So are virtual events the next big thing? Possibly. We’re excited by the prospect of creating deeply engaging on-line experiences but ultimately ever so slightly disappointed by what it’s currently possible to achieve because we can all imagine what it should be like to live in a virtual world because we’ve all seen Avatar and played The Simms. Corporate network limitations and average broadband speeds just don’t measure up…yet.

It’s not that you can’t do amazing things and extend your reach for considerably lower budgets than would otherwise be possible, you can. And when combined with a live event to create a hybrid event, a short virtual experience including a webcast to connect an otherwise disparate team can be very effective.

But whether the current virtual experience is engaging enough to get across your message/connect with someone/feel inspired in a straight exchange for a live event… the answer’s probably not. The success of a virtual experience in communicating with people comes down to your approach – innovative ideas and thinking outside of the normal rules of live events.

Some of the benefits definitely outweigh the downsides (extended reach/reduced cost/increased potential frequency of communication vs. reduced personal contact) but ultimately, the application has to match the communication need.

Personally, I’m an advocate. I’ve spent some time looking at this area over the last 18 months ensuring that we had our heads around what was on offer and possible to achieve with current technology. We’ve developed relationships with several partners and worked up some ideas for some of our clients, and although we’ve yet to find the right opportunity, I’m confident it will come… virtually.

Pete Barber - Brainstorm virtual events evangelist