Hybrid events are here to stay. But have they already fully become part of the association’s toolbox?

Unlikely. As an industry we are still figuring out the best practice for this relatively new format. And although this best practice approach is shaping up fast, there are still more associations out there who are yet to organize such an event for the first time.

So if you are only working towards your first hybrid events, we recommend to reach out to another association to soundboard your plans and learn about the do and don’ts of a hybrid event. Here at Conferli, we have also reached out to three member associations - and asked them to summarize their experience. Here is how the Electrical Engineering Students' European Association (EESTEC), the European Federation of Psychology Students' Associations (EFPSA) and the Osteopathic European Academic Network (OsEAN) are planning to put together their first hybrid event in 2021.

Many new considerations, plans still hatching

Hybrid events bring many new considerations to organizers and it is difficult for most to say that the plans are set and ready to be carried out. Much is still in development, and while hybrid events are currently considered as a preferred approach, plan B is also being made.

New requirements mean new challenges, but also new opportunities

One of the requirements that remains important to organizers is the ability to engage the audience. The new format presents both challenges and opportunities. For Nikoleta Gerousi of EESTEC this means coming up with innovative ideas on how to keep both live and digital audiences equally engaged, which probably requires organizers to adopt new technologies and tools. It is extremely helpful when the destination and the venue have experience in these types of events and can advise on these approaches.

An important consideration for the in-person part of the event are the pandemic measures of the destination – just because the attendees are onsite, engaging them in the new, more constricted environment, will not be quite the same as in the past. Again use of new technologies and interactive tools will probably be necessary, which in turn may help bring together the digital and the physical components of the event.

Membership, voting and governance

Associations often make use of their main event as the key platform to make important internal decisions, share information and form policy. In the new format, these objectives must be met as well. For instance, the voting process may have to look different. At the EESTEC conference, for instance, participants would vote in order to reach consensus on various topics. During their hybrid event, there will be a shift from conventional voting to e-voting during hybrid events. In addition, reminding the members of the value of the events (live or online) is how EESTEC is motivating the members to actively participate both in the content as well as in the policy shaping part of the conference.

Destinations play an increasingly important role

Destinations remain equally important to associations. The destinations have to be inspiring, foster networking and be in line with the theme of the event. Nevertheless, both EESTEC and OSean explain that next to the accessibility of a destination, an overall feeling of safety and trust have become more important than ever. Additionally, destinations must be able to play a strong advisory role by building a hybrid events experience in their city and venues and by guiding associations who bring their events there.

Hybrid events, hybrid audiences, hybrid program

The difficulties EFPSA faced when organizing a hybrid event was to motivate members to attend the event virtually. According to Bojana Vujović at EFPSA the biggest struggle was to cut through the digital noise and expanding commitments that all are dealing with today. While a live event offers an opportunity to withdraw yourself from these commitments, a digital one may be seen as adding to the demanding professional life during the pandemic. Members are just not willing to take time off to sit in front of their laptops for several days. When organizing a hybrid event, we must consider that the behavior of the digital audience will differ from those who are attending in person and we must adjust our program and technology to that.

This means that the role of an event team is also changing. The focus should be on motivating members to attend and being creative in designing a program. EFPSA tried many things to motivate their members.

“Think of introducing giveaways for those who would take an active part, that way enforcing a more external motivation, emphasizing the value of our work and the legacy that we're leaving for mandates in the future. What seemed to work the best in our digital events was introducing variety and unconventionality in our content. Great learning for other associations and for our future hybrid event,” shared Bojana.

Hybrid events can be cheaper, but hidden costs must be considered

EESTEC expects that the budget for a hybrid event will be lower as fewer people will be participating in-person. Nevertheless, some of the budget will have to be allocated to hand sanitizers, face masks and the platform for the online part of the event.

What are the additional skills you will need for organizing a hybrid event?

EESTEC: Decision-making based on changing measurements of a destination, flexibility and adaptability, open communication and teamwork in order to create a new type of event!

OSean: How to involve sponsors in the hybrid format, how to work with a venue, refreshed and improved IT skills.

EFPSA: Adaptability, flexibility, compassion, fortitude, digital marketing, enforcing google forms for all various matters, sending merchandise across countries, exploring travel regulations and international laws, self-motivation, motivating others, leadership in times when no one knows what the right thing to do is, digitalization

At Conferli we will be more than happy to get you kickstarted for your next event. Curious how Conferli can help you – get in touch.