As we navigate the world of events this year, there are some new trends for event planners and marketers to consider. According to GlobalExpo.net the top trends expected that will have impact in the event industry include:
• Virtual & hybrid aspects
• Micro events & on-demand content
• Focus on the event experience
• Analytics & ROI
Embrace Virtual & Hybrid
With the uncertainty brought about with the pandemic, event professionals are accepting that virtual and hybrid events are here to stay. Virtual events have become an essential component to engage and conduct business with the audience that participates both online and in person.
The Rise of Micro Events & On-Demand Content
Including face-to-face and hybrid events will be standard practice moving forward. Virtual events are not affected by gathering restrictions and are able to accommodate higher attendance. We are also seeing a rise in micro-events, where participants can be online or face-to-face, and engage with a smaller, more targeted audience. Micro events are less costly to organize and can be offered more frequently. These can then be parlayed to on-demand resource centers that keep attendees coming back after the event to continue learning, engaging, and so forth.
Enhance the Event Experience with technology & presentation improvements
The event experience – the “wow!” factor – is essential to success. It’s a major differentiator among the hundreds of online conferences and webinars being offered by other companies. Attendees expect better and more engaging presentations and live event experiences like networking, visiting booths, branding etc. Conference platform providers are developing new features and apps to deliver the “wow!” factor to virtual event participants. Event managers are challenged to deliver a more interactive, glossy, high-impact virtual event that could be at-par with in-person events. This includes sponsorship opportunities, branding & customization, networking and (virtual) VIP lounge service.
Analytics & ROI are important
The post-pandemic digital shift emphasizes data gathering and machine learning to help companies better understand their audience. This means event planners can provide more relevant and on-demand content, targeting a specific audience, and more.
Event technology can pair with CRM and marketing automation tools, allowing a company to design an integrated marketing strategy with their clients as part of their overall marketing arsenal.
Going digital is a two-way street. If your event or trade show happens virtually, your products, services and customer support should be available online as well. Moving forward, companies should be ready to manifest all stages of the marketing journey – from prospecting to conversion, to delivery and support – in the digital world.
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