Mastering Both Virtual and Physical

People ask me: "Aren't virtual events just a fad? Why would organizers think about online after COVID blows over?"

OK. Let's put it this way.

Imagine if the NFL or IPL was limited to fans in the stadium & never televised.

Would that make commercial sense?

The reason why they get broadcasted is it enables them to massively extend their reach.

Why block out an audience willing to tune in & pay?

The experience in the stadium?

Thrilling.

What about people watching at home?

Comfy.

Then, you hear them say: "Virtual events are overrated. Sponsors won't pay. They don't work."

Doesn't that sound familiar?

Folks in the 90s also poked doubt at the internet.

In the 2000s, the same group thought mobile was just eye-candy.

Their problem?

They weren't ready to commit.

They made half-hearted attempts & would cry out "See, it doesn't work."

Listen.

We've seen some spectacular virtual events & sure, some flatlined hard.

Much like with everything - you win some, you lose some.

But this is just the beginning. It's going to get better. A LOT better.

Don't think it's about virtual vs. physical.

Not either/or.

In the short term, virtual will remain the go-to.

In the long run, mastering both will be the key.