Industry Experts Predict an Emphasis on Human Approach to Events in 2018

December 14, 2017

In just a few days, 2017 will be history. The year brought event professionals a host of challenges around technological advancements, security, politics and travel, to name just a few. While next year will continue to prove difficult in many of those same areas, experts are pointing out that 2018 will be filled with opportunities for show organizers to rethink how events can capitalize on the human factor.

To wrap-up the year, here are a few predictions from five event industry veterans about what they foresee coming down the pike for events in 2018.

According to Marco Pardi, managing director of UBM Technology Group, customer-led design is a trend to watch as me move into 2018.

As fundamental as putting the customer first may be, this is specific to the experiences being put together for the attendee and delivering on moments they cannot gain anywhere else,” Pardi said. “This is built on the foundation of organizing events with unique programs that connect attendees in interesting ways and lead them to enjoy the event in a way they won’t forget while compelling them to share those stories with others.”

Michael Doane, marketing manager of CadmiumCD, believes that myriad technology trends, including personalization, artificial intelligence and machine learning, and augmented reality will continue to grow throughout 2018.

“What people don’t generally talk about is that at the end of the day, events are human-centric,” Doane said. “In a world that feels more fractured than ever, events still bring people together. Technology at events needs to do the same. Through Facebook, we’ve seen the challenges caused by delivering hyper-personalized content to individuals. It makes the world smaller and divides people.”

Doane believes that a huge trend going forward will be understanding how to deliver personalized experiences in a way that fosters collaboration and understanding rather than segmentation, with events as the perfect playground to experiment with finding solutions for these types of challenges.

According to Bob James, president and chief storyteller at Bob and David James, event marketers should reconsider swamping attendees’ in-boxes with vague offers of ‘must-attend’ conferences.

“Attendees are growing angrier and more resistant by the day,” he said. “The counter-move is targeting, and you shouldn’t be surprised if 2018 turns out to be the year event marketers master it. The stakes are too high to do anything less. Targeting demands not only that you segment your lists, but that you think hard about the relevance of your value proposition and its expression.”

Curated content, video and experience have been the trade show marketing buzzwords of the last several years, said Julie Parsons, managing director of Fixation Marketing.

“It’s our team’s prediction that in 2018 we will start to see more of those three coming together,” she said. “Shows that bring attendees, members and prospects into their event well before the doors open and blend content and experience together for a modern engagement and connection will see new levels of loyalty and growth.”

Sam Lippman, president of Lippman Connects predicts that in 2018, more shows will collocate and other shows will be “blown-up” into niche events.

“This will happen because everyone – attendees, sponsors, exhibitors, speakers, media – will demand that a show be either be all-encompassing or have a laser-sharp focus to earn their support,” Lippman said.

It appears that a renewed focus on the human side of events could very well be a far-reaching trend that impacts all aspects of event logics, content and promotion. If show organizers adhere to the concept as the experts believe, 2018 promises to be a year that will spark a new level of creativity in the industry that will be exciting to watch!

​​​​​​

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact