Why Hybrid Events Need to Be A Part of Your Marketing Strategy

Hybrid events, as a part of your marketing strategy, bring together the excitement of a live event with the convenient benefits of a virtual one. They offer the ability to give your audience an in-person connection along with the flexibility of virtual viewing. 

It’s no wonder that over half of event marketers believe that all live events in the future will have some sort of digital component. With corporate travel budgets being slashed, many people can’t justify the cost of traveling to something that can easily be viewed online. Plus, as we see events trending to a hybrid format, many event marketers see the benefit of adding a virtual component to an in-person event as a necessity, and no longer a ‘nice to have.’

Just as it once felt overwhelming to shift business initiatives to a digital platform, it can feel just as daunting to introduce a hybrid event marketing strategy to your marketing program. But there are several reasons why putting a little more time into building a hybrid event can result in a much further reach.

How Do You Host a Hybrid Virtual Event?

A hybrid event is an event or webinar with an in-person aspect (like a live audience) as well as a virtual one (like having the option to watch online). In many ways, the event itself stays exactly the same – it’s just that there’s an opportunity to reach a much larger audience. 

A successful hybrid event ensures that both the in-person audience experience and the virtual audience experience are equally as engaging and valuable. This means your virtual experience needs to feel just as inclusive as those who are sitting in the in-person crowd, from brand representation to the engagement tools available. 

On the flip side, those attending in-person should be able to interact in the same way the virtual attendees can. Consider using a QR code your in-person attendees can scan – that will take them to the same chat, polls, and resources that the virtual attendees can access – so both audiences are connected. 

Since half of marketers predict that these types of virtual and hybrid events are planned for the purpose of networking (either with experts in a particular field or for connecting with potential new clients) it’s key that both audiences can communicate with each other in order to maximize that reach. With the right tech partner at your side, engagement features like breakout rooms and fireside chats make it a breeze for the entire hybrid audience to connect with one another.

How Do You Promote a Hybrid Event?

With any type of event, the key to maximizing attendance is to develop a solid event promotion strategy. 

Create promotional video clips from pre-recorded content.

Pre-recording segments ahead of your live show is a pro-move that offers a ton of value, including the ability to use that pre-recorded content to create promo materials. Comb through your pre-records to pick out clips, quotes, and special moments to turn into videos and graphics for generating pre-show buzz on social or in email campaigns. You can also create content for post-show awareness, generating even more attention for your event even after the curtains have closed.

Email reminders before and after your hybrid event.

Your email marketing strategy is massively important in promoting your hybrid event. With the right tech partner, you’ll create consistent email messaging right in-platform, ensuring that none of your registrants are missed and that the look and feel of the email messages are consistent with the look and feel of your event. Consider sending emails two weeks, one week, a day, and an hour before the event, and also afterward featuring highlights and a link to watch it on-demand.

Encourage hybrid event speakers and sponsors to share with their network.

Create written and visual collateral to give to presenters and speakers so they can easily share the event with their networks. Whether you give them writing prompts so they can tweak the messaging, or give them something to easily copy and paste, making it as easy as possible for them to share will ensure greater reach. And don’t forget to say thanks!

Hybrid Events Add Value to Your Marketing Strategy

The time and energy it takes to set up a hybrid event is worth dividends in the long run, and is an important aspect in leveling up your marketing strategy in a few key ways.

Increase and scale an event’s audience size.

By far the biggest benefit of a hybrid event is the ability to reach your audience no matter where they are. Many marketers use hybrid events to expand the reach of their community. One study even notes that 98% of attendees at a hybrid event had not even planned to attend the live event. 

Nearly 50% of event organizers say that hybrid events are the solution to connecting their internationally dispersed audiences. From fans across the globe to those who just can’t swing a trip in town, including a virtual option for your event is necessary in today’s world of digital accessibility.

Extend the lifespan of an event.

By recording the virtual component of your hybrid event, you’ll create an asset that can continue to generate traffic. With the right platform and tech partner, you can host the event on-demand so that attendees are able to watch after the fact.

And if you have sponsors involved in your event, they can continue to use and promote the event’s content. One stat showed that 99.5% of sponsors (yes, almost all of them!) would like to see their event content available after the event ends to allow for continued exposure – which can only be done with a virtual component and on-demand options. 

Utilize data and metrics for content optimization.

When your attendees register for in-person events, your marketing team will collect some info from them. But with hybrid events, they’ll also be able to collect attendee analytics, such as when the attendee tuned in, how long the attendee was engaged for, and when the attendee tuned out. Your team can use this information to craft better, more engaging, and more effective content for all of your future events and webinars.

Over the last three years, events have shifted from in-person to virtual and back again – and savvy marketing teams have learned to use in-person, virtual, and hybrid formats to expand their marketing strategy and maximize their event reach. With all the time, money, and effort it takes to produce incredible events, you’ll want to ensure that your event reaches the most people, lives the longest, and has the greatest impact possible.