450+ days and counting after Covid-19 first appeared in the U.S., there are still ongoing restrictions in some areas while live events, performances, and gatherings slowly return. For those in the event industry and corporate entertainment, there has been a desperate need to develop new and exciting ways to bring the same energy from a live experience to a virtual one. Personalizing the live event can be tricky but not impossible. The virtual world of the past year has taught us some valuable lessons on how to create powerful connections that will still apply as we re-enter in-person spaces. Here are five new rules for consumer engagement that I believe will shape our new normal in the events industry.

Rewriting The Story Of Live

Many musicians are likely returning to the road with fewer resources and gear than they had pre-pandemic, as budgets were stretched for over a year. Social media combined with some creativity to help artists document their return-to-live stories? Think about engaging content and look for ways to have a meaningful impact and to ride shotgun as artists document their journey back to live.

In-Person/Hybrid

Guidelines are just now permitting both indoor and outdoor gatherings in many states, but that does not mean the floodgates will instantly open for all potential attendees and not all attendees are ready to embrace in-person events. Adjusting from a year like this will take baby steps for some. Reimagine your event by thinking small for in-person (100 guests or less), then scaling up with a digital or live-stream extension that gives additional guests a chance to engage at home. Finding ways for attendees on- and off-site to feel included will help you scale engagement.

 

 Fan Connections

Bands are likely just as anxious to connect with their fans again as brands are. Let fans and brands reignite the power of live experiences safely by shaking up the traditional “meet-and-greet” experiences: Offer access to socially distanced Q&As with their favorite acts, give them a voice in select choose-the-setlist performances, and host private soundchecks on tour stops for super fans before doors open to all attendees.

Broaden The Scope of Your Talent Deals

The past year has brought a more human lens to how we see and connect with each other, from seeing co-workers’ families on Zoom meetings to realizing that celebs adopted the same lockdown hobbies we did in the first phases of quarantine. Host a cooking demo/conference hybrid event. An athlete or celebrity who is passionate about health cooking or mental health? Make them a keynote speaker for an intimate talk about sports and/or wellness. Investing the time and resources into better understanding how to capture talent within a new event landscape cannot only benefit audiences but can also ensure your talent feels confident, prepared, and eager to work with you.

Remember Communities in Need

In my experience, many younger consumers want and expect to see more collaboration between brands, artists, and causes. And fostering a sense of community is important for planning live events. Guy Fieri’s Restaurant employee relief fund went national, local communities worked together on issues related to Covid-19 and food insecurity.  Anchor your events with charity or social impact partners that have an immediate connection to your brand or talent partner’s hometown and build the narrative from there.

With the recent wave of tour and festival announcements, it may feel like a light switch has suddenly been flipped on entertainment and that we are going “back to normal.” But it is important to spend these critical next few weeks and months back in the live space staying intentional with your in-person brand experiences, then scaling up from there.