The biggest takeaways from the pandemic for event marketing leaders (VB Live)

The biggest takeaways from the pandemic for event marketing leaders (VB Live)

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Provided by Cvent

In 2022, occasion online marketers will be dealing with a brand-new landscape of obstacles and chances. Join this VB Live occasion for insights, extensive analysis, and finest forecasts for the brand-new regular in case marketing world.

Register free of charge here.

The last month has actually brought an about-face for a great deal of individuals as omicron took hold and all these strategies that individuals formed back in September needed to be reassessed– consisting of live occasions. Occasion coordinators are being hired to make up-to-date judgement calls as the scenario develops, and develop their own method on the fly.

” We’re absolutely being conservative today since individuals wish to hunch down and wait this through,” states Natalia Rybicka, senior director of Occasion Marketing at Attentive. “However we’re still preparing occasions through Q1 and Q2. We’re simply being clever about working out place and sponsor agreements, so that we have tight COVID provisions if something gets cancelled or pressed out.”

Naturally, any occasion needs amazing security procedures Rybica states. Attentive has systems in location for extra security screening, beyond mask requireds, such as a complete enhance of PCR house tests they ship to occasions through their satisfaction home.

” That’s something we were executing for bigger occasions, however we did that for a smaller sized occasion this month too, simply to include another layer of security preventative measures,” she states. “At our executive retreat, everyone that goes to the occasion needs to take a test.”

As they plan their hybrid technique, Rybica worries the significance of guaranteeing that a hybrid occasion does not leave the virtual audience behind.

” When we do go hybrid, there will be interactivity integrated in for the virtual audience, so it’s not simply an experience of streaming a video,” she states. “It’s simple to get captured up in a live occasion and forget that there’s an audience enjoying practically, and what their experience resembles– however they’re most likely going to be the majority of the audience.”

To make certain hybrid occasions work, she highlights the requirement to have an excellent innovation partner you can count on– one that comprehends what it indicates to have 2 audiences, can make it possible for individuals going to live to engage with individuals that are virtual, and can assist construct virtual neighborhoods.

It’s likewise essential to have 2 different manufacturers, one for the virtual experience and one for the live occasion, so that each audience gets the attention that they should have.

Hybrid occasions that go beyond streaming material are going to be the most significant obstacle for online marketers in the approaching year, Rybica states, however carrying out those effectively for both audiences is likewise the most essential thing to get.

” Virtual occasions are excellent for education and live occasions are terrific for networking, so how do you make the most of both of those elements and make certain you’re developing an excellent experience for both audiences?” she states.

As the world changes yet once again to the ever-changing pandemic, and hopes start increasing around the go back to in-person occasions, Rybicka’s finest recommendations for a fellow occasion leader today is develop on what came previously, not to pivot totally. To put it simply, do not get so thrilled about live occasions and what’s occurring face to face that you forget your audience.

” Do not throw away the infant with the bathwater and quit on virtual occasions and all the knowings we have actually obtained through the pandemic,” she states. “Virtual occasions are still a terrific method to reach broad audiences for the function of education. I would not compromise that experience. There’s an entire audience out there that isn’t able to take a trip to live occasions, and they’re most likely most of your audience.”

Registration is complimentary!

You’ll discover:

  • How online marketers can get ready for the return of live occasions
  • How to make hybrid occasions work much better than ever
  • Why webinars are a vital part of the marketing mix
  • What patterns and methods will bump the needle in 2022


  • Natalia Rybicka, Senior Director, Occasion Marketing, Attentive
  • Mike Dietrich, Vice President, Item Marketing, Cvent
  • Hayley Haggarty, GM of Occasions, VentureBeat (mediator)

Find Out More

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