Navigating a New Era of Events

Dec 1

Tips for Planning a Great Event During a Pandemic

By Kristin Price, B2Launch Event Director

If you’re reading this, chances are good that you (like us) have questions about how COVID is impacting events. The pandemic’s curveballs have thrown even the most experienced event planners into confusion and sometimes even panic. However, despite the unknowns and extra planning and effort required, events have remained a critical part of our clients’ marketing strategy. In fact, we are in the process of planning and executing multiple events as we write this!

The B2Launch team has seen a lot over the past 18 months. We have planned and executed a wide range of events for our clients including large scale in-person tradeshows, live team-building events, online soirees, and hybrid workshops. Through it all, we’ve learned alongside our clients as we’ve shifted over and over to an ever-evolving event reality, navigated unexpected obstacles, and ultimately co-created event success. This blog shares thoughts and tips that we hope will help you navigate a path forward for your upcoming events.

It’s still all about that human connection…

Events not only build awareness of your brand and generate leads, they also help establish, grow, and solidify relationships. The pandemic and its lingering impact have made it exponentially more difficult to create the connective environment that events accomplish so well. The most successfully executed events involve sensory activities that immerse current and potential supporters in an experience that connects them to your brand. In fact, events are (or should be) all about that connection.

In 2020, event planners had to learn pretty quickly to pivot time and time again. As the pandemic hit, we cancelled in-person events and turned to virtual to take their place. Then, as vaccinations became available, it looked like for a time that we would be returning to normal. But, with ensuing variants threatening the viability of events, we are again forced to rethink events as we once knew them… and perhaps for much longer than we imagined as experts warn of a “learning to live with it” mindset. It seems that we may have to further adapt and evolve in order to continue holding and attending the events that are crucial to our success as professionals.

So, how can you create space for meaningful connection no matter which event format you choose?

Rethinking your event formula without compromising success

Some things in this new era of events have not changed. Before getting to the nuts and bolts of planning, these foundational questions must still be answered in order to produce a successful event:

1) What is the purpose of your event? (The WHY!)

2) Who is your audience?

3) What are the goals and objectives of your event?

4) What kind of experience do you want to create for your attendees?

Answering these critical questions will frame how you plan the rest of the event, no matter which format you choose. When we think of format, it’s easiest to break it down into the three models we see most often: 1) live events with precautions, 2) fully virtual events, and 3) a hybrid model combining the other two options.

Regardless of your event format, planners need to be aware of the risks and consider all factors in deciding which type of event to hold. Being aware of the proper guidelines and safety protocols can help you determine the risk level associated with your planned event. Then, having the right tools for the types of activities that you are planning will be crucial in meeting your desired goals. Available information may seem confusing or even contradictory as we navigate this ever-changing landscape.

As Covid-19 persists we are here to guide you through it all, from large industry trade shows to internal cultural team gatherings.

Here is an overview of the three types of events available to you and some of the things we would consider in helping you choose the most appropriate format for your company:

1. Live events

Safety First!

After so much time in quarantine people long to be around others again. But as safety is always of the utmost importance, planners must first take into consideration the mandates in place by health officials and local jurisdictions as well as the federal guidelines of the CDC. These mandates and guidelines will determine what types of gatherings are allowed and help inform some of what your in-person event will look like.

For a private employee cultural event one needs to consider what is happening in your company currently. Are your employees all back working in the office, and if so what are your company policies around masks and vaccines? If all your employees are still virtual, what is their comfort level with gathering in person? Finally, don’t take for granted what the optics of an in-person event will be. Are you being consistent with your safety protocols? A company that mandates masks at work, but not at a company event where guests are eating and drinking may be sending mixed messages.

When considering participation in a large live trade show the questions that arise may be some of the same but there might be additional items to consider such as, what are the safety and sanitation protocols in place by the caterer, venue or producer? From a marketing standpoint a live trade show is most beneficial for your brand but again, optics should be considered here too. What might your customers think of your physical presence at a live event and is there a possibility that it might that hurt your brand in some way?

