The past two years have definitely changed the event industry.

The impact of Covid, transport problems, issues of sustainability and the environment have all played a major part in this transformation. We’ve taken a look at just what it means for event organisers.

Personalisation has become a key issue. According to research by McKinsey, over 70% of buyers regard access to personalised interaction virtually as well as in person as crucial when it comes to making decisions.

Providing hybrid options alongside physical events has become the norm. It is an option that matches sustainable and environmental considerations, especially when it comes to travel, but also allows wider access and participation. People want to be able to link into events remotely, especially if they are coming from a long distance since this can reduce transport problems or time considerations.

The 2022 Demand Generation Benchmark Survey has indicated that companies regard hybrid options alongside physical events as being very important. The response rate from hybrid events can still be experienced months after holding an event. Marketeers are increasingly exploring ways of including virtual options or facilities alongside physical events. So how can this be done?

Personalising activities

Effective data capture from the moment of registration can allow marketeers to offer participants personalised activities and options from the beginning. Such personalised content across a variety of formats both physical and electronic makes events much more individually focused.

QR codes

Explore ways of increasing your use of QR codes during events and conferences. A simple addition to any event, it can make a tremendous difference when it comes to enhancing the participant experience as well as encouraging greater networking. Introducing more QR code usage means that you can quickly gain lots of unique data on buyers, event attendees and companies. Why not consider personalizing the QR codes to match attendees with specific experiences?

Lightning talks

Perfect for conferences and exhibitions as they encourage participants to follow up afterwards. Each talk lasts only a short time but offers multiple ideas. There is no risk of losing people’s attention because they really have to focus throughout.

Solution Rooms

A useful addition to any conference as it enables individuals to seek peer supported advice. Sessions generally last around 90 minutes and can be very beneficial.

Human Spectogram

This is a great way of encouraging audience participation and interaction, particularly for smaller groups. It simply involves the presenter asking questions. Answers are revealed when participants move to different areas of the room.

Birds of a Feather

A concept, which reflects the way in which people with common interests tend to flock together. By encouraging people with similar interests or expertise to meet up for specific activities, it becomes possible to encourage informal discussions and explore new challenges.