Forbes Council Member Mayank Agarwal, wrote an article declaring that “virtual events are not working.” The cause, he said, is virtual fatigue, content that fails to engage attendees, and poor return on investment (ROI). His answer: “The solution here is to fully develop the tools you need to promote and successfully run your event.” He’s right! However, many technologies are already available that, if used properly, will create that the engaging virtual experience he describes.  

Where Is Event Planning Today?  

While there were fewer virtual events today than during 2020, as one would expect, there are also fewer in-person events. Hybrid events are on the rise, and when done well they can provide in-person and virtual attendees an equally good experience. Hybrid events seem to meet the demands of current businesses preferences. But again, many fall short of expectations. Designing an event, understanding the potential technologies offer and how to execute them is an increasing problem for event planners.  

Many planners are overwhelmed by the information and promises made by developers of platforms, apps, software, and tools of all sorts. Sponsors want to utilize new technologies to improve ROI that their marketing messaging tells them is available. But research reveals that most events utilize only three to four tech features of a given platform. Although the technology is growing rapidly, it is underutilized. Planners are facing an increasingly complex process to meet sponsors demands. The hybrid/virtual event industry is experiencing growing pains, creating a growing gap between the potential of new technology and its execution.

What Is Becoming More Difficult?

The way we plan and execute events has changed; it has evolved and expectations have grown. Of course, we always had event planners, security professionals, producers, and event sponsors. But the use of virtual events expanded rapidly during the pandemic. The environment sparked the creation of improvements and filled the market with tech solutions. Now there is a wealth of ideas and research on how to improve the virtual experience. But with new technologies comes a host of issues: large enough bandwidth, new types of attendee questions, cultural and language issues, more opportunity for glitches and mishaps, choregraphing more complex programs, blending technologies, stage managing, more complex backup plans, more data collection, and guaranteeing a high level of cyber security. Each of these areas demand attention and unique strategies. Increasingly, event hosts and planners must rely on qualified producers who in turn need to be constantly educating themselves and reviewing new event solutions. Event production management responsibilities have become more elaborate and demanding.  

Event Producers Matter  

Never underestimate the need for high quality production. The need for a producer’s expertise is in demand. Companies that want to do it on their own, often on a smaller scale, can certainly manage. But, if you can’t deliver an engaging, well produced event you will fall short of expectations. The virtual experience should be memorable and engaging. In the end the goal is production quality—content that can be enjoyed in person or broadcast with the same level of success.

An event can have all the right elements, but if quality is poor, so will be the takeaway and the long-lasting impression. It’s evident that the producers’ responsibilities are increasingly more complex and daunting. Finding a competent event producer is key to making an event meet expectations. Producers can bring together the technologies and manage them successfully—to the point where Mr. Agarwal would find that virtual is engaging and it does work.  

It is the event producer that choreographs technologies and make them effective during an event. They bridge the gap between planning the use of multiple event technologies, creating a positive, functional experience in real time. This is true for both virtual and hybrid events. From planning registration through post event objectives, planners would do well to consult with the event producers. They can help you achieve your event goals with the best solution and fewest glitches possible. An experienced production team is key to making virtual work.

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