Why In-Person Events Are Essential to Marketing
Aug 2, 2022 10:45:00 AM
Nothing beats human connection. Whether you’re trying to sell a product or service, bring leaders of industry together, or encourage greater bonding among your internal team members, face-to-face interactions can do the trick.
Today, we’re discussing why in person events still matter to your marketing efforts, which industries benefit from in person event engagement ideas, whether you should consider blending in person event production with virtual services, and more. Read on to level up your business events now!
The impact of in person events is undeniable. For instance, research shows that 68% of B2B marketers and 63% of B2C marketers reported that they hosted live, in-person events in the last six months of 2021, and 81% planned to host live events in 2022.
Moreover, according to the same source, in person event marketing is critical to the public, business, and internal image of a business: “75% of B2C marketers said that in-person events are crucial for their brand’s success” and “Experiential marketing now ranks as one of the top five marketing strategies companies currently leverage.”
Other benefits of an in person event include:
Of course, these are but a few of the most beneficial perks to an in person event. Now let’s take a look at why in person events are truly essential to your business.
So we’re all in agreement: in person events are great.
But can you really not live without them? Are they truly essential to your business’s success and good standing in the industry? Many experts argue yes, and here’s why.
As the pandemic taught us, Zoom is not a replacement for real human interaction. Sure, it has its upsides, like being able to work from any location, but is this really contributing to anyone’s bottom line? (Unless the bottom line is your sanity.)
The thing about virtual events is that, while they’re extremely beneficial in many ways, you miss out on the human element. Far fewer relationships get forged over the ether. Humans prefer to form friendships, partnerships, and client-provider relationships on the basis of in-person conversations and handshakes.
Also, there’s simply no substitute for face-to-face interaction when you’re trying to encourage bonding among team members. Whether you’re just showing everyone a good time at the holiday party or are training a large segment of your organization on a new technology, in person is the way to go.
While virtual events are a great accompaniment to in person interactions (see below), they don’t actually replace them.
Just as you cannot recreate human relationship-building over the internet, you can’t replicate physical brand-building online.
There are a number of reasons for this:
One of the best ways to increase your industry standing and market share is to first understand the market itself. Yes, you can look at data. Gobs of data. Data will make you turn blue in the face. But it won’t actually give you a real impression of what the people who comprise the marketplace think and feel.
When you hold an in person event, on the other hand, you have an opportunity to bring all people together and take a real census. The kind of information you’ll gather is invaluable, including:
All of these bits of information combine to create a qualitative opinion sample that a survey may miss. While data-based surveys are also very valuable, don’t get us wrong, it’s important to have real interactions with people to take the temperature of your industry’s waters once in a while.
No matter in which industry you specialize, you can make a big difference by holding the occasional – or even not occasional – in person event.
For example, you can create amazing live or hybrid events for use cases such as:
One of the best ways to make an in person event as profitable as possible is to turn it into a hybrid event. By using virtual event products, you can turn your office or trade show floor into a virtual venue that welcomes people from around the world.
If you decide you’d like to learn more, feel free to request a virtual event platform demo at any time.
Whether you’re interested in live event production or hybrid approaches, we would love to tell you more about our many tools. As the leading provider of in-person, hybrid, and virtual event technology for enterprises worldwide, we guarantee 6Connex has a solution to bring more magic and value to your in person event.
Our broad portfolio of cloud-based products leaves no stone unturned when it comes to creating your perfect production, including webinars, learning management, event apps, tools for event invitations and engagement, and more. From sales and recruitment to fundraising and tradeshows, we can help you transform powerful ideas into events that make a difference in the real world.
Want to learn more? Get in touch today or request a demo here!