Introduction

The economic impact of the global pandemic has transformed many sectors, but few more than the global events industry.

2020 has seen the cancellation or postponement of hundreds of events, from small breakfasts to huge exhibitions with attendees from all around the world. In a world where face to face meetings are increasingly rare, organisers are instead launching a new generation of virtual events.

Early adopters of virtual events have experienced higher attendance and engagement in some cases, along with lower event costs and quicker launch times. However, the virtual event space isn’t without challenges. How can organisations create high quality content that will stand out in a crowded marketplace? What format of virtual event offers the best return?

What of the real-world event? Do live events have a future in the post-pandemic world and what does that future look like? How can virtual events best be deployed for internal audiences, customers and partners?

This ebook considers the impact of Covid-19 on the live events industry, and the potential of virtual events. We interviewed 20+ marketing leaders from the technology and IT services sectors to understand their experiences of hosting and attending virtual events.

Their insights have provided us with guidance on the challenges and opportunities of virtual events, and how marketing leaders can deliver events that drive engagement and sales, while offering a solid return on investment.