Hybrid, In-Person, Virtual?  That is the Question.

All my clients are questioning their gathering and events strategy.  They have been asking me what should they be focusing on? Should they try and go back to pre-pandemic and deliver in-person gatherings and programs, stay with the virtual method they have adopted over the past year or start creating hybrid experiences that integrate both modalities – in-person and virtual?

As this Summer comes to a close, many of us thought that going into Fall and moving forward, the answer to this question – should we offer hybrid, in-person or virtual programs, meetings, and events – would be clear and simple.  Reality is, it’s not simple.

As an event, experience and connection strategist and producer for more than 20 years with a deep tool chest, I have created and implemented programs using all 3 modalities.  I have been fortunate to integrate cutting edge technologies into my clients’ experiences throughout my professional life, not just today’s version of Zoom.  My response to my clients is this – I have a series of 3 words that I believe will work for you– all have merit.   Depending on your purpose, objectives, and a variety of criteria, you can have clarity and make each decision on a case-by-case basis.  There is no one way and I believe, all these options are here to stay.

The past year and a half taught us many lessons.  The nature of the workplace, communication and connection has changed and continues to be in flux. Planning has become more short term, and flexibility is critical to success.  People continue to re-evaluate their priorities daily – work and family. They weigh the risks and benefits of their decisions, the cost, and wins. The impulsive, knee jerking – sure I’ll jump on a plane and be there tomorrow, is no longer a norm or expectation. A new generation of the workforce has grown up never meeting one another physically in-person and communicating virtually. Technology has evolved globally that enables us to meet online more effectively.  It’s now acceptable to use virtual for personal events from thanksgiving dinner to weddings and from business product launches to engaging thousands of attendees at an annual conference.  Gatherings, be them personal or professional, have changed and require more strategy and intent, matched with careful and safe implementation.

Depending on the circumstances, the methods all have merit in today’s business world.  Here are some questions and criteria that will help you begin to evaluate on a case-by-case basis what the best method is to deliver your vision and specific program:

• What’s the purpose of your program or gathering? What are your objectives and goals?
• Who do you want or need to attend? Where is the best location? Are people local or global?
• What is the optimal number of attendees? Is it a single or multi day program?
• What can your budget support?
• Do you have sufficient staffing to support multiple locations?
• What is the necessary technology to best achieve your goals? Do you have it in-house or do you need to hire vendors?
• How much planning time do you have to deliver the program?
• Is there flexibility in the program if new restrictions come into play? 
• How can you build engagement and connection into your program – virtual or in-person?
  

Does this look overwhelming?  There is a lot to think about as you create these experiences.  This is truly the starting point, but getting the initial strategy correct, always make the implementation process much easier.  These are some of the questions that you need to answer to determine the best method(s) of delivery and tools to achieve your business objectives and goals. 

There is no one way anymore that is the only way.  I believe that inherent in these responses you will find there is a better way. However, there is an alternative – plan B- that you can make work as well.   I believe, that as we continue to move forward, all of these methods for gathering will be viable and part of the mix and here to stay.   Virtual is not going away and in-person is a critical part of our growth and connection as humans.  Although we may be limited over the next few months or years, being in person with others can be re-imagined and constructed in ways to keep us safe, satisfied, engaged and successful. 

Hybrid

Some people have defined hybrid -as the best of both worlds – virtual and in-person.  Hybrid is not as simple as it seems to execute seamlessly.  To be successful with a hybrid program it requires the understanding that each set of experiences for the participants, host and presenters will be different.  It takes multiple plans and teams to execute properly and funds to achieve the goals of each plan.  The experience will be different for those physically in-person and those that are virtually experiencing the program along with those delivering the program and you must make each of the experiences meaningful and execute and integrate them seamlessly.  They can’t be the same to be successful. 

Although it may not be “the best of both worlds”, it has merit in many situations especially where a large audience has been created virtually and globally for an organization that can’t come together in-person for learning due to distance and budgetary constraints.  You may never be able to serve the huge audience you created virtually in person due to these factors, and that’s perfectly fine. Bringing a smaller group of people together to have a VIP experience or to have teams in multiple locations come together regionally and then virtually can be a great solution in many cases. Evaluate the situation, determine your capabilities, needs, and look to experts to help guide you through the complex process.

That takes us to the pros and cons in-person and virtual.  Both have merit and both are here to stay in various forms. 

In-Person

It’s hard to argue some of the benefits of in-person, of people coming face-to-face in the same location. Meeting someone in-person brings social opportunities and connection vis-à-vis side conversations, spontaneity, “water cooler” moments. In-person allows us to engage all the nuances of communication – eye contact, body language, facial expression, gestures, and touch.  It provides for moments outside the meeting space and beyond the learning.  The human aspects can help to cultivate connection and build relationships faster and deeper. These relationships can ultimately help group decision making, team innovation and solutions to business challenges that require trust, respect, and strong connection to meet the issues and opportunities in the moment.

