EVENT TRENDS OF THE FUTURE: WHAT 2021 WILL BRING
Event producers were forced to pivot quickly in 2020, and solutions were found quickly. Thanks to the hard-working camaraderie that comes from hectic times, a shared ingenuity kept our industry afloat and offered a brand new perspective for what events could feel, look, and be like. So as this rollercoaster of a year finally comes to a close, the experts at Wizard Studios wanted to share their insight as to what everyone in the events industry should look out for in 2021 and beyond.
The Future is Virtual
You probably saw this one coming, but our experts have no doubt that the future of events is going to remain virtual. Simply put, virtual and hybrid events were a life-saver this year for companies around the world, and as event producers and attendees get more accustomed to this new medium, it’s only going to find its way more into our day-to-day lives. Did you know that a recent PCMA study found that 76% of planners said that they plan on going and staying virtual for 2020 and beyond? Trust us when we say that you’re not alone. Our entire industry is keeping a foot in the virtual world.
That being said, we feel it’s important to note that an event’s technology will become the new venue. This translates to businesses investing in the best technology available to better host an enormous global audience and expand their reach. And just like we’ve already experienced in 2020, large-scale digital gatherings will only become more polished, more engaging, and more necessary for events moving forward.
Marketing & Planning Will Be More Intertwined
As we continue to walk down the path to more virtual and hybrid events, the worlds of marketing and event planning are going to get more connected. Event planners are growing in their competencies and knowledge of digital marketing and platforms, and marketers are reciprocating that by getting involved in the event planning process and technology used. We have confidence that this trend will only continue for 2021 and beyond.
Truly stellar strategic marketing and planning can come together around one big idea: cutting-edge event technology. New platforms are being developed to take digital and hybrid events into a virtual reality and digitally engaged world, and the best event platforms are the ones that are already combining event management, insights, attendee participation, and sales and marketing. As these become normal in our industry, these technologies will only get better and the realms of planning and marketing will only become more strategic.
For In-Person Events, Technology Will Focus on Safety
In-person events are not extinct by any means, but the technology utilized at these events will be catered to ensure every speaker, participant, and attendee feels safe at all times.
For example, how can technology ensure participants are staying six feet apart? Northstar Meetings Group at the Reconvening for Recovery: Live Event, held this past October at the Mohegan Sun Resort and Casino in Mystic Country, Connecticut used physical-distancing wristbands for every attendee at the event. Created by PC/Nametag, these unobtrusive wristbands gave the attendee a small buzz when two wristbands were closer than six feet and offered a gentle reminder for everyone to keep a safe distance.
Reconvening for Recovery also made sure to keep records of every wristband interaction which could be used to contract tracing if anyone tested positive after the event came to a close.
Similarly, venues and destinations for in-person events will be more closely watched and more strategically truncated. Our experts feel confident saying that groups will likely stick to domestic destinations with fewer participants and fewer group activities. Additionally, any in-person gathering will necessitate a digital element so that participants that don’t feel entirely safe flying or meeting in a group can still be a part of the event.
As we look towards 2021, the experts at Wizard Studios know for certain that virtual events will be something that will be around for a while. Technologies will continue to improve, and until our world can get this virus under control, we strongly suggest amplifying engagement in the digital world. If you’re hoping to get started on transforming your event into an unmatched virtual one, contact the digital event pros at Wizard Studios today!