When it comes to the curation of a great event, all of us Event Profs know how it goes – “What can we do differently this time?”, “What are the latest trends we can use?” and “How can we create ‘more’ for less?”. Yet, despite these questions, there seems to be one question in particular that gets asked the most – “Where are the future of events heading, and how can we be at the forefront of this?” We’ve compiled a list of 5 hot industry topics to take into consideration for your next event.
With the development of different event tech coming into play time and again, it comes as no surprise that event technology is right at the forefront of the future of events. So, I guess the real question isn’t “should I be using technology?” it’s actually “what technology should I being using? With technology, there is always the risk that event planners can get too carried away with themselves, and actually start utilising technology which isn’t a) quite fully developed enough to get the desired results and b) too expensive to justify the impact on the budget! So, what really is the best technology to use? Promised as one of the most revolutionary technologies out there, we all know that Virtual Reality has been on a massive incline over the years. VR promises a virtual experience like no other, where the virtual world meets the real world. In events, this presents exciting opportunities to transport an audience into an experience never been seen before – anything can now be possible (well, almost anything!). By 2018, it’s predicted that there will be 171 million active VR users. So, perhaps VR is where it is at? Keep your eyes peeled…
2. Experience, Experience, Experience!
As the events industry becomes as competitive as ever, it is crucial to come straight back to the ‘why’ – why are you are creating what you are creating? And actually, when you look at it in very simplistic terms, it does become simple – to create an impactful, memorable experience which meets the client’s objectives, and exceeds the customers’ expectations. Ensuring that the experience is at the heart of your event strategy will be a crucial success factor for event victory.
Personalisation is becoming an ever-growing part of successful events across the board, whether this be for a corporate or consumer audience. Personalisation allows one to connect on an intimate level with their event attendees, whether this is for a small audience group of 10 – 50, or even for a large audience group of 1,000+! Either way, personalisation allows you to connect with your audience, and make their experience completely bespoke, catering for a range of needs, desires and interests. One particularly successful way of achieving this is through bespoke event apps. Event apps allow content to be targeted at specific audience groups, allows the audience to connect based specifically on what they want, as well as playing a key part in managing large groups of people, too!
4. Content is King
Having bespoke content which is both informative and engaging is crucial in maximising successful communication of an event both before, during and after. Technological enhancements, combined with the rise of social platforms, has mean that content can now be used in a variety of formats to engage with an audience. It can be utilised in a variation of forms, including interactive presentations utilising events apps and/or interactive touch screen panels, personalised email marketing communications pre and post event, social media marketing through a number of popular channels, and even the use of video across the board.
Perhaps one of, if not, the most important factors when looking at ways to re-vamp an annual event, or even if it’s a stand-alone experience, is to keep the event’s originality. With trends putting pressure on event planners to ‘follow the herd’ it’s easy to lose sight of the originality of your event, and what makes it unique. There are a number of ways this can be combatted. Perhaps, from a creative perspective, you could mind map what specifically it is you want to achieve. How do you want the audience to react, feel and behave? From this, you can then explore out of the box ideas to achieve these senses and emotions. Another valuable way of achieving this is looking at events you’ve thrown in the past of a similar size and scale, as well as researching what your competitors have done. From this, look at ways you can enhance the experience. What did you do before which could be improved on and become more impactful? What have your competitors done which you can do differently? Constantly question what you want that outcome to be, and your originality will prosper!
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