The event sector is visibly gaining strength. While hybrid events have become the norm, increasingly exciting and creative solutions are emerging as technology advances. Online streaming is no longer a novelty; it is now a staple part of the marketing toolkit. It’s time to explore new horizons. Over the past year, several events have combined live experiences with those held in the Metaverse. Let’s take a look at what to watch for this year!
What new trends should we expect?
VR/AR, Metaverse, and their counterparts
Just like the entire marketing industry, the field of event planning and its tools are constantly expanding and evolving. One of the most significant innovations is the application of virtual and augmented reality (VR/AR). According to a PwC study, the use of VR and AR technologies has increased participant engagement and interaction at events by 15%.
As we mentioned in a previous post, this area still holds plenty of potential. It is worth preparing for solutions such as virtual press conferences, exhibitions, or even concerts. For example, the battle royale game Fortnite hosted a virtual concert featuring a renowned DJ for its players back in 2019.
Source: Spatial
Another well-established and user-friendly platform is Spatial. This platform can be used to create exhibition spaces that can accompany live events. The BOSS brand adopted this approach by planning a 3D showroom on Spatial for the Metaverse Fashion Week in 2023, alongside a live event in Miami. Daniel Grieder, CEO of HUGO BOSS, stated in a joint press release with Spatial that they view the rapidly evolving digital space as a flourishing opportunity, perfectly complementing their omnichannel sales strategy.
Targeting and Personalization
Targeting has perhaps never been more critical in events. Precisely defining the goal and associating it with the relevant target audience is a crucial step. Depending on the event, it’s worth posting content during the pre-communication phase that not only reaches but also resonates with the audience, creating a “I want to be there” feeling. Following this, another key aspect is the event venue’s decoration. Naturally, this depends on the event, but in general, the style of communication should match the event’s atmosphere. If considerable effort is put into designing an impressive invitation or content series, the venue should be equally high-quality. This can create a strong emotional bond with the attendees, positively impacting the brand’s reputation and success in the long term.
Sustainability
Speaking of quality and decoration, we must mention sustainability and social responsibility, which are no longer just passing trends. They are increasingly becoming fundamental elements and expectations for successful event planning. Imagine reusable decorations, zero-waste catering, and green-certified venues. It’s not just about fashion; the goal is to achieve a positive impact.
Is it worth hosting offline events?
Our experience, along with feedback from our clients, indicates that despite modern tools, people still crave and enjoy in-person meetings. In-person meetings have their own charm, especially in the B2B sector. According to a SpotMe article, 88% of event organizers believe that attendees primarily attend events for networking opportunities.
In summary, this year’s event experiences and trends show that combining live events with digital tools is the way forward. With new technologies and data-driven approaches, we can organize even more effective and memorable events.
