2016 Forecast: Corporate planners reveal industry predictions

Shorter lead times, sustainability and a greater focus on ROI will be key themes for corporate events in 2016, according to planners.

2016 Forecast (©iStockphoto.com)
2016 Forecast (©iStockphoto.com)

Shorter lead times

Clare Moses, Barclays’ vice president of group events and marketing manager at the Event Marketing Association (EMA), said 2015 had been about creating relevant, hard-hitting meetings that move at pace. "There’s no space for any padding now. Lots of people can’t commit to a full day-long event and we are adapting our meetings to take this into account." In 2016, she is expecting to see a rise in the number of smaller, local meetings, with a decrease in large-scale global events that require people to travel. "The increased pace at Barclays means we’re seeing a greater number of events with short lead times, as we react more quickly to change."

Technology

"Technology is going to be hugely important next year," said Victoria Morrison, Gorkana’s marketing and events manager. "Things like periscope and live streaming are now widely available and there’ll be an increased number of people being ‘virtually’ included in events. I also think technology can help us to better measure ROI and ROO at events. Certain products, such as i-beacons, will be on hand to help us understand what the audience is really looking for. We’ll be able to tap into the needs of event delegates much better."

Sustainable venues

"There’s a greater focus on picking the right venue now, ensuring that we're working with sustainable venues, smaller suppliers and local community venues," said Moses. She added that ‘pop-ups’ and unique spaces were becoming increasingly popular because they tell a story, which can help contribute to an event. Morrison said that technology initiatives, such as Eventopedia, had made it easier to research venues, with site reviews available at the touch of a button. "It can save us time, which is useful during busy periods."

More:

2016 Forecast: Agencies predict next year's event trends

Five agencies to watch in 2015: How did they fare?

2015 Review: Agency rebrands 

• For more breaking news, case studies and in-depth features, sign up to C&IT Magazine's daily Newstracker here


Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Helicopters over Hawai'i - the best venues, hotels and activities

Helicopters over Hawai'i - the best venues, hotels and activities

A six-day account of aerial adventures across Kaua'i, O'ahu and Hawai'i in A Diary of a Delegate.

TRO appoints two experiential specialists

TRO appoints two experiential specialists

Agency welcomes Sulmaan Ahmad as head of strategy and Simon Patel as creative director.

'Push the boundaries - if someone says something can't be done, I'll find a solution'

'Push the boundaries - if someone says something can't be done, I'll find a solution'

A-List 2019: Matt Culverhouse, chief executive of TEN6 Creative.

In pictures: IMEX 2019

In pictures: IMEX 2019

The annual industry gathering took place from 21-23 May at Messe Frankfurt in Germany.

TEN6 Creative brings in new client services director

TEN6 Creative brings in new client services director

Oliver Morgan joins agency after 10 years with Gold Key Media and will be 'instrumental' to continued growth.

'To hear Michelle Obama say we'd done a great job and get a hug was incredible'

'To hear Michelle Obama say we'd done a great job and get a hug was incredible'

A-List 2019: Kylie Davies, account director & general manager, emc3.

Behind the glitz at award ceremonies

Behind the glitz at award ceremonies

UKSV's Neil Coombes takes us through the planning and setup process for the AA Hospitality Awards

First New York location for etc.venues

First New York location for etc.venues

Venue specialist also adds Chancery Lane location to its London portfolio, with both to open later this year.

Case study: Lenovo Connect

Case study: Lenovo Connect

The technology giant's two-day event for 450 guests took place in London, organised by Jack Morton Worldwide.

Two new recruits for Sleek Events

Two new recruits for Sleek Events

Agency also plans fundraising sports day this summer for its new charity partner Meeting Needs.

LATEST JOBS