Please Don't Call Them "Virtual"

There is a tendancy to refer to online events as "virtual events".

Virtual is a term which makes it sound as though you are describing something that is not real. Like a virtual car as opposed to one sitting in my garage. A virtual car does not sound like one that could get me to the store to try on a shirt or to my office to meet a client. The fact is that Online Events are very real. Associations, companies, and event organizers are engaging real customers and prospects every day and banking real dollars at the same time. Now, I love physical events that take place in various venues like hotels and conference centers. I have made a living for more than 20 years creating and producing those events and I know their value.... and their limitations. That is why I advocate creating a balanced event marketing mix that includes physical and online events.

Here are some of the the key reasons for creating Online Events Online:

• The ability to launch events rapidly to respond to market forces
• There are no geographic barriers
• Attendee tracking reports are extremely detailed
• Leads can be qualified by attendee activity so they can be ranked for follow-up
• Extend the brand and the attendee community by creating a 24/7/365 enterprise
• Create barriers to your competition by maintaining a full time information resource
• Generate revenue - Generate revenue - Generate revenue

Did I mention that you could generate revenue?

There has never been a better time to extend your brand, create new revenue, generate quality leads and build larger audiences.

Myths of Online Events

I have over 20 years of experience in the events industry and the first time I saw an online event I immediately grasped the tremendous potential of this medium. So it is a surprise to me that the industry has never really taken to this form of event. When I began to produce my own online events some years ago, I encountered all the reasons why event organizers are reluctant to even test the waters. In fact, some of the resistance has been institutionalized. For example, the Society of Independent Show Organizers (SISO) has written it into their membership eligibility rules that producers of virtual events are not allowed. Even the term "virtual events" is incorrect. Online Events are very real, live, and growing. The biggest concerns among the naysayers are merely myths created by unfounded fears. And here they are:

Myth #1 - Online Events will cannibalize my attendees away from my physical location events.

The Reality - Online Events are a 24/7/365 touch point for your attendees and exhibitors. They can be designed as a compliment, not a replacement. Imagine attendees having access to your content at any time and feeling a part of a community. Imagine a global audience of attendees that can't or won't travel to a physical location due to scheduling or budget. Would your exhibitors care where the leads came from and would it be a value add to get those leads year round?
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Myth #2 - There is no way to make money with Online Events.

The Reality - Vendors, Media Outlets, and other Organizers are making money every day from Online Events. You just have to know how.
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Myth #3 - Vendors won't realize any leads and business from Online Events

The Reality - Vendors get many more leads from Online Events. How many leads can a sales staff actually gather in a Trade Show booth over the course of 2-3 days? How many can they gather online over the course of an entire year? At physical events an attendee can look at a vendor presentation and walk away without having any data captured. Online Event technology allows vendors to capture ANY attendee that looks at their company.
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Myth #4 - Attendees of Online Events do not have the opportunity to network with peers.

The Reality - Online Events providers have networking applications that allow attendees to not only network, but easily find compatible, complimentary relationships from the entire attendee and vendor universe by enabling searches with specific criteria.


Embracing the online medium brings more business and growth. In upcoming articles we will explore Online Event application providers and look at real world Online Events. You will hear from Online Event organizers from across industries that will share their experiences and success stories. Whether you are ready make it happen now, a total skeptic, or somewhere in between, you will find the resources and tools you need here to help you navigate the many options available to you.