A return to events doesn’t mean a one size fits all approach

As we return to events and event planning ramps up, it is crucial we remember that events are not a one size fits all.

Event formats, protocols and experiences will all shift and change in this new world and what might have been the ‘norm’ for your previous events, now need to be reimagined.

What might work for one organisation, won’t be the right fit for another.
What might work for one audience, might not work for another.
What might work for one of your events, will be out of place for another event.

Every event should be considered and planned on an event by event basis.

To help you get started, consider the below factors:

Align with your purpose
Purpose is always the starting point when planning your event. Without a clear purpose, you can't have a clear event vision. 

• Go back to basics and revisit your purpose.
• Consider if your purpose has changed in light of COVID.
• Consider if your event truly delivers on your purpose or if you are just ‘doing what you have always done’.
• Determine if there is a more effective event format that aligns with and delivers on your purpose.

Understand your audience
McKinsey research in September, highlighted how consumer confidence and sentiment varies, when it comes to returning to events and out of home activities.

A recent The Age article also highlighted the journey out of lockdown continues at different speeds for different people.

Understanding your audience will be key to designing your event.
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• Will your audience feel comfortable in returning to a live event?
• Will their employer permit attendance at live events?
• Does your audience need to travel to attend the event? Are they comfortable with this?
• Is your audience sick of virtual events? Are they busting to get back to in person events?
• How can you design an innovative hybrid event?
• Can your event have region based 'hubs'?
• Are your event timelines and calendars realistic and appropriate in the current climate?

Understand the impact of COVID restrictions
COVIDSafe protocols for our events are here to stay. But what does that mean for our event experience?

When planning each event, understand the current COVIDSafe protocols and how they will impact the audience journey and experience.

We don’t want to just apply the protocols, we want to integrate them with our planning.

It is not about just taking chairs away from tables and spacing tables about. It is understanding how to re-imagine seating plans to comply with distancing but still maintain an experience and engagement.

• Pre-empt the impact of protocols and how you can adapt to maintain guest experience.
• Understand how guests will respond to protocols and plan accordingly.
• Determine the impact of protocols and reimagine your event for the new world.

Plan to be flexible
If this week’s outbreak in Adelaide has reinforced anything, it is that we need to be flexible. Anything can happen at any time.

• Plan for scenarios – what would happen if…..
• Plan your events to allow for flexibility.
  
  

This is a new world with more factors to consider.

​More work will be involved but the benefits will make it worth it! 

Author

Georgie Stayches is Founder and Chief Engagement Officer of Fetching Events & Communications, a boutique agency specialising in event management, communications and volunteer management. Fetching Events & Communications specialises in working with NGOs, NFPs, peak bodies, associations and community groups.