What will be the added value of being physically present at an event? Taking a (half) day off, traveling to the location, maybe even staying overnight? What really cannot be done online? Do visitors agree with this? Online networking tools are becoming increasingly fun and effective. The sustainability discussion that discourages travel is becoming increasingly stronger. The range and virtual possibilities for visitors have been greatly expanded in a short period of time, so it is really important to think carefully about this.
Events have certainly not become less important in the marketing mix, especially in the B2B market. The possibilities around digital advertising are becoming more sublime every day, but nothing has yet been able to replace live contact. Non-verbal communication, on which trust relationships are often based and strengthened. A major study by Forrester confirms this. We will therefore see a nice blend of virtual and physical events. The physical version may well become more exclusive and more 'premium' than the virtual shell around it. Shorter, more powerful and more accessible for more target groups. Better attuned to the individual wishes of the visitor and in terms of technology, completely up to date.
It's not fun to think about, but it is very useful for when it is unexpectedly necessary. The legal framework. Corona has made that painfully clear to many event organizers. When I once went through a large TED event with a lawyer before corona, it turned out that we were not legally or insurance-wise covered in many areas. From general terms and conditions for visitors, to contracts with suppliers and liabilities of employees and speakers. Unfortunately, that only became japan telegram data clear afterwards.
Also read: Online events are now relevant and future-proof: this is how you organize them
A scratch in an expensive rental car, a participant who suffered a cardiac arrest, a valuable piece of technology worth 30,000 euros that accidentally fell to the ground because of a volunteer… Accidents can happen in a small corner. If you don’t have a buffer as an organization, you’ll get wet.
Corona will not suddenly be gone from the world once everyone has been vaccinated. According to hundreds of virologists in the scientific journal Nature, the current pandemic is endemic: it will stay with us for years to come. No longer in such a dangerous, society-disrupting form, but still present among people. According to the Leiden University Medical Center, Carnival was the super spreader in the Netherlands. And of course you don't want your big event to unintentionally become a new hotbed.
Safe event environment
At the end of this year, there will come a time when enough people will have been vaccinated and we will no longer have to keep a distance of 1.5 meters. But how do you ensure a safe event environment? A mandatory check of the corona passport or otherwise a rapid test? What is the procedure if a visitor is not admitted? Can you order thermometers from AliExpress or do they have to be approved by the government? What is force majeure and what is not.
