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 

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