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"Logistics aside, the preference is always likely to be face-to-face and in-person events. There’s little that can achieve the same positive feelings as interacting with a brand in person, digital engagement can come close but it’s not the same. The restrictions and cancellations that have arisen due to COVID-19 have effectively forced companies to embrace the digital event or at the very least, consider it, far more aggressively than expected."

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Virtual events aren't anything new. The humble webinar has been around for years which itself could be considered a virtual event as audiences attend and participate digitally.

The COVID-19 pandemic has by necessity, sparked a huge migration of live events to digital platforms and what's most fascinating is the speed and scale of which this is happening.

Some events which have been cancelled or postponed are beginning to re-emerge as virtual only. Apple's Worldwide Developers Conference (WWDC) which has been running for over 30 years will see its first foray into online-only, is this a behavioural shift and an insight into the future of events or a response to COVID-19?

As you'd expect, it's both. Apple has been brave and decided to opt for an entirely digital conference, proving to its 6,000 strong developer audience that the show goes on. It's a brave move because the scale of this event is greater than a single webinar and success is far from guaranteed. Make no mistake, had the COVID-19 situation not materialised, Apple would still be hosting its conference at a convention centre as it has done every other year. If all goes to plan with this year's online-only conference, we expect Apple to run both formats in the future.

We're not for one minute saying that virtual events will replace live events, though there are compelling reasons to consider each. Logistics aside, the preference is always likely to be face-to-face and in-person events. There's little that can achieve the same positive feelings as interacting with a brand in person, digital engagement can come close but it's not the same. The restrictions and cancellations that have arisen due to COVID-19 have effectively forced companies to embrace the digital event or at the very least, consider it, far more aggressively than expected.

This means there'll be a huge wave of innovation within the digital events space as organisations, event organisers and delegates identify issues and attempt to correct them, all in a bid to add value, maintain engagement and justify the change. Giveaways such as power banks are always welcomed - but what if the giveaways became digital? Gaming companies are in a prime position to do this, think of a new weapon skin or unique DLC (downloadable content), simple to produce and effective. Additional benefits surrounding the digital giveaway include a positive environmental impact through no landfill and greater turnaround times due to instant delivery.

Other more technically heavy improvements will be made too, such as more efficient video compression through the development of new codecs. How can you guarantee a high-quality broadcast to thousands, maybe millions of concurrent viewers? That'll put significant strain on servers - just look at Netflix's response to the COVID-19 outbreak. This need is also compounded by the rise in extremely high-resolution displays across devices, 4K TVs for example are more affordable than ever and having a 720p image displayed is going to look awful - hardly a glowing endorsement for the digital event, especially if it relies heavily on visuals.

The main difference between live and digital events is how delegates behave and spend their time. Delegates that attend in-person are more likely to 'get their money's worth' and experience more of what's on offer due to the effort they've made to attend, while digital attendees can choose to leave in a second. The fickle nature of the digital audience means they're harder to engage with and every second counts.

What is the ideal solution?

This might appear obvious but combining the effectiveness of live events with the versatility of digital is the best-case scenario, AKA the hybrid event. Delivering an emphatic and resounding experience for both the physical and virtual attendee should be the goal for any brand or event organiser wanting to connect with its audience and deliver on their ROI.

The next few years in the events industry will be extremely exciting and really start to snowball once we've moved past COVID-19. As brands look to regain any lost momentum and people are champing at the bit to attend live events again, we'll begin to see the true potential of the hybrid event shine through.

Virtual alternatives aren't limited to exhibitions or conferences either. Experiential programmes can leverage the power of technology and social media to quash feelings of exclusion in those unable to experience them live and in person.

Our ideal solution:

Using the Consumer Electronics Show (CES) as an example, our ideal solution looks a little like this...

The event itself is still the main attractor, with almost 200K attendees arriving from all over the globe. Each brand at the show has provided digital assets which are accessible to delegates via a central platform (app) - the CES experience, let's say.

A succession of 360-degree cameras are placed strategically throughout the venue allowing digital audiences to traverse the vast event at leisure and explore it as if they were there, of course they're VR-friendly, headset compatible and networked appropriately. Similarly, each booth has a dedicated camera(s) allowing virtual delegates to interact and experience as normal.

Each exhibitor has access to a unique chat platform, allowing users and brands to interact directly with each other and facilitate the digital meeting. All of this functionality is provided by the CES experience (our fake app).