Whether your event is large or small — and depending on the mandates in your jurisdiction — you might require proof of vaccination or a negative COVID test for attendance. Automating verification status through use of a digital verification smartphone application can help streamline the check-in process so that it is hands free and protects the privacy of your attendees. There are several available to organizations planning live events such as the Clear Health Pass that can link to attendee’s negative tests or proof of vaccination.

In short, live events have the most risk and therefore the most to consider in terms of safety, but they also have the most return on your investment.

2. Virtual events

Can we replace in-person, human interaction?

An all-virtual event is an event that is held online, either live or recorded for people to watch at their leisure.

While some events certainly lend themselves to an easy flip to a virtual format, some really struggle to do it. For example, tradeshow producers have tried in vain over decades to gain traction with a virtual format. Why? Because walking a tradeshow floor virtually takes away most of the value of that experience. Nevertheless, everyone was forced to get on board for a time with this model. If your event has little chance of success in a virtual format, it may be best to postpone and save your time, money, and energy for a live event at a later date. If you need help determining other marketing tactics that may help you achieve your goals without an event, get in touch.

If you can logically move to an all-virtual format, it may not be your first choice, but there is no question that it is definitely the safest. Immersive experiences can still be had, and virtual events do have the potential of a much larger reach than an in-person event since many who are not able to physically be there can still attend – especially if the event is recorded for those in different time zones.

This option is an excellent choice for internal cultural events with teams that are at the office but keeping social distancing, companies where some or all employees are still working virtually, or those who work in virtual offices year-round across the country. Many people suffered burnout on Zoom happy hours during quarantine, but countless more options are available. So many creative team-building services were born out of the pandemic and our need for connection during that time. Some very unique virtual activities are available that didn’t exist a year ago!

Participation in a virtual event can still be very impactful. And these days, with so much time spent online, novelty is much appreciated by all. We can help you think about how you can engage your clients or team members through enhanced experiences. Having uniquely presented gifts, snacks, or information delivered directly to an attendee’s home or office can only serve to heighten their enjoyment of the event and the connection to your brand. Infusing professionally led surprise entertainment during a long virtual training day, for example, can be just one small way of humanizing your online connection and showing your company’s personality.

If you are considering a fully virtual experience, you will have peace of mind that you are doing all you can to help everyone feel safe. That will also go a long way for the image of your company. There are so many ways to personalize and hit on all the senses of your attendees. With just a little bit of creativity you can help everyone involved feel special and make the time spent with your brand a memorable occasion.

3. Hybrid events

What is a hybrid event? You guessed it! Hybrids are a combination of the two event types above, live and virtual. This is the best of both worlds. Marrying the in-person and the virtual experience could be the answer to your accessibility needs and are becoming more and more common.

One of the biggest benefits of hybrid events is that they are very easy from which to pivot to an entirely online format, should a need arise to go that route. These events are highly customizable depending on the scope of the project. Larger, more complex events tend to be more challenging to adapt to the hybrid model, but any size event can benefit from this format. Bringing the same level of value to in-person attendees as you do to virtual guests or sponsors can be one of the biggest difficulties of hybrids and should be considered in your pricing and planning.

The Show Must Go On!

No matter which event format you choose, be sure that you always have plan B. And C…and D. While the information above may help you get started, you don’t have to do it alone. The B2Launch team has decades of event experience and dozens of lessons learned under-fire during the pandemic. We are here to help as your logistics, planning, and creative partner behind the scenes. Our job is to take the tactical burden off your plate so you can focus on making the most of your time at the event with your guests. Contact us if we can help!

Ready to take your event and marketing programs to the next level?

B2Launch delivers! Our experienced and talented team is here to create marketing magic for your organization. From audience discovery, messaging, and visual brand through logistics, design, copywriting, and on-going marketing support, we’ve got you covered.

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