Live events - they're finally back!

We missed the concerts, poetry slams and football matches in the stadium. We also missed business conferences, customer events and team events.

The long corona break has shown us one thing: live events enrich our lives. We are delighted that they are slowly becoming possible again - albeit with restrictions. We are confident that these too will soon be a thing of the past. But what exactly is the magic of a live event? And what do we need to pay attention to now? What is often forgotten and yet is so important? We asked a few professionals and look forward to infecting you with healthy event fever in this blog post.

"A physical event has a completely different spirit to a digital one," says Ernst Ryf, Project Manager Business Events at BallyHouse. This is specifically due to the emotions, as these cannot be experienced and lived to the same extent on a screen as at a live event. Meeting people physically, experiencing the atmosphere on site, meeting each other - an online event cannot replace this. All professionals agree on this.

Dave Naef from Bierhübeli puts it this way: "People thrive on interaction. These work much better in a live format and correspond to our natural code of conduct." Whenever we meet people, we observe them and read between the lines. We can't do that very well via the screen. Whether people are wringing their hands, beaming or grimacing, we can't see any of that at a virtual event.

We therefore experience an immediate reaction at a live event. If half the room falls asleep during a presentation, the speaker is probably not a hit. But if there is a standing ovation at the end, it is. Dave Naef expresses the advantage of live events as follows: "We take the guest on a special journey to anchor our message."

Should we all go back to live events?

Now that we've managed without live events for so long, some people are wondering whether we should even go back to them now that we're allowed to do so again. "The question should be different: What is the right concept for the event?" Dave Naef sums it up.

After all, digital events also have advantages, such as their reach and geographical independence. Most companies have invested heavily in technology since the Covid-19 crisis and are in a position to implement digital events professionally. Dave Naef is therefore convinced that hybrid events - half digital, half live - will win the race. This is of course a new challenge for planning, but one that will certainly pay off in the long term.

What makes a successful business event?

The coronavirus crisis has given rise to new forms of business events. However, the question now is what type of event promises to be particularly successful at the present time. "At the moment, it is crucial to offer flexible formats and to be able to respond quickly to changing needs," explains Tom Winter, CEO of Bern Expo AG. Ernst Ryf from the BallyHouse adds: "At the moment, it is important that we give guests a feeling of safety with the safety measures in place and that they feel comfortable with people even after the long period of social distancing."

But even if everyone is currently looking forward to taking part in events again, people don't just come to drink coffee and chat. The guests want to get something out of it. They want to take something away with them that they wouldn't otherwise get, such as listening to an interesting presentation or experiencing a new product. In other words, they want to take away an experience outside their everyday lives and immerse themselves in an exciting atmosphere.

Daniel Schmid, event manager and event planner at Frachtraum Thun, explains: "It's important for us to be able to empathize with a company so that we can plan and organize an event in a way that suits the company. We ask ourselves: who works there, what is the strategy, what are the company's values - and how can we harmonize this with our philosophy? As an event organizer, we can't get stuck in a rut and have to keep an open mind."

What are the success factors for a business event?

Certain things are often neglected at business events, even though they can be crucial to success. Tom Winter knows from experience how important it is "that people have space and time - in other words, small oases for themselves to make a quick phone call, answer an important email or have an undisturbed conversation".

For Daniel Schmid from Frachtraum Thun, it's a no-go "if you feel alienated or bored at the event". For Daniel Schmid, it is therefore particularly important "that we can give people the necessary ease with our program, that they feel relaxed and that they stay longer because they are having fun". The staff have an important role to play here. They should take over the hosting, pick people up and introduce them to the event.

What do guests attach particular importance to?

In order to plan a good business event, it is important to know what guests expect. Tom Winter, CEO of Bern Expo AG, summarizes: "Guests value a relaxed, unagitated get-together with like-minded people and the experience of emotions in safety". He also tells us about what he considers to be a successful event: "I attended an IT company's event, which was held outdoors in nature and where local products were available to eat and drink. The IT company dared to step out of the flood of information to experience informal moments in nature with like-minded people," Tom Winter tells us. His personal recommendation for successful live events is: "Sometimes less is simply so much more."

Using the momentum

The joy and desire to take part in live events is very high for everyone at the moment. A momentum that will fade again at some point. Our recommendation to you: seize the moment for your unique live event. We can help you with this and show you in our guide how to plan and implement a successful business event in 9 steps. You can easily download the PDF here.