I was recently in a conversation about the shift from in-person events to online formats, where some brands and leaders believe they can reach more people through virtual events. This brings up a pertinent topic, one that has been extremely prevalent within our industry in the last few years. While it’s true that online events can technically reach a broader audience, we must consider a critical element: the lack of undivided attention and the absence of genuine human connection.
In-person events offer something unique that no other platform can replicate—the opportunity to connect face-to-face, create memorable experiences, and captivate attendees in a profoundly impactful way.
As a creative production agency with over 30 years of experience, TENCUE has witnessed the evolution of events: from in-person-only gatherings to decentralized regional events, massive singular events, road shows, hybrid events, virtual events, and back to hybrid events. We now see digital events incorporate virtual elements like avatars and in-person events incorporating digital elements like gamification and robust event apps. Despite these changes, one question always remains central in our discussions: Why?
Why are you hosting the event, and what is the goal? These questions anchor the metrics used to measure the event’s success and keep everyone—C-suite executives, marketing teams, and agency partners—aligned and focused on a singular goal.
So, let’s start with the “why.” Why invest in in-person events versus virtual ones? Ultimately, in-person events offer an unparalleled opportunity to connect your brand with your audience—be it customers, employees, or channel partners—in a unique and meaningful way. It’s a chance to showcase your key differentiators, values, and what makes you unique.
From the moment someone walks up to registration and puts on a badge, you have the opportunity to create a special, customized experience. The theme you choose, the visual ID you use, and even the lanyards you employ can begin to showcase your brand’s story. And the agenda, format, and overall experience can be minutely tailored to engage your audience in the most nuanced of ways. This level of personalization is almost impossible to achieve with a virtual event link, regardless of the platform. Walking into a transformed ballroom or arena pulsing with creativity that engages all the senses is an experience unique to live events. This level of storytelling cannot be replicated virtually to have the same impact, connection, and stirring of emotions.
In-person events allow you to differentiate your brand, tell a compelling story, and connect with people in a way that adds significant value. When navigating internal transitions and aligning the “why” with your investment in in-person events—whether you’re scaling an event or launching a new one—the focus should always remain on your brand story and building connections. These focal points will allow you to remain on course, choosing the event solution that’s specifically right for your goals and for driving the actions you desire from your attendees.
While virtual events are here to stay, in-person events fill a niche that digital events (at least, as of now) cannot. Asking the right questions in order to choose the right format is paramount, but keeping in mind that one cannot replace the other is of equal importance. Human connection, shared experience, infectious emotion, and the ability to grab your audience’s attention and hold it—these are the reasons why in-person events aren’t going anywhere soon.
