What is next for the event sector? ...

What is Next for the event sector? (Two years approaching the first lockdown within the UK)

On the 9th of August 2021 we wrote an article on the ‘Future of Events: What will happen with the events industry after lockdown?’

This article was written 503 days after the first lockdown hit due to Covid19.

In this past article, we discussed how we felt the events sector will boom going forward and how this is true in sum cases, such as the wedding sector is expected to be four times busier than normal. But not so in some cases due to business events having to follow policies and procedures now set due to the impact of the pandemic.

However, these stats still say on a UK-wide basis that the events sector which was worth ￡41 billion net worth in 2019/2020, is now expected to achieve ￡39.1 billion by the end of the financial year. This is due to innovative products and services that have allowed this sector to move forward but in a different way.

Just like many businesses have had to adapt to move forward just like our own, it is positive to see that this much-loved sector is still contributing to our UK economy, history, and customer experience after such a turbulent year, which continues to throw curves at this much-loved sector.

Figures and stats from:

(https://www.plugandplaytechcenter.com/resources/what-will-happen-events-industry-after-coronavirus/)

(https://www.hospitalitynet.org/news/4101969.html )

So, what next for the event sector as we approach nearly 24 months since the first lockdown?

I believe our first statement was true that the events sector will continue to boom as whether this is, an in-person or online event it still brings people together and I believe this is what we have missed most and that is connection. For us, that is what events bring whether this is in a wedding, social gathering, or business capacity.

Events will continue to adapt and innovate as the demand will continue to be there for human interaction and celebrations, whether this is a lifetime occasion or business.

However, I do feel the hiccup will be created in making our events memorable and more investment needs to go into the guest experience, particularly online. As in our opinion, online events are here to stay as they offer flexibility to our audience and clients. Which we did not have over 22 months ago as we approach two years since the lockdown first hit.

As, upon reflection, this is what our business did not have two years ago and that was the flexibility to adapt, innovate and change. Which it now does by drawing on our strengths and adapting our skillset for the better. This means it now has longevity within the business, as do the events sector and the businesses that have been able to adapt.

So, I will leave this article with three items you can consider when looking at customer experience for your upcoming events to ensure whether this is in person or online. To ensure your audience talks about their experience in a positive way, which ultimately will attract a wider audience for your business and brand awareness.

As, an events community let’s ensure we are making the best of our events for our businesses, our return on investment whether this is for our clients, team, or marketing, and ultimately ourselves.

Three items to consider improving your customer experience is as follows:

1.??????Emotive Response

It is said that most purchasing decisions are based on emotion with justification after, but this is true within events also, as if you make your audience feel something they are more likely to retain the information or share this emotion with others; good or bad.

So, it is important to ask ourselves what our guest, client, or team member will feel by attending this event and if we are not sure, this means we have to look at items to create better emotive responses to increase the chance of a better customer experience.

Whether this is the choice of speakers at a business event, the story or speech that is delivered at a conference or wedding, to the entertainment provided. Ensure you ask yourself the question ‘What will my audience feel by attending?’ to ensure your event generates an emotive response to generate a better customer experience and offer something memorable to discuss in a positive way.

2.??????AI/IV or Gaming

This is something to consider for more online events and exhibitions. As artificial elements that will gain interaction by having fun at your event. Or it will provide an innovative way to leave feedback on departure to leave a lasting impression and one they will remember as it is out of the box.

As, the definition of having AI or IV within your event or everyday life according to digitally (https://blog.digitalogy.co/ ) is to ‘provide a self-improving or challenging experience to solve to create lasting memories for your users.’ In an event capacity, your users are your delegates in attendance, whether this is online or in person.

3.??????Customer Care and After Care

Customer care begins before your guest, delegates or attendees enter your event to experience your service. In our experience the better you communicate with your audience the better their customer experience will be.

Whether it be engaging with them before they arrive through email, a customer care package prior, or through confirmation they receive. To greet them on the day and offer them something induvial and unique on arrival, to post-departure, and the aftercare they receive.

By going the extra mile and providing service above their expectations, is going to create positive rapport and this will generate organic referrals and a positive experience in the room and outside of the room via their own digital presence and feedback.