Interview with : Stéphane Leleu, Events Director, International Fertilizer Association

What were your expectations of the hybrid event organised by PCMA in Singapore earlier this year?

Stéphane Leleu - The main objective was toobserve the staging of an international hybrid event with health constraints in force. Visit passenger route from Paris to arrival at the hotel, the day-to-day management of the travel and interactions between delegates. In short, the whole logistics behind the organisation of a hybrid conference attended by 300 people on site.

How did you experience this first international conference since the crisis? Is it possible, despite the constraints, to 'get your money's worth' in terms of business and exchanges?

Stéphane Leleu - It's true that there were a lot of constraints, the daily PCR or ART tests were hard on the sensitive souls and the multiple documents to fill in were frightening! But in the end, the interactions were there, the exchanges were interesting, the cultural discoveries were there and the projects were imagined anew.

reassuring that we are all facing the same challenges and that our industry is resilient

Is the ratio of constraints to benefits positive? Did you find the content relevant?

Stéphane Leleu - Undeniably positive! In terms of content, it was enriching and reassuring to see that we are all facing the same challenges and that our industry is resilient.

Would you take part in the same event again?

Stéphane Leleu - Immediately, now, tomorrow, what time is the flight?

Events are always a question of details, and in this context every detail is important.

Do you think an event like this could be replicated on the French market, from both a technical and cultural point of view?

Stéphane Leleu - Technically speaking, without a doubt. We have the technological resources and the appropriate infrastructure. On the other hand, imposing a strict itinerary on the participants, with no possible changes, seems to me difficult to apply.

Has this conference convinced you to switch to hybrid? Has it taught you some good practices, some avenues to explore to optimise this format?

Stéphane Leleu - Of course it is! This is the preferred option for gradually emerging from this crisis. Events are always a question of detail and in this context, every detail is important. Hybrids require technical resources that are currently quite expensive and the question of balancing the budget clearly arises. On the other hand, I really liked the idea of having speakers from around the worldThis is done live on giant screens placed on stage next to the speakers who are physically present. This certainly makes it easier to get high-level speakers. What I did miss was the interactive between the classroom or virtual participants and the speakers.

a real weariness of the virtual 100% and a cruel lack of travel experience

To what extent do you expect this conference format to become the norm in the long term, and to what extent does this mean a rethink of the events business model?

Stéphane Leleu - In the short to medium term, the hybrid format meets the constraints of being unable to travel, so it's the alternative. On the other hand, I think thatthe virtual 100% is really tiring and a cruel lack of travel experience, cultural discovery, exchange and interaction. The virtual component of the hybrid format will always be useful for those who don't have the means to travel, and potentially for those who do. additional income for the organiser but the very essence of our business is to create emotions in real life, not behind a screen!