2015 AROUND THE LINE - Trends for Marketing Events

Christian Tjo

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Innovative and courageous marketing concepts are reshaping the live marketing events landscape. The interrelation between on-site and online marketing tools has never been stronger combining Strategies, Technology, Design and Social media implementation creating a sustainable “full package” solution.

Conferences and trade shows are marked by hybrid solutions inviting the virtual platforms into the live events. Live streams, blogging and posting became an essential part for the live event experience, capturing, sharing and creating the content.

Global CMOs agree, that big events combined with big data enable strategies for sustainable and meaningful events enhancing the customer experience.

Here are some trends of 2015 shaping the event market.


Striving to balance between an effective experience for customers and efficient cost control, Marketers leverage their investments across a wide range of marketing programs raising the overall investment volume, thus creating more value and consequently a higher ROI after all. Key factors are implementing technology into the events and simultaneously create a platform to improve the brand activation as well as the sales activities. Multi-purpose platforms and re-purpose elements raise the overall value of each investment.


Innovative technological implementation contributes to open up new opportunities creating more in-depth experiences and emotional connections between the brand and the people.
Wearables herald the next level of mobile solutions and increase the possibilities to approach the target group on a much more individual way. General Price drops on vast technological equipment and appliances allow multi-usage. Tablets can be integrated as interactive and synchronised signage elements, robotics and drones are very much represented in many events opening up new perspectives on the documentation and interaction with the crowd.

With the technological development, new standards are rising along demanding higher bandwidth for Wi-Fi networks at the venue, standardised and simplified accreditation and lead management software tools as well as real-time social media implementation onsite.
The convergence of technology drives a fast demand on a sustainable and user-friendly experience zone generating important and meaningful insights of the product, service and brand.
With the rising technical possibilities the demand and responsibility for sustainable energy consumption plans has never been as present as now throughout the event market. Although it is a funambulation between the implementation of more and more technological elements to the events and the constant social responsibility to reduce emissions, there are many creative approaches for the brands to implement the energy creating and handling within a sustainable and optimised energy consumption strategy.

Innovative technological implementation contributes to open up new opportunities creating more in-depth experiences and emotional connection


To create a design concept a wide vertical analysis and understanding of the brand, products and services is necessary. The brands looks has been just a small part in the overall communication demanding bolder strategies to create a more overall brand experience, and leverage responding to all senses within the experience made.

Designers and content creators strive for a individual approach creating singular experiences and possibilities wrapped in a storytelling to guide the visitors through the brand and product experience. To create a suitable environment to underline the journey of the story they move outside to re-experience various inspiration themes and adapt different elements throughout the surrounding infrastructure and architecture, process these inputs and implement them into the exhibition floor. Reasoned combination of personal connections with influencers, brand ambassadors and artists foster a stronger emotional bond, coin a fertile basis for an improved interpretation of the brands message and ultimately enhance the development of the brand identity. Spaces are utilised in a more open and simple way inviting the guests to experience single interactive elements more comfortably and widen the physical space into the digital possibilities through large displays, touch screens, interactive smart solutions and multi-user interface systems. Technology has become a fully integrated element in the design concept planning procedure establishing increased possibilities to express carefully selected emotions and values.


New possibilities create new actions. Striving for a more coherent marketing package requires a sustainable amplification of each marketing tool to aim for a higher and long-term goal. This means, events and shows are more and more part of overall storyboards guiding the customers and partners throughout a journey from various side and pre-promotions activities until an carefully created post-event platform to build on the communication and deepen the experiences made. Personalisation, corporate social responsibilities as well as an educational outreach are key elements to be considered and implemented into the brand communication as well as the event experience concepts. Learnings from the customer behaviours and demands show that the key success factor is the creation of an emotional storyline, which can be experienced, shared and lived. This ensures a more individual and customised experience and enhances the dialogue between the brands and the customers by understanding and connecting with them on a more personal level.

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