Director of beam, Ian Brown, shares some insight on the future of our industry from a panel at its recent forum.
At the recent beam Forum, we explored the future of events, with a panel session moderated by Richard Smith, CCO for Wyboston Lakes Resort. The panel session looked to explore Evolving Events: Shaping the Future of Engagement and included, Martin Stephens from Off Limits, Julie Vincent from Visit Blackpool, Caroline Medcalf from XSEM, and Ellen Mutimer, from Inntel.
Richard opened the session with some eye- opening statistics: “Engagement remains a top priority with 82% of B2B marketers viewing it as a crucial KPI and engagement strategies include interactive features like gamification, live Q&A sessions to keep attendees engaged.” The events industry is experiencing a transformative shift, driven by rapid technological advancements and evolving demographic trends. The panel explored the strategies shaping the future and considered the roles of agents, venues and evolving workforce dynamics in enhancing attendee experiences.
Navigating Client Expectations and Venue Capabilities
Event agents and venues face the dual challenge of deciphering often vague client briefs while striving to deliver unique, high-quality experiences. Agents play a crucial role in helping venues avoid commoditisation by emphasising strong ESG credentials, unique offerings, and premium facilities that justify higher rates. Conversely, venues can assist agents by being flexible and adapting spaces to meet the specific needs of clients, thereby facilitating the creation of tailored experiences that exceed expectations.
Demographic Shifts and Content Creation
With Gen Z and millennials soon to dominate the workforce, creating content that resonates with these groups is crucial. This demographic prefers engaging, interactive, and personalised experiences. Venues are responding by integrating advanced features such as automated note-taking, smart lighting and wireless charging, alongside creating informal and versatile spaces equipped with wellness areas and outdoor gyms.
Budget Constraints vs. Experience Creation
The pressure to manage tight budgets while delivering memorable experiences continues to grow. Venues and organisers must collaborate closely to balance cost constraints with the need for high-quality event experiences. Innovations in technology, particularly AI and LLMs, offer opportunities to enhance engagement without substantial increases in costs. Furthermore, understanding the allocation of budgets towards experiences is essential for maintaining a balance between financial limitations and experiential ambitions.
The evolving events landscape presents an array of challenges and opportunities. By embracing new technologies and understanding demographic shifts, event planners can create more engaging, inclusive, and impactful experiences. The key message moving forward is to innovate continuously, adapt to changes, and always strive to exceed attendee expectations, ensuring that every event leaves a lasting impact.
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