I love in-person programs. Watching the magic happen as people come together is what it’s all about.   However, I do believe that hosting in-person gatherings has changed and will continue to evolve, and shift based on multiple issues. Today, these programs are being evaluated based on several factors:

• Company Risk – Do you want to be morally or financially liable for a potential super spreader event? Do you want to restrict who can attend? Test your attendees?
• Costs – Participant and Speaker Travel, Venue, Food, Employee time, Vendors for onsite support and rentals and many more
• Flexibility – Once you commit to a location, do you have recourse if you need to cancel? Illness, weather, participant cancellations, speakers
• Audience – Where are the attendees located? Do all need to travel?  Are some unable to travel? Will you miss out on a large swath of new customers or clients cultivated online during the pandemic and virtual programs?
• Business can be done virtually – an overwhelming realization that a lot of business can take place virtually and will that meet your goals and purpose for the program?

Finally, if the purpose of the gathering is purely social networking as the goal, or a discussion of a difficult subject requiring face to face, in-person may be the logical choice, even in limited ways. 

Will in-person experiences come back or exceed where they were pre-pandemic, time will tell.  For now, I think it will be a slow return to having the majority of a company’s programs in person.   Different from pre pandemic, I believe, the in-person will supplement the virtual vs the other way around and create a new dynamic going forward.

Virtual

Virtual has been a blessing for many individuals, teams, and companies.  It has allowed companies to expand their reach globally, build much larger audiences than they imagined in person and continue to do and grow their business. Not only have they saved money by creating gatherings/programs/events/conferences and more virtually, but they have also delivered them more quickly, frequently and to more targeted audiences. They have reduced travel costs, made attending easy and flexible with replays and multiple presentations and now have evergreen content to include in their marketing efforts.   They have also been able to receive strong feedback. So, what’s missing – it seems like it wouldn’t make sense to do anything other than virtual.  Human connection! 

One challenge has been the human attention span – 90 minutes is pushing it at any one time online. Distractions, is the audience paying attention and engaged? Are the social interactions that build community, relationships and connections happening? How do I know if the desired impact is taking place?

One of the tactics has been to re-imagine human connection and how to build it into the program or gathering – It needs to intentional.  It’s not something that necessarily happens naturally in a virtual environment. You need to build “water cooler” moments into gatherings.  So as a host or planner, its critical to build in ways and opportunities for people to engage and connect.  Will they be the same as the in-person “water cooler” moments, not necessarily, but can they be successful at cultivating connections?   YES, if done with purpose, goals, thoughtfulness, and consideration.  Many people have found they have been able to create deeper connections virtually over the past months, others have found it more difficult.  Ironically, some that have a more difficult time connecting in-person have it easier in the comfort of their home, or office to engage with others. For those that are great connectors, they may have missed the adrenalin rush from a filled conference space and that energy you feel when you are in the presence of others.  Either way, by being thoughtful and paying attention to the needs and goals of the group and specific individuals, you can increase connection virtually and maximize your virtual program.

Virtual can save you time, money, provide multi-purpose content, engage an audience that is global and reduce travel and other costs.  That’s not to say if done properly, the cost of virtual will automatically be less than in-person, but it can be executed more quickly, save the venue costs and rentals and generally reduce speaker costs along with travel.  Depending on the size and needs of the program, technology along with studio costs may increase and involve some travel for both hosts and speakers.  Overall, it offers more flexibility for the host and the participants, is not weather dependent, and can create content that can be repurposed. Finally, it can build engagement and community when executed strategically and integrated into the overall program and marketing efforts.

Conclusion

Where does this leave our decision on the BEST method to use for our business gathering or program? It’s all about the 3’s – All have Merit depending on the purpose and goals, evaluate and plan on a case-by-case basis, multiple methods can be used to meet your needs, there is no one way but there are better ways, and finally, this is our future, these options are here to stay.

I have used all of these methods strategically for the past 20 years and have a deep toolbox to produce targeted, successful experiences and cultivate strong connections for teams and organizations in-person, hybrid and virtually.  I understand the challenges and overwhelm caused by having so many options and the need to evaluate each program.  I am happy to help you create your strategy and implement your programs.   Feel free to reach out and I can help guide you through this process.  Best way to reach me is: csaitz@mastermindex.com or csaitz@globaleventsandretreats.com  or call Caryn Saitz at +1.617.905.5691.

Always remember that the magic happens when YOU bring people together – whether in-person, virtually or in combination for a hybrid experience. Continue to make those moments happen and create the connections that will keep moving you and your business forward.

Caryn S. Saitz
Connection and Experience Strategist
Founder & Chief Experience Officer
MastermindEX and Global Events and Retreats
www.mastermindex.com, www.globaleventsandretreats.com  +1.617.905.5691