Users can access the digital assets provided by the various brands, which include videos, 3D models and interactive specifications. For those brands that have announcements, any sensitive information can be time gated, only accessible after a talk or product announcement has been broadcast. Sessions and networking sessions are still very much available to the digital attendee and can be accessed remotely. Live streaming of all sessions and talks are once again accessible while networking sessions are handled similarly to a mix of a chatroom and a video conference.

Engagement through gamification is hugely important too. In-person attendees have step counters which provide rewards once targets have been met while digital attendees have a virtual equivalent, such as minutes of video watched. Each of these milestones accumulate for the duration of the event and offer the chance to exchange for something tangible, providing delegates with a genuine reason to participate and stay the course.

Spatial analytics monitors are installed at various junctures around the venue helping to monitor delegate flow and identify any pain points. These can be combined with online delegate metrics to pain two extremely accurate pictures of event success on physical and virtual levels. The data helps ensure the next iteration of the show is more harmonised and that bit better.

Lastly, all content and metrics are available post-event to delegates and event organisers respectively. Content such as interviews and demonstrations are accessible through the one app, which is continually updated. Outdated content is available through an archive which adds value and ensures the app stays installed on the delegate's device for as long as possible.

What does this all mean?

Hybrid events were always likely to be the future but their sudden ubiquity has been born out of necessity rather than growing organically; without them a whole host of events would've been postponed or cancelled. Applying the same strategies and structures to both live and virtual events is likely to end in disaster - engagement and behaviour are the two main considerations for engineering a successful event and must be catered to accordingly, personalised experiences are still vital. Where possible, whatever is available to the in-person attendee must also be available to the digital attendee.

The future of events is undeniably bright but is far from laid out in stone. There will be a vast amount of trial and error but the end results will be spectacular and delegates will be spoilt for choice.
There are a number of options available for brands and event organisers, if you'd like to know what can be done - get in touch!

Identity / About the author

Identity is a full service, creative production agency with over twenty years proven pedigree in the delivery of major, high profile events in the UK and globally. Our demonstrable track record means we understand the reach and impact a major event can have and our philosophy is to maximise these opportunities, creating truly memorable, dynamic and ground-breaking events that deliver tangible, positive outcomes, forming a benchmark for future events.

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The future of live events - what does it look like? - Identity

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Virtual events aren't anything new. The humble webinar has been around for years which itself could be considered a virtual event as audiences attend and participate digitally. The COVID-19 pandemic has by necessity, sparked a huge migration of live events to digital platforms and what's most fascinating is the speed and scale of which this is happening.

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Yes, liveness is critical for Exhibitions as they are about companies selling products and services. This is achieved by personal engagement with potential customers, and this cannot be achieved as effectively in an online setting.

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-       Trade shows are very difficult to organise, and are quite environmentally damaging, flying people in from all over the world for them. An online version is more environmentally friendly and less expensive.

-       Post-Covid, companies will be wary of putting key personnel together in the same place for fear of them all becoming ill at once etc.

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Liveness is critical to traditional methods of music event consumption; however, the pandemic has challenged the way in which this content is consumed. Therefore, it is not critical to the industry, only specific event formats.

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-       Has opened up the market to new experiences post-covid

o   Live streamed content where audience pay a lower price, but made up for with higher crowds

o   Makes people feel safer than attending a venue

o   Some people put off attending festivals for multiple reasons - can get a similar experience from the comfort of their homes so opens up new audiences (Live Music Project - 90% artists, 92% audiences think streaming is a good way of reaching new audiences who are unable or unwilling to attend live events in person)

-       There is a place alongside traditional consumption of music events, for new “non-live” experiences.

-       “Over two-thirds” of people felt that streaming would remain an important part of the music events business post-pandemic.

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-       A number of concerts went virtual during the pandemic (Tomorrowland, Dua Lipa etc)

-       Dua Lipa’s streamed concert attracted 5m fans!

-       Lots of live streaming of DJ sets etc

-       Can create a “new live” experience with friends anywhere - as long as content hasn’t previously been consumed. Opens up opportunities to time-synced availability based on location (TML ATW)

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-       Based on experience of seeing artists perform live, otherwise just buy CD

-       About the experience alongside other fans. Energy, passion, emotion
- It is impossible to replicate the above social experience as this is unique to each attendee.

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1. Emotional connections with the audience.
2. Live Q&A - in the moment questions that can happen directly after and also in between speeches.
3. More control of external factors and problem solving as an event manager. If your audience is at home unexpected visitors or distractions can occur. You have no control of the environment your audience is in, could be all kinds of distractions like a crying kid, dogs, interruptions. Technical Issues - WiFi at home is unreliable and you as an event manager cannot control the conditions of software lags and technical mishaps of your audience's appliances.

