Ensure Your Event Resonates Without Compromising Safety
Companies are resuming in-person events as pandemic restrictions ease. In-person events offer the opportunity to attract eager attendees who are tired of pandemic lockdowns. A survey from AmEx Global Business Travel found that small, simple meetings are the most common type of event in 2021 in all formats (in-person, hybrid, and virtual).
But event planning requires much more preparation than it did prior to the pandemic. Developing a solid safety plan remains crucial, and you’ll need to stay flexible in case circumstances change and the event has to be modified or cancelled. Here’s how to plan successful in-person events amid the uncertainty.
Plan for Reduced Budgets and Increased Marketing
You and your attendees may have reduced budgets this year, so you’ll need to plan accordingly. Venues, marketing materials, and promotional items are more expensive due to lack of availability plus shipping and supply chain problems. Labor shortages in the hospitality industry are also an issue. Try to place orders and schedule venues as early as possible, and be prepared to switch to a backup plan if things fall through.
You may need to ramp up your marketing to attract reluctant attendees. An emphasis on pandemic safety in your promotional materials can ease the minds of concerned guests. In a survey of senior marketers, 60% of respondents said they won’t attend an in-person event unless safety precautions are in place. Try using incentives such as extra giveaways or materials to boost in-person attendance. Organizations who host larger events and charge a registration fee might consider offering a discount.
Make Safety a Priority
Consider assigning a point person to manage safety measures and stay on top of changing regulations. Require the same safety measures for attendees, speakers, staff, and vendors. Make sure the venue staff follow the same precautions. The measures you’ll need to take depend in part on the size and location of your event.
As a solution provider, you need to be aware of any current local or state mandated requirements, such as proof of vaccination. These requirements can change at any moment. Also, check with your legal department about having attendees sign waivers affirming negative Covid-19 symptoms and proof of vaccination.
Encourage Safety Among Attendees and Staff
Promote safety by using signage that encourages social distancing, staggered seating and one-way aisles. Online registration and contactless check-in options have become more common over the course of the pandemic.
You may need to limit in-person attendee numbers according to CDC guidelines and local regulations. Ask the venue what options they have to assist with safety protocols. They may have additional staff available to clean and disinfect rooms, or they may be able to provide air purifiers or sanitation stations.
Offer a Virtual Event Option
Even if in-person events are possible, some people may be unable to attend due to conflicts, concerns, or reductions in travel budgets. Offer a virtual option to attract a wider audience. To prevent loss of in-person audience due to the virtual option, the in-person event should offer significant additional value. For example, you could stream the keynote but keep the remainder of the sessions for in-person attendees only. Take some time to test your virtual setup beforehand. You don’t want to run into last-minute problems the day of the event!
Be Prepared for Rapid Change
The only certainty right now is change. Seek out venues with flexible cancellation policies in case you’re unable to hold the event due to increased Covid-19 rates. Check the CDC website often, because recommendations can fluctuate rapidly. Local restrictions may change as well.
Keep an eye on travel restrictions and possible airport or transportation hub closures, which may impact the ability of attendees and speakers to reach your event. If speakers are unable to appear, have a plan in place for them to join virtually if possible, and have another option ready to go if they have to cancel.
It’s definitely possible to put on a successful in-person event in 2021, as long as you’re prepared to go with the flow. For more information, see this article from the CDC on event planning and preparation: Event Planning FAQs.
0 Comments