The benefit of attending events in person is the organic conversations that arise and networking that takes place among attendees. Courtesy of Courtesy of Jumi Aluko

With tightened budgets, it’s harder than ever for potential meeting and event attendees to get approval from their employers to travel to an in-person event. It takes more to convince potential attendees to make the decision to attend, even if their expenses will be covered by their employer.

So, how can corporate meeting planners frame and communicate the value for having in-person events, especially when they can be virtual?

If we consider content as the biggest value of an event, it’s true that it can be delivered digitally. But, as Jumi Aluko, founder & CEO and lead event planner at Jumi Aluko Consulting, points out, what can’t be replicated is the organic conversation and beneficial engagement that stems from presentations that take place in-person. “When it comes to digital-only and hybrid events, I’ve heard that attendees joining remotely feel left out of some of the dynamic discussions taking place onsite – despite an organizer’s best efforts to keep them engaged,” Aluko says.

This highlights a major benefit of attending in person – the opportunity to actively engage with the content in real-time and contribute meaningfully to the conversation, which ultimately helps to enhance the learning experience. In-person attendance provides attendees with opportunities to engage face-to-face with speakers, groups, and other attendees.

“I do believe, however, it’s time we rethink the primary value proposition of events. We should move away from thinking the singular focus is on content, and acknowledge that content and connection/community are key,” Aluko says.

While content can certainly be distributed virtually, nothing beats experiencing events in person, adds Shaun Kessler, founder and COO at OFFSITE in New York City. In the last few years since the COVID pandemic, OFFSITE has played host to many companies’ first in-person meetings since the pandemic caused the meeting and events industry to shut down.

“Today, attendees are more engrossed during live events as they offer less room for casual interruption, as well as more options to interact with their attendees throughout the event. Whether breakout groups or meals or just the way you can turn to another attendee and easily say, ‘Hello,’ not everything translates digitally,” Kessler says.

Most importantly, with digital events, attendees lose the ability to interact with other attendees face to face. And while Zoom can do a lot, there’s simply no technology that can adequately compensate for an in-person, one-on-one connection. “It’s really cool to hear people say, ‘It’s great to finally meet the person I’ve been speaking with virtually for so long,” Kessler says.

Cynthia D’Aoust, senior vice president, global MICE for YES (Your Event Solutions), an ALTOUR company, says that although the meetings industry has evolved and digital content delivery has become increasingly prevalent, in-person events still hold a unique value proposition that cannot be replicated virtually.

“When it comes to highlighting the benefits of in-person events, it’s important to stress the invaluable networking opportunities that in-person events offer to attendees,” D’Aoust says. Face-to-face interactions allow attendees to make meaningful connections, exchange ideas and build relationships that digital platforms simply cannot.

D’Aoust explains that in-person events also emphasize the potential for serendipitous encounters and the ability to forge genuine connections with industry peers, potential clients and thought leaders.

In addition, when individuals attend events, they are looking for more than just knowledge exchange; they look for the opportunity to network, mingle and form meaningful relationships. As Aluko explains, these connections serve as the foundation for potential collaborations, partnerships and shared ventures – all things that, despite how hard we try, cannot be fostered through a digital event.

“As event and meeting planners, this is the messaging we have to convey when encouraging and promoting in-person events,” Aluko says. It’s about the genuine rapport you establish with others based on those unspoken nuances you may share – an invaluable aspect that can’t be replaced by digital events. This fact alone could lay the foundation for successful business endeavors, benefiting both individuals and their respective organizations long after the event concludes.

By framing in-person events as a “value add” and highlighting the unique benefits they offer, meeting/event planners can effectively communicate why attending in person is essential for maximizing the overall event experience and achieving tangible outcomes.

Strategies To Implement

To entice an attendee to see the potential benefit of in-person events, should a planner incorporate a holistic approach and consider incorporating local experiences, allowing attendees to connect with the culture and environment of an event’s location?

Absolutely, says Aluko. Often, events are held in the same cities year after year or rotated among popular cities attendees are all familiar with.

“I personally always advocate – when I can work with clients from the venue sourcing stage – for them to choose venues that allow attendees to explore new locations,” Aluko says. “One aspect I particularly appreciate about one of the annual events I organize is the deliberate selection of locations.”

As she explains, the venues are prioritized based on the cultural richness and historical significance of the city, enabling attendees to immerse themselves in its unique heritage. This is important because it not only enriches the event experience, but also provides event and meeting planners with fresh material for event promotion.

“When we are able to highlight the importance of the chosen city and its attractions, we can generate excitement and anticipation among potential attendees – especially for those traveling from cities or countries far away,” Aluko says. “It also allows for the creation of a more dynamic program agenda filled with location-specific activities and experiences attendees may not otherwise encounter.”

Meeting planners also can communicate the value of in-person events in terms of distractions. When attending an event online, we can easily find ourselves pulled away by various interruptions, such as picking up a phone call, answering the doorbell, or reading and responding to an email that leads us down an entirely new rabbit hole of distractions.

But as Aluko explains, with an in-person event, there’s a different level of engagement and immersion in the event. Being physically present means your focus is more undivided as you’re committed to each session and ultimately taking away knowledge that you may miss if you’re watching remotely. This higher level of engagement both enhances the overall experience and facilitates critical knowledge-sharing opportunities.

