Tim Collett, managing director, WRG, encourages event planners to prioritise the ‘why’ over the ‘what’ when deciding an events format in 2023.
My prediction for 2023’s new catchphrase is based on one which expresses the frustration we feel when our time is wasted on an interaction that could have been simpler, more effective (and cheaper) if done differently.
Rather than the ‘meeting that could have been an email’, will 2023 be the year of: the live event that could have been virtual?
Let me be clear, I love live events. I have worked in this amazing industry for over 20 years. I’ve been lucky enough to work on some truly phenomenal experiences and I continue to be obsessed with the sheer power of our medium. I’m certainly not saying that virtual events are always the answer. But by prioritising the ‘why’ over the ‘what’, event planners can create more effective, engaging, and memorable experiences that can truly resonate with attendees.
The bigger picture
There is a price to pay by in-person audiences – beyond the simple financial factor. Whether it be time away from loved ones, physical heath or mental wellbeing, delegates have to invest in attending live experiences. It’s not unheard of for audiences to travel across continents; jet lagged, overworked, and overstressed, only to end up sitting in silence in an elaborate ballroom until they are rushed back to the airport. Sometimes, attendees are ushered through a bewildering array of abstract experiences that prioritise creative expression over audience experience. Added to this we have a key role to play in delivering on all our broader responsibilities to the planet and communities through careful consideration of how we deliver events and exhibitions.
There is no longer room to be complacent about the power of virtual simply because we appreciate the power of in-person. There is much that can be delivered virtually from immersive film moments to collaborative workshops, from fun and exciting exercises to in-depth and complex presentations.
With all this in mind, why consider in-person live events at all? We know why: the sheer power of human connections, of emotional experiences, the sense belonging and total immersion, when based on these foundations, the live medium is unparalleled.
Ultimately, it’s all about weighing the costs and benefits to find the best solution for our clients and audiences. If we all, as organisers, aren’t in a position to deliver emotionally engaging in-person experiences, if we can’t devote the planning needed to ensure that our client’s objectives will truly be met and the investment made by delegates honoured, then the cost (in every sense) does not outweigh the benefits of being in the space.
You’ll end up with time wasted, emissions increased and objectives unfulfilled. You’ll end up with a live event that could have been virtual.
