After the double whammy of 2020 followed by 2021, expectations for this year are high among planners. Rapid developments in tech and digital, have ushered in a golden age for event innovation. There’s also a renewed focus on what matters most – our planet and human beings.
Lemon Lane is looking to the (very welcome) horizon, to find out what are the biggest trends event planners can expect from the following year?
PEOPLE, PLANET, PURPOSE.
As brands pledge a greater focus on sustainability, in addition to diversity and inclusion, their events will be expected to make good on these promises too. As Gen Z increasingly occupies the event space, their focus on social activism and climate awareness will continue to have an impact on everything from logistics through to content.
Staying true to sustainability goals, such as having a plant-based menu, eliminating plastics and using recyclable build materials, will be viewed favourably. They will also increase attendee satisfaction, as the feel good factor of helping the planet, pays off. The key will also be the accurate measurement of the carbon footprint leading to carbon offset programs and a continuous improvement loop; an element that Lemon Lane is investing in heavily.
Speakers, themes, and set up will be expected to reflect the needs of a wide range of attendees, as well as current events in the wider world. Content will need to speak to ideas around social inclusion, and social media campaigns and activations should offer opportunities to build communities and spaces to share common values. Content will need to shift away from just business updates, focusing on education and training, as well as having a strong purpose.
Events, and brands, that authentically embody these values, will be most popular with audiences and leave a strong legacy that continues to make an impact after the event ends.
TIME AND PLACE ARE LIMITLESS
One of the biggest bugbears for planners running virtual events is the promise – but lack of delivery – for global reach. Although delegates in the same, or close by, time zones are able to overcome many other joining barriers, brands have sometimes struggled to entice those further afield.
However, with the shift to more flexible working models, there is no longer an ideal day and time to host an event. The demand for digital, ‘always-on’ content and smaller, bite-sized experiences is on the rise. Employees and customers will also expect to network at their convenience, which will eliminate the need to capture attention for the entirety of an event.
With the dawn of the asynchronous event, brands have the option to spread live events out across different times while also delivering some on-demand content. But in-person, hybrid and fully digital can all benefit from the flexibility asynchronous content offers. Planners should start experimenting with this format by offering attendees in different time zones dedicated live content for example, and start thinking of events as an evergreen and evolving solution.
LESS IS MORE
Before the pandemic (remember those days??), the big annual event was commonplace. Waiting all year for a large event, which may need to pivot to virtual due to restrictions, doesn’t seem as attractive anymore. 2021’s trend towards more frequent and smaller virtual events throughout the year, covering a range of different topics, is set to continue.
Attendees will expect a truly exceptional experience to tempt them to live, for reasons ranging from cost to climate change. Smaller and more regular events, will allow brands to organise more quickly, therefore responding promptly to business needs and consumer trends. More frequent and intimate virtual events increase brand awareness, help companies keep in touch, and provide the most up-to-date content.
This quality over quantity approach will thrive in a landscape where technology is improving all the time, fallback options for live are still required, and brands want to capitalise on regular touchpoints with employees and customers.
MEANINGFUL EXPERIENCES
There has been a huge shift towards employee wellbeing, as well as a greater need to prove that attending a live event is a valuable use of time, especially with coronavirus continuing to loom over us. These factors will only grow in importance, as conversations around mental and physical health continue to open up a dialogue around work life balance.
Events will need to reflect this trend in providing care for delegates which goes beyond Covid safety and physical health, thinking more about comfort and emotional wellbeing. They will also need to become more meaningful to encourage people to show up in person, especially if a digital option is available instead.
Most people who choose to attend live will be motivated by face to face interaction. The thrill of seeing industry friends in the flesh, as well as experiencing powerful content live, will be the twin pillars of a meaningful live experience. Luckily, recent innovations in tech means achieving these meaningful and engaging experiences, virtually or live, are getting easier.
ALL EYES ON TECH
From facial recognition to sophisticated event apps, there have been some extraordinary tech advancements in the last 22 months. One of the most interesting accelerations is that event tech can now use machine learning and AI, not just clever algorithms. Machine learning has a constantly evolving understanding of attendee behaviour. It can do things like recommend content that is popular with that person’s network or aligns with their interests.
Tracking these types of metrics means events can be continually adjusted and improved to drive engagement. These insights will be the main ingredient for keeping audiences interested and entertained. And in addition to event tracking, the latest emerging tech offers better opportunities than ever to integrate with CRM systems and Marketing Automation tools, so that planners can harness events as one point in a larger marketing journey.
The impact of the metaverse on the event landscape is also one to watch. It’s already changing audience expectations, especially among Gen Z and Millennials. This group will dominate the workforce of the near future, and will expect more exploration and interaction from events. Some experts are predicting the end of webinars, which will be replaced with live-streamed VR entertainment and Oculus Rift parties. Planners should remember that offering an immersive online experience and venue might be suitable in some cases, but won’t work for all event types.
HYBRID COMES INTO ITS OWN
We all know by now that hybrid events offer a whole host of benefits, including increased reach, enhanced ROI and, potentially, a lower carbon footprint too. In 2021, Bizzabo reported that 97% of respondents expect to see more hybrid events going forward, and a study by MPI found that 70% of respondents feel that hybrid events will be important to the future of the events industry.
But hybrid events will need to up their game in 2022. Better networking opportunities for both live and virtual audiences, enhanced experiences, increased sponsor engagement and richer data should be prioritised. Blended hybrid experiences, where audience members can freely move between in-person or virtual engagement using devices, regardless of their physical location, are the next stage for hybrid.
We already know it’s not about servicing two separate audiences, but now it will become more about merging two types of technologies. There’s also multi-hub hybrid events to consider, where groups of participants attend in different locations both virtually and in-person. These will really start to come into their own as a viable option for planners this year.
Finally...
No matter what 2022 has in store, here at Lemon Lane we look forward to embracing all of these changes, in order to deliver the most creative, sustainable and thoughtful experiences possible.
We are Lemon Lane.
