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In-person business events: Why they will never become obsolete

Virtual business events are essential, but in-person events are not obsolete.

A group is gathered around a table with laptops.
Image: Unsplash

While we’ve witnessed a major shift towards digital interaction in recent years, in-person business events retain a unique appeal that ensures their enduring relevance.

The global COVID-19 pandemic necessitated the rapid adoption of virtual meetings, webinars, and online conferences.

However, as health and safety regulations relax and businesses adapt to a post-pandemic world, it’s clear that in-person events are anything but obsolete.

According to an Event Manager Blog survey, before the pandemic, 93% of event professionals agreed that face-to-face events are critical to their company’s success.

Despite the undeniable advantages of virtual platforms, the palpable energy of physical events, the opportunity for networking, and the immersive experiences they offer are unmatched.

Human connection and networking opportunities

One of the main attractions of in-person events is the ability to make meaningful connections. While virtual platforms can connect us with people worldwide, they can’t replicate the depth of interaction that occurs when people meet in person.

In a survey by Meetings Mean Business, 85% of professionals confirmed that face-to-face meetings contribute to strong business relationships.

Immersive and engaging experience

In-person office meetings with a few people sitting at a table
Image: Pexels

In-person events offer attendees an immersive experience that’s difficult to replicate online – they were voted one of the top b2b marketing channels for that reason.

Attendees not only listen to presentations but also interact with products, participate in workshops, and engage with other attendees and speakers.

According to Bizzabo’s Event Marketing 2020 Report, 87% of C-Suite executives believe in the power of live events and plan on investing in them more in the future.

Unplanned interactions and learnings

In-person events allow for spontaneous interactions and conversations that can lead to new ideas, partnerships, and opportunities.

It’s these unplanned moments of insight, often missed in a tightly scheduled Zoom meeting, that can result in significant business advancements.

Positive impact on business outcomes

Woman in work environment in meeting support group
Image: Pexels

Face-to-face meetings and events have a direct and significant impact on business outcomes. According to a study by Oxford Economics, $12.50 in added revenues and $3.80 in new profits are returned from every dollar spent on business travels.

It might not be as good as other avenues, such as email marketing which has an ROI of $36 for every $1, but it is far more reliable than email marketing, for example.

Increased focus and attention

Virtual events can suffer from the ‘distraction factor.’ Attendees may be more likely to multitask, reducing their focus on the event.

In-person events capture attendees’ attention more effectively, leading to better engagement and information retention.

Despite the challenges brought about by the pandemic, it’s clear that in-person business events hold an irreplaceable position in the business world.

As companies continue to navigate this hybrid era of remote and in-person work, striking a balance between leveraging the convenience of digital platforms and harnessing the unique advantages of physical events will be key.

While the convenience and scale of virtual events are not to be dismissed, the power of in-person events, with their unique ability to foster deep connections, engagement, and impactful business outcomes, is undeniable.

Far from becoming obsolete, they continue to be a powerful tool in the business world, playing an essential role in a company’s growth and success.

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Disclosure: This is a sponsored post. However, our opinions, reviews, and other editorial content are not influenced by the sponsorship and remain objective.

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