Industry predictions that should be on every event planner’s radar.
It’s hard to believe 2019 is over. It was a year filled with the creation of many memorable experiences and I look forward to crafting more with our partners in the upcoming year. As we welcome 2020, here’s four experiential marketing trends to look out for:
1. Advocacy & Sustainability. Although not trends, more than ever there is an expectation from attendees for brands to be on board with social and environmental initiatives. Moving forward there will be a shift in the way events are executed and sustainability will to be part of the experience. Be it reusable water bottles in gift bags, vegetarian meals, collecting name badge holders or tree planting at a conference.
As an event planner, ecotravel destinations and accommodations will be a guiding factor in our planning decisions. JGK is also fortunate to collaborate with companies and friends who have also made sustainability part of their brand mandate. Have a peak at what Ford Motor Company of Canada and Enviro Dad are up to.
2.The Extended Brand Experience & Connection to Nature. In this time-pressed digital world, ‘stayable’ experiences will be an avenue even more event planners go down. At JGK, we do a lot of multi-day event experiences because it’s a fantastic way for attendees to connect with the brand over more than a few hours. Combine an overnight stay with multiple brand touch points in conjunction with an opportunity to reconnect with nature and you’ve fully engaged the hearts and minds of attendees.
Here’s attendees connecting with nature at one of our Ford Motor Company of Canada events. Special thanks to Descente Malbaie for the outdoor adventure and Pinpoint National Photography.
3.It’s all about the tech. As technology becomes even more sophisticated it changes the landscape of event marketing from sensory experiences to backend analytics. What I find exciting is the growing integration of Augmented Reality (AR) and Virtual Reality (VR) into events because both are relatively ‘new’ technology tools for event planners. Their use offers a truly unique immersive experience.
4.The Power of Video. Video is a trend that’s here to stay. Not only does video visually enhance a brand’s story before, after and during an event it organically engages participants in the storytelling when they upload content to their social media channels. For a more in depth look at this trend, check out my previous post 5 Reasons Why You Should Use Video at Events.
I look forward to the evolution of these trends as the upcoming year unfolds. On behalf of JGK Integrated Solutions, we’d like to wish you and your family a Happy New Year filled with many memorable experiences.