PCMA’s EduCon 2021 event showed planners what a hybrid event could look like. Then,  nearly 20 consultants told them how to do it.

 “The best events serve as platforms to further the mission of the organization and accelerate the industry they serve,” said conference speaker Beth Surmont, CAE, CMP Vice President of Event Business Strategy & Design at 360 Live Media. 

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While the why of events may stay the same, everything else is changing. 

Why

"What is the motivation of what somebody wants the event to do for them?" asked speaker Beth Surmont, CAE, CMP Vice President of Event Business Strategy & Design 360 Live Media.

Who

All events have data, in person, hybrid and now especially digital, but it is the why that will determine the tribe. "If you can't find them, you may have to shift your purpose," said Nicole Moreo Senior Vice President, Analytics Ketchum.

Where

Live and digital:
"Digital does a very different job for the audience," said Beth Surmont. Nicole Moreo said even the attributes that might motivate your audience to travel to a destination are changing.

What

Content is still king, and the data generated from online conferences is a gold mine in ascertaining what's really working. The industry's definition of what a hybrid event is exactly is still being worked out.

When

365 days is ideal to keep the audience in the eco-system, said Will Curran Chief Event Einstein Endless Events.

At least a 14 day period before and after will allow online lead generation for exhibitor programs to work said Bob Chain, Strategic Account Manager at Swapcard.

How

We're taking on the role of TV producers with qualities of live television shows, said Jared Young, Founder & President, Go Team Events. "Partnership in execution is vital."

New message, new skills. The forms that events are taking are changing rapidly but not the function. Ask an expert at an event agency what they know and how they would do it.  By now, many full-service planners have proven themselves. The best don’t know a little about everything; they know a lot about everything from adding more tech and content to branding and video production, safe venues and online platforms. Most organizations may not have the staff with the necessary experietise in all these vital areas.

Full-Service Event Planner? Because They Are Living And Breathing The Changes...

Jennifer D. Collins CMP, DES

“If you bring the vision (or even a kernel of a vision), we can guide you through the process of bringing that vision to life…

“We are also seeing our clients adopt covid-19 safety practices for their events, which includes many not hosting very large ones. So while there is definitely the desire to come together, it’s still being done very carefully and intentionally. “

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