what's hot in events for 2015

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What’s hot in Events for 2015

What’s

hotinEvents

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1. Encouraged product trials

Businesses need to guide audiences to ‘try before they buy’. Events are

the perfect medium to achieve this.




BEER AT SOCHI Locked beer fridge at Sochi Winter Olympics, that

required a Canadian passport to open it. The fridge is specifically designed to encourage people to seek out a Canadian friend and once the fridge was open, the beer

was there to share for free with everyone.




2. Social CurrencyPaying for exposure using social media. For example, when you sign up for the Intel conference, you'll get a monetary discount if you share with your colleagues on social media that you have registered for the event.




CASE STUDY

The Pepsi Like Machine: the vending machine that only accepts likes in exchange for a can of PepsiClick here to learn more


http://bit.ly/Tc1c4g



3. Branded CurrencyCoupons, gift cards, and loyalty points are all

becoming digital — and, more important, they are becoming mobile.

Businesses are using Branded Currency as a vehicle for customer engagement. As a result, they

will use their data to create value for their customers and bring a unique brand experience to

every touchpoint.

Earn NikeFuel through your everyday activity. Read more here


http://swoo.sh/1pEv32G



4. Make the most of big dataGartner predicts that the adoption of analytics-as-a-service will accelerate, and “ready-made analytics in the cloud” will make the use of Big Data more attractive and compelling.




5. Social ListeningMonitor and listen to your social traffic. Companies are

watching and listening to what people are saying online about their event and being driven to action by data.




CASE STUDY

Dell Social Media Command CentreRead more here


http://dell.to/1tGTIkW



6. Narrow TargetingHighly targeted events that offer higher ROI and gives to event attendees to a more personalised experience




EXACT TARGET

Microsoft events target IT implementers not just the IT decision makers.




7. VIP ExperiencesConference attendees are willing to pay more to be treated as VIP's. Give them more and better access which will turn into an overall better experience.




EVENT VIP EXAMPLE

Salesforce offering Premium Passes to Dreamforce




8. Bluetooth Low EnergyBLE is driving innovation in event technology, allowing for short bursts of data transmissions instead of a continuous stream that drains battery life. There will be more Bluetooth, less RFID. Smartphones integration with Bluetooth will mean audiences only need one device. No more juggling 3 different devices for lead capture at your next expo!




9. Pop up architectureBrands are creating pop-up eventsin customised shipping containers

that are transported around the country on roadshows.




POP UP EXAMPLE

Activations are happening all around the place




10. Queue experiencesNo one likes to wait in line. And many people are prepared to line up and wait for something great. Just think of the launch of a new iPhone model.

The recent trend is to make the wait as exciting and enjoyable as possible. You don’t just line up – you have a queue experience.




WORTH THE WAIT

Exclusive gaming content, big monitors, free wi-fi and giveaways while you queue




11. Loaner ExperiencesTrial driven programs to encourage buyer consideration.




LOAN EXPERIENCE

Google & Virgin Lend Passengers ChromebooksRead more here


http://on.mash.to/1kBR9Ad



12. Twelve month platformsYour event doesn’t have to be over once the curtain closes, you can implement ways of extending the life of your events.




TWELVE MONTH PLATFORM

TED website: one day event, 365 day connected websiteRead more here


http://bit.ly/1hYQILq



13. Rise and fall of social media

Facebook is down, Twitter is still good. Instagram is getting hot!




RISE AND FALL OF SOCIAL

Visually engaging B2B social feeds @DellWorld




Consumer Electronics Show had great success with their Instagram feed.

Instagram is very visually appealing and people enjoy engaging with it.




14. Digital ResistanceIt's not as easy as it used to be to get people to tune into our brands via digital. Companies are not pulling as many attendees from their online marketing and converting them into business prospects. Events are getting the cut-through that businesses need to make an impact

Fun fact: Germany has highest digital resistance.




15. Capacity EventsB2B events such as the Google IO sells out or reaches

capacity in 20 minutes because Google creates excitement and exclusivity around their events.




