We are gearing up for a busy 2019 and there are a number of factors that are shaking up the industry with how we plan and execute events.
Let’s take a look at five of the top trends that are shaping the future of events.
Increase in Marketing Budgets
According to an article in AdWeek, nearly two-thirds of marketers plan to increase spending on live events this year. This is great news for corporate event planners as we continue to play a critical role in driving direct relationships between brands and their audience. With all this growth on the horizon, the persistent need for unique and creative engagement will get more competitive for event professionals.
Technology continues to drive the guest experience
In 2018, there was a huge focus on enhancing experiences at events and ensuring we create an impact which is both meaningful and memorable for attendees. That said, with the ever evolving technology platforms that are so widely used now, attendees are becoming more and more dependant on technology to answer their questions and queries about events and if they don’t get a response (fast) they will be disappointed. The pressure is certainly on, not only to execute flawless events, but also to ensure there is adequate connectivity across all tech platforms being used and dedicated tech teams to manage these platforms throughout the planning life cycle (pre-event, onsite and post event).
Sponsorship activations and data driven results
Increasingly, there is interest in virtual reality and augmented reality as effective sponsorship activations. This wave of new technology activations moves us a step closer to accurate reporting, which sponsors find appealing, particularly with respect to post event analysis and measuring the return on sponsorship investments. Furthermore, the speed at which technology is advancing means it can include components that are both intriguing and engaging for attendees, whilst capturing valuable data.
Social media shifts
In 2018, there were severe trust issues across several social media platforms. As a result, there seems to be a shift towards traditional media as a reliable source of content. Whilst social media is still a large driving force to influence decisions, event professionals need to ensure they are creating honest and meaningful dialogues when using these platforms.
Green is the way forward and it’s urgent
Sustainability has been a noted trend for the longest time and now it has become more crucial than ever. Event professionals will need to incorporate plans that help maintain the environment and reduce waste created from large events. Simple changes like going paperless, using biodegradable cups and adopting eco-friendly transportation can massively reduce the carbon footprint caused by events.
Ruby Sohi is founder and lead event planner at Royal Blue Events Management. She has extensive experience in event production and marketing. Actively involved in the community, she has served as a board member for American Marketing Association (Toronto) as VP of Programming & Events and International Live Event Association (Toronto) as VP of Marketing & Communications. Ruby has delivered events across Canada and is experienced in producing all types of events including virtual and hybrid formats. Read her full bio here.