience engaged and actively participating. This can include live polls, Q&A sessions, breakout rooms for virtual attendees, gamification elements, and social media integration.
Maximised ROI: By leveraging a single event concept across multiple platforms, you can potentially reach a wider audience and achieve a higher return on investment. Content created for the physical event (presentations, recordings) can also be repurposed for the virtual component or future on-demand offerings.
Improved accessibility and inclusivity: Multi-format events are more inclusive for a wider range of participants. Attendees with disabilities, those on a tight budget, or people located in remote areas can still participate in the event virtually. This allows you to broaden your reach and ensure everyone who is interested in your event has the opportunity to attend.
Access to data-driven insights: Multi-format events offer a treasure trove of data across attendee registration details, engagement levels across platforms (physical attendance, website visits, app usage), participation in interactive elements, and post-event surveys.
Challenges of multi-format events
Although the benefits can be substantial, there are a number of challenges we need to consider when hosting multi-format events:
Planning complexity: Coordinating a multi-format event requires meticulous planning and a skilled team with expertise in both physical and digital events. Also, ensuring a seamless transition between physical and virtual elements requires careful synchronisation and technical expertise.
Technological challenges: Multi-format events rely heavily on technology to create a smooth and integrated experience for attendees across platforms. This means your chosen platforms need to be compatible and can be effectively integrated.
Engaging a remote audience: Keeping virtual attendees engaged throughout the event requires specific strategies that may not be necessary for a physical audience. It's important to go beyond simply broadcasting a live stream of the physical event. Virtual attendees need to feel like active participants, not passive observers.
Content consistency: Maintaining a consistent message and brand experience across all event formats (physical agenda, virtual platform, social media content) requires careful planning and execution. Content needs to be tailored to each platform while still remaining cohesive and delivering a clear value proposition to the audience.
Tips to overcome multi-format challenges
Producing multi-format events can be challenging and overwhelming, often stretching resources, inflating budgets, and stressing team members. To help your event planning team effectively manage and maximise the benefits of multi-format events, we’ve compiled a set of valuable tips to consider:
Develop a robust event strategy
Whether you are organising a small webinar or a large public conference with over 1,000 attendees, it's crucial to step back, plan carefully, and consider every aspect of your event. This approach not only helps you identify the necessary actions to ensure a successful event but also clarifies the purpose and objectives behind it.
Invest in the right technology
Reliable event management tools and platforms are essential for managing the complexity of multi-format events. Choose platforms that offer features like integrated registration, live streaming with audience engagement tools, and data analytics capabilities.
Prioritise audience engagement
Develop a comprehensive engagement strategy that caters to both physical and virtual attendees. Use a mix of tools, including mobile apps, social media integration, and interactive features on your event platform like chat functions and gamification elements. This way, you can ensure that every participant, whether in-person or virtual, feels connected and valued, leading to a more impactful and memorable event.
Have a consistent message
Ensure all communications and content across formats are consistent, reinforcing the event’s themes and objectives. Use a unified tone and visual style to create a cohesive experience, regardless of how attendees engage with the event.
Build a cross-functional team
Assemble a team with expertise in event strategy, digital marketing, content marketing, event production, event management, and technology. You can also consider partnering with an event services company that can help you across the entire process, from strategy and production to marketing and on-the-day management.
Multi-format events are shaping the future of the event industry. They allow us to reach more people, boost engagement, and create more inclusive and cost-effective events. By embracing this trend, event planners can improve their return on investment (ROI) and keep their events exciting and relevant in our digital world.
To learn more about multi-format events and how we can help you gain maximum reach, engagement and value from your business events, contact us today.
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