The event trends that will shape you this year
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What event trends should you be keeping an eye on next year? What new marketing or technology innovation will impact your job the most? Do you already have a clear idea about the key event trends, opportunities and challenges that will affect your business?
We asked everyone the same question: What one trend, challenge or opportunity are you predicting will impact the events industry most in 2017?
1. Liz King, CEO, Liz King Events and TechsyTalk – Event goes live streaming
“One of the big trends we’re going to see a lot in 2017 is live streaming for events.
While live streaming has been possible for many years, the new Facebook LIVE and Instagram LIVE videos allows event organisers to create great content in a more accessible way. Live video is challenging for many events, but it presents many possibilities.
The key is to design a live stream experience that drives interest in face-to-face attendance and to capture your event in unique ways. Think 360 video or photos, time lapse and drones. These possibilities for photo and video at events is unparalleled and will really help planners create a more awesome experience for their attendees and sponsors!”
2. Alistair Turner, President, ILEA UK Chapter and Managing Director, EIGHT PR & Marketing – Experiential Event
“One of the main trends for 2017 will be the growing dominance of event production and experience production agencies. We’re seeing a raft of dynamic and exciting new agencies entering the market, winning business and working with amazing brands that value what this industry does best; create amazing experiences.
Look out for some of the younger agencies, they are doing great work and are going to grow regardless of how tough the trading environment gets.”
3. Alan Newton, Co-Founder and COO, Eventopedia
“We see Personalisation & Customisation increasing through the broader use of technology and – specifically – data. There has been an explosion in event technology in the last 2-3 years with the value of event tech estimated to be worth £28bn with over 300 companies in the US alone.
Planners are looking at how technology can solve problems across the life-cycle of events, with a number of different pain points requiring a bespoke tailored solution. Many technologies have the capability to collect data at different points in the planner, supplier and customer journeys, which can provide increasingly important insight and analytics to improve the efficiency & value of events for a whole range of stakeholders.
We are seeing some exciting developments in terms of technology broadly and we’re only on the precipice of how such innovations can be adapted for the events industry. There are some very exciting developments ahead and Personalisation & Customisation are going to be key drivers for product development.”
4. Lisa Vecchio, Head of Marketing, Givergy – VR will impact Event
“We definitely can anticipate that VR will play a big role in events in 2017. As more experiential events take place, it’s only natural to see it introduced to help them stand out and offer something different. In fundraising in particular, galas are moving further away from live auctions to interactive fundraising technology which demonstrates that technology will continue to be the way forward.”
5. Marino Fresch, Marketing Director, Eventbrite UK & Ireland – Data Science to support Event especially entertainment show
“In 2017, a big trend that we’ll see continue to impact the industry is the importance of, and reliance on, data.
In fact ticket selling has partly become data science – at least if you want to sell out your events efficiently. It is our job to make sure organizers don’t have to become data scientists to reap the benefits of big data.
Analysing data and acting on it can improve the overall event experience, help organisers focus their marketing spend, and ultimately boost ticket sales. It can make a real difference to any events business. And we allow all this in real time and on the go. You could even monitor how many people have checked into your event on your smart watch, if that’s your thing.”
6. Mike Piddock, CEO, Glisser – Technology event
“The use of technology to support events really exploded in 2016 – it underpins so much of what we do now. Just take two of the fastest growing companies in the world – Uber and AirBnB – disrupting transportation and accommodation, which are both critical elements of the events industry.
So for me the next big thing is integration of different technologies. We’re seeing this starting to happen – we’re already integrating Glisser into other event apps for clients – as event planners want a more seamless experience for their delegates.
After this, the next stage is integration of the data that all these technologies are creating – making it more manageable, digestible, and actionable.”
By Mark Walker – Head of Content for Eventbrite UK and Ireland.
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