The world of event marketing has changed. And it didn’t just shift a little—it pivoted, evolved, and redefined itself. What was once a straightforward decision—book a venue, invite guests, and run the show —has now become a multi-pronged strategy with hybrid, virtual, and in-person options all vying for center stage.
So how do we decide which route to take? And more importantly, how do we adapt our marketing approach to meet the expectations of a post-COVID audience that has tasted the convenience of virtual but still craves the energy of real-world interaction?
Let’s unpack the possibilities and challenges of each format and figure out which one makes sense for your brand in today’s dynamic landscape.
1. In-Person Events: The Comeback Kid
There’s something irreplaceable about face-to-face interaction. Whether it’s spontaneous networking in a conference lobby or that spark during a panel Q&A, in-person events offer an energy that virtual spaces simply can’t replicate.
Post-COVID, people are hungry for these experiences again—but with a twist. Health and safety are still top of mind, so marketers need to incorporate risk management as part of their event narrative. Think open-air venues, crowd control, and contactless check-ins.
Pros:
- Tangible brand experiences (product demos, swag, ambiance)
- Stronger relationship-building
- Local PR and media attention
Example:
A tech brand hosting a regional product launch with interactive booths, AR demos, and a branded coffee bar can leave a lasting impression on attendees that digital events rarely match.
2. Virtual Events: The Efficient Powerhouse
Virtual events were once the backup plan. Now, they’re often the first choice for global reach, data insights, and cost-efficiency. The convenience is unmatched—attendees can tune in from anywhere, sessions can be replayed on demand, and everything is trackable.
But virtual fatigue is real. After a few too many Zoom summits, people start tuning out. So, the challenge for marketers is to keep the experience dynamic, engaging, and immersive.
Pros:
- Wider reach with lower overhead
- Easier to scale and replicate
- Built-in analytics and lead capture
Example:
A SaaS company might host a live virtual workshop series with breakout rooms, quizzes, and a Slack community for continued conversation. It keeps people engaged without the hassle of travel.
3. Hybrid Events: The Best of Both Worlds… or Twice the Work?
Hybrid events offer flexibility: attend in person or join remotely. This format theoretically maximizes engagement and access, but here’s the catch: it also doubles your planning workload. You’re creating two experiences at once, and both need to be equally valuable.
To make hybrid successful, you need intentional design. Simply live-streaming your physical event isn’t enough. Virtual participants should feel like they’re in the room, not just watching from the sidelines.
Pros:
- Appeals to both local and international audiences
- Greater content shelf-life (repurposable sessions)
- Flexibility for changing travel policies
Example:
Imagine a sustainability summit where in-person attendees network over lunch and local installations, while virtual attendees join a live metaverse gallery tour and exclusive AMA with the keynote speaker. That’s hybrid done right.
So, What’s the Verdict?
There isn’t a one-size-fits-all answer here. The best format depends on your audience, your goals, and your budget. But here are a few questions to guide your decision:
- Is your audience mostly local or global?
Go in-person for local intimacy, virtual for global access, hybrid if you want both. - Are you launching a product, educating users, or building community?
In-person works for brand immersion. Virtual excels at education. Hybrid is your go-to for long-term engagement and content creation. - Do you have the resources to pull off a hybrid event effectively?
If not, focus on perfecting either virtual or in-person, rather than delivering two underwhelming experiences.
Final Thoughts
Event marketing post-COVID is no longer just about where the event happens, it’s about how you make people feel, wherever they are. The format is simply the vehicle. The magic lies in the moments you create.
Whether you go fully in-person with immersive booths and photo ops, keep things virtual with gamified webinars, or blend both worlds into a seamless hybrid experience, just remember: the goal is connection. Make people feel seen, heard, and valued—and they’ll remember your brand long after the closing keynote.