Council Post: Your Next Hybrid Event Should Be Like A Hollywood Production
Mark Roberts is CMO at and responsible for marketing operations worldwide, driving growth opportunities and building brand recognition.
Now that we’re over the hurdle of attending virtual events, trade shows and gatherings, it’s time to elevate the overall experience.
While people aren’t going into the office, that doesn’t mean they’re not busy. In fact, even amid the ongoing pandemic, people seem busier than ever.
The result is audiences have higher expectations for virtual events, so someone sitting in front of a webcam with a messy office in the background won’t captivate them. If given the option, people are likely to tune out.
Even if the world returns to in-person events, I believe the same will hold true. We need to promise to captivate our audiences; otherwise, they probably won’t waste their time hopping on a plane.
Every element of an event must serve a purpose.
Anyone planning an event can benefit from taking a cue from Hollywood or even Broadway. Movies work because they are compelling, and they leave us wanting more. That’s pretty much what every company wants from its events.
It starts with a good story.
A Broadway show is no different. How great would the best musical be if it featured only one person standing on stage and singing off-key to a karaoke machine? Without the right plan in place, that’s how your next event might appear to audiences.
Just as production companies don’t show up for the first day of filming without a story or a script, a hybrid event must be a buttoned-up affair. In some ways, hybrid events require a little more forethought, but the potential upside is remarkable.
Inspire the audience.
That’s not to say changes are not possible. But just as producers know what scenes they need to make or break a film, some aspects of an event are necessary. And like a Hollywood production, your event should have multiple acts that build to a grand finale.
There are so many different genres of stories, but people usually gravitate to an inspirational one. After months of recommended and mandatory quarantines, people have seen the drama in their story arc; they are ready for some inspiration.
Use your event as an opportunity to give some.
It needs the right messenger.
Delivering inspiration requires particular attention to the messaging of an event. What do people need to hear, and how does it compare to what they want to hear? What is the best way to convey that message, and who should be the one to deliver it?
Everyone knows a great story with bad actors makes for a lousy film. The same is true for corporate events: The wrong presenter can sink an otherwise compelling gathering.
Organizations often find people with fancy titles within their organizations and use them as spokespeople for an event. But just because someone heads up a division, has significant responsibilities or has clout doesn’t mean they are the best ambassador for the message you want to convey.
The antidote to the uninspiring is to find someone who encapsulates the brand.
Add in some level of production.
Some people opt to hire a celebrity. It could also be a team member, a partner or even a customer. Whoever it is, the person must tell the story right in a compelling way that keeps audiences engaged.
Movies are more than someone filming an action scene on their cellphone, and events can benefit from a little bit of production, too. Just because everyone isn’t gathering in a single location doesn’t mean people’s expectations have diminished.
In fact, as the world grapples with fatigue from the pandemic restrictions, I’d argue that people are looking for more from events.
Not all stories are built around car chases and explosions; even the most action-oriented movies need some dialogue. Organizations can opt for a similar approach. A virtual or hybrid event provides an opportunity to develop some content in advance.
Make it a 3D affair.
Make it exciting and eye-catching, but don’t lose the message with overproduction.
Some years ago, 3D movies became all the rage, allowing the action on the screen to come to life in a new way. As organizations look to continue their virtual or hybrid events into the new year, they should take a similar approach.
Attendees who cannot attend in person are no less valuable to the event. So, organizations should bring the event to the audience, wherever they are.
Lay the foundation for a sequel.
As a simple idea, consider putting together care packages that include lunch, giveaways or even a bottle of bubbly for a group toast. It doesn’t have to be much, but a few small items that make remote attendees feel like they are part of the event will go a long way in making them feel special.
So many movies today set up the next episode, and any professional event should do the same. Nothing should be a one-and-done affair.
An event — whether in person, virtual or hybrid — should be the beginning of a relationship. It requires a plan to stay connected the other 364 days of the year when there is no event.
During the pandemic, the idea of “normal” seems foreign. As I’ve noted earlier, we probably will never return to normal; instead, we’ll transition to the “next normal.” As we do so, we’ll take the lessons we’ve already learned — or will learn — from the pandemic and apply them to our future actions.
It is hard to say precisely what the future will hold, but I feel confident that we will emerge from the current state with a new outlook on how we approach business and how we interact with organizations. The incumbency is on leadership to recognize and respect this shift and deliver a product people want.
Let’s make it a heartwarming and inspiring story rather than a horror flick.
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Originally published at https://www.forbes.com.
