Five Trends That Will Make Your Next Corporate Event Stand Out In 2023
31 March 2023
If you want to make it memorable, measurable and sustainable, here are five key trends to incorporate into your next event.
The latter half of last year heralded a return to normality across the events industry. Can we get a ‘hell yeah’? As restrictions eased and confidence grew, event organisers the world over began to breathe a little easier as we revived our live event programming and returned to doing what we do best – bringing people together through exceptional experiences.
So, what can we expect from the next 12 months? Globally, the ‘experience economy’ is the big idea for 2023. This is why, as event organisers, we’re focusing on delivering events that surprise, delight and amaze. You see, our job isn’t just about producing brand activations or large-scale gala dinners, per se – it’s more about designing memorable moments and interactive experiences that make an impact and a lasting impression. And we’re not alone in our thoughts…
According to the Eventbrite 2023 Event Trends Report:
- One in four (25%) Australian and NZ event creators strongly agree that what they do is less about producing events and more about designing experiences.
- Globally, 61% of Gen Y and 63% of Gen Z say they’ll be at more events in 2023.
- 69% of Australian and NZ respondents said events made them feel happy.
With this in mind, here are our top five trends to make your next corporate event an experience worth repeating.
Event Trend #1 – Think Outside The Box
When it comes to planning a corporate event, it’s worth remembering that customer experience is the new marketing. What does that really mean? Well, this trend is about the fact that it’s no longer enough to use your event to simply plug a product or talk about your business. You need to create unique and personalised experiences that will remain with your guests long after the last canape has been served. Give your event an identity, set the tone, stay true to your vision and, above all, make it memorable. When your guests recall their time at your event, they should be able to remember specific moments and details – the exciting sights, sounds and smells of the day – that they’ll then forever associate with your brand. As Maya Angelou once said, “At the end of the day, people won’t remember what you said or did, they will remember how you made them feel.”
Event Trend #2 – On-Demand Content Is Key
It will come as no surprise that the average attention span is shrinking. A 2004 study revealed that the average attention on a screen was two-and-a-half minutes. Some years later, that dwindled to 75 seconds. Now, people can only pay attention for a mere eight seconds. What does that mean for your next corporate event? Well, first it means that the average human has a shorter attention span than a goldfish, so don’t expect your guests to pay attention to that 15-minute video presentation you were planning to incorporate into your event. And second, you’ll want to look into this next trend for 2023: investing in an on-demand content hub. This is where you can upload videos and other content from your event so your guests can choose to consume when and where they prefer.
Event Trend #3 – Make It Sustainable
Make no mistake, sustainability is here to stay, as it should. And, with growing concerns about the future of our planet, it’s no wonder it’s an important corporate event trend for 2023. There are countless ways you can make your next event more sustainable, from using recycled materials to prioritising locally sourced and seasonal food items. You can encourage attendees to use sustainable transport, and also get them to play their part by providing all the necessary recycling receptacles at the event. And while everyone loves a goodie bag at the end of a night, instead of giving out lots of cheap branded merchandise that no one will ever use, think carefully about curating gifts that will be meaningful to attendees and something they’ll use over and over again.
Event Trend #4 – Make It Micro
Smaller events definitely became more popular post-pandemic, and this trend shows no sign of disappearing any time soon. Intimate, engaging and interactive, a micro-event with a single speaker will give attendees the opportunity to truly interact with others in the room, unlike an event with a packed auditorium. This type of event works well for workshops and team-building exercises, and is particularly good for networking. The micro-event also ties into another trend which focuses on new audiences, like introverts. Over a quarter (28%) of Australians identify as introverts, which is just shy (if you’ll pardon the pun) of the global average of 30%. Finding ways to cater to such a large portion of the market is important for event organisers, since more than two-in-three introverts say they avoid in-person events because it involves socialising and/or meeting new people. Something to consider…
Event Trend #5 – Make It Measurable
It goes without saying that if an event doesn’t deliver on its objectives, it’s a waste of time, money and effort. What’s more, if it’s something of a disaster, it can be detrimental to a brand. That’s why, the more you use data to measure the effectiveness of your events, the better you’ll be able to plan future ones.
Speaking of data, cookies (that little piece of code that allows third-party trackers to monitor online activity) are about to become extinct, whether brands are ready or not. What’s one of the best ways to get first-party data? Through events. According to a study conducted by Accenture, 83% of customers are happy to share their data to create a more personalised experience. As a result, organisations that prioritise first-party data through their events position themselves for resilience and growth in these uncertain times.