What's happening in the event industry market
The first thing to note is that the event management market is growing. According to Adindex research, 52% of respondents noted an increase in expenses; this year the share of such respondents has increased to 65%. The growth trend of marketing budgets has intensified this year (data for 2018)
24% (almost a quarter) of respondents in both this and the previous survey said their advertising budgets remained unchanged. Thus, the increase in the share of those who increased expenses occurred at the expense of a fall in the share of those who cut them.
At the same time, the event customer is looking more and more for ideas and less and less for a rescue team or a group of obedient guys without the right to vote. Event organization is increasingly becoming an intellectual and creative service rather than a logistical one.
The caveat is that in most casesevent organization- this is not a search for pure creativity, but a search for someone who understands you, a search for expertise.
Without such expertise, a deep understanding of this narrow market area (automotive, construction, gaming, IT), there is no point in even starting to propose your own super-ideas. Micro-niche, segment - the new fashion of event marketing. knowledge of a specific consumer segment, their communication environment, their insight.
Organization of events. What is required now?
The time comes not “I have a brilliant idea”, but “I know about your pain and I know what exactly to offer you.” The winners will be those who know the end consumers of our Clients better than the Clients themselves and will be able to tell something new about them.
The future lies in integrated solutions and integrated campaigns. To develop one, you need the participation of a whole group of specialists in different areas. From lighting specialist and director to digital manager. Closing all parts of a complex project without involving a large team is becoming increasingly less realistic. Collecting all the specialties inside is economically unlikely.
Visualization in event organization
An important trend in the event industry in 2018 is the focus on the visual component of content. Multiple studies have shown that a person is more likely to interact with content if it has appropriate visual design.
People are primarily focused on the visual channel. We “eat with our eyes”, travel with our eyes, fall in love with our eyes. Therefore, it is logical that our future will become visual. Aevents- this is one of the ways to communicate between the brand and the world.
If earlier the methods of communication followed rather parallel paths, now, if desired, these different monologues can be combined into one dialogue. And the set of messages should be the same everywhere - both in the mobile application and by touch at the event. This is how hybrid events are created (https://newandwow.ru/Hybrid-events)
Another important trend is the movement from “head down” technologies to “head up” technologies. AR, VR, 360, mobile applications - all this in itself does not create a new experience for the participant; an event concept is needed (https://newandwow.ru/Digital-agency )
