If you’re considering event management as a career, take note! The event management sector is shifting, and those with virtual skills are in high demand. From digitalised to virtual and hybrid formats, event managers and planners are now challenged to multiply event attendance, reach global audiences, and grow brands.

Our Certificate of Virtual & Hybrid Event Management will develop and enhance your skills to design, manage and deliver a virtual or hybrid event. In this virtual event management course, you will learn how to plan an event’s marketing and promotional strategies, arrange equipment and technology and implement costs and ticketing. You will also gain insights into virtual tours, social media, sales techniques, financial management and content curation for virtual and hybrid events.

Learning Outcomes

Outcomes achieved by undertaking a course in studying event management as a career include:

• Learning about recent changes in the event sector
• Exploring the advantages and disadvantages of virtual events
• Gaining an understanding of the advantages and disadvantages of hybrid events
• Studying the differences between in-person and virtual events
• Examining successful events that have gone from in-person to online
• Understanding the challenges of delivering events, including attention span and distractions
• Attaining knowledge of how to create a virtual event, having clear and specific goals, and considering how and when the event be hosted
• Gaining insights into audience engagement, promoting a virtual event, having a clear agenda and having a troubleshooter and moderators available
• Learning about getting feedback, event planning/conception/purpose, setting a date and creating a plan and budget
• Exploring registration, determining staff requirements, technical resources, activities and how the event will be hosted
• Gaining an understanding of data capture, invitations/promotion, marketing approaches, event day and evaluating the event
• Studying how to create a hybrid event, internal and internal hybrid events
• Examining event goals and registration, interesting content, time zones, venue selection and virtual attendees’ content
• Gaining an understanding of audience members, networking and using breakout rooms
• Studying social media ideas, online etiquette, choosing the right platform, the social wall, hashtags, advertising and influences, live tweets and “ask me anything” (AMA)
• Examining contests, festivals, conferences, exhibitions, live streaming, webinars/workshops and app features
• Understanding marketing approaches, including digital, email, social media, social media banners and multimedia content
• Gaining an understanding of sponsorship metrics, ticketing and advertising, communicating value and attendee and sponsor value
• Studying pricing strategies, early bird offers and developing packages
• Examining benching, flexible pricing and packages for groups
• Understanding technology requirements and their importance, challenges in technology and the lack of technical knowledge
• Attaining knowledge of connectivity, security, cost, the preference of potential clientele, sourcing technology suppliers and accessibility for potential attendees
• Gaining insights into flexibility for the future, support and level of customisation
• Learning about content type, in-platform tools, analytics, outsourcing strategy, attendee technology and communicating with audiences ahead of the event
• Exploring technology during the event, polls/voting and tasks
• Gaining an understanding of evaluation tools, using SMART goals, evaluating competitors and observations
• Studying how to evaluate the event in terms of feedback, and evaluating the media attention, social media engagement, people and the budget
• Examining different approaches to traditional events and how to manage feedback
• Understanding stakeholder engagement and how to focus on sponsor engagement

And more!

What is the difference between live, virtual and hybrid events?

If you are considering event management as a career, you will become familiar with the various platforms the sector engages in. Live events require all attendees to be present in a physical location at the time of the event. Virtual events are where everyone attends online. Hybrid events combine the two — some people participate in person, and others attend online.

What are some of the benefits of a hybrid event?

Hybrid events are becoming increasingly popular in the event management space and are an essential element if event management as a career is on your job radar in the future. Some examples of incorporating hybrid elements into an event include elements of virtual network or “breakout rooms”, virtual Q&A and polling during live streams, and post-event libraries of on-demand content for all participants.

The reasons for hosting a hybrid event don’t necessarily differ from in-person or virtual events. All aim to deliver a message, connect and engage with an audience, generate brand loyalty and drive leads and revenue. But aside from the obvious travel and social distancing measures in place due to COVID-19, there are some other valuable benefits of a hybrid event.

Flexibility

Hybrid events can ensure an event can go ahead regardless of challenging circumstances such as COVID-19. Isolation and close contact requirements are ever-changing and often last minute. Hybrid events can pivot to more live or entirely virtual if need be.

