Pros and Cons to Physical and Virtual Events
Barbara Kozanecka
Dec 11, 2024 10:30:00 AM
Virtual event planning software is not just a trend—it’s a game-changer that’s here to stay. Virtual events have proven to be one of the most effective tools in the digital marketing arsenal, consistently delivering impressive lead-generation results. As a result, multi-sponsor marketing events that were traditionally held in person are increasingly transforming into virtual summits. Companies are embracing innovative ways to connect with attendees through virtual booths, gamification, and sponsored sessions.
This shift raises important questions: What truly sets physical events apart from virtual ones? What are the unique advantages and drawbacks of each format? And how do you decide which option is right for your goals?
If you’re considering replacing a physical event with a virtual one, this comprehensive comparison of physical vs. virtual events—crafted from an insider’s perspective—will provide the clarity you need. To make it even easier, we’ve included a visual infographic that summarizes these key insights at a glance.
In a world where we spend so much time online, sitting in front of our laptops or staring down at our mobile phones, it’s nice to look someone else in the eye when you say hello. Meeting people you’ve only spoken to on the phone or via email adds an important layer to the relationship, allowing for a different kind of communication. Yes, we love virtual events, but the world needs handshakes.
The daily grind is the daily grind, whether you work from home in your pajamas most days or fight the traffic for a daily two-hour commute. There’s something to be said for changing it up, getting on a plane or taking a different freeway to spend the day literally looking at a different scene. Not to mention the change in what you’re doing – most conferences aim to be educational, so hopefully you’re engaged in learning while enjoying the view.
Admit it - you still pick up the conference t-shirt and peruse booths for the best items to take home, even though the last thing you need is another water bottle. That’s a fun part of in-person events, although when we think of packing that swag in my suitcase, we start to reconsider.
Travel can be tough. Two hours from house to flight, then flight time and the drive to the hotel can be a lot of “dead” time where email piles up and calls get pushed - not to mention the time blocked off on the calendar for the conference itself. Hotels can be noisy, conference food not so good, and the daily fitness routine can go right out the window. When attending a virtual conference, most of that doesn’t apply. You're more in control of how you use your time. While multitasking can be challenging, jumping from a virtual keynote to your inbox might just keep you sane.
Many attendees are generally interested in seeing what vendors have to offer. There are lots of tools out there you may not use, and by chatting it up with booth reps, you have the opportunity to learn a lot about what’s new, what’s possible, and what you should consider for your needs. But you may not want to chat with everyone. At a physical event, you may often avoid eye contact or try to browse datasheets from the back of the booth. In a virtual summit, you can take your time, and browse what you want, when you want, easily ignoring chats from any overzealous sales reps - a much more relaxing experience.
Sure, a physical conference will provide access to the presentation decks after the fact and sometimes offer recorded sessions for later viewing. But in general, once it’s done, it’s done. Smart companies produce virtual conferences with the idea that attendees come back again and again. Maybe there were too many great sessions playing at the same time, or you want to grab some collateral to share with your CEO; whatever the need, you can revisit the experience on your terms, increasing the conference’s value for you, and its ROI for the summit producer.
In this section, we will break down the biggest differences between virtual events and physical events, weighing both the pros and cons of each difference.
One of the best parts of an in-person event is coincidentally one of the most expensive: travel. Traveling to a new city or stomping ground is exciting and can help employees shake the daily grind, but it is also extremely costly. Costs for physical events include the following:
… you get the picture. There is something to be said for changing it up and giving attendees a memorable experience in a new city, but it will cost you. Fortunately, there is a simple alternative.
Virtual event companies offer “virtual venues”, 2D or 3D event spaces that can accommodate all of your employees and guests, no matter where they are in the world (and if you have a battle-tested virtual platform provider like 6Connex, you can even invite the entire internet if you so please). On-demand speakers will agree to speak for a fraction of the price at virtual events because of the convenience. You can afford better speakers (and more of them) for the same price.
What does that mean? For marketing events, more high-quality speakers translate into more potential, high-quality leads. The bottom line of the pros and cons of virtual events is that there are more pros than cons. Virtual events are more cost-effective but do not have the benefits (or setbacks) of travel as physical events.
Our workforces have gone global. Our employees are in every corner of the globe, and more and more of them are working remotely. How do we accommodate our growing workforce? Virtual event solutions have emerged to solve the problem of different time zones and varying schedules.
As exciting as travel is for employees, the time it takes to plan, fly (often internationally), and drive to the hotel can amount to excessive “dead” time where emails pile up. Calls get pushed – not to mention the time blocked off on the calendar for the conference itself. What if some people can’t make it? Sometimes, in-person events give attendees access to the presentation decks after the event or offer recorded sessions for later on-demand viewing, but generally, the session concludes once it ends.
Innovative companies run virtual offices and conferences with the idea that attendees will come back again and again. There may have been too many great sessions playing simultaneously, or attendees would want to grab some collateral to share with their CEOs. Whatever the need, virtual event attendees can revisit the experience on their terms, increasing the conference’s value for the attendees and its ROI for the summit producer.
The flexibility medal goes to virtual.
