An XXL version of your B2B cocktail party in the capital: maximum impact?
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- Events
Your business marketing trump card: an event with maximum impact for a minimum budget. The solution: a B2B cocktail party... Endd out more
The 8 hallmarks of 2023 events
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by Jade Caillot
- March 6, 2023
- Events
- 0
Loc'Hall asked Lionel Malard, consultant, founder of Arthémuse and expert on the events industry, to share his convictions on what currently underpins the Event.
How can we be sure of reliable trends, when there was no sign that the second quarter of 2022 would see a frenzy of face-to-face events rocking planet event?
What's more, the only question currently worth asking - Will the sustained pace of events seen over the past year continue? - has no formal answer.
Just because all our equations of the day can't be solved, or because observers have all been wrong about previous years' forecasts, doesn't mean we shouldn't take the risk of projecting ahead. So, if the density of future business remains an enigma, we can nevertheless observe a few heavy markers on this event market, which we can sum up in eight expressions:
"PRESENTIAL MY LOVE
Everything points to a lasting return of the event industry on site The simple pleasure and renewed need for community after months of screen-based business relations; new working methods that are distancing teams, and thus requiring new models for meetings or live conventions, when everyone gets together; difficulties in recruiting talent in many sectors and companies, forcing us to review our methods and make our processes event-based...
Not to mention 2024 and the Paris Olympic Games, which should magnify the value of face-to-face.
"ATTENTION TO ATTENTION"
The battle for attention is THE topic of the moment. Of course, attracting the attention of participants has always been an objective of events, as of all means of communication. But the context is different.
Firstly, we're coming off a year of mainly convivial, even festive, events, less strategic than before.
Secondly, screens have gained even more " available brain time "to paraphrase a former CEO of TF1.
Lastly, economic, health and geopolitical crises are changing the situation.
This year, the growth of the event tool will depend on its ability to conquer and stimulate the intelligence of participants, whatever the format: face-to-face, hybrid or digital.
"THE FLANGELESS HYBRID
The temptation to go hybrid is growing. The advantages of connecting audiences in theaters with audiences behind their screens are clear:
- increase the number of people affected,
- show less travel, so highlight efforts to reduce the event's carbon footprint,
- savings on logistics costs.
However, online and onsite audiences are not addressed in the same way. Formats and content can't be identical, otherwise they won't capture the attention of all audiences.
What's at stake with hybrids? Message design and writing, and broadcasting techniques, which will have to improve even further by 2023.
"AVATAR THAN EVER"
There's no connection with the title of the film, which has just exceeded $2.2 billion in box-office receipts (by way of comparison, the French events market is only valued at four times that amount, barely, over one year...), but it does refer to this graphic representation that is supposed to materialize us in virtual worlds.
While a few venues have already transposed their spaces into metaverse-style digital environments, 2023 will above all be the year of choices for event principals. Will they consider digital and its virtual worlds as the new venues to exploit in their strategy? There will certainly be temptations and attempts.
Luxury companies are already staging events there. But, according to feedback, there is still a problem of audience and aesthetics. 2023 should provide answers on these points.
"SMALL IS BEAUTIFUL
The "little" venues in green had a record year in 2022. At certain times, demand even outstripped supply. Proof that "small" groups have multiplied.
By "small", we of course mean "on a human scale". Admittedly, it was necessary to rediscover team bonding and work habits, remotivate those who had resisted the change in their professional lives, and integrate newcomers. But there is a lasting awareness, accentuated by the CSR objectives of many companies, that messages get across better at "small" events.
"SLOW IS BEAUTIFUL
Everything has moved too fast in the last year. The time lag between the decision and the actual event date, already well down in recent years, has continued to compress, endangering the entire event management value chain, from the creative designers and copywriters who don't have time to rack their brains, to the transport, reception, security and catering staff that service providers are unable to book.
It's time for all event stakeholders, starting with sponsors, to take their foot off the gas pedal (a little), or the irritants will pile up.
"A ROARING AND ACTIVE CSR
From awareness to implementation. Today, the events industry is taking action and finding more responsible, more sustainable, less energy-consuming solutions... for the design and production of events.
The objective is clear:aim for the Net Zero Carbon Eventas advocated by an international initiative that aims to reduce the event industry's carbon emissions by 50% by 2030 and 100% by 2050. Transport modes, materials, sustainable gastronomy..., but also inclusion, diversity, ethics..., the subjects are numerous and the impacting solutions must be multiplied and shared.
"THE AGE OF THE CREATIVE
The conclusion on trends takes the form of a call for more creativity. After the days of logisticians, production managers and geeks, the era of the creative is upon us.
Let's trust them more.
The live, hybrid or digital event is a complex tool with increasing constraints: audience demands are growing, zapping is a plague, contexts remain complicated, uncertainty reigns...
True creatives love strict frameworks, and always find in them the inspiration to express at least one Idea, with a capital I, the one that ticks all the boxes. Long live the sideways step!
To boost your creativity, Loc'Hall gives you an at-a-glance calendar of all our venues partners' temporary exhibitions. It's the ideal tool to draw inspiration for your next BtoB event.
You want an event that ticks all the boxes without spending 1 month on it?
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