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Top Event Industry Trends Set to Dominate in 2017 – An Expert Prediction

Published on 19/12/2016

As consumer trends shift and technology advances, the scope and potential for events increases exponentially. 2017 is just around the corner, so it is important to make sure you’re aware of what will be topical. Below are the trends that will dominate and lead the event industry in 2017. They will help you set a clear action plan to stay ahead of your competition.

Experience over Commodities
The classic promotional giveaway will become more focused around offering a better or more personalised experience. So rather than offering branded keyrings or pens, event marketers for a food event could look to provide guests with tickets to a wine tasting session, or as part of the event you could let guests create their own sauce/drink, etc.

Importance on ROI
How do you currently measure the success of your event? The number of tickets sold? How many delegates email addresses you garner post event? There’s no single metric that can give you a solid answer, as there are so many variables that can’t always be attributed to your efforts. Event marketers and organisers will be required to conduct surveys, use mobile apps as a data source and other techniques to get the biggest picture possible about the success of your event. It’s all well and good receiving positive feedback, but just because a guest enjoyed their experience, it doesn’t mean that will translate into sales.

There’s no denying the power of social media. Social media is a powerful digital tool to increase brand awareness and reach new audiences. No longer you have to merely invite guests out of the blue; you are able to establish a connection with your audience pre-event, during the event, and post event. If a customer feels emotionally connected to a brand, they are more likely to make a purchase and recommend it to their friends and family. In 2017, you should look to create event strategies that involve social media and other engagement methods such as interactivity and immersive experiences. You can also align content marketing efforts with your event, in that post-event you send delegates a digital or print version of the presentation.

Event Technology Gets Big
Mobile apps are becoming increasingly common as a way to encourage guests to interact with your brand and the event. Your event app could have a chat functionality, allowing attendees to converse and discuss the matters raised in the event. Another way to include technology into your event is through augmented reality, or virtual reality. We keep going on about it, but experience will be everything. From musical floor keyboards to interactive mirrors, you can transform your event into an interactive playground. Why would you want to do this? Because the more a person interacts with your brand, the stronger the emotional connection gets. Not only that, technology provides data that can help you improve the event. In fact, the more data you have, the more effectively you’ll be able to prove ROI.

2017 will see emerging trends become the mainstream in the event industry. It’s important you start to consider your 2017 event strategy and how to improve your current efforts. Consumers will be expecting technology as a staple, and personalisation will need to be more prominent from the first invitation to their time at the event. Experience is the keyword and should be centric to your strategy.

To make a real impact in 2017 and offer guests a truly unique experience, check out our bespoke event structures that can be customised to any shape, size and colour to suit your event. Contact your nearest Global Partner or UK HQ for more information and assistance.