By Lisa Major
When all is well with the world, it’s easy to overlook the little things in life that make us happy. Let’s face it, we’ve missed out on a lot over the past year, from backyard barbeques with friends to live events and much more. As we inch closer and closer to returning to a somewhat normal way of life, live events will make an extraordinary comeback. And, the demand to attend an event will be like nothing we’ve seen before.
In this Happy Hour roundup, we look at how brands should prepare for the revival of live events. We also discuss experiential marketing trends and things to consider before hosting an event in 2021.
“Now is the time for businesses to look at how they can become a part of people’s lives, create differentiation and deliver genuine benefits that can drive relationships with both existing and potential customers.” ~Jim Campling, Live Nation UK (as cited in Campaign UK)
Buckle your seatbelts because, after a year of being cooped up, people are ready to let loose. Pre-pandemic, we took advantage of the simple things in life – dining at a restaurant, catching a live band, attending a sporting event, and so forth. Looking back, we never would have imagined living in a world without something as simple as face-to-face connections. As restrictions are lifted, the pent-up demand for live events and experiences is going to erupt fiercely. With that said, brands need to be ready to seize this opportunity to meet their consumers with exciting, unique, and authentic experiences. Here, Campaign Live discusses how brands can benefit from the resurgence of live events and how they need to prepare.
“Whether you want to dip your toe into organizing in-person events or are ready to dive into the deep end, the key is to prepare more than you have ever done before to ensure you can produce a safe event.” ~Val Brotherton, Event Farm
According to a recent Event Farm poll, 61% of event professionals stated they plan to host an in-person event in 2021, while 27% said they would try a hybrid approach. Since the industry was mostly at a standstill for much of 2020, the question moving forward will be, “are we ready?” As live events make a comeback, it is crucial to prepare more than ever to ensure you’re up for the task. From hiring compliance officers to on-site screenings, here are ten things to consider before hosting a live event.
“As marketers, we can prepare for what’s to come as much as we want, but the pandemic has shown us it’s also important to move quickly, think creatively, and always, always place your audience at the forefront of all that you do.” ~Scott Cullather and Kristina McCoobery, Forbes
In the years leading up to the pandemic, experiential marketing was an extremely powerful marketing strategy. According to this 2019 study, the compound annual growth rate for the events industry was expected to increase over 10% from 2019 to 2026. But of course, COVID happened, dealing the industry a devasting blow. As brighter days are ahead, the need for face-to-face interactions is undeniable, and experiential will once again rise to the occasion. In this article, Kristina McCoobery, Co-Founder and CEO at INVNT, discusses what to expect from experiential marketing in 2021.
With almost two decades of experience, ATN is fully prepared to help you bring your brand to life – safely and successfully! From brand ambassadors to street teams to COVID compliance officers and more, we’ve got your experiential and event staffing needs covered. Contact us to learn more about our staffing solutions and how we can help you reconnect with consumers when they need it most.
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