2020 was an impossible year to predict as events and experiences ground to a halt globally. Pivot became the most overused word in the industry as in-person events went virtual, which continued into 2021 as snap lockdowns and travel restrictions were still a reality.
But as summer rolled in and lockdowns eased, in-person events returned with a bang. For some. As we look at the year ahead, we expect in-person events to continue their recovery, supported by hybrid and virtual across the experience mix. To help prepare you and your brand for the year ahead, here are our top ten event and experience predictions.
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Social and environmental issues will increase in prioritisation
As sustainability and DEI continue to be focal points for event planners, next year we expect to see companies tackle more than just environmental issues, with social and community initiatives taking place.
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Data is no longer dirty
The virtual revolution has given us unprecedented access to data. We now know more than ever about our audiences, enabling brands to personalise experiences to a new level. With audiences strapped for time and expecting a tailored experience, personalisation is no longer optional.
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Content production quality will increase
We know content is king, and that's true now more than ever. With audiences stuck at home, they have become unforgiving of anything that isn't broadcast-quality content. Expectations and what can now be achieved have elevated in a huge way, and we only expect this to continue.
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Use of AR will grow
While VR has already been a bit of an event trend over the last few years, AR is taking over as the most popular technology, mainly because it's more accessible and offers more flexibility in the real world. Audiences are also now more versed in its applications and potential.
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Hybrid is here to stay
Though delivering a ‘true hybrid’ event is still expensive, we expect to see companies continue to experiment with the format. This also means virtual will continue to be a key format, either as part of a hybrid event or as a standalone virtual event.
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We will see ‘play’ incorporated across all sectors
After being restricted for so long, and the lack of opportunities during the pandemic, our desire to play, to try new things and have fun is stronger than ever. From gamification to experiential to new virtual experiences, we'll be seeing brands incorporate play across B2C, B2B and B2E experiences.
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The hub and spoke format will grow in popularity
Hub and spoke consists of a central event, the ‘hub’, where keynotes and other face-to-face programming take place, alongside a number of smaller regional events, the ‘spokes’. The format delivers all the benefits of an in-person event whilst minimising impact and logistical costs.
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H&S protocols will be streamlined
Covid-19 has undoubtedly put sanitary measures at the front of the public's mind. Attendee safety is currently reported as the biggest obstacle to event planning, and we expect this to continue into 2022.
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Experience-led marketing and events will boom
The resurgence of experience-led marketing and events will continue throughout 2022. We will see brands creating more hands-on, multi-sensory experiences, particularly in the B2C market, designed to be amplified across the marketing mix.
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Recognition and reward will be high on the agenda
Having been apart for so long, businesses want to recognise and reward the loyalty and hard work of their staff. Employee engagement and reward will be key to retaining talent and avoiding the big resignation, given the current staff shortages across many sectors.
To uncover what these key trends mean for your brand, what the practical applications look like, and how you can leverage them in your event strategy this year, get in touch.