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Hybrid conferencing Using technology to enhance your event

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Events in 2013 What does the future hold for conferencing?

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How Lord Sebastian Coe ensured the London 2012 Olympic games were not only a sporting triumph, but also a

great commercial success

BUSINESS EVENTSNo. 3 / Feb. ’13

PHOTO: GETTY IMAGES

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A balancing act for the event industry?

The Eventia Board meet regularly to discuss the latest trends and to deal with the serious matter of delivering what our membership need to help them succeed in tough times, says Simon Hughes, Chairman of Eventia.

When we c o m p a r e notes and swap sto-ries about the state of the in-

dustry as we fi nd it at the moment, there is a mixed view about both the quality and quantity of business we are dealing with. The word confi -dence is not high on the agenda, but despite the recent dreadful GDP fi g-ures, there are some signs of growth and sustained activity in the events sector as a whole.

The London 2012 legacyThis is no surprise to anyone that works in it, as being resil-

ient and fl eet of foot are part of the DNA of the many professionals that work in the events and business tourism sector. The 2012 UK Events Market Trends Survey, which Even-tia commissions each year, identi-fi ed that there were 1.3 million

business events held across almost 300 venues in the UK in 2011. This is part of the £36.1 billion that the UK events sector contributes to the economy, employing more than 550,000 people in the process. We’re moving up the international desti-nation rankings and every nation in the world spent last summer mar-velling at our creativity, diversity, vibrancy and inclusiveness.

So we have this fantastic legacy from the London 2012 Olympic and Paralympic Games and the next big challenge will be making sure that we capitalise on the improved per-ceptions of Britain. Legacy comes in many guises though and I’ve al-ready been to events where even

using the ‘L’ word gets a sniff y re-sponse from some quarters. I un-derstand why too, “It was just so last year darling, but what does it actu-ally mean, right now?”

An optimistic outlookRight now, I hope that it means we can all pull together

to build on the creative dynamism that fl ows through our industry to really sustain the changed percep-tions out there. We’ve shown the world that we can build things on time, deliver both truly world class and sustainable events and know how to welcome people that visit us.

As the fi nancial sector stumbles from one disaster to another and our manufacturing base dwindles, all of us working in the world of cre-ative delivery and brilliant custom-er service have to step up and see if our work (and our worth) might help put a bit of balance back into the economy. Now that would be a real legacy item, wouldn’t it?

Simon HughesChairman, Eventia

‘Hybrid events need not be feared as competitors to live events, but rather should be embraced as another format in an organiser’s events armoury’

Paul ColstonManaging Editor, Conference News

PAGE 6

BUSINESS EVENTS3RD EDITION, FEBRUARY 2013

Managing Director: Chris EmbersonEditorial and Production Manager: Faye GodfreyBusiness Developer: Lee Harrison

Responsible for this issueProject Manager: Liam PricePhone: 020 7665 4414E-mail: [email protected]

Distributed with: The GuardianPrint: The Guardian Print CentreMediaplanet contact information: Phone: 0207 665 4400Fax: 0207 665 4419E-mail: [email protected]

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■■ Six months after the London Olympics, the mission of turning that initial success into a lasting legacy, in both sporting and eco-nomic terms, rests on the shoul-ders of Lord Sebastian Coe.

Long-term benefitsIn his role as Chairman of the Lon-don Organising Committee of the Olympic and Paralympic Games (LO-COG), Lord Coe had ensured that not only were the Games a sporting tri-umph but also a commercial success.

More than 9 in 10 people watched the two Games making them the most watched in television events history but, with over 100 venues — 36 of which were for sport, 27 days of competition and a total outlay of £9.3bn (a large slice of which was spent on the regeneration of east London), this was events organi-sation on a scale never before seen.

Now, as Chairman of the British Olympic Association, it is hoped that Coe’s connections at the highest lev-els of business, and LOCOG’s success in generating more than £700m of sponsorship, can be translated into long-term economic benefi t.

Described by David Cameron, as the “head and heart” of the games, Coe had repeatedly talked of a “win-dow of opportunity” which needs to be exploited in order to achieve this.

He said: “I was asked by the prime minister if I would play my part alongside others about how we can maximally leverage eve-ry ounce of legacy. I’m very, very

happy to play a part in helping drive some of the legacy values forward economically, socially and in sport.

