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How to Leverage Virtual and Live Events in Your Marketing Strategy

August 8, 2024August 14th, 20248 min read

Brands are increasingly leveraging both virtual and live events to create meaningful interactions with their audiences. The rise of digital technologies and the effects of the COVID-19 pandemic have accelerated the adoption of virtual events, while live events continue to offer unparalleled opportunities for personal interaction. We put together a list of how brands can effectively integrate both types of events into their marketing strategies and highlight how we are helping brands stay active in this space.

The Power of Live Events

Live events have long been a cornerstone of marketing strategies, offering direct, in-person engagement that builds strong, emotional connections with audiences. These events can range from product launches and trade shows to sponsorships at festivals and sports events. We don’t see these events going away any time soon. In fact, in 2022, the B2B trade show market value in the U.S. amounted to 10.17 billion U.S. dollars. By 2027, it is projected to rise to 14.72 billion dollars according to Statista. While much of the focus lately has been on supporting independent, remote work, top–performing organizations recognize the value of bringing people together. 

Merging Content and Interaction

The most effective events merge content and branding to increase the level of engagement among attendees. Video can be particularly powerful in an event setting, from an opener that sets the tone for the event to a brand story that reconnects employees with the mission of the organization. Creating a theme for the event can also help provide clarity of purpose and increase engagement. When used correctly, video content and branding help increase the impact of live speakers and enrich the interactions of attendees. 

The benefits of a live or virtual event depend on the organization, but here are a few of the most common reasons organizations continue to invest in events:

Networking Opportunities

Events provide a platform for direct interaction between brands and consumers, as well as among consumers, fostering a sense of community. Virtual meetings are great, but they will never replace the human connection that comes with in-person interaction. 

Brand Immersion & Mission Alignment

The immersive nature of live events allows for deep brand storytelling, where all senses are engaged. Attendees are immersed in the brand and leaders have an unprecedented opportunity to get everyone on board with the mission of the organization. Events can be a much-needed spark for an organization or help accelerate change and transformation. 

Tangible Experience

Live events allow consumers to physically interact with products, whether digital or physical. This creates memorable experiences that drive brand loyalty.

Immediate Feedback

Brands can receive real-time feedback from attendees, enabling quick adjustments and improvements. Events can serve as an important and inexpensive channel for market research. 

Between Pixels Experience at Live Events

One of the largest in-person events we support is Converge, a gathering of some of the world’s top technology executives to learn and connect. We’ve worked closely with the team to develop a compelling brand, produce video content to amplify the keynotes, expand the run of the show, and create an engaging experience for attendees.  Learn more in our case study. 

The Rise of Virtual and Hybrid Events

Virtual events have become much more commonplace due to the COVID-19 pandemic. While they lack some of the connection that comes from in-person interaction, a virtual event can deliver a shared experience at scale. Many of our clients offer hybrid events, with in-person attendees and a virtual experience that can handle thousands of attendees. Salesforce’s Dreamforce event is an example of successfully integrating virtual and live components. Traditionally a massive in-person event, Dreamforce transitioned to a hybrid model during the pandemic. The virtual component expanded its reach globally, while smaller, localized in-person gatherings maintained the live interaction element.

Whether you choose a fully virtual or hybrid event, there are several ways you can benefit:

Wider Reach

Virtual events eliminate geographical barriers, allowing brands to engage with a global audience.

The Consumer Electronics Show, one of the largest tech trade shows, pivoted to a fully virtual format in 2021. The virtual event allowed for a broader global audience, interactive product demos, and extensive networking opportunities through digital platforms. It’s not uncommon for a virtual event we manage to extend the reach of the event by 10x or more. 

Cost-Effectiveness

While virtual events do require some additional expenses, they tend to be significantly less expensive. Livestream expenses include the production (filming), encoding, and subscription to the virtual experience platform, virtual events avoid the cost of physical venues, travel, food, and logistics. Hybrid events, with an in-person and virtual component, tend to sit in between fully virtual and fully remote from a cost standpoint.

Did you know? Between Pixels offers full-service virtual event services, including a custom event platform to host the livestream. Learn more here.

Flexibility

Virtual events can be accessed from anywhere, making them convenient for attendees and presenters. While a portion of your audience will be willing to invest the time and money to attend in person, a virtual experience may be the only option for others. And this goes for presenters as well. We often pull presenters from all over the world via live feeds, which can be done for a keynote or a roundtable with multiple remote presenters interacting in real-time.

Data Insights

Digital platforms provide detailed analytics on attendee behavior, helping brands fine-tune their strategies. This data helps you better understand your audience and the response to your message and information. 

Other Considerations

While the actual event experience is critical, a successful event strategy looks beyond the day of the event. Your plan should build momentum and anticipation before the event and leverage your success to help future campaigns.  

Pre-Event Engagement

Use virtual platforms for pre-event marketing and engagement. Webinars, virtual meet-and-greets, and online contests can build excitement and increase attendance for live events. For public events, set up a lead generation and nurture campaign well in advance. 

Post-Event Follow-Up

Use virtual tools for post-event engagement, such as surveys, follow-up webinars, and exclusive online content, to keep the conversation going and nurture leads. Produce a high-energy event highlight and social content to expose new audiences to your brand. 

Augmented Reality (AR) and Virtual Reality (VR)

Consider incorporating AR and VR to create immersive virtual experiences that replicate the feel of live events, providing a unique way for audiences to interact with the brand.

Artificial Intelligence (AI) and Events

For both virtual and live events, one area to keep an eye on is the impact of Artificial Intelligence (AI). AI is revolutionizing virtual and live events by enhancing personalization, engagement, and streamlining operations. In virtual events, AI-driven tools such as chatbots and virtual assistants provide real-time assistance, answer attendee queries, and facilitate networking by matching participants with similar interests. AI also enables advanced data analytics, allowing event organizers to gain insights into attendee behavior and preferences, which can be used to tailor content and improve future events. For live events, AI-powered facial recognition and registration systems expedite check-ins and enhance security. At the same time, AI-driven personalization helps create customized experiences for attendees, from personalized agendas to targeted marketing. Perhaps our favorite, AI can analyze large volumes of social media and feedback data to measure event success and optimize engagement strategies. These advancements make events more efficient, interactive, and attendee-focused, driving higher satisfaction and ROI.
Both virtual and live events offer unique benefits that can enhance a brand’s marketing strategy. By leveraging the strengths of each, brands can create comprehensive, engaging, and effective marketing campaigns that resonate with a wider audience. The key is to find the right balance and integration strategy that aligns with your brand’s goals and audience preferences. Need some help with your live or virtual event? Learn more here.

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