Digital event strategy is about future-proofing events and careers

Hybrid events are about interaction and engagement, not only about technology – just like face-to-face events. Darren Chuckry explores this concept, what he’s learned in the last 15-months and how PCMA’s DES Certification course is future-proofing careers.

Darren Chuckry is one of the thought leaders that host live weekly Expert Hours in PCMA’s Digital Event Strategist Course for APAC
Darren Chuckry is one of the thought leaders that host live weekly Expert Hours in PCMA’s Digital Event Strategist Course for APAC
Darren Chuckry is one of the thought leaders that host live weekly Expert Hours in PCMA’s Digital Event Strategist Course for APAC

Hybrid events are about interaction and engagement, not only about technology – just like face-to-face events. Darren Chuckry, Founder and Managing Partner of HK Initiative and Chair, Hong Kong of The Marketing Society, shares what he’s learned over the last 15-months and why PCMA’s DES Certification course is future-proofing careers.

What should I look out for when choosing an event platform? Are virtual and hybrid events really the new normal, or a passing phase? How do I price a hybrid event? How can I improve engagement? How can I make sure our audience has a positive experience?

You’ve probably asked yourself these questions, and more; have you come up with the answers?

For the last year, we have been focused on delivering events through a screen using technology – largely as a necessity due to restrictions on meeting in person – however, we have forgotten how important human connection still is. What does your viewer or participant want or crave from your event – whether they are attending in person or virtually – and how do you add value to their experience?

We, as an industry, need to throw out the old way of doing conferences and events. It’s time for us to start afresh – nobody wants to sit down all day and passively listen to experts speak; people want to be involved, engaged, and become part of the conversation.

As event professionals, we need to spend time working with the presenters to change the content they deliver and the way they deliver it to different audiences. However, even before we get to this, we need to take a step back and develop a hybrid event strategy. This will be the key to success and the reason I chose to become an APAC Expert in the PCMA Digital Event Strategist Certification Course and lead the live expert hours for two modules.

Whether you believe hybrid is here to stay or not, you need to be equipped to deliver effective and highly interactive online gatherings. Attaining a DES Certification is the first step – this course provides you with the priceless skills and knowledge you need. Not only is the content relevant, but you are given exclusive access to experienced APAC experts who share their knowledge in live sessions. I know from my experience over the last 20 years that it’s the peer learnings that has given me the most value; hearing first-hand what works, what doesn’t and why.

As one of the PCMA DES Certification course APAC Experts, I enjoy sharing my expertise and learnings on content and audience engagement. I am passionate about ‘connecting’ and if the world of social media has taught us anything, it’s that developing engaging content is the key to success. But more than that, it is understanding audience needs, expanding on brand loyalty and then using the right tools to deliver the best, most cost-effective solutions for a positive and memorable customer experience.

Sherrif Karamat, PCMA’s president and CEO addresses the Convening Leaders hybrid audience via telegraphic presence at Marina Bay Sands in Singapore in January 2021.
Sherrif Karamat, PCMA’s president and CEO addresses the Convening Leaders hybrid audience via telegraphic presence at Marina Bay Sands in Singapore in January 2021.

So, what can the DES Certification course deliver for you and your team?

As event and conference organisers, it’s our job to recognise and plan for the unexpected. In this new environment, having a digital element can ensure your event will proceed, regardless of external factors outside of your control. In the current climate, not having a digital aspect to an event is high risk and could see you isolate potential attendees.

The DES Certification equips event professionals with the knowledge they need today. They will learn from real case studies, access a forum of elite APAC event professionals, learn about the latest technology, and know how to price and market a hybrid event while bringing content together in an engaging way. I encourage all event and conference organisers to get in the game by taking this course and feel confident you have the skills you need to face the challenges of the events industry head on.

PCMA’s Digital Event Strategist (DES) Certification is a six-week course catering specifically for APAC business events and marketing professionals looking to future-proof their events and careers.

The next two courses begin 12 July and 23 August – don’t miss out!
https://pcma.co/DESAPACTTG

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