Article: Google I/O 2012 tickets sell out in record time. Read more here


http://bit.ly/1nSJmuV



16. Death of KeynotesTypically 30% of overall budget is spent on the general session that is used one or two times for the conference. That’s a whole lot of budget that can be used effectively elsewhere.

We are seeing a lot more breakout sessions where people can choose which sessions they want to attend and create their own agenda customised to their needs and wants.




SAP Sapphire holds a keynote in a general session room but numbers are limited by space, however the keynote is live streamed to the expo hall and breakout areas so everyone can watch simultaneously.




17. Campus format conferenceBreakout rooms are diminishing, big convention centres are turning into one single space where people meet with exhibitors and go to sessions, everything happens in one place and not in 40 separate rooms.




Some of the major IT companies adopting the campus style format conference and seeing results this include: HP discover, SAP Sapphire, Microsoft Worldwide, Dell World.




18. A real “like”

Companies are starting to implement programs to reduce their social media followers, they are searching for quality likes not quantity. Grey Poupon wanted to relaunch their brand to emphasise exclusivity and class. They launched a Facebook page where you had to apply to ‘like’ the page. They analysed your application by the quality of your photos by conducting a grammar check on your posts.




The worlds' most exclusive Facebook page.Read more here


http://bit.ly/TsUh6q



19. Tech netsOrganisers and audiences are getting tired with the

amount of technology and vendors we are dealing with for our events. Moving forward brands will have to start working together more to ensure the experience of the

consumer is top of mind.




One event. One App. The trend is to use a single technology for the entire event. Super Bowl Boulevard in New York told sponsors they had to work with Super Bowl technology. They did to enhance the consumer experience so that they weren't downloading 20 different apps and had access to all their event technology in the one app.




20. Second ScreenSo attendees don’t miss any content, hand out tablets at conferences to watch keynotes and sessions from any destination.




The world's first live 360 degree concert Read more here


http://bit.ly/1yXQdfb



21. Digital feedersOnline streaming of the live event is a powerful tool to draw in your audience and warms then to your brand or conference and becomes part of the nurture program.




Anyone can watch TED talks through live streaming, the trend is though that if people watch online one year they are three times more likely to be converted into an event attendee for the following year.




22. Wearable technology

Your phone can give you access by scanning you in to the event and receiving information during the

proceedings. Badges are now bracelets.




23. Viral videosIt is the hottest trend! Some videos are getting 7-10 million views. 50% of consumer brands are spending budgets on events for the sheer goal of capturing a viral video. We want the live engagement on site in the real world and then we want to push the viral video for the viewers and prospects out there.




Carrie' Coffee Shop Prank Is Brilliant Marketing (And One Of The Freakiest Things Ever) The patrons at Manhattan coffee shop got more than they bargained for in the above video, which appears to show a woman with telekinetic abilities totally freaking the heck out and wreaking havoc in the shop. Of course, it was all staged by the folks behind the remake of classic horror film, "Carrie," which is hit theaters later that month on Oct. 18 2013. The coffee shop prank filmed in a live environment with real patrons present and watching, then a quick edit into a video, posted onto YouTube to go viral and spread the word of the new ‘Carrie’ movie out in cinemas. And go viral it did with 57 million views. Read more here


http://bit.ly/1iPYgGe



Request a free Event Marketing Health Check Consultation

Are you maximising your event registration attendance? Are you promoting your event to the

largest possible audience? Are you maximizing your event investment by following up attendees

after the event? Do you have a tactical plan on registrants who did not attend your event but

could be a potential lead for your business?

Contact us to learn more and get your complimentary Event Marketing Health Check. There’s no

risk, no obligation. Contact us to register your interest and we’ll have one of our experts get in

touch and give you the feedback you need to be a event marketing marvel.

Click here to register your interest or call (02) 9212 6125


http://www.forumgroupevents.com.au/resource-centre/request-a-event-marketing-health-check/

http://www.forumgroupevents.com.au/resource-centre/request-a-event-marketing-health-check/



What’s

hotinEvents

for2015What’s Hot in Events for 2015Source: Dan Hanover, Editor & Publisher, Event Marketer | Kerry Smith, Senior Vice President, Event Marketer | Event Marketing Summit, 7-9 May 2014

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what's hot in events for 2015

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