CORPORATE EVENTS, THE INDUSTRY'S MAIN CHARACTERS IN 2023

2022's principal challenges were to regain confidence and security in events post-pandemic. With things back to normal, what kinds of trends will we see in corporate events in 2023?

According to data from the Livecom Alliance, 41.5% of existing agencies in Europe are dedicated to corporate events. Using billing data from pre-covid 2019, in 2021 it was predicted that by 2022 that number would rise to 80.22%. 

However, reality has surpassed expectations. Things are quite different than expected and on the rise. Therefore, we are in a new era and have already matched 2019, which means that 2023 is sure to be a good year. Although life is filled with uncertainties and we must be groundbreaking yet cautious, the first quarter sales and forecast achievements are encouraging. 

Trends in Corporate Events 

Marketing and communication managers will always prioritise face-to-face, one-on-one interactions. For these exchanges generate emotion, set businesses apart, and create lasting relationships. Companies' strategies for 2023 include trying to reach this target which is so close. This will be an important year for live and in person communication.

To develop our work efficiently, we must know the up-and-coming trends, plan ahead, and be aware of what can attract and surprise attendees or/and participants. We must care for and look after in-person contact and take it to unimaginable limits. Offering all-in-one solutions to customers is critical to managing all aspects of data organisation, management, and analysis.

Our main objective is to create and personalise memorable individual and group experiences, before, during, and after the event. Having a good story is crucial. Brands that share emotions have their own personality and create memories. To set us apart and create unique experiences, we must produce content that has a wide impact and look for spaces that facilitate conversations. 

Hybrid technology will continue to enhance face-to-face events. Mixing augmented reality and real life with screen masks will allow us to introduce doses of gamification and differentiation to reinforce telematic assistants' experiences. Streaming will continue to allow attendees and speakers from all over to attend face-to-face events, making them more multichannel than ever before. Log automation will broaden interaction analysis, allowing us to better understand attendee preferences in order to more highly personalise future events. 

Sustainability: Society is becoming increasingly aware of the circular economy and caring for the environment. Thus, measuring the carbon footprint of face-to-face events will be fundamental when communicating the event and what sets the brand apart. Having our clients' goals clear will help us use more environmentally friendly resources and subsequently create more sustainable events.

Moving forward, we must continue to look after brand image. Corporate events are valuable communication tools that produce both qualitative and quantitative results. So, we are always on the lookout for opportunities for the brands we work with to add value through actions and events, bringing them closer to their targets naturally, whether those be in internal or external communication. We must do this without forgetting the recreational and entertainment component while also paying close attention to the industry's future trends. 
We must create events centred around people and groups. Their opinions about products, brands, and services are socially relevant. This, of course, refers to influencers. 

Finally, we must pay attention to technological resources: virtual, mixed, masks, 360º videos, the Metaverse, and the Multiverse. More realistic 3D presentations, virtual events, and robots overseeing functions. What sets us apart from our competitors is that SOMOS truly is a 360º in-house agency. We are familiar with ample types of technology and their uses. We know how to manage them to make effective events for our customers. Therefore, practically anything that comes to mind can be designed and materialised using these tools that, without a doubt, are here in the industry to stay.

I believe these will be the main trends in 2023. However, in a world as everchanging as event organisation, new opportunities, and ways to enrich our profession will surely emerge little by little.