The ending of Covid 19 restrictions in the UK was supposed to see a return to the pre-Covid days of normality. The reality is far from that.
The pandemic has not gone away, nor will it, and other winter health issues such as flu are predicted to return in high numbers.
The anticipated return to work for many in reality may take many months and for what looks like an increasing number of people it will now be in some hybrid form which allows greater flexibility through continued homeworking.
People have got used to travelling less and like it.
CO2 emissions have tumbled and with the growing Green agenda both employers and employees are increasingly more environmentally conscious and aware of the outcome of their actions.
It appears that people are also much more concerned than they used to be about mixing in enclosed spaces and despite relaxations on mask wearing the majority say they will continue to wear them.
Whilst many extroverted individuals cannot wait to get out and ‘network’ there are many more who will be taking a far more cautious approach.
Conferences and networking events, often past earners for many organisations and businesses, need to adapt and also consider taking a ‘hybrid’ or what we will call an ‘integrated’ approach if they are going to attract audiences to attend such events in the future. Ask yourself if you are one of these: ‘If we had 200 attending an event in 2019 are we likely to attract that number again?’
The more extroverted and optimistic organisers will say: ‘People have been locked up for months, of course they will want to get out’. Will they?
People through the lockdown have got used to travelling less; many do not want go back to commuting and have forgotten traffic congestion along with the problems and costs of parking. People are going to be far more selective about what they travel to attend for travelling costs time and money.
If the cautious mixers and the reluctant travels account for say 25% of past attendee number that reduces the 200 people event to now 150. With rising hospitality costs due through labour shortages and rises in food costs, is the event viable?
Organisers need to now be flexible and adapt to the needs of their changing audience by looking to integrate the live event with an audience, content, and more with the virtual element so that a wider audience can participate and engage with your event as they choose and importantly wherever they are. On this last point, you may now be able to attract a far wider audience than previously.
In the case of our example of 200 people, instead of facing a 25% drop in attendees the thinking with an integrated approach must be how to attract a growth of 25% and more. The return on investment of the integrated approach is not it’s only attraction for it significantly offers opportunities to both increase attendees (this could for some businesses new customers but for organisations new members) as well as increase sponsors.
If you would like to find out about, or discuss, taking an integrated approach to your events for the future please contact enquiries@leadersmeets.com
