Event Marketing Trends 2020 – Everything You Need to Know

| November 30, 2019

It’s that time of year where most companies are budgeting for next year. They’re looking at the numbers, looking at trends, and trying to understand the best ways to market their brands in the upcoming year. To help you better plan, here’s a countdown of the top 5 trends to watch out for in the upcoming year according to the EMS 2019 Marketing trends report.

1. Elevate Your Brand Activation By Weaving In New Technology

We’ve heard about AI, VR, and chatbots, but have you thought about how to weave it into a brand’s event experience? If you want to remain relevant, start planning on creative ways to use it. What tools do you need to accomplish this? First, find a tech enthusiast to make your logistics strategy. Using your staff’s interests for the project assignment could spice up the way you and your teamwork. To increase interaction in your office and your branded events, center booth designs around AI and VR tools that fuel interactions between your talent and event guests.

2. B2B Needs to Start Paying Attention to B2C

Most B2Bs think they’re different from their B2C peers, unfortunately, the audience doesn’t care. In fact, they expect to see B2C elements in your B2B marketing. Marketing professionals that execute B2B nurture campaigns center their efforts around logic-driven content but lose sight of the simplicity and interactive element customers crave. Your target audience may be full of enterprise-level companies, but people read your content and want your message to grab their attention during their busy work week. How do you differentiate yourself? Follow the event marketing trend of talking to the people behind the business and appeal to their humanity while maintaining an informative approach. It may be highlighting specific pains a certain department within the industry encounters on a daily basis or focusing on the benefits of the service or product while avoiding a sales-like conversation with your email lists.

3. Inclusivity at Scale

It’s time to start focusing on the more inclusive events, especially at the time of #metoo and other prominent social movements. Creating a safe space for your target audience and those that may not fit the description is essential. Events are supposed to be fun for everyone involved. In order to make a lasting impression, don’t make the brand-centric activities a mystery. Map out what it takes to participate and open the flood gates of attendees. Pushing for exclusivity may limit your reach and block you from identifying an untapped market.

4. Meet Attendees Where They Are

The days of “build it, and they will come” are gone. To cut through the noise, brands have to meet their audience where they are. A helpful tool that will help you align with 2020’s event marketing trends are street teams. They are one of the best ways of getting your brand in front of customers without them leaving their comfort zone. Customers are more willing to experience you and your brand in their territory when you eliminate the hassle of travel.

5. Ditch the Rows, It’s Time to Get Circular

People are more connected than ever and your brand should reflect that. Encourage conversation by facilitating activities that require small groups within your event space. This strategy helps attendees share their expertise on certain topics and highlights the simplicity of thought leadership and alliance-forming conversations. Bring in 2020 with a bang or two!