With lockdowns, numerous limitations, and the approaching prospect of a financial catastrophe, the events industry has faced many difficulties and significant changes in recent years. Making the appropriate decisions can help you implement a successful event marketing plan.
What will the event industry look like in 2023 and beyond, and should you consider these new opportunities or threats? When it comes to improving event marketing strategy, there are several factors to consider, like adopting better practices to follow modern trends, using new technology, and delegating well-being.
Here are five predictions we have made for event marketing in 2023.
1 – Adopting practices that align with current trends
Now more than ever, it’s critical to embrace better event marketing practices. The necessity to focus on sustainability components of events has grown significantly due to the client crisis and ongoing sustainability concerns.
For event marketing examples in 2023, you may anticipate that venues will start serving plant-based meals and more environmentally friendly choices. Additionally, event-based marketing examples can include stands promising to sell eco-friendly goods and customers requesting that agencies set precise, quantifiable goals for the sustainability aspects of their events.
There is much that can be done to safeguard the environment, and there are several tiny actions that each of us can take to lessen the potential effects of occurrences.
2 – Innovative event marketing experiences
Event marketing and event promotion will probably be more avant-garde and experimental in 2023. Events held in person are expected to increase due to the lockdown restrictions.
Since guests’ need for authentic and memorable experiences is growing, immersive, experiential events, pop-ups, and brand activations will be at the forefront of all event marketing companies. The best experiences that provide clients with reachable and tangible ROI and lead-generation opportunities will be the focus of event planners’ work.
3 – Utilising new technologies
The development of event technology and the rising demand for it are trends we saw emerge in 2022. Event planners may now provide customers with more options, thanks to recent advancements in advanced AI, AR, and VR. So, anticipate seeing it more during brand marketing in 2023.
Demand and the market for new technologies are only expected to expand. Since most event ticketing is now done online, brands can design their own registration websites with unique domains and complete user experiences before, during, and after events.
4 – Prioritising well-being
This year, there has been a significant shift in well-being, with jam-packed event programming becoming obsolete.
Instead, customers want more events that emphasise rest and leisure. Consequently, the event marketing process will probably place emphasis on nutritious meals to fuel participants during events, as well as recreational activities that encourage mindfulness and provide delegates with a chance to take a break from their busy schedules and recharge.
5 – Decisive and strategic planning
The cost of the living problem will have a significant impact on company budgets and how they choose to spend their money, even though the event industry is currently back up and running and expected to grow. The cost per attendee will increase. Therefore, when it comes to budgets, agencies need to be much more imaginative and clever when selling concepts to clients that are still fresh, interesting and aligned with business goals.
If there’s anything we’ve learned over the past few years, it’s that we can never entirely forecast what might happen, but what we can do is force both the agency and the client to adapt and change course, which will ultimately help you succeed and advance in the field of event marketing.
We at Strata are hopeful and looking forward to helping current and new clients achieve their goals in 2023 and beyond!
Get in touch to discuss your 2023 event requirements
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