The sector of meetings and events is constantly evolving, with innovations and progress within the industry. It is important for event managers to keep updated about the latest trends. Events are, thankfully, no longer just detached from the marketing and communication strategy. I like to share 12 trends with you. TREND # 1: PERSONALIZE Personalizing in different areas: both in communication. Do not send reminder e-mail to registered participants. Send specific content to your participants based on the links they have clicked. Create a specific #hashtag, process the logo down to the smallest details, make it something exclusive. Make a program so that there is something for everyone. That participants can choose from a program and the event is organized in this way as it were 'tailor-made'. TREND # 2: ZERO WASTE This theme becomes even more important. Limiting waste, using reusable material, combating food waste. Sustainable events become the rule. With the Service Provision in 2021, all disposable plastic will be banned (plastic straws, cutlery, plates, balloon sticks, stirring sticks), customers / companies proactively ask not to use plastic cups for example. As a location or caterer you can respond to this pro-actively. TREND # 3: FESTIVALIZE Festivals are 'hot' and traditional congresses are boring. Add them together and you have a new concept. Participants only want to follow the part that they are interested in, a freedom to choose your own program is important. In this way, participants are much more relaxed and keep their attention. This is partly due to a new generation (generation Z) on the labor market and the changing need. TREND # 4: BLEISURE We are already flooded with information and data 24/7, we are constantly online. A new trend is the combination of Business & Pleasure. Long speeches are shortened and combined with activities in the audience. There is a mix of doing business, sharing information, entertainment. It's about Human-to-Human, about people. People also (and especially) come to your event to network. Foresee some time to network at ease. Create settings in a personal way to meet each other, a campfire, interactive kitchen tables of mini theaters.
TREND # 5: LIVE LAB A live lab is a specific space in which participants can work together on specific issues. This innovation element can be seen as a kind of mini-hackathon. Why not join forces at events such as congresses and trade shows? TREND # 6: FACE RECOGNITION Facial recognition (Facial recognition) has been used more often at events in the past year. The technology helps to limit long queues. This technology is certainly welcome for large events such as trade fairs or conferences. And it also brings safety to a higher level.
TREND # 7: VOICE TECHNOLOGY The voice technology is growing considerably and can also be implemented in events. With a chatbot or a voice assistant you give the event an extra dimension. TREND # 8: LINKEDIN EVENTS We look forward to seeing this functionality again. Thanks to this network tool you can connect in advance with participants attending the event. Networks before, during and after the event, a powerful combination of online & live communication.
TREND # 9 INFLUENCER MARKETING Which of your participants are 'those die hard' fans and can you use it as your ambassador? Which influencer fits your brand, the story you want to tell, the values of the company and can be used to promote your event? It doesn't have to be the big influencers, a micro-influencer with a higher commitment and real interest in your event is more valuable.
TREND # 10: BRAIN PAUSE People are more aware of life and participants are tired of "marathon" events. It is important to provide for "brain breaks". Participants want time and space to get a breath of fresh air, to reflect, to relax. A meditation moment, a creative workshop, sporting activities, massage, wellness, ... become important parts of your event and contribute to a better resistance, less stress, more mindfulness. Spaces where you can chill quietly are important to flee from persistent stimuli. TREND # 11 CATERING In terms of catering, there is a demand for healthy, organic food. Catering companies must take into account various food intolerances and allergies and meanwhile offer vegetarian & vegan dishes. This way every participant is satisfied. There is a tendency to drink less alcohol and to request more non-alcoholic beer or non-alcoholic aperitifs. Something for everyone, also when it comes to food and drink. TREND # 12 WIFI Fast and reliable Wifi is the norm. Also the possibility to easily charge your mobile or laptop. Furniture is more provided with a power point so that your guest does not have to look for a charging point.
Short summary of 12 Trends to integrate in your following events: TREND # 1: PERSONALIZE TREND # 2: ZERO WASTE TREND # 3: FESTIVALIZE TREND # 4: BLEISURE TREND # 5: LIVE LAB TREND # 6: FACE RECOGNITION TREND # 7: VOICE TECHNOLOGY TREND # 8: LINKEDIN EVENTS TREND # 9 INFLUENCER MARKETING TREND # 10: BRAIN PAUSE TREND # 11 CATERING TREND # 12: WIFI * * * * * * * * * *
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