Return to Real, Hybrid or Virtual Events?

Return to Real, Hybrid or Virtual Events?

Up until March 2020, live events were probably the optimal environment for product launches, exhibitions, and trade shows. Though costly and complex, the benefits of gathering many stakeholders in person, in terms of excitement, engagement and networking were universal.

Then the Covid pandemic hit, and the landscape changed. Cancellations and postponements were rife and there were massive disruptions to face to face interactions.

Businesses realised they must adapt quickly to maintain their market position by adopting new delivery models – going entirely digital or embracing hybrid digital and in-person solutions.

Now, however, venues have reopened, so does this call time on virtual events?

Not necessarily.

Many businesses acknowledge that even though they are now able to host in-person, they have found that virtual events can offer a unique experience, maximise attendance, boost brand recognition and attract a wider audience – particularly as some people simply will not be ready to return to attending live events.

In the near future at least, restrictions may come and go, but virtual and hybrid events keep people connected regardless. The option of digital attendance enables the maximum number of attendees to be reached while providing reassurance and thus improving staff engagement – while mitigating travel costs and neutralising the effects of bad weather.

Concerns that digital or hybrid events may not provide a full experience are misplaced as businesses recognise the unique benefits of remote solutions utilising 3D immersive technology. These include personalised virtual booths that can be integrated within a website or used for webinar engagement; virtual product showrooms which can be guided or free roam; virtual guided tours of facilities – such as house builds – which can be collaborative or individual.

Products and services can be communicated in an engaging and interactive way.

Importantly, digital and hybrid events can be integrated with a business’ existing marketing assets such as videos and product models and can remain available to view long after the event is over.

Altogether, a virtual/hybrid problem-solving approach can provide businesses with opportunities for excellent engagement, the ability to re-use exciting digital assets, maintain or increase market share, and reduce costs.

By utilising flexible and scalable visualisation technologies, businesses can future-proof their client experience, regardless of how rapidly the situation may change.