Ismail Sirdah on new innovations in event promotion

The global pandemic has been difficult for the hospitality industry and event promoters. But organizers have gotten creative, and new digital tools are allowing events to continue in a modified form. And because of the financial benefits of virtual events, many promoters (including Mr. Sirdah) plan to keep some of their “must-have” digital tools that have proven useful in 2022.

DULUTH, Ga. , June 16, 2022 /PRNewswire/ —

Events and social media

Due to lockdowns and social distancing, consumers and professionals have found new ways to meaningfully engage online. Several social media platforms have launched and/or improved new features to help event planners, says Ismail Sirdah.


While Facebook unveiled little to no changes for event promoters, Facebook groups have grown in prominence among promoters wanting to nurture online communities before, during, and after an event. In these groups, admins can introduce discussion topics, promote solutions/events, and offer exclusive member discounts.

Facebook Live offers event planners the ability to publicize their event for free online. Virtual attendees can engage events and posts with questions and comments. It’s likely that event promoters will continue to recommend customers use Facebook Live and station moderators to respond to questions and comments on Facebook during the event.


instagram has its own Live function and integrates perfectly with Facebook. But Instagram also offers a few additional video tools to enhance the event for virtual attendees.

For example, Instagram allows users to save their live event as an IGTV post. Those who were unable to attend can access the event later on the company page. Promoters can pull event highlights from Instagram Reels to promote next year’s event.


Uploaded video coverage of an event may generate additional views on Youtube. This platform is one of the leading social channels for long-form video and educational content. Brands that feature special speakers or highlights from their last event can generate more awareness for next year’s event.


Slack is the leading social instant messaging platform for professionals. Users can integrate many different productivity apps, connect to events, and manage communications with other attendees for post-session follow-ups.

Hospitality and places

Full-service, in-person events return as the population receives the new vaccine and the COVID-19 threat diminishes. But uncertainty remains about the hotel industry’s ability to bounce back, notes Ismail Sirdah. Promoting events in 2021 could be very different than in 2019.

Supply and demand

Economists disagree on whether a post-COVID world will exhibit “pent-up demand” or lingering caution. If there were to be “pent-up demand”, it could be difficult for developers to find their ideal venue.

If attendees and event sponsors remain hesitant about launching full-service events, venues may reduce availability to reduce costs and maintain operations. Additionally, hotels and event spaces could dramatically lower their rates to incentivize business.

The supply and demand for event venues will become clearer as the country moves out of hazard status. Event promoters must remain flexible until the hospitality industry returns to normal. That said, many places and hotel businesses have closed due to COVID-19. There will be new entrants to take their place and it is not yet clear how these new businesses will operate, says Ismail Sirdah.

Venue contracts

Many organizations in the hospitality industry remain on high alert. They work with very thin margins and reinforced precautionary measures. Venues are likely to significantly modify their event contracts in an effort to protect themselves financially against last-minute cancellations, liabilities and customer disputes.

Event promoters should seek the help of attorneys to help them understand the new contractual verbiage. Any miscommunication or misunderstanding regarding site contracts could permanently damage relationships with participants, sponsors and affiliates.

Promotion of in-person events

Despite the dangers and restrictions of COVID-19, many in-person events still took place in 2020 despite adopting safety measures to prevent infections, says Ismail Sirdah. As the hospitality and event marketing industries emerge from the current pandemic, corporate events are bound to be very different.

Hybrid Capabilities

Event promoters have taken advantage of hybrid events in 2020 more than ever before. In a hybrid event, there is a venue with in-person attendees. But the event is also available online through a platform that admits virtual attendees.

hub is an example of a hybrid event platform. The software can manage in-person events with online capability, including digital booths and contact information management.

Hybrid capabilities can increase attendance beyond attendance seen in 2019, says Ismail Sirdah. Additionally, integrating virtual events reduces cost and inconvenience for those who wish to participate but are reluctant to attend the event in person.

Event promoters should anticipate the need for online moderators capable of engaging virtual attendees. Otherwise, virtual attendees will have a less desirable experience. These hybrid event tools should allow event planners to accomplish a lot more with less.

Ismail Sirdah shares pandemic-proof best practices

Experts recommend that organizations see COVID-19 as a wake-up call to make their operations pandemic proof. The reasoning behind this approach is that more mutations and diseases are likely to occur due to changes in the environment. Once experts have discovered a new virus or strain, it has likely traveled to many places.

Anti-pandemic events could mean more space between chairs and tables. Participants are likely to wash their hands more often or refuse to shake hands.

While part of the population remains unvaccinated, doctors are still recommending people wear masks indoors. Many attendees may choose to wear a mask long after the COVID-19 threat has passed.

“Drastic” measures, such as taking attendees’ temperatures or maintaining social distancing, may be preferable for certain venues and attendees. With these considerations in mind, pandemic proofing an event means making accommodations for those who want to attend but are very concerned about the risks.

But protecting against the pandemic also has an economic impact. Event planners will need to look more carefully at the possibility of canceled events due to future pandemic scare or significantly reduced attendance. Promoters may need to keep events local to reduce travel. These and other considerations may still be critical in a post-COVID world, says Ismail Sirdah.

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Ismail Sirdah

SOURCE Ismail Sirdah Marketing & Events

Joseph K. Bennett