Hybrids--The Next Big Thing

The hybrid virtual event has arrived.

“A new report, by The Event Marketing Institute and George P. Johnson, says hybrid events--a combination of live and virtual events--will be the future of this technology.

More than 50% of professionals polled for the report’s research see using hybrid events to expand the reach of an existing event as their most important use.

“The 2010 Virtual Market Outlook Report” states that at the forefront of this conversation are virtual events and all the various formats that fall under that wide umbrella, from desktop sharing and webcasts, to 3D environments and multi-day conferences with trade shows.

“Even as corporate teams experiment with and in some cases wholly adopt virtual as a vital component of their go-to-market plan,” the report says, “the standards around virtual are at best nascent. Decision-making around budget allocation, data strategy, integration with other channels, experience design, measurement and other key areas lacks a well-defined framework. Simply put, the market is still figuring out the full potential of virtual and how to best harness its power.”

In addition, the report goes on to say that this lack of clear definition hasn’t hampered the pace of innovation. Sensing an emerging market, corporate teams, marketing agencies and technology providers are investing heavily in the talent, resources and tools to stitch together custom virtual solutions that drive corporate objectives.

Established in 1914, George P. Johnson (GPJ) is one of the foremost experience marketing agencies in the world. Consistently named one of Advertising Age's "Top 25 Marketing Agencies," the company provides a full suite of relationship-building events, exhibit and live experience solutions, through which GPJ helps premier organizations bring their brands, services and products to consumers, customers, prospects, shareholders, analysts, media and employees around the globe.

According to Tom Maher, director, Marketing Programs, PR and Corporate Communications at GPJ, perhaps no other issue presents as much opportunity or challenge to the modern brand marketer, public relations executive, or similar professional charged with designing corporate communication strategy, than how to best adopt and integrate online communication platforms into the traditional integrated marketing mix.

George P. Johnson is a global leader consistently developing Experience Marketing solutions that innovate its clients' marketing programs, motivate their audiences to action and activate their brands with unprecedented results.

“We create, manage and execute nearly 5,000 events a year, with seven events taking place before lunch and nearly seven more taking place before the end of the day, every day, around the globe,” Maher said.

GPJ recently completed an in-depth study on the role of virtual events, the results of which were unveiled at our Virtual Edge Summit in California.