“One of the most recent experiences that made an event worth attending in-person was a special evening networking reception featuring a book signing,” Aluko says. “The CEO of the organization had recently published a book, and this event marked its first public event where the book would be featured. Those attending in person were treated to this exclusive evening event – while the main event concluded at 4 p.m. for online participants.”

For in-person attendees, it was a unique opportunity to purchase the book, engage in a reading session led by the author and personally receive a signed copy onsite. This was particularly meaningful for attendees from countries where the book wasn’t yet available online.

“They were among the first in their respective regions to obtain a copy, adding an extra layer of significance to their in-person attendance,” Aluko says.

Providing Unique In-Person Experiences

Kessler says that including other interesting elements to events – whether it’s participating in nearby local activities or incorporating fun workshops like team building or workplace yoga – can definitely add to the event’s appeal. However, a meeting planner should be sure they are primarily highlighting the event’s main topics enough so that the attendees feel like they gain a good grasp on the content being delivered.

“It’s never good to offer too much extra if it takes away from the meeting’s predominant goals,” says Kessler, who finds that when planners offer fuller “in-person packages” to potential attendees – maybe including coupons for transportation, meals or hotel expenditures – it does have an impact on attracting in-person attendance. Also, while having a virtual option is always a bonus, simply not offering this service for specific events makes the in-person sessions more exclusive and desired.

As a private meeting and event space in New York, the OFFSITE team has planned and hosted literally thousands of corporate events over the past 12 years. They pride themselves on offering an exceptional guest experience and always encourage clients to host events live, as virtual attendees never seem to get the full effect.

“We planned and hosted many memorable in-person events,” Kessler says. For example, for a Nexxus experience, they created mini hair salons and offered the VIP attendees beauty tips and services. They’ve hosted a well-known liquor brand, who brought in a facilitator group that incorporates aspects of live music, instruments and singing into their sessions.

“Hearing the group of 40 people sing Tina Turner’s “Simply the Best” to start their day is one of the better ways we’ve begun a Monday here at OFFSITE,” Kessler says. But really, it’s the small things that make the biggest impact – the ability to shake a colleague’s hand for the first time; to walk around and catch up with new and familiar faces; to enjoy some delicious catering and make small talk with your seat neighbor; to really connect with the presenters and content.

“The one thing people missed most during COVID was human interaction – in-person meetings and events offer attendees the ability to regain that important piece we all need to thrive,” Kessler says.

Meeting planners can also position in-person events as immersive experiences that engage all the senses. By doing so, attendees can fully immerse themselves in the event and enjoy keynote presentations, hands-on workshops and interactive exhibits.

“The ambiance, energy and excitement of being physically present contributes to a richer and more memorable experience,” D’Aoust says.

No Such Thing as Virtual Networking

Melanie Warner is the founder of Defining Moments Press, Inc. In addition to being a meeting planner for their company for the last 30 years, she is a keynote speaker, TV show producer, international best-selling author and a business writer for Forbes. She hosts and speaks at virtual and in-person events weekly and has an audience base of 100 million annually.

Warner says the approach a meeting planner takes as it relates to taking a more holistic approach to enticing attendees to be in-person, depends on the event and energy that the attendee will need to invest. If there are long days of training with much information to process, then sometimes the attendees need down time and do not want to add additional activities.

“Other times, we have offered optional days. For example, when we hosted Speaker’s Camp near Yosemite, we created an optional extra day to go into Yosemite National Park with a private guide the day before our training started. We curated local events and purveyors and added an additional cost for those who attended,” Warner says.

She advises planners to stress the value of human connection, networking, an immersive experience and a more committed audience when touting in-person event options.

“Never underestimate the value of real human connection – especially in this digital age where some people think emojis are real emotions,” Warner says.

D’Aoust agrees when she stresses that meeting planners should highlight the invaluable networking opportunities that in-person events offer. “Emphasize the potential for serendipitous encounters and the ability to forge genuine connections with industry peers, potential clients and thought leaders,” she says.

To further entice attendees to be in-person, Warner offers VIP upgrades, special dinners with the founders or celebrities, opportunities to meet the speakers and authors, and things that could not be done virtually.

“Incorporating local experiences into event planning not only enriches the attendee experience but also contributes to the overall success and impact of the event,” D’Aoust says. “By embracing the culture and environment of the event’s location, planners can create memorable experiences that resonate with attendees and leave a lasting impression.”

And by framing in-person events as a “value add” and highlighting the unique benefits they offer, meeting and event planners can effectively communicate why attending in person is essential for maximizing the overall event experience and achieving tangible outcomes.

“Hosting exclusive networking events, receptions and social gatherings in unique venues or iconic locations is key,” D’Aoust says. “These intimate gatherings provide attendees with opportunities to connect with industry peers, thought leaders and influencers in a relaxed and informal setting, fostering genuine relationships and facilitating knowledge exchange in ways that are not possible in a virtual environment.”

Planners should also consider incorporating wellness and mindfulness activities, such as yoga sessions, meditation workshops and outdoor retreats that promote attendee well-being and balance – all elements that are truly in-person and can’t be replicated in a virtual space.

“These activities provide opportunities for attendees to recharge, rejuvenate and reconnect with themselves and nature,” D’Aoust says. “This can enhance their overall sense of fulfillment and satisfaction with the event experience.” C&IT