Hybrid events - what are they?

In the last 2 to 3 years, the terms “hybrid events” and “hybrid trade fair stand” have become almost impossible to avoid. This has preferably emerged in times of the pandemic, when smaller events were allowed to be held again and the term “hybrid” became more and more present. “Hybrid” means something like ‘of two different origins’ or ‘composed of different things’. Hybrid event formats are therefore a combination of different media offerings from the real and virtual world.  

Summary

• The initial situation of the hybrid exhibition stand

• Different variants of the hybrid exhibition stand

• The preparation process for a hybrid exhibition stand

• The hybrid exhibition stand

• Conclusion on the hybrid exhibition stand

The initial situation of the hybrid exhibition stand

Both physical and virtual exhibition stands have their advantages and disadvantages. A physical exhibition stand is location-bound and limited in time. A virtual exhibition stand, on the other hand, does not appeal to all the visitor's senses. If you combine both formats, you have an almost perfect symbiosis: The multi-sensory deficit of the virtual format can be compensated for by the live format. The same applies to communication. The possibility of personal communication at the physical event complements the limited personal communication in the virtual world - so you have a hybrid event.  However, it should be noted that these are still two different events. Although the virtual format has a shorter preparation time, this does not reduce the lead time for the physical trade fair stand. A physical trade fair stand is associated with relatively high costs. Although the costs for a virtual trade fair stand are lower, they are added to the existing costs and do not reduce the overall price.

Different variants of the hybrid exhibition stand

The customer journey has become increasingly important in the context of online marketing. A diagram clearly shows that there are more digital than physical touchpoints. This is precisely why it is essential to combine the real with the virtual in order to exploit the full potential of touchpoints. In terms of marketing strategy, there are two variants of the hybrid exhibition stand.

Focus on physical presence

At first glance, a physical exhibition stand fulfills all the characteristics and requirements of an exhibition stand geared towards trade fair visitors: There is seating for a cozy atmosphere, hospitality for the physical well-being of visitors, exhibition goods and materials for information and a stand team that is always ready to listen to visitors. However, the presence of a physical exhibition stand is limited in terms of time and location. Anyone who is not at a given location at a given time has no opportunity to visit the stand and the exhibiting company loses potential leads. This is where the virtual trade fair stand can be used as an accompanying event presence for hybrid events. The virtual exhibition stand can be used before the physical event for invitation or announcement purposes, during the physical event as a “digital twin” to give everyone the opportunity to visit or to stream presentations and after the physical event for feedback and returning visitors.

Focus on the virtual presence of a hybrid event

If you focus your trade fair appearance on the virtual space, the physical trade fair stand is merely a component of the permanent virtual event through the Virtual Event Portal. This means that the physical trade fair stand can be smaller and planned with a focus on the virtual stand. The main focus here is on online lead generation and the provision of content that can be accessed “on demand” 24/7, 365 days a year.

Both variants have concepts such as live streaming, infotainment and measurability in common. However, a hybrid exhibition stand must meet certain requirements in order to achieve the desired effect.

The preparation process for a hybrid exhibition stand

With a hybrid exhibition stand, care must be taken from the outset to ensure that all the technical requirements for use in both the physical and virtual space are met and that these can be streamed into the virtual exhibition stand without any problems.

The virtual exhibition stand in the Virtual Event Portal (VEP)

First and foremost, the interface must be clear and easy to understand for visitors. You should also check the technical options for integrating content and tools in advance so that the virtual event can run smoothly. Here are some points you should pay attention to:

• Interface to a corresponding application for the integration of live webinars, which should then be available on demand

• Integration of communication options such as chats, consultations via video calls or Q&A sessions

• Integration of various content elements such as presentations, PDFs, images and videos, forms or competitions

• Extensive analysis options for optimal evaluation of the event

• Attractive environment through 2D, 3D or pano worlds

• Interaction options for visitors through the integration of info points or movement in virtual space

The physical exhibition stand

The physical exhibition stand should be planned according to the individual requirements and the respective target group of the exhibiting company. In addition to the typical features of a physical stand, a hybrid stand also has the technical requirements for a virtual presence. If live presentations are to be streamed into the virtual stand, the appropriate camera and sound technology must be available. For selected products, you can generate a QR code so that visitors can scan it to view the product in the virtual space and download the relevant information directly.

The hybrid event as an exhibition stand

There are countless ways to make a hybrid exhibition stand varied and interesting. The top priority, however, is interaction with visitors in order to increase the attention of your target group.

• Direct interaction with your visitors: How about sending one of your employees out to your physical stand with a camera and microphone to answer questions from virtual visitors. You can also start a live chat where visitors to the physical stand can come in via QR code and chat with visitors to the virtual stand.

• Detailed analysis data for both events: At the physical event, you can analyze your trade fair presence using visitor measurement in compliance with data protection regulations. With Event Metrics, you can measure the number of visitors to your stand and how long they spend there and then view this data in your portal. You can track the integrated info points on your virtual trade fair stand and see which content was in demand and how many visitors you had.

• Gamification at the hybrid trade fair stand: let your customers get to know your company and your products in a playful way. Organize a tombola or a competition in which hidden clues have to be found on/in the respective stand. You can also let your visitors walk through the virtual stand as avatars, but a corresponding gaming engine must be programmed.

• Joint testing: You can send your virtual visitors selected product samples in advance. Visitors to your physical stand can then receive the same products on site. A live link can then be projected onto an LED video wall using video conferencing, where the selected samples can be tasted/tested together. This allows you to optimally combine both worlds.

Conclusion on the hybrid exhibition stand

Virtual and physical exhibition stands have their advantages and disadvantages. However, by combining both worlds, you can create a perfect complement in which the advantages of one offset the disadvantages of the other. In order for hybrid events to achieve the desired goal, they must fulfill certain requirements. It should always be possible to combine the virtual and real worlds. Interaction with visitors should be the top priority, whether in physical or virtual space. By means of various actions, the attention of the visitors can be increased and an unforgettable impression remains with the target group.