09 Jul New Event Industry Trends

Looking to make your next corporate meeting, product launch, fundraiser, or press event more exciting and impactful than ever before? Check out these trends for some ideas!

Recognized as one of the most important trends in the event industry (and one that most feel is here to stay) is the shift in audiences from passive observers to active participants. Attendees are increasingly becoming the co-creators of events – instead of being talked to, they are now part of the conversation. They play a role in how the event unfolds.

However, these immersive experiences don’t just come out of thin air; they need to be thoughtfully crafted with the attendees’ needs and interests in mind in order to create authentic experiences that people will be eager to engage in. And when done well, immersive event experiences have proven to be highly rewarding for attendees, and are one of the most effective ways for people to connect with a brand emotionally. It’s a win-win for all.

Move aside ballrooms. Hello to empty warehouses, rooftops with breathtaking views, museums of every kind, historic sites, botanical gardens, private islands… the list goes on and on. The venue you select says a lot about your brand. Your ability to transform an unconventional venue to create a brand-right environment not only has a built-in wow factor that helps to energize your guests, but also communicates in a tangible way your company’s core values – e.g., creativity, authenticity, boldness, etc. To this end, many companies are opting for flexible and often blank canvas type spaces so they can fully execute their vision.

It’s clear that technology continues to have a large role in the event industry. However, there is a move from technology being the focal point of the experience to its being more of a facilitator to encourage engagement. Here’s one technology gaining traction in the event industry that you may want to keep your eye on:

Bluetooth/iBeacons: The ways in which you can incorporate these location-sensing devices (which submit a signal that can be detected by a device’s operating system and mobile apps) are vast: from sending welcome messages and other location-based alerts to guests, to supporting networking among attendees and gathering data on their behavior, to providing targeted marketing activities, as well as facilitating gamification.¹ With its multiple applications to enhance the experience for the attendee, while simultaneously helping improve the management of the event, this technology has the potential to have a major impact on the industry.

¹ Ball, Corbin. “Ten Transformative Meetings Technology Trends for 2015.” Corbin Ball Associates. 2015.