Creating Meaningful Events in 2022

If you’re back at the whiteboard attempting to figure out corporate or networking events early 2022, you’re not alone. Even if you’ve done the intentional work of asking your audience how they’d like to return to events, or experience events in 2022, you likely haven’t gotten a straightforward answer or certainly not any clear preference. Results could come back 33.33% each: in-person, virtual, hybrid. Makes it hard to plan and invest dollars into that mix. You might be tempted to continue to observe from the sidelines, or you might pick up your artistic markers and creatively tap into the task of hosting an amazing, relevant event in 2022.

An Assessment of Hybrid

I still go back to a reality check of an equation that hit me hard: pre-pandemic in-person events were 1x the work, in 2020 getting up to speed with technology and hosting virtual events were 4x the work, and now hybrid events are 10x the work. Shared at Socio’s May 25, 2021, hybrid event: When Virtual Meets In-Person: How to Run a Successful Hybrid Event!, I continue to think about that equation in my event-related work.

There are more players, specific experts, and management of all the moving parts with hybrid events. That doesn’t come without a heavy price tag for event hosts. On the flip side, if companies and brands are doing it right and their competition isn’t doing anything at all, they’re getting more value. In the hybrid model you can still create excitement with the in-person experience and be more inclusive by reaching more people with the virtual experience. Let’s also remember that when your audience is already online, they’re much more likely to comment, connect with a brand on their social media, especially if it’s encouraged via the event host or occurs in a platform that supports user content-sharing and connection. Not many are live Tweeting in a captive in-person audience and they’re less likely to connect in a social-media way after the event.

This hybrid assessment addresses the most obvious, pandemic-induced shift in business-related events we’ve been experiencing in the U.S. since April 2020: the move to virtual. And now as we (try to) emerge, we have a better understanding all of the mediums of delivering an event. It’s an optimal time to rethink what’s possible and make the best choices for your brand and event objectives.

But what about understanding the more intangible shifts influencing things like people’s values, behaviors, and preferences when it comes to events?

Addressing the Intangibles

As an event communications professional who’s been touting the necessary blend of pre, during, and post event content and relationship building for years, I’m still processing how the pandemic is affecting these buckets. I’ve noticed: event planning is more organic with less lead time, leaving more energy for post-event content consumption; RSVPs are less reliable; speakers and voices represented have become more diverse; technology and tools like LinkedIn Events are bridging the gap in accessibility and event creation; and the role and exposure for an event sponsor is opening wide up.

This is not an all-inclusive list of event shifts, but it does suggest that capturing and categorizing what we know at this point in 2022, can increase our event savviness going forward. As an event host, it’s important to be aware of how values, behaviors and preferences have changed over the past few years and how those impact any event.

Inclusivity

Is your event inclusive in a way that supports all who want to attend? Ryan Kroening of Events by Lady K designs events with this intention at the core: Everyone is welcome, celebrated and included. I had the opportunity to interview Ryan and capture theirs/his story this fall. It’s just so good --- a shining example of where events should be going. In this inclusivity bucket I think of things like providing close captions (virtual, or when in person using screens focused on presenters) or sign language (in-person), gender-neutral signage for restrooms, and advance sharing of food and beverage offerings/ accommodations to meet preferences (non-alcoholic options other than soda and water, see my POV on this subject here).

Diversity

When corporate DEI missions kicked in over the summer of 2020, we began to see more of the BIPOC community in speaker roles at events. While that’s a great start and I’ve wholly enjoyed events with more diverse viewpoints and lived experiences, we need to do more. We need to go next level in thinking about the spaces we’re hosting events in, the communities we’re welcoming (or completely excluding), the sponsors of our events, the channeling of a percentage of the event proceeds. I’m grateful to Eri O’Diah of SIID Technologies for engaging in conversations with me around this space, which we, along with Michaella Holden, shared at an MNFEA virtual panel in May 2021.

Sustainability

This is an area of events that is truly a challenge to wrap our event experiential brains around. Gratefully, virtual events check so many positive sustainability boxes by their nature. But in-person events call for grandeur and wow-factors that can lead to excessive material waste. Providing meals in to-go, individually wrapped Covid-mandated servings creates more un-sustainability.

