7 Dramatic Changes in Marketing Events and How to Prepare for the Future
The marketing events industry is ever-evolving, with dramatic changes happening daily. From virtual events to personalization strategies, there have been several dramatic changes in the world of marketing events. During our 7-minute Sevinar, Julius Solaris, founder of Boldpush and a prominent keynote speaker in the event industry, enlightened us with his insights; here are 7 Dramatic Changes in Marketing Events and How to Prepare for the Future:
1. People expect more from virtual events
Beefing up content for virtual events has become increasingly important. With so many events now being held online, there needs to be an extra effort to make them as engaging and entertaining as possible. Virtual events should offer more than just lectures and presentations – they should also:
- Incorporate interactive activities
- Panels
- Unique experiences
This will create a sense of FOMO, or fear of missing out, encouraging people to attend.
2. Create a sense of urgency to drive on-demand content:
Adding expiration dates to on-demand content can be a great way to create a feeling of scarcity and encourage people to take action. This strategy can drive engagement and ensure that customers don’t miss out on the content. By adding a time limit to the content, customers know that they need to take action, or they may miss out on it. Thus expiration dates can help to create a sense of exclusivity, as customers know that the content will not be available to them for much longer.
3. A preference for flexible attendance:
According to Julius’s LinkedIn post, flexible attendance is becoming a must. Offering a hybrid event that can be attended in person, online, or on-demand is the best way to cater to all types of attendees. This will also make it easier for people to decide to attend the event since they have the option to attend however they please.
4. Last-minute rush:
For many event marketers, the two weeks leading up to an event can be filled with a flurry of activities. With the rise of FOMO (fear of missing out) and YOLO (you only live once) attitudes, your event may see a flood of registrations in the last few days before the event. This can cause a lot of stress as event marketers scramble to make sure all the details are in place for the event. Here are a few tips to help you prepare for the last-minute rush:
- Make sure your registration process is streamlined and secure.
- Make sure your website and registration forms can handle the influx of traffic.
- Have a plan in place for how you will handle the excess registrations.
- Utilize social media to help spread the word about the event. Encourage attendees to share their excitement and invite their friends.
5. Early birds expect to be rewarded
Early birds are more likely to have faith in your event and be willing to invest in it financially. To ensure their loyalty and investment, it’s important to reward them as much as possible. Here are a few tips from CVENT to encourage early birds to sign up:
- Big discounts
- Freebies
- VIP treatment
- Access to exclusive content
Doing this will show that you value their commitment and trust and will encourage others to join in on the event.
6. A need to restructure events:
Event organizers should consider new schedules for their events. Many events have started incorporating shorter sessions, creative sessions, and collaboration into their programs. These changes help to make the event product more engaging and entertaining.
7. Mobile-first event tech:
According to GES, Mobile-first must be the primary focus when it comes to event technology and apps. With more people using their mobile devices to access information and engage with events, making sure the experience is optimized for mobile is essential. These changes in the marketing landscape have created a new set of challenges for event organizers.
Bottomline
Event marketing is constantly changing and evolving, but with the right strategies and tools, you can stay ahead of the curve and ensure your event is a success.
Did you know?
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