“But, this is not a one-man mis-sion. The whole nation has to get behind the legacy values.”

Coe vowed to work with indus-try to promote British skills, prod-ucts and services around the world and to introduce an Olympics Leg-acy programme of trade missions, promotional events and marketing advice for UK companies.

Best of BritainThe UK has always been a lead-er in the events organisation in-dustry but, with improvements to infrastructure and regeneration projects, the country has been propelled to the forefront of the international market.

Coe said: “The extraordinary suc-cess of the London 2012 Games has

shown the best of Britain to the world. We have already witnessed the incredible regeneration of east London, with world class facilities and a new urban park created.

“We now need to ensure that or-ganisations up and down the coun-try use the positive impact generat-ed by the Games to reach out to new markets and grow their businesses.

“We had a once-in-a-lifetime chance to demonstrate British business excellence to the world, and we are making the most of this opportunity.

“We have to think about this like the journey from the creation of the London 2012 vision in 2002, and the refi nement of it on the eve of Singa-pore [in 2005], to the Closing Ceremo-ny. This is another ten-year mission.”

JAMIE STILGOE

[email protected]

Question: How do you ensure that the greatest Olympic Games in history will have a lasting impact? Answer: Hire the man responsible for its success to handle its legacy.

Lord Sebastian CoeChairman, British Olympic Association

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THE GREATEST EVENT IN HISTORYLord Coe was praised for the success of the London 2012 Olympic games, the most watched Games in television events history PHOTOS: LOCOG/GETTY IMAGES

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■■ What challenges do event’s organisers face?The same challenges that events always have, it doesn’t matter if it is B2B or B2C, getting visitors through the door is the aim – oth-erwise you don’t have an event. Last year, outdoor events were challenged by weather, but if you ask any organiser, they want an au-dience. That’s the number one goal.

■■ Will digital conferencing ever replace face-to-face?I do not think so. There were fears in the events community, when the internet came along, but the pow-er of face-to-face keeps events alive. People want to interact and share experiences. They want to feel trust and have human interactions.

■■ How does the UK compete in the international events market?The UK market is probably the most sophisticated on the globe. Our exhibition industries and conferences have been way ahead of the market for some time. We export a lot of our events interna-tionally, even though we have rel-atively poor travel and high prices.

QUESTION & ANSWERJulian Agostini Managing Director, Mash Media


If many think the days of Power-point, business card swapping and rubber chicken lunches are num-bered in the meetings room, is it too much of a jump to think that hybrid meetings could soon overtake the traditional format? If a completely virtual event removes the one-to-one live engagement many events thrive upon, why not extend the reach of your meeting by complementing your live event with a virtual one, enabling an audience that could not attend in person to take part.

A hybrid conference can be de-fi ned as: ‘Bringing together a face-to-face and remote audience for a shared participatory experience in real time’. Organisers must remem-ber they are dealing with two dis-tinct audiences and both need to be cared for. Both also bring a great op-portunity, often bigger than the sum of the parts, provided the hybrid event can be blended correctly.

Before embarking on a hybrid event, an organiser would be ad-vised to specify his objectives. Going through that process, at least, should clarify whether a hybrid format is re-ally required or not. There’s no point in holding a hybrid event because you think it is the fashion. Not all events need to become hybrid.

Remember, the virtual, like other remote means of marketing com-munication, is only geared at get-ting supplier and client face-to-face as an end result, after all. Hybrid events need not be feared as compet-itors to live events, but rather should be embraced as another format in an organiser’s events armoury.

Martin Sirk, CEO of the Interna-tional Congress and Convention As-sociation says: “There is no doubt

that hybrid is going to accelerate the installation of video conferencing equipment by companies for their smaller meetings, but I can’t see that there are any realistic alternatives to medium and large-scale meetings.”

Another anxiety is the question of whether numbers of physical dele-gates will reduce if an event is made available to online participants. Ex-perience has shown that conferenc-es embracing new technologies tend to extend not only their reach, but their live-cycle, from the actual days the delegates meet, through to the virtual communities that have now sprung up 365 days a year.

