Live events are all about connection. We all know that. Back before the pandemic, brands and publishers were increasingly investing in live events as a way to build their profiles and generate revenue. Sixty-five percent of business-to-business marketers in the professional services industry were hosting conferences by the end of 2019, and 87% believed in-person events were a “critical component” to their company’s success.
Then the pandemic hit. In an instant, live events all but disappeared.
Conferences, seminars, festivals, and leadership courses were postponed, cancelled, or moved to online-only in 2020. Even the Sundance Film Festival was transformed into an almost entirely remote event. Although the virtual events industry grew at a steady clip throughout the year, brands struggled to reproduce what was traditionally one of the most important features of live, in-person events: human connections.
Networking and building connections with other industry leaders was one of the primary reasons why people attended live events before the pandemic. In a world where virtual events have become the norm, brands, publishers, and B2B companies are struggling to reproduce the human connections that people crave in an digital-first environment.
A new startup called Welcome is working on a solution.
Read the full article at: streetfightmag.com