Ever-changing social, cultural and technological trends are a landmark of our age, and as a result corporate events keep evolving as well. Currently, we seem to experience an attempt to strike a balance between “physical” and “digital” events while still serving the purpose of supporting the achievement of one’s corporate goals.
The widespread availability of fast Internet connections and the popularity of social media led to a “digital” breakthrough. Sharing events in real time on such platforms as Facebook, Instagram and Twitter started playing a crucial role in increasing their possible import and impact. This led in turn to ascribing greater significance to visual appeal and interactivity, where plain ordinary corporate events become riveting, tailored experiences.
Organizing corporate events, be they high-tech, virtual ones or just plain conventional ones, is still a challenge, however; each format comes with its own complications. In the case of “conventional” events, (also see our post dated September 8, 2022) logistics will take up the greatest share of your efforts: one has to choose a suitable location, take care of proper booking, get in touch with suppliers, manage the inflow of visitors… Quite often, one will also have to face a number of stumbling blocks: maybe what the client suggests is not feasible; maybe the budget is too limited and the event must be streamlined; and then approval procedures to be fast-tracked, and the usual amount of glitches will appear—plus of course red tape issues: local by-laws, safety regulations, accessibility…
Technology-driven events, on the other hand, obviously call for a robust technological framework: a stable, wide-band internet connection, a suitable hardware and software platform, the availability of skilled technical support and so on.
Naturally, the above is just a sketchy overview; in the course of time, countless kinds of events have been developed to meet different requirements and achieve different goals.
A few examples of “events 4.0“
Immersive technologies are an innovative approach integrating virtual content in current reality. A corporate event exploiting VR (virtual reality), AR (augmented reality) and suchlike technological advances, can translate into a full immersion in a digital environment transcending the limitations of our usual “physical” world. This technology enables people to interact with 3D content in real time, resulting in a highly personal and captivating experience. Immersive technology also brings about unique networking opportunities, since visitors can connect with each other in a number of innovative ways—the aim being to create an impressive, memorable experience going beyond the usual face-to-face meet-ups, opening up new possibilities concerning training, entertainment and cooperation.
A travelling event is a dynamic experience involving a number of different locations; it is particularly effective topromote a product or to create networking opportunities for employees. This kind of event is therefore characterized by an intrinsic mobile nature which makes it possible to reach a much larger audience by covering several venues. Actual venue features can vary, possibly including galleries, parks, town squares or less conventional spaces: providing—whenever possible—a unique, custom experience in each city is crucial. Travelling events are powerful marketing tools as they attract the attention of different demographic segment and bring about an unforgettable impact by means of direct, matter-of-fact interaction.
Virtual events are those that take place exclusively online. During the last few years, they have become increasingly popular. In this case one resorts to events leveraging digital platforms to connect people from all over the world, disregarding geographic barriers and making the event easier to enjoy as well as more inclusive. Usual formats include webinars, online conferences, virtual workshops and digital exhibitions. A defining feature of virtual events is the use of interactive technology: live chats, Q&A sessions, interactive workshop and so forth. These have a positive effect on audience engagements. That said, organizing effective virtual events requires careful planning, adequate technical skills and an exhaustive knowledge of what the general public needs.
Hybrid events represent a comparatively novel approach, where one can exploit the most effective features of both physical and virtual venues. Here part of the audience will participate in person, while others will connect online. Such a format is especially useful and versatile, enabling companies to reach a larger segment of the general public and overcome distance barriers. However, setting up a hybrid event calls for accurate, painstaking planning and the deployment of advanced technology as all participants must be able to enjoy the same flawless, captivating experience, wherever they may be. Hybrid events are particularly indicated for trade fairs, conferences, workshops and other meetings targeting specialized professionals, where networking and sharing knowledge are essential.
Are you going to organize an event—but you feel you may use some professional advice? Ask us for an unforgettable networking opportunity as well as a highly effective way to boost your visibility.