Infographic: In-Person Events Are Back—but Not for Everyone

Virtual and IRL gatherings could both see growth in 2022

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Among the many changes to where and how we’ve worked since March 2020 has been the shift to virtual events. Two years on, they have become a fixture of the hybrid workplace—but when it comes to sales, networking and education, Zoom is falling out of favor.

This shift, enabled by Covid-19 vaccine availability, is reflected in a recent survey by event marketing technology firm Splash. The company polled U.S.-based professionals spanning the retail, education, health care, finance, insurance, real estate and software industries.

Trade shows can expect a 30% bump in attendance based on the survey results, while 44% more people are planning to go to product launch/demo events, and industry expos should see a 21% boost in ticket sales.

Employee-focused events such as training, team building and strategic planning were the most likely to shift to a virtual format between 2020 and 2021.



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This story first appeared in the April 18, 2022, issue of Adweek magazine. Click here to subscribe.