The post-pandemic pitfalls of conferencing

The post-COVID era is going to be a complex one for any conference organization. The world for conference event organizer will never be the same again, that's for sure. Indeed, since the return to the office is partial, the use of hybrid conferences seems to be the right solution. This requires an expertise that few have developed. Without it, we fear that the future of these events and their organizers could be at risk.

Pandemic lockdown periods killed in-person conferences

During the pandemic and the various confinements, conference organizers made massive use (perhaps too much so) of all types of video conferences. Welcome to the world of ZOOM, TEAMS, GOOGLEMEET, and others! Quality has been replaced by quantity, at the risk of boring people. Webinars are like good wine, to be consumed in moderation, at the risk of demotivating the audience. This is what happened in many cases. The most avant-garde understood the interest and power of video. They have developed ingenious and inexpensive ways (e. During the pandemic and the various confinements, conference organizers made massive use (perhaps too much so) of all types of video conferences. Welcome to the world of ZOOM, TEAMS and others! Quality has been replaced by quantity, at the risk of boring people. Webinars are like good wine, to be consumed in moderation, at the risk of demotivating the audience. This is what happened in many cases. The most avant-garde understood the interest and power of video. They have developed ingenious and inexpensive ways (e.g., the BOX from 360 Cross Media) to organize video sessions, live or recorded, from a common location or from separate locations to avoid the poor quality of TEAMS sessions. The power of video as a medium is no longer in question with the arrival of the “Z” generations. When you master video, you become a post-pandemic champion. Because the experience gained will be used for the world after COVID, the world of the hybrid. Indeed, if not all the participants come at 100%, if only because of work at home, health restrictions or internal to the company, video becomes the ideal way to complement the conference physical offer. In addition, it offers a replay for everyone (post event). Because a virtual conference (on its own) never has the same weight and therefore the same revenue as an in-person conference. The virtual one loses the interaction and the networking, without question. The most daring have tried the adventure of the conference with avatars that move from virtual room to virtual room. Very nice, but not very engaging and beyond the costly gadget, it turns out that most of the participants do not like it at all.

Replacing quality with quantity is a false good idea

Some have had the idea of replacing a physical conference with a virtual multi-room event of as many or even more days. This is a fatal mistake. One obviously gets bored much faster in virtual. The quality (the physical) must be replaced by less virtual (the time of containment) and then by an intelligent hybrid mode (i.e., normal physical conference with video session at the same time based on pre-recorded videos). This may be the future of conferencing.

Hybrid conference strategy

While in person business events across the world have picked up again recently in some finance sectors, conferences combining in-person and virtual elements have emerged as the new shape for post-pandemic professional gatherings. We must admit that in-person events are often more emotionally engaging than their digital equivalents. It is always more exciting to visit a theater than to watch a YouTube video of the same performance, isn’t it? Professional psychologists would call it “the affiliative social engagement ». It works for concert and plays, but also for conferences, in a minor measure. Such live events can deliver this “live” feeling if the are pre-recorded properly, with great production and exclusive content, like TED-talks for example. However, to be truly affiliated, better to be in the same room, if possible. If not, back to your video to get a flavor. The missing piece could be the « you-had-to-be-there”. It is why differentiating both events, even slightly and get it known, make sense to have this regret feeling of not being there in-person.

 Larger reach and more participants all-in

The good news is that new modes of conferencing open the door to participants from farther afield who might not have come in person anyway. The virtual complements and adds a "plus" to the physical and increases its penetration and audience depth. However, "live broadcasting" is reserved for television professionals because of technical difficulties it implies. They have means conference organizers don’t. Furthermore, the length of the videos must be less than that of public presentations, "live" recordings are valid for concerts or plays but not for conferences and finally the technical risk remains high (it can be mitigated by pre-recording the videos).

Future of conferences

We cannot anticipate what the future of professional conferences will be. But it is certain that it will be different at the very least. The choice of conferences will now be more selective, more focused on networking (something that a conference, a virtual booth, a chat box, etc... can never replace). There are still risks to consider, such as: (1) measuring participation (key for a sponsor), (2) the risk of dropping out in virtual, (3) the necessary selectivity given the plethora of offer, (4) finding quality content to see even in deferred via video or podcast, (5) the cost if you have not found the tool to manage yourself, (6) the effect of "I was able to do without during the COVID so why not after”, (7) the effect of the speaker who cannot feel connected to people in virtual, (8) fear of costs of hybrid conferences and fear of not being able to run it, etc… As you can see, this is a new exercise that is complex to implement without ad hoc video solution, risky, possibly costly if you outsource it and tedious. But the future of the professional conference is at this price. Sponsors don't want to pay for virtual, or not at the same rate. Both, on the other hand, offer an undeniable "plus", a competitive advantage for those who have it and by the "live" video equipment a better rendering of small conferences. The videos can also be used for other purposes such as "master classes" or TV channels of professional groups. The future belongs to the ingenious, the innovators, the bold and the creative who understand that the world will never be the same again. As R.E.M. said in one of their popular songs: "That's the end of the world as we used to know it, and I feel fine."

 François Masquelier, CEO of Simply Treasury October 2021

Disclaimer: This article was prepared by François Masquelier in his personal capacity. The opinion expressed in this article are the author’s own and do not necessarily reflect the view of the European Association of Corporate Treasurers (i.e., EACT).