The world of events is changing at a faster pace than ever. As technological advances continue to transform the fabric of society, it is having an increasingly profound impact on human behaviour as it becomes more integrated into our everyday lives. From the way we communicate to the way we consume information, it is changing the way we interact, and this is inevitably influencing the evolution of exhibitions and conferences.
Humaira Pilkington, Claire Tulloch and Dan Scrimgeour of TEMBO Refresh Consultants, look at the top trends facing exhibition marketers today and how leading event organisers are harnessing these opportunities.
By better understanding the preferences and priorities of their attendees, organisers can deliver more personalised, engaging, and value-driven experiences that better cater to their needs, fulfil their desires and exceed their expectations.
By incorporating cutting edge data-driven solutions and technological innovations into their events, they stand not only to completely disrupt the old operating models, but to transform the nature of the exhibitions business itself.
Immersive experiences
The explosion of virtual events in recent years has meant that organisers have had to get increasingly creative with their event formats to cut through. It is no longer enough to put on a traditional format conference or exhibition and simply adapt it to online. The desire to keep content sticky has resulted in in-event immersive experiences that encourage interaction and two-way engagement on a scale not experienced before. The return of face-to[1]face events post-pandemic hasn’t changed that appetite; visitors are now demanding more engaging experiences. This can present great revenue generating opportunities – in 2023 alone the global VR & AR tech market is expected to reach $142.4 billion. Genuinely engaging experiences can be a great way of sponsors interacting with their target audience in a more meaningful and memorable.
User generated content
User-generated content is a cost-effective and authenticity-embracing method of brand promotion that adds a level of credibility to an organiser’s promotional messaging. It also gives the participants a feeling of ownership. If they feel connected to the event, and can resonate with the content, they will be more invested in the success of it and will want to advocate. It’s a great way of unearthing naturally created brand champions, and we’re seeing more organisers understand and better utilise these micro[1]influencers. Not to mention the power of social proof that will help convert more customers and attendees in the future.
Environmentally sustainable events
Visitors are becoming more aware of their impact on the environment and in turn expecting event organisers to be more explicit about the actions they will take to minimise the environmental impact of the events. This presents marketers with the opportunity to showcase their green credentials and earn the trust of their customers. One of the dangers, however, is to jump on the greenwashing bandwagon or worse still, hide any cost-saving initiatives behind the sustainability label. It’s essential that any sustainability claims in marketing materials have genuine merit and proactively demonstrate how the company’s behaviours will contribute to the net zero drive.
Content as a valuable addition to the value proposition
With many exhibition organisers reviewing their value proposition post-pandemic, there is a noticeable emphasis on the role different types of content User generated content User-generated content is a cost-effective and authenticity-embracing method of brand promotion that adds a level of credibility to an organiser’s promotional messaging. It also gives the participants a feeling of ownership. If they feel connected to the event, and can resonate with the content, they will be more invested in the success of it and will want to advocate. It’s a great way of unearthing naturally created brand champions, and we’re seeing more organisers understand and better utilise these micro[1]influencers. Not to mention the power of social proof that will help convert more customers and attendees in the future.
Harnessing the power of data
The landscape of large-scale events is undergoing a rapid metamorphosis, fuelled largely by innovations in information and communications technology, in particular through the use of data. In this era of digital disruption, event organisers must embrace the changing dynamics of audience group behaviour and leverage emerging technologies to stay ahead of the game.
This accelerating shift is creating vast new opportunities for organisers to harness their data to better inform their strategies, enhance their service offerings, improve their value propositions and in doing so, achieve unprecedented success in this emerging brave new world. If they fail to do so, they could find themselves left in the dust, beholden to the soma of their competitors. Technology has fundamentally reshaped the way in which audiences engage with events, and organisers now have access to a trove of data that can provide a much deeper understanding of audience behaviour.
Social media platforms, mobile devices, and digital experiences have become integral parts of the events ecosystem, and allow organisers to engage their audiences much more meaningfully before, during and after an event. However, far greater change is to come and organisers must embrace the need to keep adapting to more effectively connect with their target audiences and align their services with changing prospects and arising potentials.
TEMBO Refresh offers a broad range of consultancy services that can help event organisers leverage their resources to tap into these emergent potentials.
