Event trends to disrupt and shape 2019

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As we come to the end of the calendar year, we notice a distinct trend of brands seeking experiential marketing to deliver a better brand experience for their customers as well as their employees. While still in a relatively nascent stage in India, experiential marketing has been deemed to be future of events by several multinational brands such as Samsung and Jeep. Several start-ups are also looking to grab a slice of the pie with experiential marketing being a major aspect they considered. We’re sure that experiential marketing will only reach newer height so we’d like to take this opportunity to discuss some of the key event trends that would define 2019.

Facial and Biometric Registrations
These features have already made their way into our lives through our smartphones and it’s a great way to ascertain the identity of your employees. However, strong security measures need to be in place to prevent personal data theft, a key concern in the industry. Which leads us to our next point…

Amplify security
Technology is advancing at such a rapid pace, it’s almost alarming. While AI, ML and IoT have been in the spotlight, mindfulness regarding security is even more crucial. During events, if connected devices aren’t adequately secured, hackers could easily gain access to entire databases filled with personal information. Providing safety certifications could help attendees feel more comfortable with the information they share.

Capture imagination with VR and AR
From time travel to seeing a building being built in seconds where you point your camera, Virtual Reality and Augmented Reality can help deliver an immersive experience to capture that child-like imagination. Using VR to showcase how products currently being developed would impact future lives can create a sense of hype and anticipation.

Sustainability
When it comes to the event industry, plenty of décor elements, furniture and printing tends to be discarded immediately after the show. With an increase in consumer awareness regarding eco-friendly products and processes, it’s only a matter of time before corporates are questioned about their ecological footprint at events as well. In 2019, we predict that sustainability in events will grow and may possibly be replaced with more tech-based solutions that are reusable. For e.g. incorporating a digital registration process through RFIDs would improve accuracy as well as save paper.

Small-scale influencer marketing
While big name celebrities usually capture the attention of the media, smaller influencers – especially on social media – tend to have a greater influence on their community. With social media becoming the new norm – smaller influencers (for e.g. meme accounts and humour-based pages) – have a relatively large following, but more importantly, they are more likely to personally engage with their audience (sometimes even on a 1-to-1 basis).

Banking on local experiences
“When in Rome, do as the Romans do”. Creating a successful event means delivering an amazing attendee experience. When it comes to hosting an event outside the conventional locations, consider curating the agenda to include local performances, cuisine, etc. If executed well, it can be one of the most unique and memorable experiences for your attendees. For e.g. For companies based in major cities across India, choosing a less renowned destination such as the seven-sister states where you can showcase the culture, cuisine and unique traditions can deliver a new and exciting experience for attendees.

While most of these trends are likely to see large growth in the New Year, successful planning, well-coordinated execution and curation of an end-to-end experience are quintessential to the success of the event. With a strong record of success across multiple industries, brands are looking to experiential marketing companies to help deliver a remarkable experience that would create a profound impact for their target audience.

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