It’s the economy stupidA continuing recessionary econom-ic backdrop and the issue of time out of the offi ce are factors driv-ing solutions that could save mon-ey and time. The environmental agenda is further grist to the hybrid event format mill. Event and com-munications agency Grass Roots’ new media consultant Lisa McKen-zie identifi es the following addi-tional benefi ts to hybrid events:

■ Having content available live and on-demand makes message amplifi cation and re-inforcement much easier as resources are always available to view. This also makes cascade easier as participants who

could not be there in person still see the same messaging content as those who were.

■ By targeting communication, pre, during and post-event, you can generate interest around content or speakers and engage your audience far beyond the actual event days.

■ If you are targeting prospects for your event by engaging them virtu-ally, you can track where they go and what they see and craft future events in line with what’s been popular.

Learning curveIt is important to visualise how the remote attendee will be able to par-ticipate in a hybrid event. For exam-ple, what happens to your online del-egates when there’s a coff ee break in the main hall?

Delivering to two audiences creates more demands than just having one.There are challenges in making sure that the whole team, including speak-ers, understands that there is an audi-ence outside the room as well as the audience that can be seen inside.

Questions for the venue manage-ment to consider include: how much space do they have, what is their ca-pacity for internet connectivity and do they have the right room(s) for such events?

Next generation tools should low-er the barrier to creating virtual

events. Tablets will have increased video capabilities allowing for easier video connectivity for virtual and hy-brid events.

Nigel Cooper, Executive Director Events and Communications of in-ternational agency P&MM, has this advice: “Terminology aside, hybrid events, at their core, are events with more than one form of communica-tion, location and method of delivery. They are a low cost method of deliv-ery and provide a simplistic way of delivering internal communications to multiple sites with a closed user group of staff . This is where they are most eff ective.

“At P&MM, for example, we use them for our quarterly staff meetings to involve all staff across our two of-fi ces. Hybrid events do have failings however and are a much less eff ec-tive way of delivering sales, motiva-tion and product messages.

“If you’re targeting mass consum-ers, tap into viral. If the target audi-ence are channel partners, resellers, dealers or prime customers, then face-to-face will always be the most eff ective delivery mechanism be-cause with a beamed hybrid mes-sage you have no guarantee the per-son you’re trying to sell to is logged on and engaged.”

For those who are running or en-visage holding many hybrid events and are looking for an always-on per-sistent environment, Grass Roots recommends a fully integrated virtu-al platform incorporating: learning/exhibition environments, video/host avatar capability, visitors communi-cations to facilitate both in-group chat or one-on-one chat, resource centre or library, networking lounge and social media integration.

Ultimately, hybrid events can lead you to getting the best of both worlds: physical attendance and greater audience participation, and message amplifi cation virtually.

There is plenty to work with; Vice-President EMEA Meetings & Events for American Express recently told a meeting at the London Stock Ex-change that 70 per cent of corporate event planners have no strategies in place for hybrid meetings.

Engaging physical and virtual audiences at once

Paul ColstonManaging Editor, Conference News

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■ Hello to hybrid need not mean goodbye to face-to-face, says Conference News Managing Editor, Paul Colston.

COME TOGETHER: Hybrid conferencing brings together a face-to-face and remote audience for a shared participatory experience in real time PHOTO: MASH MEDIA

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Alternative venues, such as Center Parcs, are becoming a popular option for corporate events, especially if the objectives are to stimulate creativity, innovation, team unity and ultimately a positive legacy within an organisation. Alternative venues also help to draw delegate numbers, reduce costs and get delegates out of the boardroom and into a fresh way of thinking.

The eagerness of businesses to invest in these face to face events illustrates

how 2012’s legacy was not limited to the Olympics; its feeling of team spirit

extended to inspiring an atmosphere of motivation, enthusiasm and passion

within the workplace.

This sentiment is mirrored in the client feedback Center Parcs receives, “The

event allowed the team to form stories which live on beyond the event, helping

to embed the key messages you are trying to convey to the delegates. Center

Parcs is so diff erent that people remember it for years, creating a legacy within

your own business.”

One such event hosted at Center Parcs was an annual sales conference of 400

delegates for a large retail company in October, the Olympics legacy and buzz

from a fantastic year was fully integrated into this event with a ‘Going for Gold’

theme. Another retail event chose the premise of ‘Making History’ for its 2012

conference of 300 team members; as well as a number of team building activities

the delegates set a Guinness World Record ensuring that 2012 would be a year

remembered for helping reinforce the team culture of the organisation.

