[Timothy Myres]

Despite the uncertainty of the pandemic, events have remained an invaluable way for people to share knowledge and make connections. Event organizers have gotten creative over the past year, knowing that no matter the event type (external or internal) or the format (in-person, virtual, or hybrid), attendee engagement and experience trump everything.

Events are at their most powerful when they’re able to match the event use case to the ideal event type. Each of these use cases drives a unique outcome—which, in turn, helps you drive more value with your event programs. While organizer execution and attendee expectations have evolved since the start of the pandemic, this framework will help you create positive outcomes and drive business growth in the months and years ahead.

Remember: let your goals lead the way. Whether your events are for internal or external audiences, whether they’re virtual, in-person, or hybrid, they all create business impacts that will serve you, your employees, and your customers. Choosing event types for your audiences will always come back to your event goal—so make sure that your goal and your desired outcomes are clear from the planning phase.

So, is your organization maximizing the impact of events?

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