We have been in a state of emergency for almost 640 days. The desire for physical get-togethers is growing. People are fed up with digital events and Zoom meetings. At the same time, Habegger continues to invest in digital infrastructure. As part of a two-part series on "Digital live communication: a good investment?", we spoke with our CEO Jürg Schwarz. We wanted him to tell us why he continues to believe in digital events and how he sees the future.
Jürg, people are feeling a certain screen fatigue. Hand on heart: are investments in digital live communication still sustainable at all?
Jürg Schwarz: Digital is here to stay. We are convinced of that. Over the past few months, we have seen that our clients want to hold on to the digital component despite relaxations concerning physical events. A digital or hybrid event format – i.e. the combination of a physical and digital event – offers great planning security. And it helps companies to protect the health of their employees. In addition, digital distribution can massively increase reach, boost communication frequency and consequently also strengthen customer and employee loyalty.
And yes, given current world events, the digital experience is more relevant than ever.
You are referring to the current situation: Omicron has reached Switzerland, the number of cases is increasing. What do you recommend to event planners at the moment?
In the current situation, large, physical events are hardly morally and politically justifiable for companies. We therefore recommend planning digitally in the short term and hybrid in the medium to long term. The planned, physical employee event could alternatively take place digitally as an interactive gameshow. This way, you can prevent the event from being cancelled completely and you reduce your employees’ disappointment. In the medium to long term, hybrid event formats provide the necessary planning security.
Habegger took a big risk and switched to livestream studios shortly after the event ban in March 2020. Has this paid off?
It has paid off very well. We were able to quickly offer alternatives to our clients who had to cancel their events. This has helped us to secure or even expand some of the business that we lost. Moreover, this has enabled us to develop further and offer our employees opportunities. We have also attracted new talent through our innovative spirit.
A keen eye on the future: Habegger set up its own studios at an early stage.
You receive many enquiries from clients who are thinking of building a studio themselves at their headquarters. What should be taken into consideration?
In principle, there is nothing to be said against such an investment. However, companies should clarify their own needs in advance: Is a simple, portable setup enough (read more about this in the interview with AXA Switzerland) or should it be a permanent, high-class installation? Irrespective of this, it must be ensured that personnel resources are available to operate the technology professionally (e.g. streaming, camera, sound, lighting, video inserts, etc.). This is one of the biggest challenges, trained staff is in short supply on the market. A strict schedule, content appropriate to the target group, and interaction with the audience are of central importance. These are the drivers of a successful digital event.
Could the studio also be used for physical events?
I consider the use of a studio for physical events rather difficult. It takes a lot of expertise to integrate an existing setup in a sensible and appealing way. This multifunctional use would also make building a studio more expensive, which I personally do not consider appropriate.
Virtual worlds can add value to the pre- and post-communication of an event. (Image: Digital platform CS Sustainability Week 2021)
Of course, you could not only invest in a physical studio, but also in digital solutions. 3D worlds and digital event platforms are two of these new developments. But here, too, the question arises: Is it still worth investing in a virtual world at this point in time?
Before making investments, we recommend that our clients evaluate their needs for future projects, and clarify whether these can be met with digital solutions. However, I am convinced that platforms and virtual worlds will continue to develop strongly in the future, regardless of how the pandemic develops. New services will also emerge. Finally, virtual worlds offer great added value with regard to the pre- and post-communication of events. Companies can stay in touch with their target group before and after the event, provide content, network and thus engage in building a community.
Let’s take a look into the crystal ball: Where will the event industry be in the summer of 2022 – more than two years after Covid?
The current wave and its impact will be flattened. You will once again be able to hold all public event formats without participant restrictions. A change is emerging in the field of corporate events: The need for communication is increasing, and therefore more events will be organised than in the pre-pandemic period. The ratio between digital and physical formats will settle at 1 to 3. I assume that especially internationally active companies will hold more satellite events. In addition to the budget savings achieved by reducing travel expenses, the louder call for sustainability also plays a role.
Jürg Schwarz, CEO Habegger AG
In the second part of our series, we conducted a practical check at AXA Switzerland, which operates its own small in-house studio.
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