-       In order to buy into an organisation as a supplier, it is important to get a feel for the people you will be working with. You cannot get this to such a high standard in a non-live setting:

-       Harder for companies to tailor their sales pitch if they are only using pre-recorded, non-live content.

-       Cannot ask questions as easily in a non-live context, and when you can, it often takes longer to receive answers

-       Harder to show off products and services online/not live - less tangibility

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When an event is pre-recorded, you have complete control over the content and how polished the end result is. All you have to do is record and then stream once you're ready to go live.

1.
Some benefits to this is you can edit any mistakes that your invited speaker may make due to nerves or other unforeseen circumstances. In post-production you can spice up your presentations with more exciting visuals that are catered to be experienced on the viewer's screen.
75% of people suffer from speech anxiety prior to giving a presentation or public speech.

(Make some funny comment about how nerve racking this is) How many of you are nervous about giving your speech today?

2.
Accessibility:

Only 25% of London Tube stations are accessible for disabled people. Accessing online is much easier to do than to travel and physically attend a space.

Greater reach of audiences online, international participants and artists can take part.

Closed captioning - translation opportunities, more clarity of the content, accessibility needs met

-       Most audiences only attend exhibitions/trade shows to meet new companies. They can do this online

-       Each company can still pitch itself, with a basic/generic sales video intro.

-       Non-live saves time for all involved. If people want more info/a tailored pitch they can request one.

-       Very rarely to big contracts get agreed at the show itself.

-       A lot of keynotes speeches at trade shows and exhibitions can be delivered online so the audience consumes the same content but at a more convenient time for them.

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Thinking of putting together Theatre and Art Events into One 

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Thinking of putting together Theatre and Art Events into One 

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The cultural materialism argument applies to both theatre and the gallery- everything that surrounds the actual event/artwork/performance influences our meaning and experience of the work.

National Theatre also does Live streaming of events where they simply document rather than immerse the audience.
Emphasise more on the gamified worlds that can also follow a script or story- like our idea for the Ghost busters?

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Liveness is the physical and temporal co-presence of the audience and the event. This means that the audience member must be sharing the same physical space at the same time as the event.

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The outbreak of covid was a big blow for the cultural industries and its effects of not being able to gather in physical space, created a sense of nostalgia and longing. Art galleries, like the National Gallery, to fill that void, created virtual walk throughs of their institutions. However, the result was only further alienating as the experience of walking through a gallery could never be captured through a 13-inch screen.

Recreating and imitating the real-life experience will never match up.  Instead, more innovative, and interactive galleries emerged. Rather than replicating real life, artists adapted to creating gallery spaces in new and imagined realities online. Instead of being confined to the white walls of your box-standard gallery, audiences can explore wild edits to the virtual environments in gamified worlds as avatars, making your experience of the artwork engaging and interactive.

https://www.koeniggalerie.com/exhibitions/35679/the-artist-is-online/

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The meaning and experience when going to the theatre is not derived solely by seeing what is on stage, but also from everything that happens around the stage, this is called ‘cultural materialism’. Marvin Colson states (1989 Places of Performance), “Cultural Materialism is the way an audience experiences and interprets a play. The entire theatre, its audience arrangements, its other public spaces, its physical appearance, even its location within a city, are all important elements of the process by which an audience makes meaning of its experience.”

Case Study: Theatre play at Shakespeare’s Globe

The globe theatre is a historical landmark on the south bank, a replica of the burnt down theatre – entering a time capsule that immerses you into the past, setting the atmosphere for the performance before it begins.

Half the audience members stand in the pit for the duration of the play and actors interact with the audience as vendors, hagglers, and throwback characters from the 1700s.

The meaning of your experience is affected by how you travel to the theatre, what you eat, picking up your tickets from the box office, interacting with the staff, actors, and other audience members around you.

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Concerts, conferences and clubbing have been off-limits in the UK since lockdown was implemented.

Watching live opera, rock, pop and theatre performances at home became the norm for many people during lockdown. As lockdown lifts - will people return to live, in-person events?

Live-streamed shows are here to stay

Performers like Dua Lipa would never have live-streamed a full concert before the pandemic. Her online concert in December 2020 broke records, with five million people tuning in from their homes around the world.

Live streaming is popular with fans and performers alike, according to an Economic and Social Research Council-funded report from Middlesex University London.

The Live Streaming Music project reported 90% of musicians and 92% of fans agreed live streaming will be a good way to reach audiences unable or unwilling to go to venues.

Read the Live Streaming Music report.

