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The event world changes quickly. Trends come and go, and sometimes the new sticks around for a while. Here are 3 things that I think will continue to impact the events world in 2013.
Digital Amplification– this will continue to grow. Digital isn’t going away. In fact every yearDigital is going to get bigger and grander within the event world. You have toremember that technology is a means and not an end. You have to be clear as towhat your end goal of the event is before you try to fit technology into it. Once you know your end goal, start making a plan around howyou would like to amplify the message. Is it video, webisodes, social mediaconversations, eBlasts etc. Once you you’re your plan, stick to it. It’s veryeasy to muddle your message at the last minute because you decided to changecourse. Naturally, if something in the plan isn’t working, change it! During the event consider using platforms that will help theaudience amplify their message of their experience. Twitter and Instagram walls, video sharingcapabilities etc. Make it easy for everyone to share via any of their preferredsocial media platforms. Don’t forget that NFC (near field communication) is going toget hot too! Using bracelets, phones and smart devices to help integrate youraudience into your event experience is going to be key. The events world hasalready started to integrate elements of NFC , but expect to see a lot more ofthis. Especially with bounce backs to your audience’s Facebook, Twitter andprofiled accounts.
Connected TargetAudience – Your target audience is connected. No matter who they are…theyhave smart phones, social media accounts and they use them frequently. Thegreat part of that is that you can count on your event to be amplified via youraudience. The bad part is…your event can be amplified by audience’s channels.You have to know that no matter how successful or terrible your event is, yourconnected audience will pass the info on. It’s how you manage it that counts.Make sure you are prepared for all of the channels your audience will use.Create channels for them so that you can help control where, what and when theypost.
Transactions From Events - Brand events are gettingstronger. I think brand managers and brand experience creators can expect tosee more transactions that come from events. The idea of showrooming (going tosee something in-store in person, but purchasing on line) has continued to cometo the event world. People are happy to attend events, happy to experience funand exciting things courtesy of a brand. I think the trend will start to openup and make it “OK” to sell items or allow purchase at events and see a lotmore post event transactions.
I also think that paying for experiences will be a bigger trend this year. Theidea of scarcity, that you are paying for an experience that no one else (or atleast very few people) can partake in will start to take off a little more. Ithink it will be OK to charge for certain events (as long as it fits within thebigger scheme of your marketing plan), and I think you will see that your attendance will not suffer because of it.
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