3 reasons why hybrid is all about the customer
Your company needs hybrid. Why? Because your customers need hybrid.
Customers are the beating heart of every brand, and engagement with them is everything. Events have always been central to that mission, but with hybrid, it’s easier than ever to increase the number of customers connecting with your brand.
And with fully engaged customers generating 23% more revenue than average, what’s good for your customers is pretty awesome for your ROI too.
#1. Instantly take your events global
With Covid lockdowns forcing event marketers and attendees to enter the virtual age, embracing the change came with one major advantage: the ability to go global.
So when pandemic restrictions mellowed, and in-person events returned, many marketers weren’t ready to give up this new-found access to their global community.
And with hybrid event marketing, they didn’t have to.
For Sage Intacct's VP of Corporate Marketing & Events, Stefanie Maragna, hybrid provides an awesome supplementary opportunity to engage with customers outside of standard in-person events.
And for companies that already operate globally, Sarah Stealey Reed, Senior Director of Global Strategic Events at Zendesk, believes inclusivity across nations has to be top of mind.
As a global organization, we're very cognizant of inclusivity and regional nuances that impact our ability to gather in person.
Sr. Director, Global Strategic Events
For experts like Stefanie and Sarah, hybrid is a great way to scale customer-centricity across borders.
of event organizers say hybrid events help them connect with internationally dispersed audiences. Source: Markletic
#2. Broaden your attendee range and personas
Clearly, hybrid events can open marketers up to a whole new world of attendees — and not just in terms of location.
Layla Revis, Vice President of Brand Experience at Pure Storage, says that when it comes to hybrid events, there is an entire spectrum of participants to consider — each with different interests, responsibilities and seniority levels.
With the help of hybrid event marketing, Layla can leverage digital event formats to cater to a wider audience within a single event — producing separate customer journeys for each attendee type, with different tracks, sessions and speakers.
Through unlimited virtual capacity, you can connect with more attendees and customer personas in one event than ever before — and not only across geographical borders but also across role, function and organization type.
#3. Do what’s right for the customer
Beyond expanding your reach and range of opportunities, these expert marketers agree that prioritizing customer choice and safety is another big part of what makes hybrid events special.
Because the world has changed. Some people can’t wait to get out there and mingle. Others are more cautious.
of people are nervous about getting back to in-person events and experiences. Source: Eventbrite
For Stefanie Maragna, a company that really cares for their customers will allow for both, through hybrid.
And Sarah Stealey Reed agrees, adding that it’s not simply attendee preference that event marketers have to consider, it’s the employer’s position too.
But beyond safety concerns, doing what’s right for the customer can simply boil down to a matter of timing, says Morgan Laskey, Head of Brand Events at Klaviyo.
We realize our community is busy running online businesses, so conveniency is key to them engaging in our events.
Head of Brand Events at Klaviyo
If you’re ready to grow your reach and increase your revenue, while giving your customers every option to engage with your brand in a safe and comfortable way — hybrid is the answer.
And our marketing masterminds have some awesome insider tips for how to achieve that, at a fraction of your pre-Covid in-person event price.
How hybrid events can boost your bottom line
Taking events virtual has been a real money-saver (and maker) for a lot of businesses.
With no venues, catering, branding, travel or staffing costs to consider, event ROI has skyrocketed.
But with many industries still in recovery mode, managing P&Ls and generating revenue is still crucial to survival. Here’s what the experts had to say about how to walk the line between creating out-of-this-world hybrid events, without breaking the budget.
Effectively manage your budget
With over 25 years of experience, event marketing ace Stefanie Maragna knows a thing or two about balancing the books for next-level events.
When it comes to hybrid, Stefanie says it’s all about effective management: