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Helpful answers from the Attendease team
February 20, 2019
The new year is well under way, and all of us in the event space are watching out for the new trends that’ll continue to influence our work throughout 2019. So what’s changed, and what can we expect to see going forward? At all ends of the spectrum – from shrinking budgets to investment in advanced technology – there are several trends you should add to your watch list. Here are the five I’m paying attention to this year:
1. Shrinking Budgets
You’d think that, given that the Oxford Economics and Events Industry Council reports that “meetings generated $1,294 of spending per participant,” event and meeting planners would be given budgetary free rein to produce the kinds of events needed to generate these economic returns.
And yet, according to a new survey conducted by Event Manager Blog Editor Julius Solaris and released during his “Event Trends for 2019” educational session at IMEX America in Las Vegas, 55.5% of respondents cited “shrinking budgets” as a concern in 2019 – the highest response rate out of any concern reported.
It could be that shrinking budgets are occurring because events are being asked to compete against the greater number of channels in today’s marketing landscape. Or it could be that organizers haven’t yet succeeded in reporting their ROI or justifying their impact on a company’s bottom line. Regardless, it seems likely that planners will be asked to do more with less in 2019, which makes selecting the right event technology tools even more important than before.
2. Event Personalization
Those event planners facing shrinking budgets won’t want to hear this one, but event personalization is likely to continue impacting meeting and event organization and outcomes in 2019.
For an example of just how extreme event personalization can get, consider the C2 Montréal 2018 event – attended by more than 7,000 participants. Cramer reports that “Between the Conference Blocks, Conference Sessions, and Labs, there were literally 11 different ways for every attendee to experience every hour of the three day event.”
Event personalization extends beyond offering multiple sessions and tracks so that attendees can customize their own experiences. An increasing number of events are adopting non-traditional layouts and session formats as part of their personalization efforts. For an extreme example of these alternatives, take “silent conferences,” which make use of technology so that multiple speakers can present in the same space while attendees toggle between the audio feeds of each according to their own preferences.
3. Adoption of Advanced Technology
While I’m on the subject of technology, it’s worth exploring the explosion of advanced products and systems that have the potential to influence events in 2019 and beyond:
These three forms of advanced technology barely scratch the surface of what I expect we’ll see in the event space in the next few years. I’m keeping an eye on these trends (as well as how practical they actually are), and I recommend you do the same.
4. Events as Experiences
Perhaps in an effort to differentiate themselves from others, meetings and events appear to be taking inspiration from experiences such as movies and music festivals.
As an example, Event shares the emerging idea of “Emotional ‘Un-Themes.’” In an article on event trends for 2019, the team reports that “The rise of un-themes involves focusing the event on an emotion or feeling rather than a tangible concept or idea.” The authors describe an event with a “dream theme,” which combined “different dream stages and elements to create varying atmospheres for the event and allowed greater freedom in the planning stage for color schemes and ideas.”
Or, take the example of Forbes’ 2018 Under 30 event in Boston. Rather than simply introduce a musical act, the event transformed into a fully-fledged music festival, featuring performances from acts like Marshmello and Wiz Khalifa.
Certainly, going to these extremes isn’t appropriate for every meeting, and the scale of each event must be taken into consideration. Think about the personalities of your attendees as well, but don’t be too quick to pigeonhole them into limited sets of experiences. Even the most traditional and buttoned-up of audiences may enjoy elements of experience-building at their events.
5. Going Back to Basics
Having said all that, I’m particularly interested in a trend predicted by the Rapier Group: going back to the basics.
Essentially, the Group reports, it’s fine to go all out if you have the money for all the technological bells and whistles available to planners today. But all the technology in the world won’t make up for failing to get core event principles right. The Group explains, “Don’t overthink things – don’t overestimate what you need to offer to create a great event. If you can get the visitor experience just right – which doesn’t need to include flashy tech and an over-amped budget – and delight delegates at every turn, you’re sure to succeed.”
In particular, the Group calls out “ensuring amazing website functionality, a straightforward ticket ordering process, an effortless journey to and from the venue, a strong WiFi connection, and comfortable networking spaces” as the basics organizers should be concerned with. And although Attendease can’t rig up your venue’s WiFi or arrange car service for your attendees, we can help with the first two basics – effective website and ticketing solutions – on the Rapier Group’s list.
Reach out today to learn more about how Attendease’s complete event management software and automation platform can help you plan an event that ticks these boxes – and more.
How does this list stack up to the list of event planning industry trends I originally put together back in March 2016? I’m pleased to report that, looking back over my predictions, the five trends I identified didn’t just come to fruition – they continue to be relevant to event decision-makers today.
Engagement continues to be a top concern for event planners. In fact, according to Event, 91% of event planners “measure the success of their events on attendee satisfaction” (compared with the 61% who measure according to their specific event objectives and the 60% who determine their results based on staying within budget).
The importance of ROI can’t be diminished, however. No matter how satisfied attendees are, an event can’t be considered successful if it doesn’t produce a positive ROI. This reality is causing continued interest in the hard and soft metrics needed to prove ROI. According to a Successful Meetings survey on the biggest trends and challenges expected to influence meetings in 2019, nearly half of respondents (47%) listed “proving meeting ROI” as a top issue important to planning effective meetings.
Social media is by no means less important now than it was in 2016, but what’s interesting to see is the way its usage continues to evolve within the events and meetings industry. For instance, Crain’s New York reports that “One exciting development is platforms like Instagram are being used to sell and distribute tickets”.
Further technological developments since 2016 have taken virtual and hybrid events from the “new kids on the block” of the events world to standard offerings in many cases. In fact, the Market Research Media website predicts that the virtual event market will grow from “$14B in 2018 to $18B in 2023, with growth rate of 5%,” owing to the “maturity and commoditization of the virtual event marketplace.”
Finally, there’s the demand for data and intelligence capabilities I identified as a 2016 trend. In the Successful Meetings survey cited above, 30% of respondents reported “interpreting data from apps and other technology tools to measure event ROI” as one of the most difficult technology challenges facing 2019. This reflects the continued need for not only data itself, but for the analytics tools needed to interpret it.
The Attendease Marketing module updates make it easier than ever before to fulfill this need by adding analytics and advertising conversion tracking snippets to event marketing campaigns.
To see how other Attendease features can help make 2019 your best year yet, reach out for more information on our event management software and automation platform.
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