By Samantha Stallard, Director of Marketing & Business Development
The most useful advice for event marketers is to simply plan for the unexpected. No matter how many events you have under your belt, how money thousands of guests you've managed, or how many years you've been in the business, no two events are exactly the same. This business demands patience, resilience, and quick thinking at all times -- and that's just to survive. Innovation? That requires even more of a marketer...
Every year comes with a new crop of event trends. From DIY food bars, to photo booths, to constant personalization, there is always a hot development everyone is scrambling to incorporate into their experiences. Here are the biggest event trends we're predicting for 2019 -- we'll check back in in December to confirm if we were correct!
Social media promotion
While email promotion and word of mouth still play an important role in marketing your event, planners in 2019 must also craft promotion content specific for social media, especially Instagram and Facebook. On these platforms, the more users that interact with your event information, the more places the post will appear, resulting in increased engagement and ultimately attendees!
Events that don't offer cashless payment technology are losing money, point blank. Event guests will skip a purchase if the line is too long, they didn't bring cash, or the experience isn't seamless. Use mobile payments like Apple Pay or RFID wristbands so attendees can buy quickly and easily.
Event management platform Bizzabo surveyed more than 1,000 brand marketers for its Event Marketing 2019: Benchmarks and Trends Report, and it found that 41% of them considered event marketing to be their top marketing channel—up 32% year-over-year and ahead of content marketing (27%), email marketing (14%) and social media (6%). However, bigger budgets don't mean bigger events...
With those bigger budgets, brands are focusing on increasing the number of events they put on and investing more money into the experience for their guests. Instead of hosting a music festival for 5,000 people, there might be an intimate, acoustic performance for 100. Small-scale experiences mean big business as brands can charge a higher price for admittance and foster a once-in-a-lifetime feeling for their lucky guests.
In 2018 we saw the swift demise of the plastic straw, proving just how important environmental sustainability is as a social issue. Choose a facility that is LEED-certified, which means the venue adheres to standards that make it energy efficient, and invest in green alternatives such as recycled drinkware and compost stations. Trash cans overflowing with plastic will leave a bad impression with both your guests and your sponsors.
event marketing software
Lucky for us, advances in analytics and measurement technology have enabled brands to more accurately and seamlessly determine the value of live events to their businesses by integrating event management software with other tools used in their organizations. Bizzabo found that 85% of respondents believe live events played a major role in their companies successfully meeting their business goals, and 77% believe events will be increasingly important to the success of their brands in the coming years.