The Shift to Remote Work-Life and Its Impact on Events
The global shift to remote work during the COVID-19 pandemic—combined with an explosion of AI- and machine learning-based technologies—have pushed many individuals, organizations, and industries to rely more heavily on virtual communication and collaboration.
71% of companies are permanently allowing some amount of remote work
In fact, surveys show that 98% of working individuals would like to work remotely at least some of the time for the rest of their careers and 71% of companies are permanently allowing some amount of remote work (Buffer).
Are In-Person Events Still Worth It?
In a world that is chronically online, are in-person events still worth the cost? In short, YES! Despite many benefits of remote work, 69% of staff and leadership also have reported feeling increased burnout from digital interaction (Forbes).
69% of staff and leadership have reported feeling increased burnout from digital interaction
A comprehensive Bizzabo publication on B2B conferences reported that, of the 2,000+ online event attendees surveyed:
- 100% reported attending at least 1 in-person event every year
- 77% endorsed in-person conferences as preferable for human interaction and networking
- 31.7% indicated they would attend more in-person events in the following year
- 27.2% of respondents preferred in-person over other formats
These numbers suggest that humans crave the connection and energy that in-person events provide and will continue attending them for these benefits.
An Opportunity for Healthcare Sales and Marketing
Viewed through a sales and healthcare marketing lens, this data reveals a significant opportunity to impress prospects by thoughtfully addressing their needs and desires at industry events. Below are six tactics you can adopt to create personal connections and meaningful discussions in this chronically online, post-pandemic world.
1. Prepare: Set Goals for Each Event
Think beyond metrics like “# of booth visitors” and focus on relational objectives:
- Consider hosting intimate events for top prospects and clients or treating current customers to a meal.
- Aim for genuine conversations that go beyond business during these interactions.
2. Observe: Leverage Events and Market Research
Use events as an opportunity for “free” market research.
- Pay attention to conversations, popular booths, and high-traffic topics.
- Attend well-attended sessions to observe who is speaking, what questions are being asked, and which organizations are engaging.
3. Sponsor: Showcase Your Impact
Conference organizers often offer diverse sponsorship opportunities.
- Opt for high-visibility branding opportunities like floor decals or napkins with clean, memorable design.
- Consider impact-focused sponsorships like speaking roles or panel discussions featuring clients and prospects.
4. Repeat: Maintain Consistency Across Channels
Define a message and method and promote it pre-, mid-, and post-event, to ensure consistency in language and branding.
- Align emails, social posts, booth materials, and giveaways to reinforce your message.
- Follow the “rule of 7” to build strong brand recognition.
5. Attend: Get Out from Behind the Booth
Wait, isn’t attending a given? Yes, but this time, step out of the booth and focus less on the sell and more on learning and making genuine connections.
- Attend sessions relevant to your mission or offering.
- Ask thoughtful questions that underscore your understanding of the content
- Focus on learning and forming genuine connections instead of just selling.
6. Diversify: Expand Your Conference Team
Do the same handful of people always attend conferences? If yes, consider mixing it up. If possible, don’t send the same set of team members to every conference:
- Bring well-connected team members for local events.
- Involve subject matter experts for topic-specific conferences.
- Include engaging team members to lead interactive or experiential initiatives.
Looking for more tips and tricks?
Check out our Conference Planning Playbook, or reach out for individualized support.
