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Events unleash creative thinking
3 Min Read

Events 2.0: Unleash Your Creative Thinking

It’s easy for us to get stuck in the same patterns in virtual and hybrid events that we do in onsite events. They tend to all follow exactly the same format and use exactly the same tools, much like traditional onsite and in-person events – every conference feels the same after a while. This limited thinking can end up holding us back from creating modern and memorable experiences. The digital renaissance is creating rapid growth and innovation in tech further expanding the limits on our creativity.

Event Technology: Avoiding Overload

Because we are so spoiled for choice in digital tools, one of the first mistakes we can make is tech overload. We are so eager to have an app for everything, that we often don’t stop to think about whether we even need it. We can solve this by thinking critically about the journey we want our attendees, exhibitors, and presenters to take.

  • Where would technology help? Where would it hinder?
  • How engaged do we want our attendees to be in the event - before, during and after?
  • How can tech provide a better experience for attendees vs. causing more disappointment and a lack of engagement?

We also need to think critically about what we know of attendee behavior. Do we already have apps and websites and live streams that no one uses? Have we had a couple dozen attendees ask us how they can access content after the event? Focusing on creating the ideal experience that’s grounded in your customers’ and attendees’ reality will guide you to the perfect mix of tech tools to maximize engagement and satisfaction.

Event Experiences vs. Event Revenue

But tech overload isn’t the only way we limit ourselves. We also limit ourselves by being overly focused on revenue. We forget that our whole purpose is to bring people together with content and experiences that offer real value. So many events get bogged down in monetizing every moment of the experience. While it’s true that combining onsite and online event components can open new revenue opportunities, we have to be careful to balance paid and complimentary content. Some ideas to help provide the best experience:

  • Have a secured-access event site that hosts event content and supplemental resources for ongoing learning.
  • Offer more benefits in a package for sponsorships or presenters
  • Offer separate benefits for virtual and onsite tickets.
  • Create more pricing tiers to increase both access and revenue.

The new era of events is ready for us to stop limiting ourselves to a strict profit mindset and become holistic hosts and providers.

Efficient Virtual Event Management

We also limit ourselves by assuming virtual events require less planning, marketing, and effort than onsite events. While this can be true, it’s a dangerous mindset to have. Depending on the scale of the event, we may need to begin marketing and planning weeks, if not months prior. In a time when we have to fight for every cent of revenue and every click of market engagement, we cannot afford to view virtual events as minor efforts.

The planning, execution, and follow-up principles that we apply to onsite events also apply to virtual events. They can even make or break our efforts. Luckily, many of the tools we use for onsite events can help us execute flawless virtual and hybrid events.

The Rise Of Smart Events: From Onsite To Virtual

The digital renaissance we’re experiencing presents so much opportunity to reimagine the events industry and to create smart events. We can let our creativity run free to create impactful event experiences that add measurable value to our attendees’ and visitors’ lives. But we have to stop thinking about engagement, sales, and planning in traditional ways. In this new era of events, there are no creative limits!