Emerging from a virtual event apathy and forging ahead back to face to face as we near the end of 2021, it’s time to assess what will be needed from our events going into the new year. There will be huge opportunities but undoubtedly increased competition and challenges to understand changed consumer behaviour. So with that in mind, we explore some event marketing strategies to examine in 2022.

The holistic event manager

We have all had a shared experience that has forced us to re-evaluate our industry and face what we took for granted and what we accepted as part of the model.

A new type of event manager is needed in 2022 with a holistic view in mind, this means marrying every aspect of being an event prof and adapting to fit these new and exciting times.

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Technology literacy at an all-time high

Consumer familiarity with tech has only grown over the pandemic, with video calls and remote working becoming the norm. More than ever, brands can explore using clever technology to engage and facilitate customer experience in face-to-face events.

Event Managers in 2022 will have to know how to get the absolute best out of their event technology. Technology can be used to attract and capture your customer’s data.

  • Gamifying customer engagement could prove a more exciting alternative to free merch
  • Streamlining and improving the check-in or sign up experience with mobile lead capture
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Moulding the experiences that matter

Whilst virtual events offer the reach and exposure that physical events can’t seem to compete with, there is no denying the experience and engagement created by in-person events is unmatched. Because of these unique advantages to digital and in-person, hybrid events are now springing up to offer the best of both worlds.

A good Event Manager should prioritise your goals from the event and if brand exposure is a big goal why not look at how you can add a virtual element to face to face events to maximise reach?

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Festivalisation

A term I have seen quite a lot in previous weeks is festivalisation, now this trend in events caters to the shift in population. As the market becomes increasingly dominated by millennials and Generation Z, this younger demographic craves memorable experiences like festivals tend to offer.

This term is gaining traction due to the huge appetite for memorable experiences after such a long absence of social events of any kind. Event profs need to be ready to offer these memorable experiences and build a sense of community around their events.

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Sustainability

Like in the previous point millennials and gen z’s ideologies have spread throughout the zeitgeist meaning we are more aware of our impact on the world around us than ever before.

By addressing these modern issues, you appeal to the modern generations and can attract huge attention to your stall or event. Sustainability grows increasingly more important as an evaluation criterion by attendees.

Venues are finding that initiating sustainable practices is as good for the bottom line as it is for the planet. The Natural Marketing Institute has reported that over half of U.S. consumers consider a company’s impact on the environment when making purchase decisions and are more likely to do business with those that follow sustainable practices.

Be careful that all efforts for sustainability are genuine as a rise in performative efforts at sustainability or greenwashing can spread quickly on social media and have a detrimental effect on your brand.

If you would like to read more on how to best get yourself prepared for events in 2022 then look at some of our event guide blogs.

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