Over the past few years, more and more brands have turned to event marketing. One of the premier event marketing companies is Agency EA. In their “2019 Experiential Marketing Trend Report”, Agency EA features findings and insights from their research and a variety of experts in the field.
Brands are leveraging cities’ individuality by infusing local talent, cuisine and characteristics into events. This promotes originality, differentiating brands from their competition, while supporting local communities — encouraging community buy-in. It also cuts costs, promotes sustainability, and lets out-of-town attendees experience the local city.
- KEEN TO BE GREEN
Sustainability isn’t just a box to be checked anymore. Brands are weaving sustainability into the very fabric of events, as a response to both audience demand and the brand’s values. Ditching plastic bottles and straws, using recycled materials in fabrication, and building menus lighter on the meats — brands are shifting from eco-friendly to eco-advocates.
- ALL ATTENDEES WELCOME
Events are shifting to cater to and better represent a broader audience. This manifests as more diverse speaker line-ups and family rooms with on-site child and pet care. Brands are providing meditation and prayer rooms, switching to gender neutral bathrooms, and serving menus that recognize a wide variety of dietary restrictions.
- IT’S NOT PERSONAL, IT’S HYPER-PERSONAL
The loneliest place to be can be in a sea of strangers. Oftentimes, attendees are flying solo at events and can feel disconnected from the brand, the message and other attendees. Personalization is key for making attendees feel comfortable and a part of the event.
- BIG DATA, BIG RESULTS
Teams have shifted the mindset from being “event planners” to being “experiential marketers.” But now they’re going a step further. Instead of analyzing the data of one standalone event, marketers are comparing the performance from event to event and year over year.