Contact the experienced Sales Team

now to hold your next ‘meeting in the

forest’ on 08448 267715 or visit

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CONFERENCING AROUND THE WORLD

Brighten up your events in 2013

your experience, our expertise.

01509 769260 | [email protected] | www.welcometoimago.comLoughborough, Leicestershire

Inspirational venues, dedicated team of experts

GREAT BRITAIN

SOUTH AFRICA ■ South Africa is a truly

exciting international destination for business events.

■ Hosting one of the leading African events on the business calendar, Meetings Africa, South Africa is set to remain an

international powerhouse for MICE. Combining this success with a proven capacity, developed infrastructure and rich cultural history makes it a more than worthy location choice.

■ Few things have projected, to an international scale, the excellence of a particular industry as vividly as the Olympic and Paralympic Games did for UK events. The cultural Olympiad gave each visitor a unique and visible taste of all that is British. This is a legacy that will resonate with event organising communities around the world.

■ But the UK events industry should not rest on its laurels, it has just been handed a £500m

legacy opportunity and some £11billion of event infrastructure, not to mention a globally enhanced reputation.

■ This market is vast and the opportunity great; by attracting these events, Britain can expand its global reputation for delivering culture, music, and sport, to positioning itself at the heart of business, science, and knowledge sharing.

Olympic and Paralympic Games Olympic and Paralympic Games did for UK events. The cultural did for UK events. The cultural Olympiad gave each visitor a Olympiad gave each visitor a unique and visible taste of all unique and visible taste of all that is British. This is a legacy that is British. This is a legacy that will resonate with event that will resonate with event organising communities around organising communities around

But the UK events industry But the UK events industry should not rest on its laurels, it should not rest on its laurels, it has just been handed a £500m has just been handed a £500m

enhanced reputation. ■ This market is vast and the opportunity great; by attracting these events, Britain can expand its global reputation for delivering culture, music, and sport, to positioning itself at the heart of business, science, and knowledge sharing.

■ Liverpool has world class venues to suit every conference need. From the multi-award winning ACC Liverpool to the classic conference resort of Southport, the City Region’s

diverse offer is sure to inspire. With our cultural heritage, fabulous hotels and legendary nightlife, you can be sure of a memorable conference experience.

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FEBRUARY 2013 · 9AN INDEPENDENT SUPPLEMENT BY MEDIAPLANET

CONFERENCING AROUND THE WORLD

■ For a conference to remember, Switzerland may be the perfect destination.

■ It has 80 daily fl ights from the UK, a fi nancial centre in Zurich, leading pharmaceutical companies in Basel, the World Economic Forum in Davos and, with slopes only hours away, even the opportunity for some skiing in your downtime.

■ Home to the UN, in Geneva,

and famous for beauty and style, Switzerland provides the perfect blend of natural splendour and commercial success. Meet on the shores of Lake Geneva, in Lausanne or in picturesque Lucerne, Switzerland offers so much in such variety – mountains, lakes, and opportunities.

SWITZERLAND

MONTREUX ■ Nestled at the foot of the

alps, on Lake Geneva, lies Montreux.

■ Offering perfect event infrastructure in a inspiring and relaxing setting with palm trees and vineyards, Montreux is only

an hour’s drive from glacial ski slopes. The town recently hosted the MPI EMEC conference where the welcome evening was held at the stunning medieval fortress of Chillon Castle.

Sustainability and travel ■ For domestic travel, consider

rail instead of air – CWT’s Total Impact Report shows that not only will you save on carbon emissions and cost, but productivity will be increased as travellers can work throughout their journey.

Saving costs ■ To save money on air travel, look at

negotiating deals on frequent routes. ■ For rail savings, plan meetings

during off-peak travel periods. ■ Consider moving events away

from cities that have major events or congresses happening if you’re not a part of them. This will avoid disruption and added expense.

Health and safety ■ Planning an incentive abroad?

An agency with global reach like CWT Meetings & Events can locate and offer assistance to travellers in need, through traveller tracking.

