Demand Generation Blog

After two years of most major events being virtual, we finally see a spike in in-person events. 2022 is shaping up to have most trade shows and conferences in person and almost back to normal. The value of face-to-face meetings has certainly not diminished, and you could argue they have actually become even more effective. Attending trade shows can be a significant investment and take up a large percentage of your marketing budget. Detailed preparations are necessary to show a return on your investment. Here are a few areas you should focus your efforts on when attending industry events.

With many major events going virtual and webinars becoming increasingly popular, in-person events have become all the more intriguing. Micro events are small in-person gatherings that bring together a highly refined audience in an intimate setting geared toward building relationships and trust. These events have the potential to bring about a great return on investment due to the lower cost to put them, along with cutting out some of the noise associated with larger events.

After two years of most major events going virtual, we are finally starting to see a spike in in-person events happening across the country, especially in our home state of Florida. The value of face-to-face meetings has certainly not diminished, and you could argue they have actually become even more effective. The majority of us have spent a great deal of time working at home and only interacting with prospects and customers via Zoom meetings. This only heightens the impact of engaging with someone in person. I’m sure I’m not alone in wanting to get back to a bit of normalcy, and live events are certainly a gateway toward doing so.

With widespread shutdowns still in effect and further shutdowns imminent, virtual events will continue to dominate the business world. However, there is still interest and demand for live events as well. The future of B2B events appears to be a hybrid of the two. Even as the pandemic wanes, we can expect a virtual component to remain in place for many major events due to the overall success they have had. The challenge comes with merging both the virtual and live experience into one holistic event that provides value regardless of how you choose to attend.

Even with some in-person events returning, online events appear poised to continue in abundance, popularity, and effectiveness. Promoting a virtual event is a bit different than those held in person. While the cost is typically much lower without the need for travel or lodging, and being held online opens you up to a worldwide audience, the in-person experience is the biggest draw for many potential attendees. Pulling off a successful online event requires a creative team and collaborative effort between all sales and marketing divisions. Here we look at how to increase attendance at your next online event.