5 Ways to Successfully Integrate Digital Elements in Your Physical Events
It’s now been two years since the event industry was forced into a digital pivot. Since then, virtual and online events have become the norm. Technology has grown in leaps and bounds. Event organizers and attendees are well acquainted with digital event formats and technologies. For your participants, they’ve become accustomed to the convenience digital events provide, and the opportunity to enjoy events from wherever they are. As it’s becoming easier to host physical events, many organizers are looking for creative ways to incorporate more digital elements and features into events on location. Organizers can make the most of innovative event technologies to enhance their attendee experiences. For organizers, mastering the mix of physical and digital elements at your event is an important balance.
Here are 5 ways that you can integrate digital components into your next physical event.
1. Livestream some pre-selected content
Even if your event is optimized for a physical format, there are many benefits in choosing to live stream selected content for a broader off-site audience. For example, by sharing selected keynotes on social media, you can spread your message more widely by amplifying attention to your event and community. Being generous with content that provides value to others is one of the best ways to spread the word about your work and create a positive association with your brand.
Content sharing also increases the hype around your event and generates a FOMO feeling for prospective attendees. By showing what they’re missing, curated live streams can be pivotal to encourage those on the fence to join in next time. Remember, the more content you produce and share increases the reach of your event. Well-produced livestreamed content also lets your event live on! You will be able to reuse this content again and again for your own marketing purposes, which brings us to our next point.
2. Recording and re-use of your content
One of the characteristics that make events unique and special is that they are ephemeral. Either your attendees take part in your event and get access to this exclusive and one-of-a-kind experience, or they don’t. But sometimes, allowing some carefully selected sessions to live on after the main event can bring endless possibilities for your content marketing strategy.
You can reuse your event content easily in a myriad of ways:
- Share recordings of your event’s keynotes. You can either upload them on your youtube channel and share them with your community or give access to a selected target group that would be willing to pay to get access to the video.
- Reuse your content recordings by creating multiple video snippets that can be shared as statements by your keynote speakers or across your own social media channels.
- Use your recordings to show your event from another angle. You can repackage your recorded content into specialized after-movies and behind-the-scenes highlight reels to give an insider’s perspective! Here, you can capture the atmosphere of your physical event and use these new releases to promote your next event.
Every piece of content you record has multiple marketing opportunities to expand the reach of your event. Be strategic in developing a strategy that allows you to capture the content you need during the event, that also ensures it can be reused afterwards. Ideally, you’ll want to have those details ready before the start of your event.
3. Choose a digital platform or event app
Even if all participants are attending your event in person, choosing a digital platform or event app to accompany your participants can be incredibly beneficial. These interfaces create one accessible location to centralize all information about your physical event. Event apps or digital platforms that your participants can access from their mobile devices can provide additional engagement and interaction options as well as handy access to information such as your agenda and floor plan. By putting the most important event information in your attendee’s hands, these tools become an important tool for organizers to communicate updates, schedule changes, or any last details. Be sure your event venue has a reliable internet connection and preferably, secure and safe wifi connectivity that is shared with your attendees to make the most of these platforms on the day of the event itself.
These tools also come with many features that can enhance your event experience:
- By using event mobile apps or digital tools like Slido to gather Q&A questions, you can increase audience engagement and efficiency during your Q&A sessions. Rather than having your attendees stand up and pick up a mic for their questions (Which is also great for all those who don’t feel comfortable speaking in public but still would like to take part in the debate), all questions can be fielded by a moderator, or shared directly with your speakers. This helps organizers keep to tight schedules (preventing extended and run-on questions!) and also keeps a record of questions so they can be answered later.
- Bring your participants into the conversation by using live-poll features. Your audience can engage with your speakers, sponsors and exhibitors by responding to questions and comments in real-time. Their responses can be shared live or shared internally to capture the mood or satisfaction of your event in progress.
- Crowdsource your participants. There are many tools for promoting creativity or collecting ideas that allow a group to collaborate together. Make use of these types of features to create engaging mind maps or webs with your participants s during a keynote.
- Digital storefronts. Make use of event apps and platforms to offer Sponsors and exhibitors a digital stand alongside their physical one. Put their products directly into the hands of your attendees. It’s a great way for them to reach more people than those present at their booth. From here, sponsors and exhibitors can organize giveaways, contests or communicate about demos that they are running during your event. Especially if your event includes sponsors that offer digital products, be sure there is a digital storefront when these products can be offered directly.
Having a digital platform or an event app is a great way for you to also introduce gamification elements to your physical event. You could encourage your event attendees to use the functions of the platform by rewarding them with points, which you can use to create a leaderboard and reward the winner with prizes (such as free access to recordings of the sessions even after the event). This is only the beginning of what’s possible!
4. Digital Matchmaking
While in-person events are natural venues to ensure serendipity and networking, it can be hard at times to find just the right person to connect with within a crowded event venue. Including digital matchmaking features in your event platform or app provides another way to help your attendees connect with one another. With AI-powered networking features, your participants can create meaningful connections with people that share their interests.
When combined with calendar integrations, smart networking features can increase your attendee’s efficiency and maximize the number of contacts they are able to reach. Some of the best digital platforms and apps allow your attendees to automatically create meetings with one another in advance based on shared calendar availability and meet in person in the networking area of your event.
5. Digital satellite events accompanying the main event
Lastly, you can use digital elements to create satellite events before or after your physical events. These accompanying digital events allow you to extend the lifespan and market your main event. There are multiple possibilities and can take many forms. For example, a digital roadshow of webinars hosted by your event speakers, sponsors, or event organizers, or online networking events designed to connect your attendees prior to coming together in person. You are only constrained by your imagination and event goals!
Satellite events are a great way to raise awareness and inform your attendees about relevant topics prior to the main event. After your event concludes, digital satellite events could be used to offer additional details on the topics raised during your main event, and allow your attendees the opportunity to ask remaining questions they may have. Satellite events can subsequently become an exciting channel to connect with new audiences and support your online community. By creating smaller digital events for your attendees and community, you can additionally provide an additional channel to offer regular discussions or guest contributions.
This way, your physical event remains at the center, supported by smaller satellites revolving around it. With some creativity, you can create a whole universe around your event, immersing your community with multiple activities and creating lots of touchpoints with your brand.
The Bottom Line
As events return to physical venues, it doesn’t mean digital is over. By incorporating creative digital elements and features within physical events, organizers are able to elevate the attendee experience. These digital elements aren’t just a benefit for attendees– they allow organizers to create multiple touchpoints for their brands, with their most important audiences, your exhibitors and sponsors. Moreover, with session recording, you’re ensuring that you have enough content to promote your future events and offer “on-demand” videos that you can share with your target audience.
Written by:
Frederic Bleck
PIRATEx Head of New Business