The importance of in-person

Despite the rise of virtual events, marketers still find value in meeting customers face-to-face

BtoB, 3/14/11

The struggling economy may have put a damper on the number of live events taking place in the last few years, but marketers that are considering deleting in-person shows from their event portfolio might want to think twice before switching to the virtual event space entirely. Despite the growing popularity of the digital event space, face-to-face still has value, as it provides marketers with a unique way to reach customers, business partners and clients.

A white paper released last September, “The Future of Meetings: The Case for Face-to-Face,” found three reasons live events continue to be an essential part of the marketing mix: in-person events are better-suited for capturing attendees’ attention, inspiring positive emotions and building networks and relationships.

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