In-Person Events: Where they Shine, and Where There Might Be a Problem

January 12

There is something unique about in-person events and gatherings that cannot be replicated through virtual communications. The psychological and physical realities of such meetings make them more memorable. An in-person event has a lot to recommend which also means there are a lot of benefits and drawbacks that come with it. Here we're going to explore both the advantages and disadvantages of in-person events.


Benefits of In-person Events

  • Emotion That's Fully Realized: Experiencing All Seven "Senses"
  • A Unique and "Non-Fungible" Experience
  • The Feeling of Being a Part of a Larger Undertaking
  • Instantaneous Communication Capability
  • Sellers Make Connections and Close Deals More Quickly
  • Prospects, Customers, and Sellers Can All Network More Efficiently
  • Giveaways Including SWAG and Other Things Expand Brand Awareness

Emotion That's Fully Realized: Experiencing All Seven "Senses"
There's taste, sight, touch, sound, and smell. But there's also the emotional sense of belonging, and that nostalgic quality inherent to good memories. These are additional "senses", and, good or bad, they can't be replicated through a remote event. You'll only find them at a physical event. Such senses make these events memorable.

A Unique and "Non-Fungible" Experience
NFTs are Non-Fungible Tokens. They can't be replaced. Owing to sensory uniqueness and the specific quality of in-person events, they're "non-fungible". Real memories that can't be replicated are made, and individuals share experiences together, which knits them closer in a "team" sense.

The Feeling of Being a Part of a Larger Undertaking
When you're in a large in-person event, you're part of a collective working together toward a common goal, even if that goal is selling your company better than neighbors in the convention. Both of you are working toward business success.

Instantaneous Communication Capability
If you want to reach out to a colleague, competitor, or collateral vendor, just make some noise. You can communicate with people directly. That's convenient and "tangible".

Sellers Make Connections and Close Deals More Quickly
You can meet customers directly, be they adjacent to your industry, or part of the customer group you serve. Sales can be made easier. In-person sales are superior to remote sales.

Prospects, Customers, and Sellers Can All Network More Efficiently
Everybody can network together more efficiently, whether or not there are any sales opportunities. Networking is key to long-term success as a business.

Giveaways Including SWAG and Other Things Expand Brand Awareness
Stuff We All Get (SWAG) can be branded, helping to build brand awareness. You can send people home with a little cup, bag, or pen that has your company name on it, and accordingly keeps your business in the minds of attendees.


It's Not All Beneficial, Though; There Are Drawbacks

Even so, an in-person event is going to have drawbacks, just as remote events do. Here are some to consider:

  • Reach is Inhibited by Actual Location; Decentralized Events Are Everywhere
  • Higher Costs
  • Work-Life Balance is Disrupted
  • Asocial Attendees May Experience Alienation, or Travel Issues
  • Data Collection Isn't Always Accurate; It's Often Conversational
  • In-person Events’ Finite Time Means Little to No "Evergreen" Content Can be Recouped

Reach is Inhibited by Actual Location; Decentralized Events Are Everywhere
Unless in-person events are huge, they're going to be limited to one location, meaning only those who are able to attend would benefit. Remote events can reach the whole world, whether they're large or small, owing to the internet.

Higher Costs
Collateral costs are higher. Budgets must be approved. Travel is expensive. Booths must be set up, transported, and torn down. Merchandise acquisition and distribution are necessary. Dinners between business partners and vendors can be expensive, and the list goes on.

Work-Life Balance is Disrupted
Traveling to a big event upsets the "apple cart" of your daily routine, and it can be hard to return to it. Remote events fit right in like a puzzle piece.

Asocial Attendees May Experience Alienation, or Travel Issues
Especially in tech atmospheres, attendees may have social hang-ups that may make such events uncomfortable for them, collaterally reducing how effective they can be, and what they can get done.

Data Collection Isn't Always Accurate; It's Often Conversational
Collecting "information" from conversations is less reliable than having a recorded version of the conversation that can be referred to later, as is possible through a remote event utilizing Zoom or something similar.

In-person Events’ Finite Time Means Little to No "Evergreen" Content Can be Recouped
Because there's no recording, an in-person event is over when the weekend ends; or the week, depending on the scope of the event. Remote events can be recorded and re-used in an "evergreen" sense almost indefinitely, depending on their subject matter.


Determining How to Proceed: Different Kinds of Events Maybe be Appropriate

When the dust settles, there are advantages and disadvantages to in-person events. Sometimes your company may want to hybridize, offering either category throughout the fiscal year and exploring associated outcomes. Sometimes you combine an event to make it both in-person and decentralized by utilizing zoom-based web portals. These are the general benefits and drawbacks of these diverse events; hopefully, they help you make decisions that reflect your company's needs and values.


Johannes Beekman

About the author

Our CEO has more than 25 years of experience in manufacturing in the high-tech industry. Johannes has worked for 25 years in the semiconductor industry, where he worked for Philips, Infineon, and Sematech in various management positions in process development, engineering, operations, and sales and marketing. While working for Philips, he was an engineering manager in 2 wafer fab startups. And while at Sematech, he managed various international technical symposia. He has built 3 successful digital marketing companies in the past 8 years. His focus is marketing integration, marketing technology, SEO, and inbound and outbound marketing. And he has developed a content creation system that uses the AIDA model to develop content for every stage of the sales funnel. Johannes has experience working with companies in manufacturing, the high-tech industry, process industry, IT, healthcare, and legal industry, and he has published on several trade-focused websites.


Tags

hybrid events, networking, NFTs, virtual events


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