The need for events is becoming more relevant and essential than ever before. In fact, in a recent event marketing survey, 52% of respondents said that event marketing drove more business value than other marketing channels, with only 8% said it drove less business. What does it mean to be a part of the events industry in 2020? The beginning of this new decade will bring exciting change to technology, events, consumers expectations and more. Events are growing and evolving rapidly. To succeed, you have to understand the current trends, be versatile, and be in tune with attendee desires. Below are 3 trends in the event industry that you should be aware of.
There is no denying that consumerism has taken a toll on our planet, our societies, and on individuals. Now, a rising number of consumers are starting to reimagine old attitudes — and will turn to help establish a new form of sustainable consumerism. From the year 2020 onwards, less harmful offerings will not be enough; consumers will insist on more radical solutions. Event strategists will have to face the fact that sustainability is much more than a trend — and that they cannot stop at the basics. As an event planner, a keen awareness of society’s heightened interest in reusing, repurposing and recycling can help you develop a thoughtful approach that demonstrates your event’s commitment to the environment. There should be less unnecessary flying and more virtual meetings, recyclable or digital signage, recyclable exhibition booths, vegetarian catering, investment in low carbon initiatives. In order to meet attendees’ expectations, event strategists will need to go full-on green solutions. Attendees will notice and appreciate when you choose items made from biodegradable or recycled materials. It could be as simple as choosing sustainable name tags, registration bags, or food cartons. Failing to respect attendees’ requests will mean exposing an event to the considerable risk of disappointment and outspoken criticism.
Augmented Reality, Artificial Intelligence, Blockchain, Automation, Robotics, Internet of Things. These are only a few of the innovations emerged during the last decade that are creating boundless opportunities for businesses and individuals. Individuals’ experience with technology has extended to a multitude of devices and has become so natural and multi-sensory that it is hard to picture life without it. The vast majority of Gen Z can’t recall a time without technology. Their shorter attention span isn’t an inability to concentrate — it’s a filter to help them quickly find content relevant to them. Event planners are wise to note their strong interest in gaming and esports, and desire for creative expression. Your events should incorporate interactive and multi-sensory experiences and intentional collaborations to engage this generation. 5G cellular network technology will start to replace the 4G LTE connection. Planners won’t have to worry about venue WiFi anymore. Planners and their attendees will experience much faster download and upload speeds, making connectivity less of a concern at events. In addition, trends such as 3D technology and virtual reality will be easier to implement.
Download the app. Reply to our email survey. Go to our website. The siloing of technology can’t end soon enough. Thankfully we’re seeing interest in software that delivers a holistic solution. The tech needs to be able to easily integrate well with other programs that are an essential part of running your business — your CRM, project management tools, company chat/messenger and other event software. Having everything in one place also allows for readily available data from a multitude of different sources on one easy-to-read dashboard. Integrated event technology enables efficiencies, cross-department collaboration, real-time action and ROI measurement.
From Year 2020 onwards, what will make the difference for companies is the consideration they will have for technology’s effect on people and the spaces they inhabit. Through their breadth of knowledge and expertise, those organisations will be the ones creating meaningful and relevant attendee experiences, supported by technological advancements.
The latest approach which marketers are leaping on board with is personalisation, and making your attendees feel — more so than ever before — that your messages are personalized and directed solely at them. From online data-fuelled personalisation to smart objects that adapt in response to the user’s needs, consumers now expect products and experiences that constantly change along with them. Consumers are now asking for more personalisation in their communication with brands, even away from digital marketing channels and into events. For this reason, personal relevance will be seen as an essential component of the event design. In fact, 96% of the Social Tables audience believe events are expected to be more personalized than ever. To deliver deeply customised, purposeful experiences, designers will need to consider the whole person, professionally and personally, understanding his preferences and personal value structure, rather than only satisfaction levels. Event organisers who won’t use collected data to deliver convenient and relevant experiences will fail to answer to the needs of event-goers.
