by Anna Mazareanu, Event Ambassador
Here it is, the new year has arrived sooner than many of us expected, so now is a more than appropriate time to catch up on the trends to watch in 2018 in terms of event management. In order to remain relevant in the market, it is necessary to constantly improve the attendee experience at organized events and reach out to new target groups, keeping in mind the level of competitiveness.
As in 2016 yes 2017, and for this year we have prepared a list with the most important trends related to the organization of events to keep in mind :)
The year 2017 was certainly an innovative one for the events industry, considering the multitude of trends with a technological twist used in their organization, and this aspect will continue to be the same for 2018. Most of the trends in 2017 focused in particular on the interweaving of reality with virtual elements, an element that has made its definite mark on events. Crowdsourcing has become the norm and venues have moved away from tradition, with events becoming increasingly fluid.
So, in 2018 the events industry is about:
Involving advanced technology
Artificial Intelligence has become part of our everyday life with the help of digital assistants such as Siri or Bixby. By using AI through chatbots, event organizers can more quickly answer attendees' questions through a dedicated event app. It is also obvious that a combination of AI with facial recognition will dramatically change the event industry. Also, with the mix of augmented reality (AR) and virtual reality (VR), attendees can be transported to completely different destinations than the already chosen event location. Organizers can bring in special guests or speakers who are not physically present, but who break the barriers of time and space through VR.
Enhanced experiences through a high level of customization
More and more people value experiences over material things. When it comes to choosing an event to attend, clients are not short of options, but they have started to look more for unique experiences; so the more you personalize the concept for the client, the more successful you will be. Obviously, the core of an event is the intended message; it all depends on the level of engagement with the attendees to ensure the message is delivered.
Non-traditional locations
Providing a unique customer experience starts with choosing the right location. The event also becomes memorable through the special space in which it takes place. For 2018, it would be good to keep the classic designs for conferences or courses and think about a special distribution of seats in the event halls. The new trends also suggest aligning the space with the values and personality of the clients, as well as with what you want to convey through the concept and purpose of the event itself. The techy elements brought into the chosen location provide the right means of customizing the space, so that you can ensure a personalized experience, in a special setting that will have a major impact through its unique look.
Big Data & Crowdshaping
The past year has seen an increasing focus on analyzing and interpreting event management data, as well as crowdshaping - directing customers to specific spaces or experiences within an event in order to influence their overall experience while attending. The first step is to collect the necessary information through questionnaires and specific statistics. The information is then processed through typical Big Data algorithms and transformed into insights and trends. But the difficult part is not analyzing these results, but perhaps more the actual implementation.
Sustainable events
Sustainability has also been an increasingly important trend in the industry. Sponsors and brands are adopting socially responsible practices and implementing them in their events. Corporate social responsibility initiatives help to raise awareness of the effects on the environment and social welfare.
Here are the trends that will help the events industry evolve in 2018.
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