Events aren’t what they used to be: inspiring future generations of skilled event planners

By Liesl Leary-Perez, Vice President of Corporate Marketing, Hubilo:

During my first internship at a trading desk on Wall Street, I learned to walk in tennis shoes from my apartment to my office to avoid being late for work. If you had told me intern that 25 years later I would be working all the hours I wanted to work from home, I would have looked at you sideways and avoided you on the subway while questioning your sanity . Yet here I am. I’m writing this in comfy pants at 8:30 p.m. because I did yoga today.

It turns out that there is no correlation between where you work, working hours and productivity.

As we have dipped our toes into unfamiliar and digitally transformed waters, we have all had to learn new skills and become ruthlessly innovative in the way we work and come together. For event planners, it’s the same challenge on a different day, a different schedule, and sometimes, on a different channel.

It is inevitable that the role and skills of a successful event planner will evolve further. But what tools will they need to succeed in this new virtual and on-demand world?

Expanded horizons

Switching to virtual forms of delivery has been no small feat, especially in an already highly stressed industry. In reality, Forbes previously gave event coordination a high stress score of 51.15 units – putting organizers in league with airline pilots, police and firefighters. Add to that sudden cancellations and deadly loss of revenue, and even the most resilient event planner could be forgiven for wanting to run and hide.

Instead, something extraordinary is happening: event organizers are seizing the opportunity to reimagine these challenges as new possibilities. Moving through virtual and hybrid spaces allows them to shape “new normal” events into something more inclusive, accessible and engaging than before.

Breaking down geographic barriers means virtual events can reach and connect global audiences with varying needs, lifestyles and commitments. The shift to the digital sphere allows organizers to be more nimble in their planning, as events no longer need to be confined to a predetermined, rigid location, date or time. With concerns over last-minute cancellations or the removal of new security measures, virtual events have become the safest route and de facto option to connect global audiences, facilitate networking opportunities and foster connections. significant.

Some of the biggest events in the world already demonstrate this. Global CRM company Salesforce recently unveiled Salesforce+, an always-on service featuring live experiences, original series and podcasts for professionals. It is no longer a one-day event, but all things all the time.

Ready for the future

The most successful organizers see the need to revisit the existing paradigm of virtual exhibitions. In a world where “video fatigue” is all too real, events need to move away from tired old platforms that feature one speaker, while other attendees sit passively on the sidelines. With the right virtual events platform, organizers can create something much more engaging and dynamic.

From breakout rooms, networking lounges to gamification features, live polls and contests, organizers can now take advantage of a wealth of built-in features that provide attendees with seamless levels of interaction and engagement. previous. They can also ensure that the right set of buyers and sellers are connecting with each other using artificial intelligence (AI) matchmaking algorithms. By curating comprehensive product and brand information, exhibitors can ensure their message stays clear while hosting engaging visual product demonstrations and converting valuable leads.

Dive into DIY

As non-traditional event planners, such as internal communications and human resources departments, are increasingly called upon to take on the role of organizational professionals, innovative hybrid event solutions can help them shape their own DIY event by equipping them with the right tools, technology and expertise – all in one place.

A growing ecosystem of expertise and support is available to help event organizers – of all levels of experience and expertise – create an event that bears their own unique stamp. Through technical testing, daily monitoring and post-event analysis, DIY solutions are designed to help organizers realize their vision for the future of events, raising the bar even higher and meeting the changing expectations and interests of demanding people. public.

The rise of the event organizer

There’s never been a more exciting – or empowering – time to host events. Event planners are the heart and soul of every gathering, which we need so badly. Even as the world recovers from Covid-19, people are unlikely to return to rigid working hours when working in offices. People will demand the same flexibility from events.

With the right tools and solutions in place, organizers can give attendees the flexibility they want, while getting the results they need and delivering personalized virtual experiences that engage and inspire every time.

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