January is a month for looking to the future — far-off trends, five-year predictions, and long-term roadmaps. February is a month for action.
That’s why, in this month’s content roundup, you’ll glimpse the near future of events. Find out how venues are owning their brands, machine learning is becoming mainstream, and experiential marketing is taking over. Read how trade shows are adapting into the future. And learn the latest trends in event decor. This is the future that you can put into action today.
Venues take charge of customer experience
“Arenas and brands need to center their marketing strategies on the components of an exceptional customer experience.”
Arenas aren’t just empty vessels waiting for an event to fill them up. They have their own ecosystems, infrastructures, and brands. Those brands don’t stop at the name.
In Forbes, a profile of the Wells Fargo Center in Philadelphia tells a story of how big venues focus on fan experience. Through multiple channels and talented teams, arenas ensure that every guest gets a prime experience, whether it’s their 1st or 400th time at the site. You’ll learn how to take the fan experience seriously at your events.
Machine learning finds its place
“We’re in the midst of a shift that is subtle, yet universal, affecting all facets of how businesses operate and how audiences make choices.”
Artificial intelligence is a catchphrase across industries these days, but how does it specifically apply to the events world? It’s not just about robots serving you hors d’oeuvres. A specific subset of AI, machine learning, can help event creators and marketers streamline and automate routine tasks and get more out of their data.
For instance, a machine-learning algorithm can better predict how many attendees will show up, and how much of each supply or product the event will need. This is one basic application, but the possibilities are profound. Adweek delves into the future of machine learning for events.
Experiential marketing gains traction
“Every event is an experiential activation and in case you hadn’t noticed, if you’re an eventprof, you’re already doing it.”
Traditional advertising is dying. Even as digital advertising picks up where it leaves off, ads are no longer the main way to reach potential customers. In the wake of ads, experiential marketing is picking up speed.
The good news is, if you’re creating events, you’re already doing experiential marketing. But are you doing it well? EventMB breaks down why experiential marketing is important to brands, what the main challenges are, and how you can surmount them.
Trade show innovation is on the rise
“The bar will only continue to rise and the stakes are getting even higher in this nearly $13 billion industry.”
How is the trade show world evolving amidst all the latest technology and event trends? Trade Show News Network highlights the trends on the rise in this business event niche in 2018.
Immersive, contextual designs for booths are replacing the old billboard-style setups. Advances in LED technology are making high-resolution digital displays easier anywhere. And events themselves are getting more interactive and experiential. “Portable activations” such as trade show pop-ups are bringing brands to potential customers, instead of the other way around.
Events are looking sharp
“Our favorite design themes slated to make considerable headway in 2018––and how to incorporate them into your event.”
Machine learning, data gathering, experiential events… these things are all well and good. But another angle event creators need to stay on top of? Actual event design.
Meetings Imagined consulted with the Pantone Color Institute and the executive director of the International Home + Housewares Show. These experts downloaded the latest in event decor and visual trends. We’re starting to see more geometric patterns, math-inspired designs, and “tech colors.” For visual examples and more details, read this piece.
These are just a few trends shaping the near future of the events industry. For a concise snapshot of how the events industry is evolving in 2018, check out this report.
