Asia-Pacific Incentives and Meetings Event (AIME), held in Melbourne, Australia, returned earlier this year after being cancelled in 2021. While the main focus remained on the in-person experience, in order to accommodate attendees who couldn’t travel to the event, AIME also added an online component this year for the first time.
AIME Online represents an example of how some events are adding digital components and engaging their communities online without going full-on hybrid and provides a useful model for eventprofs considering virtual and hybrid options. AIME Online was not held concurrently with the in-person event, but rather a week later, and was meant to fulfill a specific role for those attending virtually as opposed to providing a full recreation of the event.
XLIVE spoke with Silke Calder, Event Director at Talk2 Media & Events, about how AIME 2022’s event strategy as well as her tips for other eventprofs navigating the post-pandemic environment.
XLIVE: When and why did you decide to include an online component for AIME 2022?
Silke Calder: While AIME is first and foremost an in-person event, the pandemic presented a number of roadblocks to the return of face-to-face meetings. Here in Australia, and especially in the city of Melbourne where AIME is held, we faced the peak of the pandemic only a few months before AIME kicked off. For this reason, there were still a number of international travel restrictions in place. We didn’t want our international delegates, who already missed out on last year’s event, to miss out on AIME 2022. That’s why AIME Online was initiated this year.
We created the platform to allow exhibitors and buyers who couldn’t attend AIME in Melbourne to connect and do business. It wasn’t a ‘virtual’ version of AIME, as we recognise that AIME is best experienced in person, but it did allow international buyers and exhibitors to connect with those who attended this year’s event in-person.
XL: What were some of the biggest challenges you faced when planning this year’s event?
SC: The biggest challenges we faced when planning AIME 2022 certainly stemmed from the pandemic. Ever-changing Covid-19 government regulations made it difficult to forecast the circumstances on event day. As a team, we had to be very agile in the lead-up to AIME.
XL: How did you approach the virtual component of the event? Were the goals of the attendees different, and how did you cater to that?
SC: Our goals for AIME Online were very clear from the beginning. It was never our ambition to recreate the entire AIME event for those attending virtually. Rather, AIME Online sought to facilitate meetings for buyers and exhibitors who couldn’t meet face-to-face in Melbourne.
The in-person component of AIME has a heavy focus on delegate experiences; networking events and tours of Melbourne to name a few. We recognised these elements couldn’t be replicated online. Hence why we decided to keep both offerings quite separate.
XL: Did the events meet your expectations, and were you able to reach a broader audience through the online event?
SC: AIME 2022 defied all expectations! It was fantastic to see delegates connecting, forging new relationships and growing their businesses. The positivity in the room was inspiring.
All in all, we had over 2,000 delegates attending AIME in person. We had 220+ exhibitors join us at AIME 2022, 320 hosted buyers and 50 buyers who attended virtually.
Given the restrictions some international travellers faced, AIME Online was definitely beneficial for those who couldn’t join us in the room. Virtual buyers have relayed great feedback regarding AIME Online, noting they were grateful to be part of the event from afar. Without AIME Online, buyers who weren’t able to make it on the show floor would have missed out. This wouldn’t have been ideal as we’ve all missed out on far too much over the last two years.
XL: Do you plan to organize more of these types of asynchronous hybrid events/virtual components in the future, based on the results of this one?
SC: We’re still in the early stages of determining the future of AIME Online. AIME 2022 wrapped up a few weeks ago and now we are gathering feedback on both the in-person and online components of the event. Delegate feedback and pandemic restrictions will likely determine whether AIME Online will return next year.
XL: What are your top tips for planners organizing hybrid/virtual events based on what you’ve learned from this event?
SC: Based on learnings from this year’s event, my advice centers on agility and building your dream team.
The pandemic will throw hundreds of unforeseen roadblocks your way. Even if you’re fortunate enough to operate in a region with few Covid-19 restrictions — around the world, we are all learning to live with the impact of Covid. This requires all event planners and suppliers to remain agile. Agility will be key for the next few years.
From an APAC perspective, Covid-19 has greatly impacted talent in the industry. Over the last few years, many industry professionals sought career changes as jobs were limited and budgets tight. As a result, we are now suffering from a serious staff shortage. My advice would be to think creatively about how you hire staff. I’m proud to say we built a dream team for AIME 2022. We worked entirely from home throughout lockdowns and restrictions and we got the job done!