At in-person events, whether internal or external, the extent of the data collected is usually thought of as a handwritten sign-in cheat. But not anymore. Mass data collection is possible at in-person events, and this is how. Organizers should invest in great event technology, such as Eventory by 6Connex, that allows for in-person events to be much more efficient in collecting data. Eventory provides digital ticketing and registration, attendee check-in on and off-site, reporting, metrics, lead generation, and ROI measures. It also gives your attendees a space to network and connect. Virtual events, on the other hand, are master data miners with no extra technology necessary. Hot leads leave all kinds of clues into their buyer journey – what content they’re viewing, which sales reps they’re talking to, which attendees they’re engaging with, and what resources they’re downloading. The best part? All exhibitors can access this data, grow their email lists, and nurture leads better than ever before. If you want big data, go virtual.
The battle royale of Face-to-Face vs. Interface-to-Interface, in-person vs. virtual events. In a world where we spend so much time online, sitting in front of our laptops or staring down at our mobile phones, it’s nice (even special) to look someone else in the eyes when you say hello. Networking is what really drives the pros and cons of virtual events versus in-person events.
Meeting people in person whom you’ve only ever spoken to on the phone or via email adds a critical layer to the relationship, allowing for a different kind of communication. Although virtual event providers have advanced chatting technology, making it exciting and engaging for attendees to chat during the event, the world still needs handshakes. However, in the buying experience department, networking can be easier virtually.
Attendees are generally interested in seeing what vendors have to offer. There are tons of tools out there that we don’t yet know about, and by chatting it up with booth reps on a virtual events platform, we can learn a lot about what’s new and what’s possible, all without feeling the pressure of buying anything.
Finally, let’s be honest… we don’t REALLY want to chat with everyone. At a physical event, we often avoid eye contact or try to browse datasheets while dodging overzealous sales reps. In virtual summits, we can take our time and browse what we want when we want. Virtual event networking can allow you to be more efficient due to the ability to filter the attendee list and speak to people that you are interested in, thus saving more time. It is a much more relaxing and efficient experience. At in-person events, you often chat with people, not knowing who they are and what they offer. This can be time-consuming and, thus, less efficient.
Bottom line – no chat box will beat a genuine handshake, but uninhibited sales inquiries are often better for business. Learn more about virtual trade shows if you’re curious about taking your next exhibition online.
Even as virtual summit veterans, we still pick up conference t-shirts and peruse booths for the best freebies and swag to take home, even though the last thing we all need is another water bottle. Personalized merchandise is a fun and engaging part of in-person events, although when I think of packing that swag in my suitcase, I start to reconsider…
We can almost hear you thinking, “Can’t virtual events create merchandise as well?” The answer? Yes, they can. A prime example of virtual swag is giving booth attendees virtual gift cards from Door Dash, Apple Music, or even Starbucks. Another example of virtual swag is t-shirts. Although unnecessary, t-shirts are often shipped out to staff to wear in videos or given to speakers with the option of recording their videos in personalized swag. Some marketers even offer exclusive merch to All-Access Pass participants for a personalized touch. Everyone loves t-shirts. In-person events are king in merchandise.
Long-term event ROI takes time to measure. Both physical and virtual events leave strong brand associations in the participants’ minds. The difference is that virtual events can run longer, accumulate more leads, and reach a larger audience. You can also leave your event to become perpetual, giving attendees unlimited access to data, networking, and on-demand content. The big data acquired during the event also leads to a ton of revenue in sales due to lead nurturing. The victor? It depends on your company’s goals, but the possibilities of virtual events are virtually endless.
So, now that you know all the pros and cons of virtual events, will virtual events lead to the demise of physical events? We’d say never. People are still people – at the end of the day, they want connection. But they also want convenience.
Many organizations opt for hybrid events that combine in-person and virtual events, with live streaming, repeat days, or any number of options that add value for physical attendees while extending reach to virtual attendees. According to Markletic, 86% of B2B organizations experience a positive return on investment from their hybrid events seven months after the event date. With stats like this, it appears that hybrid events have a bright future and are becoming a vital component of the events industry.
There’s a place for all event formats in any marketing mix.
In conclusion, both virtual events and physical events have pros and cons, and choosing one over the other ultimately depends on the event planner, attendee’s needs, and specific event goals. While in-person events offer a unique, personalized experience, they can be expensive and inflexible, and data collection can be limited. On the other hand, virtual events are cost-effective, flexible, and provide ample opportunity for data collection, but they lack the personal touch of face-to-face networking. It’s crucial to consider the event’s goals and attendees’ needs before deciding on the format of your event. Regardless of choice, virtual event planning software has opened up a new world of lead generation and marketing possibilities that companies should explore.
As the world’s leading provider of virtual and hybrid event solutions, 6Connex has a secure, cloud-based platform that expands audience reach and drives in-depth content engagement for marketing, sales, recruitment, training, and HR communities. Our product portfolio includes virtual environments, learning management, and webinars. To experience the success of online events worldwide, request a virtual event demo from us today.
6Connex is the leading provider of in-person, hybrid, and virtual event technology for enterprises worldwide. Our cloud-based product portfolio includes event management tools, in-person event apps, virtual venues, webinars, learning management, and more.
From internal meetings to large scale conferences, we allow you to engage and transform big ideas into real-world results.
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