The current trends in brand events were discussed during an episode of the Event Industry News podcast.
Nick Joined host James Dickson for an Event Industry News podcast and spoke about the growing trend among brands to establish their own events.
As more brands seek to engage with their audiences via dedicated live events, trends form in relation to event production. Nick offers the podcast insight into working with brands and their agencies, ensuring feasibility and that events are fully compliant and some of the creative ways The Fair has helps meet event briefs.
You can listen to the podcast here
Discussion points cover:
Brand partnership and sponsorship is changing
ROI is difficult to quantify
Brands want to own their own events
It’s more accepted that brands can commercialise events
Many more channels with direct access to audience
Trends within smaller independent festivals
Early adopter brands
Brands want content added to the show to maximse on engagement
Externally promoted shows within the public realm
Creating brand experiences
Increasing dwell time
Building brand loyalty
Brand association with lifestyle
Content driven by the consumer gains better advocacy
Understanding KPIs – what does success look like?
Marry creative with production
Creativity in site sourcing
Support of Boroughs
Authority to authority, there is huge disparity
Negativity around events with large volumes of people
Licensing is difficult and a much longer process
Unifying the licensing process
It is easier to be creative now?
Hammerson & world class events
Art installations that are world firsts
Gives a reason to go to market and drive footfall
Audiences want immersive experiences
The events industry is buoyant
Audiences want unique experiences
Consumers tastes are becoming more widely sophisticated
Brand experiences build long relationships with brand advocates