CASE STUDY
Launching FCM Meetings & Events through a hybrid event
Key Insights
The Why
The official launch of FCM Meetings and Events. Sharing our new branding and story with the industry and customers experiencing first-hand just some of what we can do.
A chance to show off a little. Showcasing our event technology expertise; virtual attendees had exclusive access to content housed within a FMC Meetings & Events branded Hopin virtual event environment.
Speaker content was diverse with a live customer interview to a presentation from trends expert Michael McQueen, who shared his knowledge on the future of meetings, events and travel trends globally. Melissa Elf, General Manager of FCM Australia and members of the Flight Centre Travel Group executive team attended, giving customers an opportunity to meet our people.
Objectives
- Present our rock star meetings, group travel, and events team and bring our new brand narrative to life.
- A ‘how to’ experience for both the in-room and virtual audiences.
- Showcase FCM Meetings and Events as experts and knowledgeable thought leaders.
- Smooth, polished delivery to impress all.
- Leverage supplier networks and relationships to provide engaging content components in return for measurable ROI.
- Create a buzz and get the conversation started on the hybrid experience and build confidence.
- A carbon neutral event in partnership with SouthPole.
- Reinforcing partnership goals with SolarBuddy including International Day of the Girl (IDOTG) hybrid event in October 2021 and Indigenous Education programs, locally eradicating energy poverty in affected communities.
“When we knew we had to move to that virtual space, I knew my team were amazing at delivering face to face events but we had no experience whatsoever in the virtual arena. I knew we needed a really strong guiding hand and that's where Mel and the team at FCM Meetings & Events stepped in.”
Danna Brown, TAFE NSW
Challenges
- Reliable internet connectivity.
- Programming and content development for a mixed audience.
- Educating a virtual audience on an unknown platform.
- Reduced lead in time.
- Building delegate confidence to return to an in-person event with COVID safe best practices.
Approach
It was all about our rock star team. Game-changers with passion, energy, and enthusiasm. Bringing years of experience, they are the creatives, designers, producers, storytellers, technology experts, event and travel specialists who bring the wow factor.
So we combined the talent, technology and global reach of our new brand to authentically demonstrate our human side and expertise.
Content and show programming was developed with a dual audience in mind from the outset. The team mapped out two delegate journeys depending on whether the attendee was virtual or in-person. It was important to ensure information was direct and to the point and to use multimedia with a combination of live presentations, video content and live cross virtual presenters.
Elements of the virtual platform were added to the event site so both audiences not only had event information but understood how the platform worked.
To ensure we could deliver a slick event, we used our own internet wireless connection so we weren't reliant on the venue’s connection speeds.
Educational elements extended into our pre-event communication and expo floor. Detailed communications were sent to the virtual audience so they understood how the platform worked and how they could get the best out of it. A senior producer and product manager were available in a pre-show Q&A session to talk about the platform’s functionality.
Outcome
Buzz created. FCM M&E was able to communicate messages seamlessly to a dual audience.
The virtual event platform itself looked sleek and professional and generated high engagement:
- Online retention rate - 73%
- Online survey engagement rate - poll (during Q&A) - 14%
- Expo booth interactions - 54%
- Chat - 56%
Feedback and conversations were positive; reassured that we were a rebranded rock star team delivering the same experiences, even in a hybrid environment.
“The content was excellent. The clarity, production, also excellent. It was so uplifting and really actually made me feel great just watching it. The interview with Danna and Mel was so interesting to hear as we got the client perspective. Loved it. Well done to you and your amazing team for delivering such an incredible event.”
Caroline Borland, Account Director, Global Sales Sydney, Marriott International
Conversations about hybrid events have been ignited with prospect and incumbent customers. Those conversations, combined with the lead up and the event itself, have resulted in videos, thought leadership and long-form content that will continue to build on FCM M&E’s expertise in the market.
Post-event engagement on social media was four times higher than the industry standard.
- LinkedIn: Engagement rate 28% and click through rate 26%
- Facebook: Engagement rate 47%
- Instagram: Post interactions through Instagram stories and feed were up 665% compared to the previous month due to posts related to this event
Those attending in person were curious to know what the virtual experience was like. By effectively and creatively sharing each other’s experience the two audiences are more directly connected to each other.
“Tonight was fantastic, everyone did such a great job, as the FCM Meetings and Events team always do. I think now being a part of it I can see the merit of a hybrid event, having never really participated in one before…I've really seen how it can unlock a whole new audience that we may not have reached before.”
Chris Byrne - Marketing Manager, Finsure