We analyzed events in the Russian and European markets and identified the main trends in event management. To varying degrees, they apply to both business and entertainment events.
- From technology to emotions. Technology undoubtedly makes events more interesting and useful. But today the biggest challenge for any event organizer is to evoke emotions in guests and engage them in an emotional exchange, using technological tools and more.
- Interactivity. The internet has accustomed us to a certain type of behavior. We want events to be dynamic, adapt to our wishes, have several levels, and respond to the situation. Events are becoming interactive. This point is closely connected with the next one.
- Online. Events are changing their usual cycle. The cycle of a modern event is: online communications – offline event – online communications. Events begin online, then reach their climax offline, and participants meet again online. This makes events more effective by increasing participants' level of preparation and strengthening their horizontal connections.
- From “sales” to “communities.” If events used to sell, they now help build a community around a product. Sales then happen through the community's existence.
- The end of rigid formats. We are moving from “ordinary conferences” toward more complex events that respond to specific needs. Events should solve specific company challenges. This gives rise to new formats: business events with interactive elements, working groups, and entertainment blocks.
- Go Green. In practice, this means organizers minimize printed materials and materials containing plastic. Materials can be distributed on a USB drive or disc, or made available for download. This optimizes costs and reduces the impact on the environment.