And don’t even get me started on tradeshows – banners, booths and single-use items can be bulky and tossed aside if they aren’t well thought out with a sustainability lens. In this space, I look to Ashleyn Przedwiecki for the ultimate advice on what’s what in sustainable events (Paikka is a great venue to consider, bonus they have event vendors that meet the sustainability checks too!).

Technology

In this post intro I talked about technology as a medium for delivering an event. It represents so much more than that. For example, a virtual event offers accessibility, inclusivity and diversity by presenting non-place-based networking opportunities that may never have happened in person. Virtual events are essentially free to capture live and share later in a recording (versus an in-person event where the host may opt to not capture it at all). Of course, there are painful glitches we’ve all experienced that would never happen in person – Can you hear me now? You’re on mute.

If you’re seeking what’s next in virtual events, many event platforms have been intro’d to the marketplace. In an Authentic Brand May 2021 panel, we noted 800 some. One hurdle for most platforms out there (HopIn, Socio) is affordability and one thing they solve for is the ability to create a branded, central space for your event, and even continued networking and conversation. Two in this field I’ll highlight include Minnesota based Henry Schneider’s Virtual Event Center; and a more global platform called LiveStorm with local affiliates like Constantina Watters of Sproute Creative. They both check affordability and brand-experience boxes. Heavy into Zoom fatigue, I’d suggest it’s time to venture out.

Community

The opportunity to experience events virtually has expanded our networking circles. It’s broadened our communities and allowed us to get more specific value from those engagements. Perhaps our collective interest in in-person business happy hours has waned. We’ve reassessed our values and maybe discovered we like being at home, we like our kids, and we don’t have to be ultra-productive and checking all the empty busy boxes.

The question for event hosts should be around how does your event encourage connections and provide something meaningful. The answer could take all shapes and forms, but ultimately know that your audience is evaluating their RSVP intently with this lens. If there’s anything off-putting from an inclusivity standpoint, or they can’t envision meaning in it for them, they’re out. Here is a necessary shout out to Michaella Holden of Lucent Blue Events. She weaves community building through all she does in events — she even curates amazing gift boxes for virtual event attendees!

Well-being

I was so fortunate to be a part of the Fusion 2.0 Conference: Truly Human Workplaces in November 2018 (day recap here). Seems like eons ago, but it’s coming back September 2022! This event modeled what’s possible when an event host plans and creates with a lens of well-being. Kudos, Rosie Ward! In my opinion, every event planner and strategist should approach an event in this fashion. It is human-centric and acknowledges that even a corporate event experience can benefit from bringing in more personal stories and authenticity.

Successful events in the well-being space allow for supported and organic connections; provide ample time for self-reflection on the content and ideas shared; nourish their guests with healthy food and beverages; encourage vulnerability through the speakers and content that fully supports those lived experiences; and weave in time to breathe, do some light stretching and movement (or provide a Zumba class, as Rosie did!). And the ultimate icing for well-being: the host continues to support applied learning and opportunities to connect after the amazing event experience (enter Sparktrack!)

A Meaningful Wrap-Up

In my years of event strategy and event communications work, I’ve always focused on curating pre, during, and post event engagement (aka the event engagement bell curve). That is happening more now with the rise of virtual and hybrid events — but still not to the extent it could be. On the plus side of all this change in events, I’d note that networking, tradeshows, and event social activities like hosted bars, are being challenged for the good.

I’d be remiss without noting the extreme challenges event professionals have experienced in pandemic times. Wendy Porter of Live Events Coalition Minnesota has poured her heart and soul into supporting these professionals through her national work. The impact extends from theater and live music venues to multi-purpose spaces that depended upon events for all or partial revenue. Read more here to become informed.

Armed with this structure and thought starters for your organization or event, I anticipate more highly evolved events coming your way! Embrace the new elements in the mix of what makes a great event in 2022. It’s a necessary and worthwhile endeavor. Reach out if you need help ideating on your events as outside perspectives can lend new insights.