Tag Archives: sustainable events

Brand Activation / Experiential Marketing expected trends for the future

29 Mar

The experiential events industry is flourishing. Marketing budgets are ever increasing and focusing more on live events and experiential, whilst available technology is not only progressing but becoming more affordable and effective. These together are enabling some superbly innovative and creative ideas to surface all over the world.

So what do I think is going to trend in the future? Three key things.

  • Sustainable events
  • Immersive experiences
  • Internet of Things (IoT)

Sustainable events

It’s no secret that the events industry is not massively easy on our environment. Huge trucks carting tonnes of kit all over the world every day for a one day set up, large sets torn to shreds and discarded after short amounts of live time and anyone that works in the industry I can guarantee you is always drowning in printouts / paper….

However, the industry is waking up now and realizing the importance of delivering events with the planet in mind.

Recycled shipping containers are already a regular in the events world. But there are heaps of other ways event managers can consider the environment. Using electric cars / vans like the Nissan LEAF or the eNV200 for transporting crew and kit, printing using ink free printers, recycling every bit of paper and every empty bottle after an event, using recycled materials to print materials, solar powered kit and heaps more.

There are even sustainable events agencies appearing like The Blub London who are using industry standard ISO2012-1 as a benchmark for all their event planning.

Immersive experiences

The rise of projects like Secret Cinema and the current ‘Live Escape Game’ craze throughout the UK are perfect examples of this, as well as the rise in popularity of virtual reality headsets. Kit from a number of different tech companies (Oculus Rift, Samsung) is making it cheaper, easier and a better quality experience to create immersive experiences.

However, previously some brands have used technology for the sake of using technology. There hasn’t been enough thought put into what the end consumer would take from the experience. It has become apparent that the brand, the activity and the interaction needed to fit together seamlessly for right message to be carried away.

With this in mind, more brands this year will be thinking more creatively about how they implement these immersive experiences, whilst using the best kit available.

Internet of Things (IoT)

Probably the biggest and most exciting trend of the three, IoT has the potential to make experiential even more engaging, fun and personal to a consumer.

IoT is the network of physical objects embedded with electronics, software, sensors, and network connectivity enabling these objects to collect and exchange data.

Imagine a city that is totally connected. Cars, roads, cameras, traffic lights, clothes, phones, bikes, fridges; everything. If a phone can talk to a fridge you can find out what you need to buy for dinner on your way home from work without physically looking in your fridge. If a street camera can talk to traffic lights or your car they can redirect you around another route from where there might be heavy traffic to make your journey quicker. If your phone can talk to your jacket while you’re riding your bike you can receive phone calls, emails and texts – still riding with both hands….

It’s remarkable how this technology can be used. There are already projects like The Things Network where technologists are testing out city wide networks in places like Manchester that are totally free to use. So not only amazingly forward thinking but incredibly cheap to run and create. 

Absolut are already ahead of the game, you can see some of the ideas they’ve been looking at with a number of agencies in this article in Marketing Magazine

I found this infographic very helpful in understanding the basics of IoT! The possibilities of how you can transpose this type of technology into an event space or activity is incredibly exciting and infinite!

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