el 2020-01-15 18:31:56

Trends are forces of change that directly impact the consumer, who currently needs to feel understood and is in a constant search for experiences designed based on their individual needs. In meetings and events they can no longer be treated as a homogeneous crowd, rather they should be recognized as independent beings that are driven by different emotions, says the innovation consultant Fahrenheit212, which together with PCMA mundial world network of business event strategists─ gives to know his report "The Future of Meetings & Events".

TREND 1. EMOTIONAL INTELLIGENCE

Business event strategists:

  • They need to have new and accurate information about each participant
  • Analyze this data to adapt the content of the events and improve it

Participants:

  • They agree to give data as long as it is to improve their experience
  • Request a privacy agreement by providing information They need to feel a return on investment for the time spent


The enclosures:
The data collection will be a differentiator to create more flexible spaces not only for the event, but to improve the individual experience of the attendees
The information collected will also encourage interaction with participants outside the premises
They will seek to duplicate their staff in order to provide a more efficient and empathetic service

TREND 2. EMBRACE THE UNUSUAL, CREATE SIGNIFICANT MOMENTS

Companies must promote “relaxed” interaction between their employees to generate explosive ideas
Encouraging conversation between coworkers increases their performance by 20%. Having a face-to-face conversation is equivalent to sending 34 emails, reveals a study by Susan Pinker, author of The Village Effect


The climate impacts the mood, activities and productivity in more than half of the citizens, according to a study by Theo Klimstra. Consider it!


TREND 3. NEW DESIGNS THAT PROMOTE INTERACTION

No to fixed infrastructure, yes to flexible architecture
Inclusion of architecture, furniture and accessories that allow the recreation of spaces
Use of technology, especially in 3D, to create diverse environments


TREND 4. PRIVILEGE THE EXPERIENCE BEFORE THE MATERIAL

Various studies reveal that 85% of millennials value experience and leaving their comfort zone to have new challenges
Events held in natural or unusual settings (aboard ships) break with everyday life.
A study by Mintel (market intelligence agency) in 2017, reveals that 53% of those attending an event think that the most interesting thing about being in a destination is the visit to places that only locals know

TREND 5. SEND SIGNIFICANT AND CONGRUENT MESSAGES

Audiences expect companies to express their values ​​and their point of view in the simplest way
The brands that clearly convey their values ​​are the ones that get the most loyalty
Commitments today must be 100% fulfilled. There is a world watching and following the promises
In events every detail must be alienated from speech. Don't do an event that defends sustainability and where bottled water is offered


Source: Fahrenheit212 & PCMA

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