Live / Hybrid / Digital - Event Marketer Considerations Given the Unknowns

Dayton / Cincinnati, OH - How do you activate a brand or properly plan for an event in an unknown world?

This question still keeps many CMO's and event planners up at night and it continues to be an obstacle for the indefinite future.

Sure there has been the proverbial toe in the water with live events to re-engage with consumers at some concerts and festivals, but there remains great unknown--and an ever-changing landscape.

From federal regulations to varied municipality mandates to private policies to the many variables outside of one's control, how do you best plan for an event--especially when there's no guarantee of a live-activation actually occurring? Contingency plans...contingency plans for contingencies, contract provisions, digital options, etc.

Admittedly technology has afforded impressive hybrid-options with many elevating their digital game to limit death by webinar with such technology as augmented reality, 3D, and in-depth virtual programming and networking. But tech fatigue is still a real challenge...

That said, there's no mistaking the quality engagement that live interaction provides. As such, many brands have controlled what they only can control and have taken to the streets--bringing their brand to the customer--via their own event road show (usually on a fabricated vehicle of semi-trailer).

As change is the only constant thing--one thing is for certain--no matter the channel (live, hybrid, digital)—for B2B and B2C—brand engagement and consumer expectations are constantly demanding more.

So for the brand navigating the brevity of unknown, listen to your audience, be true to your brand identity, and put one-step in front of the next to ultimately connect with your core.