Mark Roberts
Mark Roberts serves as CMO of PGi, where he is responsible for all marketing operations worldwide, driving growth opportunities and building brand recognition for the company within the communications market.
The Future of Hybrid Trade Shows and Events
August 11, 2020
In-person events and trade shows are going virtual, a significant shift forced by the COVID-19 pandemic. But the question is, will these events remain virtual for the foreseeable future?
A recent survey conducted by The Harris Poll on PGi’s behalf found more than half (54%) of employed Americans who now work from home due to the pandemic said they are not comfortable going to large, in-person work-related conferences or events this year. This unwillingness to attend in-person events should come as no surprise.
Many organizations are saying that even when virtual events become physical again, they will require a hybrid approach so attendees have options to remain safe and comfortable. This means some aspects of the show, whether exhibitor booths, keynote speeches or networking gatherings, will remain virtual for greater access and reach.
Going virtual is not a sacrifice.
Organizations, both large and small, are transitioning physical events into digital experiences that are equally compelling and engaging. In addition to cutting travel and other show-related costs, attendees find this is a better way to attend an event, while hosts find such events often increase ROI and attendance. That’s because virtual events have the opportunity to be more engaging than in-person events, and they are often more scalable and can easily grow with an organization.
Planning and executing a virtual meeting is more than setting up a camera and hoping it goes according to plan. It requires the same planning and attention to detail — everything from a script for presenters to handouts for attendees and an agenda — to lock down third-party speakers, thought leaders and experts.
The key to success.
Taking an event virtual isn’t just about executing it quickly. It’s about increasing the connection among attendees. To do that, first, take a moment to define the event’s goals and what you hope to accomplish. Then, create a program around those goals.
It’s also imperative that an organization look at an event as the audience would. Look at the agenda, the sessions and the schedule’s flow to make sure the event is engaging.
It also requires laying the groundwork for success before the event. Once the plan is in place, set aside time for ample preparation for everyone involved, including the speakers and the team members managing the technology, so the event itself goes as expected.
The event is just the beginning.
Remember, the event should serve to strengthen existing relationships and build new ones. As part of the process, consider what the post-event steps will be and decide how to launch them to not lose any momentum.
The shrewd organizations employ advanced analytics to measure success and understand how attendees engage with their brand. They also know they can create content based on an event, archive it on a microsite and re-engage post-event with attendees or reach new audiences who could not attend.
Done well, virtual events can lead to more immersive experiences for attendees, offer longevity through recordings and provide an even stronger sense of community.
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Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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