Experiential events have evolved over recent years. Now that brands are becoming more savvy with their brand and marketing messages, they’re employing an experiential element to their strategies, especially in regards to the events they produce. Brand engagement and enhancement are what experiential marketing is all about, and the creativity and innovation surrounding these experiences will continue to evolve far into next year. Here are the 3 trends we anticipate for 2016 in experiential events.
Some of the most memorable fabrications of custom and scenic decor from Event Creative include a working catapult, a dimensional Chicago “L” cart and track, and various experiential retail installations for prominent Chicago restaurants and stores. The year 2016 will see even more decor innovation within the industry. Events now require decor elements that are not only memorable, but breathtaking.
2. Event Mobility
Event mobility refers not only to the event designs that can travel well, but that the event itself can travel well. One common way of implementing this trend is through mobile tour vehicles. This provides an easy and convenient way for brands to travel and provide an event, while reaching various locations. The vehicle itself is branded and the inside also provides more of the branded experience should visitors want to experience it. From large corporations that need to reach various cities to smaller startups that need to spread out their event efforts on a large local level, the ability for events to travel will be an experiential trend for 2016.
Event videos, especially viral videos, will take on a larger role in the experiential event industry. Sharing viral videos has impacted how we share content. Live videos that can be shared while the event is happening (via Instagram, SnapChat, etc.) will likely continue to increase as a result of the consumer wanting to share the “experience” in the most real and experiential way.
4. Wearable Tech
Technology, especially in the form of wearable tech, will impact experiential events. Marketers, brand ambassadors and event hosts will all sport wearable tech to make their lives easier and to create more excitement amongst the consumers. The technology will likely also support the goals of the event host through establishing lasting relationships with their consumers.
5. ROI (or ROE) Importance
Now that an experiential element is important to marketers, the ROI (or even the ROE-Return on Engagement) of the event will likely increase in importance. Whether it’s through tracking social media engagements surrounding an event or through other integrated technology solutions, marketers and business owners alike will want to prove the effectiveness of their experiential event.