Key Considerations When Planning Marketing Events

Planning a marketing event? Start with your end goal. Are you looking to:

• generate high-quality leads?
• build brand awareness?
• launch a new product to the right audience?

The format of your event plays a crucial role in achieving these goals but with so many options available, how do you choose the right one? Whether you’re organising a high-impact summit, a focused breakfast briefing, or a co-hosted partner event, understanding the difference between virtual and in person formats is essential.

 

Engagement Strategies

Effectively engaging audiences is a top priority when planning a marketing event. Different formats require tailored approaches to ensure maximum participation and interaction.

• Virtual events: Keeping virtual attendees engaged requires interactive features such as live polls, Q&A sessions, and breakout rooms.
• In person events: Delivering a seamless experience for in-person is crucial. This includes choosing the right venue, managing logistics efficiently, and creating opportunities for meaningful, face-to-face interactions that build lasting connections.

 

What works best for your needs?

A well-planned marketing event should provide a strong return on investment. Comparing cost efficiency and revenue opportunities can help businesses make informed decisions.

 

• Cost efficiency: Virtual formats are more cost-effective because they eliminate expenses like venue hire, travel, and on-site logistics.
• Sponsorship: In-person events provide sponsors with greater brand visibility through physical signage, in person learning, and face-to-face engagement.
• Relationship building: In person events foster stronger connections, allowing for more organic, trust-building conversations.
• Product demonstrations: Virtual formats are ideal for product demos, offering screen sharing, real-time walkthroughs, and easy access for a wider audience.

 

Event Tips

Audience Analysis

When planning any event, it’s important to understand your attendees’ preferences, expectations, and technological capabilities before deciding on a format. If your audience places high value on face-to-face interaction and networking, an in-person format may be the most effective choice. On the other hand, if your attendees are globally dispersed or operate in a remote-first environment, a virtual event could offer greater accessibility and convenience.

Content Adaptation

It’s important to design content that captivates both in-person and virtual participants, making each feel equally valued and included. This means delivering high-quality video streaming and incorporating interactive elements to maintain participation. Additionally, providing equal access to event materials and tailoring the delivery to suit each format helps create a consistent, high-impact experience, regardless of how attendees are joining.

Technological Infrastructure

The right technology should support both live and virtual components, ensuring a smooth experience for all attendees. Key features to look for include real-time engagement tools, AI-driven matchmaking, and stable, high-quality broadcasting capabilities. Seamless tech integration not only improves the attendee experience but also enhances the overall effectiveness and impact of your event.

 

Both event formats can deliver real value for your business, the right choice depends on your goals, audience, and preferences. At Lacewing Media, we specialise in planning both virtual and in-person events, tailored to your needs. If you’re considering hosting an event but unsure which format will work best for your business, get in contact with us today, we’ll help you make the right call.