So what’s in store for events in 2015 …?

As we’ve gone into a new year, there seems a renewed need to innovate and perhaps a renewed capacity for it too. As we make our New Year’s resolutions and vow to keep them until at least the end of the month, so turning our thoughts to what new challenges and opportunities might lie ahead for our organisations and projects. I know that this is true for me and there are a myriad of ideas, thoughts, plans and opportunities in my mind both personally and professionally. We are developing two brand new event projects this year but where have they come from? In this reflective phase of the year, I realised that they have both come about because of matching an apparent market response with opportunities to build on great existing work.

When we look for new ideas, they can come from a variety of sources. It might be the throwaway comment that someone made at a party; or a strategic analysis of the marketplace to identify potential gaps; an opportunity to collaborate that has arisen; solving a problem that hasn’t yet been sorted; a random idea that struck you whilst in the bath; or the development or evolution of an existing offering. There are many many writers on this topic and every new year there is a plethora of articles forecasting the future for our sector.

There are three trends that I have noticed and I believe will really impact in 2015:

1. Experiential – it is no longer enough to make the logistics work, we have to be creating experiences for our audiences and clients. It’s part of demonstrating our value as creative event managers to create content that engages; to show our understanding and appreciation of our audience by creating an experience that resonates with them. All of our senses come into play and we have high expectations of how those senses will be engaged.

2. Planning technology – there are hundreds of articles on using technology in events and I think that this will continue but what is becoming more prevalent is the use of cloud technology for planning events.  We use Podio (and there are various others available!) to project manage across our team and across distance enabling all of us to stay on track, to plan our time and to communicate effectively, all of which enables us to do our job.

3. Event strategies – no longer are events just a single occurrence. Events are increasingly being built into marketing strategies and programmes for a range of functions and some organisations have an event-specific strategy, particularly if they are focusing on public engagement. Event strategies are about drawing together the overarching aims of the programme of events and creating time and budget appropriate activity to achieve them over a set time frame. We are asked to develop these strategies more and more and it’s great to see them being implemented and achieving their outcomes.

I hope that 2015 is full of more innovations, ideas, challenges, learning, opportunity and success for all of us!

 

Claire Eason Bassett, Managing Director, Mackerel Sky

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