Closeness is not a place, but a feeling
The requirements for professional training events have changed significantly in recent years: participants are distributed across different locations, client budgets are increasingly allocated in a fragmented manner, and at the same time expectations regarding interaction and overall event experience continue to rise. Satellite events – that is, formats involving multiple interconnected locations – have become a central model across the industry.
Yet one challenge remains constant: how can genuine closeness be created when people are physically separated?
Drawing on our many years of experience as a full-service agency for events in the healthcare sector, one thing is clear: closeness does not arise from innovative technology alone, but from the deliberate interplay of interaction, dramaturgy and local integration.
Participants experience closeness primarily when they:
- feel seen and heard
- are actively involved
- become part of a shared experience
In satellite formats in particular, these conditions must be fully met and carefully orchestrated.
Case study 1: three locations – one shared event
A hybrid event with around 150 participants was distributed across three locations. Each site was deliberately designed to function both as a “sender” and a “receiver”, enabling exchange across all locations via livestream.
Key success factors for creating closeness:
- Local presence
Speakers were physically present at each location, addressing participants directly and involving them actively. This ensured high levels of attention from the outset and created an emotional anchor. - Interactive formats
Live polls during presentations, shared voting via an event app, and cross-location interviews and panel discussions between speakers created strong connections between the different event spaces. - Alignment of dramaturgy and technology
One often underestimated factor is latency in live transmission. A mandatory technical rehearsal for all participants ensured that speakers introduced deliberate pauses, waited for responses from connected locations, and conducted dialogue clearly. As a result, communication was not fragmented but smooth and coherent.
In this case, closeness emerged through the combination of local presence and cross-location interaction.
Case study 2: seven locations plus virtual participants
This scenario involved a more complex setup with three active broadcast locations and four reception-only sites, complemented by fully virtual participants. From the outset, the key question was how to connect participants who would never meet physically within the format.
Key success factors for creating closeness:
- A central platform as a digital meeting point
An event app served as the core element, enabling communication across all locations, including polls, voting and access to a wide range of training content. This created a virtual space that brought all participants together. - Interaction rather than passive consumption
Live polls enabled a high degree of individual participation, allowing all participants to provide feedback simultaneously and actively contribute to discussions. - Hybrid group work
Workshops were designed so that on-site and virtual participants could collaborate in small groups across locations and exchange ideas directly. - Informal spaces for interaction
A particularly effective element was the use of talk corners: digital spaces for coffee breaks, exchange between locations, and informal conversations with fully virtual participants. Despite the complexity of the setup, this enabled what makes shared events valuable: spontaneous, meaningful exchanges that foster a sense of community.
In this case, closeness was created through social interaction – including beyond the formal programme.
What we can learn from these examples
Regardless of sector or target group, clear principles emerge: closeness requires interaction, local experiences are essential, technology is a means to an end, and informal spaces are necessary to enable personal exchange in a suitable environment.
When designed effectively, satellite events are more than a logistical solution. They represent an opportunity: enabling greater reach, more flexible participation, and a strong sense of community.
We ensure that your event remains a positive and lasting experience for all participants – as a shared occasion with clear practical value.
“Genuine closeness does not arise from physical proximity, but from interaction and shared moments.”
Jennifer Haucke | Head of Event Operations
