COVID-19 has spread across the world in a moment’s time since 2019; now, the “with Corona era” has been opened. The number of events has decreased sharply amid the COVID-19 pandemic, and the new wind of the so-called hybrid event has blown in an attempt to overcome the crisis. Now, the PCO role that is changing in step with the “Coronavirus era” is drawing attention as an engine for the growth of the MICE industry.

Above all, the PCO in the pandemic era has to know the merits and demerits of online and offline events. The essence of the MICE industry is to organize an occasion where key interested people gather together to share ideas and influential buyers meet with capable suppliers. There is a need to think hard about how to hold these activities online as much as possible, how to combine online and offline meetings appropriately in hybrid style to be similar to the existing offline style meetings to the maximum extent possible, and how to organize events more conveniently and effectively, thereby making progress. Now is the time to reorganize the value proposition for potential participants and consistently think hard and seek a way of operating an event befitting the “with Corona era” to coexist with the Coronavirus. I will talk about the role of PCOs for the hybrid event, offline event, and online event separately. 

First, the experience-centered marketing service has to be provided to the participants of an event hosted in hybrid style in the pandemic era. We need to pay attention to the changed purposes of those who participate in an event. As information acquisition and networking become possible online, the offline events go beyond the role of acting as a platform for business facilitation, and it becomes important to provide special experiences obtainable only from such events. To this end, it is necessary to formulate strategies for creating marketing programs—for example, awards that utilize the entire MICE space out of the booth or induce the participation of companies and provide support so as to expand experiences widely.

Novel approach and idea and creativity become even more important to plan contents in a totally different form, compared with the contents before the pandemic, and produce higher-quality contents with limited budget. We may carry out marketing in liaison with portal sites or expand exposure using VR, etc. to overcome the limitations of online conferences in a different way. In addition, there is a need to develop contact-free services, etc. considering the position of participants. Meals may be converted into delivery app or to-go service so as to be enjoyed at the preferred time and place. 

Second, events may be hosted offline. As offline events are held in the “with Corona” era, the PCO is also required to have the capability to organize an offline event successfully. It is essential to administer and manage an efficient event with minimum contact in the shortest time to prevent the spread of COVID-19. In the case of an offline event held in a short time, it is also possible to formulate a strategy that adds experiences, etc., not easily available during ordinary times to the various experience programs. Hosting an experience program tailored to the image of a participating company is one method. 

In hosting an offline event, risk assessment is also critical. As safety is highlighted as the top priority in selecting a venue, it is imperative to check the essential matters related to safety to be suitable for the event venue and participants and take precautions. Strengthening various strategies is a trend, such as disinfection management and adoption of IoT system, etc. 

Third, events may be hosted online. Presumably, there are cases wherein events held offline every year have to be hosted online interactively. It does not end with trying new ideas and various directions and merely giving a presentation. Rather, a new attempt is necessary. We need to attempt a new combination of news format and home shopping format, etc. or take up the challenge of delivering contents in a more fun, interesting way. If we change our viewpoint on an event from the branding aspect, develop the concept, and plan the matching strategy, a stereotyped event will be rendered with freshness. 

The PCO in the Coronavirus era has to open the window to the outside so as to grow naturally amidst the changes in the external environment, while participating in activities contributing to society in preparation for various social changes such as sustainability in hosting events and environment issues related to ESG (Environmental, Social, and Corporate Governance). Furthermore, if the PCO quickly responds to the Coronavirus situation with data analysis and technical education, it is possible to host an event more stably based on data and, at the same time, take the lead in solving new problems facing us with the adoption of new meeting technology. We expect the PCO to adapt quickly to the present we face and create an advanced, new trend for events.