Over two thirds said live streaming would remain "an important part" of the music landscape after the pandemic.

Can we COVID-proof venues?

For fans who are eager to return to venues, research is underway to try and find safe ways to do so.

A project led by Loughborough University is investigating how venues could be redesigned to minimise the risks of COVID transmission, specifically with regards to ventilation.

The team is already analysing data from a nightclub event in Liverpool and the World Snooker Championship in Sheffield. It also has trials running at the O2 Arena and Wembley stadium.

The research is funded by the Engineering and Physical Sciences Research Council.

"A huge challenge"

Professor Malcolm Cook from Loughborough University said:

Getting our lives back to some sense of normal following the pandemic is a huge challenge and doing it in a safe and measured way even more so.

The work we are doing will help get these types of events and venues back up and running in a safe way, providing scientifically proven information and advice on ventilation and building management, to reduce the risk of airborne transmission of COVID-19, and other viruses, as much as possible.

The team's data will help them create a Relative Exposure Index. This will come with advice and guidance on what ventilation measures could mitigate the risk of transmission and exposure.

Cook says the findings could be used in all non-domestic settings, so the healthcare, education and retail sectors could also benefit.

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What's the future of live events post-pandemic?

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Concerts, conferences and clubbing have been off-limits in the UK since lockdown was implemented. Watching live opera, rock, pop and theatre performances at home became the norm for many people during lockdown. As lockdown lifts - will people return to live, in-person events? Performers like Dua Lipa would never have live-streamed a full concert before the pandemic.

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https://ethos3.com/give-great-pecha-kucha-talk/

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Ethos3 - A Presentation Training and Design Agency

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Pecha Kucha is an innovative and effective presentation method designed by a pair of architects that's completely transformed the way presentations are delivered.

The rules for a Pecha Kucha presentation are simple: The presentation must contain exactly 20 slides that are displayed for precisely 20 seconds each, making the total presentation time six minutes and 40 seconds. That's why Pecha Kucha presentations are also frequently called 20×20 presentations.

But just because the rules of this format are simple doesn't mean their application is. If you're interested in designing one of these groundbreaking presentations yourself, then apply the following tips to make it a whole lot easier.

Say Your Topic in a Sentence
When giving this type of presentation, it's critical that your topic is concise and straightforward. If you try to say too much, you'll end up not really saying anything at all. To be sure your topic is tight and to-the-point, try to say it in one sentence. If you struggle to do this, you're probably trying to present too much information that'll get lost in this short format.

Keep Slide Text to a Minimum
We always advise using minimal text on each slide, but this is especially important for Pecha Kucha presentations. Because the slides automatically advance every 20 seconds, your audience won't be able to process more than a few words on each slide, so don't include any more than that. Instead, focus on compelling slide imagery and design.

Find the Story in Your Topic
It's nearly impossible to engage an audience in six minutes using dry facts and figures alone. In fact, research suggests that good storytelling is key to making any audience pay closer attention, no matter the format. That said, to really engage your audience here, you need to find a compelling story behind it that conveys the importance and value of your topic.

Tell a Story With Images
Speaking of storytelling, rather than focus on adding a lot of text to each slide, focus on adding beautiful images that enhance your narrative instead. However, keep in mind that what's beautiful up close can often look fuzzy and confusing from the perspective of your audience. Your images should be as clear and straightforward from afar as your content.

Use Just a Few Main Points
It's really challenging to present more than a small handful of main points in this short format. Generally speaking, try not to present more than three main points and fill the rest of your presentation with facts and examples that support those points.

Practice Your Timing
In addition to practicing what you're going to say and how you're going to say it, you must also pay close attention to the timing of what you're saying. Since the slides are moving forward at 20-second intervals, you need to make sure that your speech is perfectly in line with the timing of those slides otherwise you'll leave your audience incredibly confused.

Give Yourself Some Visual Cues
To help ensure your speech coincides with your slides, it's a good idea to include visual cues on each slide that serve as subtle reminders for what to say next. This will also help diminish the panic and anxiety that comes with worrying that you'll forget what to say.

Ever wondered what kind of a presenter you are? Then take Ethos3's Badge Assessment to discover your unique presentation persona.

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How to Give a Great Pecha Kucha Talk | Ethos3

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Pecha Kucha is an innovative and effective presentation method designed by a pair of architects that's completely transformed the way presentations are delivered. The rules for a Pecha Kucha presentation are simple: The presentation must contain exactly 20 slides that are displayed for precisely 20 seconds each, making the total presentation time six minutes and 40 seconds.