Live events have always been a popular way for brands to engage with their audience, but with the rising costs of production and the uncertainty surrounding the return on investment, some brands may wonder whether live events are worth the investment. In this blog post, we’ll explore why live events are still valuable for brands, highlight some successful examples, and discuss how the event industry has changed post-pandemic and how technology can help provide traceability to ROI. We’ll also dive deeper into corporate events such as awards, conferences, and incentives.
Why Live Events are Valuable
Live events provide a unique opportunity for brands to connect with their audience on a personal level. Unlike online advertising or social media marketing, live events allow for face-to-face interaction and a more memorable experience. According to a study conducted by Event Marketing Institute, 74% of event attendees say that they have a more positive opinion about a company or brand after attending an event. Additionally, live events can provide valuable content that can be repurposed for online marketing efforts and social media campaigns.
Many brands have successfully utilised live events to promote their products and services. For example,
Corporate awards are a popular type of live event that recognizes and celebrates the achievements of employees or industry leaders. These events can help boost employee morale and motivation, and also provide a platform for companies to showcase their successes and network with individuals they might not otherwise have access to.
The National Cyber Awards is an excellent example of a successful awards event. This conference recognises and rewards the outstanding contributions of both public and private sector individuals and teams in the Cyber Security industry. The event has been successful in bringing together industry leaders and promoting excellence in the field for coming up to 5 years. It now has representation from Government to MoD to leading Cyber businesses such as BAE and Fortinet, and the awards provides an opportunity for leaders in these organisations to meet one another and work together to create a safer future.
Conferences are another popular type of live event that allows industry professionals to come together and share knowledge and best practices. Conferences provide an opportunity for attendees to network, learn from keynote speakers and panel discussions, and gain insights into industry trends. The World Economic Forum in Davos, Switzerland is a prime example of a successful conference. The event attracts world leaders, business executives, and industry experts to discuss global issues and share ideas. The conference has become a platform for shaping policies and strategies on a global scale.
CIISE Live, featured on MSN’s & TechRadar Pro top tech conferences guide 2023, is also a good example of a growing conference which brings together top Cyber professionals from the public and private sectors. This has proven to be a hugely successful way for CIISEC to bring together its members and external stakeholders, with 100% of attendees saying they would recommend it to a colleague. It provides a milestone event for the organisation each year to keep its members engaged and provide industry-leading thought leadership.
Incentive programs are another type of live event that can be used to motivate and reward employees or partners for their achievements. These events can range from team-building activities to luxury trips or experiences. Incentive programs can help improve employee retention, morale, and productivity. For example, Salesforce’s annual incentive program, “President’s Club,” rewards top-performing sales reps with a luxury trip to a destination of their choice. This program not only motivates employees to reach their targets but also fosters a sense of camaraderie and recognition among colleagues.
Data on Live Events and their Success
According to a study conducted by Bizzabo, an event management platform, 80% of marketers believe that live events are critical to their company’s success. Additionally, 85% of marketers say that they believe in-person events are essential to their company’s success. Another study by Harvard Business Review found that companies that invest in experiential marketing achieve higher customer satisfaction rates and greater customer loyalty.
Post-Pandemic Event Industry Changes
The event industry was heavily impacted by the COVID-19 pandemic, and many events were forced to cancel or move online. However, with the roll-out of vaccines and the easing of restrictions, live events are quickly returning. Post-pandemic, there have been huge changes in the event industry, including the use of hybrid events and the adoption of digital technologies.
Hybrid events are events that combine in-person and virtual elements, allowing for greater flexibility and reach. This type of event allows for attendees who cannot physically attend the event to participate virtually, providing a wider audience for the event. Additionally, hybrid events can provide cost savings and environmental benefits.
If you’re interested in reading more about live events post-pandemic then read this Forbes news article: https://www.forbes.com/sites/dbloom/2022/05/26/live-events-bounce-back-from-pandemic-and-forward-into-the-immersive-future/
or if you enjoy visual entertainment, have a look at this Ted Talk: ‘How can we go back to live events together’
Events and their Technology
Technology has revolutionised the event industry, and new tools and platforms are emerging all the time. Here are some examples of event technologies that are being used to enhance live events:
These are just a few examples of the many event technologies that are available to event organisers. By incorporating the right technologies into their events, brands can create more engaging and memorable experiences for attendees, and achieve their marketing goals more effectively.
Impact of Social Media on live events
Social media has also had a significant impact on the event industry, allowing brands to connect with their audience before, during, and after events. Platforms like TikTok and Instagram have introduced new ways for brands to engage with their audiences, such as TikTok Live and Instagram Live. These features allow for real-time interaction and can help extend the reach of live events beyond the physical attendees. For example, the #Coachella hashtag has been used over 10 million times on Instagram, and TikTok has become a popular platform for sharing festival experiences.
Top Tips for Running Successful Events
If you’re planning a live event for your brand, here are some top tips to help you ensure success:
The Smart Label Revolution: Harnessing the Power of Digital Packaging.
We believe in live events so much we are running our own, partnered up with Huboo and Zappar. This event will discuss how connected packaging, mixed with creative Augmented Reality (AR) solutions can make your brand stand out. The event is free and includes cocktails from Mixtons. Live panel discussions, hands-on demos and networking!
To find out more information about the event, click here: https://www.eventbrite.co.uk/e/the-smart-label-revolution-harnessing-the-power-of-digital-packaging-tickets-620195039057 In addition, you can watch our exciting event sizzle reel at the following link: https://vimeo.com/manage/videos/827537125
In conclusion, live events continue to be a valuable tool for brands to connect with their audience and achieve their marketing goals. Whether it’s a corporate awards ceremony, a conference, or an incentive program, live events can provide a unique and memorable experience for attendees. We can expect to see continued innovation and the adoption of new technologies to provide safe and engaging events for audiences. By following best practices and staying abreast of industry trends, brands can successfully navigate the world of live events and achieve their marketing goals.
If you’ve enjoyed this blog, you may enjoy some of our other insights such as ‘Accelarating Your Brand Through TikTok Shopping’ or ‘The Rise of Ai and the perceived challenge of Creativity’ which you can view here: https://pinpoint-media.global/insights/
By Fergus Bruce – Managing Director
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