Navigating The Future Of Events With A Special Event Management Agency

Special event marketing is an excellent way to build brand awareness, educate first time and repeat consumers, and even generate data with leads for individuals interested in a particular product or service.  The event marketing industry has evolved especially during the Covid-19 pandemic to include new event mobile apps, social media and other technologies to transform how consumers interact with brands.
 
Verified Market Research expects “the global events industry to bring a whopping $2.19 trillion by 2028 – quite an uptick from the $887 billion the market commanded in 2020.” (Source: Bizzaboo). Other key findings include the following information.

• “Ninety-five percent of marketers believe in - person events help achieve business goals.” (Source: Bizzaboo)
• “Sixty-seven percent of event professionals believe in- person meetings will return to their pre-pandemic numbers in one to two years.” (Source: AMEX)
• “Seventy-five percent of virtual participants found access to on demand sessions to be most valuable.” (Source: Forrester)
• “Eighty percent of event professionals report measuring event success based on attendee engagement and satisfaction.” (Source: Bizzaboo)

 
In addition, the event marketing industry has embraced new terms such as the FOMO (fear of missing out) factor. Event planners must create unique, one of a kind experiences to build engagement with first time and repeat customers.     
 
To help savvy marketers stay abreast of industry changes, Allen Marketing Communications, Inc, a Special Event Management Agency in NYC, will spotlights five new special event developments.
 
Omnichannel Event Experience
 
Omnichannel event strategy often includes personalized messages focusing on what the customer wants to read, hear and see in a pre-, during and post-event strategy. Research shows that “campaigns using three or more omnichannel marketing channels outperformed single-channel campaigns in terms of purchase rate by 287 percent.” (Source: Omnisend)
 
Omnichannel events are a new way for marketers to create a journey for customers using many digital channels with targeted messages.  The consumer experience begins before a company starts an event and lasts long after the completion of the event.  Brands ROI often increases with an omnichannel event strategy.
 
A Single Event Digital Platform
 
Event attendees seek immersive and interactive experiences and they prefer to take an active role in live, recorded, hybrid and on-demand events. It is important to find an event technology solution to meet a company’s digital needs.
 
“To meet their objectives, 19 percent of marketers currently manage four to seven separate event technology providers, which takes time and resources. Marketers should decide what their general event needs are and then choose partners who can fulfill those needs.” (Source: The Forrester).
 
Digital engagement on a single event platform provides participants with a uniform, seamless experience, reducing friction brought on by navigating between several platforms. Users' overall event experiences are improved by the ease with which they may move through different event components.
 
A single platform also makes it possible for organizers to collect and analyze data gaining deep insights into attendees' preferences and behavior. The data can then be applied to customize experiences, focus marketing initiatives, and enhance upcoming events.
 
Event Mobile Apps
 
Consumers use mobile devices to access event information. Research shows that “52 percent of attendees at events use cell phones.” (Source: Eventbrite). As more individuals get comfortable using mobile devices, it is anticipated that this event trend will continue to gather information about events.
 
“According to 72 percent of event organizations, today's event management depends heavily on event technologies.” (Source: Bizzabo) The apps allow users to search for events, view timetables, make reservations, and even purchase tickets. Although these applications aren't as widely used as other forms of social media yet, mobile apps are starting to have an impact on the event industry.
 
“The mobile apps have completely changed how we connect with live events by providing a fun, interactive platform that enhances and supplements the in-person experience. It appears they're here to stay, as 78 percent of businesses who employ mobile event apps claim that they improve their event ROI.” (Source: Markletic).
 
Hybrid Events
 
Hybrid events enhance a company’s ROI.  Event planners are leveraging mobile event apps to offer a seamless in-person and digital experience. Research shows that “71 percent of businesses with 5000+ employees planned hybrid events in 2022.” (Source: Markletic)
 
Event planners are leveraging mobile event apps to create in-person events that are entirely digital. Attendees can now access interactive Q&A sessions, digital maps, live updates, personalized timetables, networking opportunities, and all of this right at their fingertips. The apps also enable real-time polling and feedback, resulting in a lively and engaging event setting.
 
Post Event Surveys Provide Original Data From Live Events
 
Original data from events - live and digital – can still give businesses a crucial competitive edge about its target. Research shows “83 percent of customers are eager to contribute their data.” (Source: Accenture).
 
Consumers will complete post event surveys to provide event organizers with invaluable feedback 1) to improve the current event and 2) to enhance the customer experience.

​Marketers, in turn, will gain invaluable insight about their audience and make adjustments for future events by looking for areas for improvement based on the survey findings.
 
Our Special Event Management Agency in New York City can give clients a competitive advantage to keep their brands top of mind with their customers.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.