With a brand new year lying ahead, we are all looking for opportunities to improve our business and tackle challenges. Therefore it is important to be aware of recent developments and growing trends. In my last blogpost started to make a prediction about the most relevant trends for 2014. Here is part 2 of my conclusions.
Please let me know how you feel about this.
Like hybrid events, sustainability has been a growing trend for years affecting all industries. Benefits like reduced costs and better PR have driven many companies to develop and implement a strategy for more eco-friendly and socially responsible businesses. Since meetings and events have a high pollution factor, planners and suppliers are forced to look for more sustainable alternatives. During the last years, many suppliers, including hotels, venues and caterers have made huge steps to provide greener meetings. This increases pressure on other parties: planners have to acknowledge and support these efforts by making sustainability a serious selection factor for suppliers.
WiFi for everyone
Compared to the US, European venues are a bit stingy with providing free, stable WiFi. However, planners and visitors will more frequently expect this service. Visitors want to share pictures and impressions of the event with the world outside. Planners want to support the sharing, since it is the best promotion they could dream of. Venues are still hesitating because they fear the high costs. Planners can help them to earn their investments back by making free WiFi an selection factor for venues.
Real time analytics
Even though the crisis seems to start fading out, ROI was still one of the most heard words this year. Meetings planners feel more and more pressure to report the effciency of every cent they invested. As a consequence, we are getting crazy about numbers. Any factor that can be measured is carefully monitored and analyzed. Thanks to modern technology, measuring goes better than ever. Like Julius Solaris writes in his blog, “Those startups that offer live analytics such as heat maps, preferences and check-in based analytics will make an impact in 2014.“
Like crowdsourcing becomes a popular method to gather ideas, crowdsharing will become the new way to spread them. Instead of promoting your event on your own channels exclusively, you let your own fans do the work. They can spread your message quicker and further, than your marketing could ever reach. Planners can use this trend by providing visitors with as much sharable content as possible. Provide special, funny or exciting experiences to get their phones with camera function out of their pockets and leave the rest to them. Crucial condition: free WiFi.
What do you think about these trends? I’d love to hear your opinion about them. All feedback is welcome, so don’t hesitate to leave a comment below.