Managing travel stress ■ Lost luggage, poor internet

connection and delays are among

the most stressful elements of travel. CWT’s Travel Stress Index quantifi es the cost of travel-related stress, and help companies make smarter business travel decisions.

Impact of the Bribery Act ■ Changes to the Bribery Act

mean some companies can no longer accept accommodation or fl ights whilst attending events because of corporate restrictions. Make it part of your planning process to understand the rules.

TRAVEL ADVICE by Julian Miles, Manager, Group Travel, CWT Meetings & Events

CHOOSE THE RIGHT

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It is always important to re-mind ourselves of the strategic and fi nancial value that a profes-sional event organiser can bring. In-house planners and agencies alike off er enormous experience, expertise and knowledge, which can genuinely improve event de-livery, mitigate risks and control costs, whilst ensuring the core event objectives are achieved.

Make sure you are as proactive as possible. You can’t aff ord to presume that people know your product is out there. For exam-ple, if you have a venue, it is very easy to think people know what a space is about. If you talk to peo-ple face to face and physically show them your products, then the penny is more likely to drop.

Take a holistic view. Look at the event from start to fi nish, in-volve all the people and depart-ments that need to be coordinat-ed early on, and know what you want the meeting or event to achieve at the start of the plan-ning process.

For individual busi-ness events, set clear objectives and measure-ment metrics, agreeing with all stakeholders what consti-tutes success. For meetings pro-grammes, consider strategic meet-ings management to drive savings, improved savings and greater risk mitigation. Our clients are seeing savings of up to 25 per cent or more across total meetings spend by taking this approach.

I think there will be more consolidation. In-

stead of using multiple suppliers, clients are looking

to fi nd a single point of contact with one agency who will man-age everything you need to run your meeting or event. This en-sures better value and better re-sults, ensuring your business ob-jectives are always kept in sight.

Work closely with your suppli-ers, venues and clients. Under-stand what your product can do and its requirements. Sometimes, we can have a brief to follow but it can be hard to know who to listen to. Take the advice of the people working with you - they are the people on the ground and can help get the most out of your event.

I think the industry will be-come a lot more adaptable. I have seen it a lot change in the last 3 to 4 years –the client comes into a building and asks how they can use the space. Then, a week later, they have the event. The industry is becoming more fl exible, more organic and more short-term to adapt to client needs.

This is one of the most fre-quently asked questions in the industry. You need to defi ne your objectives carefully and clear-ly. Understand what the aim of the event is beforehand and then evaluate its eff ect and therefore success afterwards. Beyond this, return on investment can be very diffi cult to quantify in defi nitive fi nancial terms.

“Virtual meetings” is a hot topic and a sensible way to mini-mise costs, however as business-es become more global, face-to-face communication remains essential. Generally, our indus-try is engaging more with inter-active technologies such as audi-ence response systems and social media, which can dynamically and immediately shape meeting

content and encourage di-alogue after an event to

continue its legacy.

Question 1:What would your advice be to event organisers?

Question 2:How can decision makers ensure they get the best ROI?

Question 3:In future, how do you think services in the industry will develop?

Sallie Coventry Managing

Director, W&O

Events

sallie@wando

events.com

Ian CummingsDirector of

CWT Meetings

& Events, UK &

Ireland

Dominic StokesGeneral

Manager,

SIV Events

Ask theexperts

PANEL OF EXPERTS

The industry is in a constant state of change adjusting to event trends. This can make it incredibly challenging for or-ganisers to be confi dent they are choosing the right venue. Therefore, the most important factor for planning an event is choosing a venue that works on a one-on-one basis to meet spe-cifi c requirements. For imago, this means organising the fi ner details.

Ultimately, choosing a venue that can provide additional assis-tance is vital in a climate where budgets are being cut but expecta-tions are continuing to rise. Using a venue with a proven track re-cord or a dedicated management resource can make a real diff er-ence and ensure you get the most out of your event.

Whilst the last few years have seen a preference for non-residen-tial conferences and the ‘unbun-dling’ of deals, the 2011 Benchmark Hospitality International report suggests that the meeting package will make a comeback. This sug-gests that event planners will start expecting a tailored approach, re-questing solutions that meet their specifi c requirements rather than a ‘one size fi ts all’ off ering.

Emma BoyntonHead of Sales

and Marketing,

imago

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