Greater audience reach

Apart from the challenges of COVID-19, many people don’t have the money, time or physical capacity to attend events in person. Offering an online component enables you to promote inclusivity and connect with a larger and more diverse audience. The barrier to entry can also be lowered in terms of two primary demographics. Those who are unsure if your event is suitable for them and those who want to attend but can’t. Seamless integration of technology will ensure virtual audiences gain as much value from your event as those attending in person.

Access to more speakers

Quality speakers at an event are paramount; however many events have limitations in terms of location, availability and budget. By removing these barriers, there is the potential to access a larger pool of potential speakers and add value to your overall event.

Enhancing sponsorship

Hybrid events can allow you to offer sponsors great value through broader audience exposure and a larger network of in-person and digital avenues. Sponsors can effectively reach both audiences, leading to a more significant number of possible leads. Instead of sponsoring strictly “live” on-site collateral, they can also sponsor live apps, live streams, and more!

Data and analytics

Data is a powerful tool in most businesses, and in terms of the event sector, it can give you insights into what does and doesn’t work for your event. Importantly, a hybrid model allows you to track audience engagement. A larger audience base inherently increases your internal database, which can grant bigger and more comprehensive demographic insights. Surveys and polling (which can be tricky to navigate with in-person registrations) can help you refine and improve your structure and content for future events.

What are some of the current trends in event management?

Trends in event management consistently evolve — as in most business sectors. A couple to watch out for when pursuing event management as a career include:

Event technology

Technology is advancing at a rapid rate — in virtually all business sectors. In terms of the event industry, a range of digital tools are being explored and implemented to help event planners perform essential event organisation tasks and enhance the whole customer experience.

• RFID and facial recognition. Radio-frequency identification (RFID) can streamline the attendee experience by replacing tickets and physical payments. Facial recognition technologies could dramatically reduce waiting times via automated check-in terminals and attendee check-in apps. And advanced software can read body language and facial expressions to predict the mood of attendees. That takes feedback to a whole new level!
• Many of us have embraced digital assistance tools like Alexa and Siri to play our favourite songs or add bread to our shopping lists. Chatbots powered by AI are also being explored by the event industry as well. By automating customer service, attendees receive more-rapid responses, allowing event planners to focus even more on creating an amazing event.
• Data collection. AI is increasingly being used to analyse data and offer personalised recommendations. This can enhance attendees’ experiences and reactions and be used to interpret and leverage data post-event.
• AI and VR. Augmented reality (AR) and virtual reality (VR) can transport attendees into a whole new world, offering an experiential event like no other. (Here’s a little inspiration).

Sustainability

Event sustainability is a significant event trend across the sector. Choosing a hybrid event allows your attendees to participate sustainably, including reducing the need for travel-related expenses. This can reduce your event’s carbon footprint and enhance your brand by positioning your organisation as environmentally conscious and forward-thinking.

“Going green” with an event not only has benefits for the planet, but it can also benefit your event and brand in other ways. A virtual event obviously enhances sustainability in many ways; however, if you are hosting a hybrid event, consider the following:

• Cutting down on waste and cost. Sustainable event planning can include creating a carbon-neutral event by working with a “circular economy”. This can involve planning an event by re-purposing items, areas and materials and switching to electronic rather than paper ticketing, meaning waste management can be easier and less complicated.
• Reducing the environmental impacts of travel. According to the International Civil Aviation Organisation (ICAO), the United Nation’s aviation body, aviation contributes about two per cent of the world’s carbon emissions. That’s why many event planners are hosting smaller, more frequent events in multiple locations and incorporating hybrid or virtual events.
• Creating positive brand awareness. Supporting environmentally friendly initiatives can enhance trust with potential attendees. In fact, many people are more willing to attend eco-friendly events.

Develop the skills and knowledge to design and deliver successful, engaging and profitable events and realise your dream of event management as a career with our Certificate of Virtual & Hybrid Event Management.