Hybrid and post-pandemic events: we are at a watershed. Interview with Angelo Grossi of INC Comunicazione

How has your way of organizing and managing events changed in the last two years?

The last two years are to be considered a bit of a watershed, a quick change of pace that made us realize that something was changing and that we had to adapt quickly. Specifically, we have exploited all the potential that technology and the web offered us to overcome those physical barriers, imposed by the terrible historical moment that we were experiencing.

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How did you approach the experience of hybrid events?

We started with digital events, then after about 1 year we began to understand that we had to take a step forward, trying to give our customers that feeling of “conviviality” and exchange that only events can provide. In line with government regulations we thought that bringing the speakers back to the stage would be the first step to start doing something new and exciting, and it was.
The “voices” of our events have returned to meet and thanks to the web they have been able to transfer the many positive messages of the campaigns we have been running for years to our target audience.

Would you recommend a hybrid event to your industry’s colleagues and why?

Yes, they are a valid alternative to in person events, allowing the participation of many people without upsetting the agendas of the participants. I think there will be many who will continue to use these formats.

Which aspects of the organization and collaboration were the most important to you?

The use of technology, the technical partners that were able to support us and recommend the best tools aimed at obtaining an excellent performance. And then the collaboration and the common goal, that of satisfying the customer and the public, are the key to achieving excellent results.

What feedback did you receive from the participants?

They were all fully satisfied with this type of event, it was an opportunity to meet again even if only “virtually”, they appreciated the formats we have created: we have often combined the didactic part with an entertainment moment such as show cooking , virtual toasts etc.

Will you continue to use technologies and hybrid events in the future and in the post-pandemic?

Sicuramente continueremo ad utilizzare le tante tecnologie che abbiamo appreso in questi due anni, la formula “phygital” per alcune tipologie di evento a mio avviso potrebbe essere vincente.

We will certainly continue to use the many technologies that we have came across and learned in these two years, the “phygital” formula for some types of events, in my opinion, could be the winning one.

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