As we sprint headlong into 2011, we thought it would be fun to take a look into the proverbial crystal ball to see what event professionals are saying about what’s next for the industry. So…we tapped into one of the online water coolers where event pros hang out and connect.Late last year, BizBash Media asked hundreds of event professionals in various markets to chime in and give their best guess as to what 2011 might bring our industry with regard to style, tone, engagement, measurement, budgets and technology.
While this is far from a scientific study and we certainly are not endorsing these prognostications, it is interesting and fun to consider the varying opinions and possibilities. Some of our favorite predictions are listed below.
•'There will be an app for everything. Successful event companies will have staff members solely dedicated to figuring out technology.’
•'More and more collaboration between various vendors – technology, registration, AV and event management, etc. - to create a better final product for the event industry; the ones that don’t will be marginalized.’
•'Green is still important, but budgets rule.’
•'The trend for events is a mix of midcentury modern and classic furnishings with bronze and brasses making a comeback, warmer tones, natural materials, more homey and relaxed.’
•'In events/design/fashion, what is old is new again. Think Boardwalk Empire and Warhol’s Factory. We’ll be looking back to move forward in fresh ways for 2011.’
•'2011 is all about YOU! Attendees will be able to customize programs based on their needs/wants.’
•'Whether it’s a food truck pulling up to a private party, an undisclosed location or an underground dinner, the element of surprise will pop in 2011.’
•'Even more highly targeted events designed to create a heightened relationship between brands and their clients. Even large event platforms will be modeled on smaller, more intimate and more exclusive experiences. The companies that will succeed will understand how to make big feel intimate and exclusive.’
•'Planners will stop using social media because they’re ‘supposed to’ and begin using it because it supports their goals. Strategy first.’
•'Social media interaction will begin to be recognized as a boon to the event industry, as it continues to create a need for more face to face events.’
•‘2011 meetings are reformatting from the standard talking-head to no formal speakers, no panels – just open discussion among colleagues.’
•‘Corporations will lean toward sponsoring events that provide multiple tiers of exposure and brand activation. Gone are the days of providing logo exposure only.’
•‘We’re going to continue to see budgets slightly increasing. We’ve noticed clients are spending a bit more on each event.’
•‘Clients are shifting advertising budgets to event marketing. They are getting a bigger return on their investment by getting their products into the hands of consumers at experiential events.’
•‘Venues and vendors will need to work more closely to be creative in meeting the needs of clients with tighter budgets. The need to educate clients on the difference between cost and value is more important now than ever.’
•'Some interactive agencies or traditional event organizers and associations will create interactive event divisions to support their corporate customers, to customize their virtual stands, to market their virtual events, etc.’
•‘Thank you’s – whether in the form of a swag bag, charity donation or something else – will never go out of style.'
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