Creating Successful Hybrid Exhibitions

Are you planning a hybrid exhibition in 2021? This course will help you transition your mindset and your event to the world of hybrid while keeping your visitors, exhibitors, sponsors and finance directors happy.

Mark Cordon introduces the course

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Outline

This course will cover the following:

Hybrid Events – alternative models

• There is still discussion on what a hybrid event looks like. We explore the various incarnations available.
• What resources do you need to run a hybrid event? – We take a closer look at the additional resources you’ll need to consider using when running a hybrid event.

The advantages of an event moving to a hybrid model

• Pivoting an event to a hybrid model can be a big decision. In this module we look at the positives in doing this for all parties – organisers, visitors and exhibitors/sponsors.
• We’ll be discussing factors such as revenue/profit, serving your community, expanding reach and defending your brand’s position.

Eyes wide open – What issues do we need to overcome?

• Hybrid exhibitions are relatively new so you may come up against some trepidation both internally and externally. We’ll identify these common objections to help you overcome them with ease.
• Areas dissected include fear of technology, previous bad experiences, revenue and branding issues.

How to plan a successful hybrid event

• Assume makes an ass out of you and me – research makes a successful event. What should you do before you start the planning process?
• The three stages of a hybrid event – A hybrid event opens up new possibilities before and after the doors open. What kind of activity can your show perform during these periods and why should you consider adding to your work load?
• Content with your content? – When planning a hybrid event, you need to look at your content and how it caters for both the physical and digital audience. What does the programme look like?
• Engaging your community – every event lives and dies on creating positive experiences for their stakeholders. In the hybrid world what methods can the event organiser utilise that will attract visitors and enable exhibitors/sponsors to engage them.
• What will a hybrid exhibition look like? – What are the different things to consider for organising a successful exhibition in a hybrid world? How can you organise an exhibition function that will prove popular with both clients and visitors?
• Monetisation – A change in format can lead to a change in how we monetize our events. What options are available, what works and what should be reconsidered?

Executing a successful hybrid event

• A different kind of sales? – Selling hybrid events isn’t the same as selling physical ones. What are the main differences? How can we equip and help our sales teams? How can we maximise revenue?
• Marketing your event – Just like in the physical world, a hybrid event lives and dies on its visitors. We look at how the marketing team is key in delivering a profitable hybrid event through successful positioning, activity and evaluation.
• Keeping your finger on the pulse – Looking at what you need to do during an event to keep it on the right track. What issues could occur and what can you do to overcome them?
• So that went well, what next? – Even though the doors are closed there is still work to be done. What evaluation, research and further activity can be performed Post-show to add to the event and place your next one in a fantastic position?