[2009 trends] Budget cuts a challenge for event managers

Those with knowhow will offer clients the highest quality service with innovation in the manner that events are executed, as well as providing more bang for their buck. Existing customers will be the key focus for 2009 and the marketing approach will be horizontal, as opposed to vertical. Companies will offer their existing customers more product choices and will mine their network, rather than trying to recruit new customers.

Focused marketing

With this focused marketing approach, events will be used extensively to create the right experience for the right people, with clever links between the brand and event. Events will be smaller with emphasis on inviting only the target audience, allowing the client to engage directly with them. The database, providing detailed insight into this audience, will be used to create a successfully customised occasion.

The reasons for hosting an event will predominantly be networking and generating sales leads. These aims will best be achieved by quickly and cleverly immersing the target audience in a multisensory experience. Sit-down three course meals are out as people don't have the time or inclination to sit and make small talk for hours at a big table filled with strangers. The time spent at an event will be a maximum of three hours and cocktail events, which allow for efficient networking, will go down exceptionally well.

Most aspects of events will be streamlined and simplified. To save money, invitations will be sent out electronically, cutting printing and courier costs, and gifts will be left off budgets altogether as they're good to have but not a necessity. Food choices will be up-market snacks and canapés served on the move, while jazz trios and DJs will entertain the crowd. There'll be far less over-the-top spending on expensive large-scale productions with their staging and technical requirements, costumes, rehearsal time, dancers and vocalists. Décor will remain simple and elegant.

Video

Videos will be the big communication tool at events. To save time and money, videos will be produced in such a way that the material can be re-edited without giving the impression it's been rehashed. As an added value service, event companies will get production houses to invest in a terabyte hard drive to archive material that belongs solely to the customer.

Though virtual and digital platforms will be used as an add-on to event marketing, the opportunity to connect with an audience in person is irreplaceable. As more and more people seek real three-dimensional experiences rather than the two-dimensional flatness of our virtual lives, event marketing will be used to meet the need for genuine and engaging experiences that are high impact and multisensory. And taking into account our current economic context, a memorable all-encompassing brand experience that immerses the consumer is more valuable than ever.

Since companies simply can't afford not to engage their most valuable asset, their employees, there will be a greater emphasis on retaining and training internal staff. Companies will go less for traditional team-building such as raft building and obstacle courses and the focus instead will be on training staff and sharing knowledge at a dedicated event in a creative and interactive way.

Global trend

In line with the global trend, the event marketplace will move towards greater environmental consciousness as companies begin to demand "eco" from event managers. Smart marketers will embrace the notions of sustainability and going green.

2009 is poised to be an exciting year with the Confederation Cup and World Cup approaching. Though it's also sure to be filled with its challenges, event marketers who adapt to current demands and trends will be add value to brands and deliver service that is not only consistently professional but is truly innovative.