4 New Post-Quarantine Event Formats
My name is Alexey Berlov, I am the Managing Partner at Eventum Premo. I want to talk about my view of the post-quarantine changes that await the event industry share the conclusions that I’ve made following the stagnation of the industry.
We opened our agency in 2003, and during this time we have experienced many crises. Each of them was special, but the last one could nevertheless trace the logic. In the second or third crisis, we came to certain response models, we understood what needs to be done quickly, and with what — do not rush. And in general, they were filled with certainty that we now know how to overcome crises. There was an implicit assumption that all crises would be similar.
This time our market — the market for event management — it wasn’t just dipped, contracted or contracted, but it was officially banned. What is not forbidden, was finished off by the understandable fear of the people, the client and the participants. If earlier the always incoming flow was reduced at different speeds, now it is literally turned off.
Since last year, we have been developing (as it turned out — we were doing it not as fast as necessary) a Zeen platform for digital events. The platform was not connected in any way with potential viruses, but was a resource for expanding the audience of classic events. Despite the high willingness and a certain understanding of how online events can be done, clients did not automatically transfer their projects to online — mainly they simply canceled or postponed them. Still we have many projects, but not as much as there were before.
So, let me share my vision of future event formats.
Offline + Online
The event takes place on a small venue with real participants, but the most audience watches and participates online. What is important here is the degree of participation of people in online and their high involvement, otherwise we just have to compete with the live streams.
If you make several such mini-venues, you can make an event with wide geography and convenient logistics for guests from different places. There are already a lot of variations of combining online and offline worldwide.
What does it change?
Participation in the event becomes a luxury. Not everyone can afford it, not everyone is calling on them. Similar observations can be heard about the education market: online education is available to those who cannot afford offline.
Pop-up venue
A venue visited by small groups of participants for several days or even weeks. A real branded space with special and personalised customer journey everyone, whenever they come. Guests can come to the slots if exclusivity is important, or at one point, if complicity is more important.
What does it change? With external similarities, a branded space that works more than a day differs from a regular event and requires other competencies in the field of customer journey.
Erasing the boundaries
If you cannot come to the event, it can come to you. There are many ways on how to add tactility to online viewing — branded clothing, special food delivery, catering and personalised interactivity. An event is organised around each the participant wherever he is participating atthe event.
Online events have a big problem of low value for the participants. They may quickly and easily switch to something other. Try to add value for an upcoming event.
Pure online events
Quarantine taught us that almost everything can be done online — from project briefing to a birthday party. Fatigue from the abundance of digital formats will remain, but the habit and experience will not go anywhere. There is a chance that this category of event will take its place. And there is a lot of interesting things. For some categories and professions, this format is even more convenient.
The conclusion. What comes after the stagnation?
- Stress tests are needed for any business. We need to re-think our risks and develop response strategies. You don’t need not to waste time on finding possible risks — 2020 showed that they come unexpectedly and may even include a temporary ban on doing your business.
- You need to create and run solutions that test the boundaries of your business. Find new formats, launch new services and do it quickly. “This is not our business” is the choice of weak ones. Convince your customers to try new things or do it yourself first.
- The last paragraph, optimistic. I was amazed at how quickly quite a few players in the market prepared their decisions or agreed on partnerships with existing contractors. Literally a month and a half later, projects began in new areas for many of us.
Only those who are ready to change have a future.
