One thing is certain: there was a before, and there will be an after COVID-19. In addition to being a health crisis, the pandemic caused major upheaval in the events sector, which now needs to reinvent itself urgently. The industry is fully aware that the way events are organised in the future will no longer resemble the past. So, what does the future hold for corporate events?
Increased digitalisation
There’s no doubt: digital tools have allowed all of us to adapt to this unprecedented crisis and to prove their effectiveness. With less crowded schedules, webinars have taken off.
Clearly, the events of tomorrow will be more digital! Not only do livestreaming platforms expand audiences and offer access to high-quality speakers from home, but they also help create engagement from the very beginning of the customer journey. A wide range of online interactions are now possible: games, sharing features, virtual reality experiences… The only limit is your imagination.
Hub & Spoke: another form of digitalisation
When we think of a digital event, we often picture someone alone at their screen, watching a speaker. But there are many other types of digital events, such as remote roundtables. The “Hub & Spoke” format is another option: it involves dividing the audience into small, localised groups. These groups gather in connected rooms and interact with each other throughout the event. This new format promotes conviviality and networking on a smaller scale while still supporting large-scale event organisation.
Does digitalisation mean lower costs and reduced CO₂ emissions?
Switching to digital undoubtedly eliminates certain expenses—such as catering, venue rental, and event setup. As mentioned earlier, digitalisation also makes it easier to book top speakers at more accessible rates, as there’s no need for travel. Digital events avoid traffic jams, travel times, transportation costs… and food waste. What remains is digital pollution.
But digital has its limits
We all know it—and we’ve all felt it—digital fatigue is real. This phenomenon has been studied since 2014 by many researchers. The absence of non-verbal communication, disruptive network issues, or chaotic meetings with too many participants all contribute to mental overload. Digital events offer many advantages, but they must be carefully planned. Speakers need to be well prepared (since speaking to a camera is a very different experience from addressing a live audience), presentation materials should be polished, and technical systems must be tested and re-tested to avoid failures and ensure the smoothest experience possible for attendees.
Enhanced hygiene measures
At the time of writing, no official guidelines have been issued yet, but we already know that certain safety measures will be necessary for future events.
To reassure attendees, every possible precaution will need to be taken, such as reminders about barrier gestures or implementing setups that minimise close contact.
Long live human connection—and our Luxembourgish crémant!
Even though many events will certainly be held digitally, physical events will continue wherever networking is key. Human beings are social creatures who need real interaction with others. It’s no coincidence that the best deals and partnerships are often made around a table with a glass in hand.
This period of lockdown and social distancing has only reinforced how much we need human connection. With that in mind, we can confidently say that events still have a bright future—especially if they make good use of digital tools. It’s all about balance.
Netty Thines
Communication Consultant
Mediation SA