For the fourth time, the renowned Viennese event and promotion agency KESCH is publishing its Event Trend Report, which takes a close look at the current developments in the industry and looks into the future of events. Numerous digital innovations open up a multitude of new possibilities so that events can also be implemented in the coming months despite difficult circumstances.
The Viennese event and promotion agency KESCH traditionally starts the new event year with a well-founded look into the near and distant future of the industry: founder Thomas Kenyeri and his team have been collecting interesting industry developments for many years in a report that was first published in 2018 and With around 35,000 downloads a year, it has become a traditional and popular reading for the industry.
The re is hardly another year in which the events industry has had to suffer such setbacks as 2020. Still, the development of events for 2021 seems promising. Numerous innovations enable us to make progress despite difficult circumstances and thus open up a variety of new opportunities for us. We encounter some trends of the last few years in a new light and are literally strengthened by the current crisis, while others are being slowed down. What really matters now is the crisis resilience of the individual trends. “
CVO – Chief Visionary Officer
Event security is the be-all and end-all – hybrid events and digital promotions defy the crisis
The most important current developments obviously include comprehensive event security with detailed prevention concepts and the establishment of hybrid events which, as a combination of live events with digital interaction options, provide a multitude of new formats and multimedia areas of application.
“In future, contactless interaction will also be used for team building or promotions. In promotions, consumers are rewarded with product samples and vouchers directly from the sampling machine, while the tools used generate additional relevant data on customers and target groups that can be evaluated in real time. ” Bread current examples.
Tailor-made micro-events replace large sales fairs
Selling events like Black Friday have become indispensable in the online world, and not just because of the elimination of large trade fairs. “Teleshopping as a live stream is experiencing a real boom, but offline events are still essential. In the future, large sales events will be replaced by individualized micro-events in the company’s own store in order to make the products individually perceptible and tangible for consumers. Tailor-made and secure customer experiences paired with the most modern sales technologies enable the personal contact necessary for the purchase decision, ”says KESCH managing director Kenyeri.
Biodiversity on the plates and in the glass
The current lockdowns are also pointing the way in the food sector: Individual enjoyment boxes are state-of-the-art in premium system catering and are used for hybrid events or individual on-demand deliveries. In general, diversity, especially in the organic sector, is becoming increasingly important in the kitchen. Healthy drinks are at the center of the “Liquid Evolution” and are also finding their way into top-class restaurants.
Neo-ecology brings added value
Above all is the realignment of our ecological values. “
The pandemic accelerates innovative solutions that deliver ecological and social added value, think for example of digital staging of fireworks using drones,” says Thomas Kenyeri, who is generally optimistic about the development for events this year.
“In 2021 Austria will experience events again. Online, hybrid but also live! I don’t dare say whether we will be at a festival this year, but I do wish it for us! ” Thomas Kenyeri in conclusion.
Die 10 Event Trends 2021 im Detail
In the following section you will find an overview of the 10 Event Trends 2021. You can download the complete Event Trend Report 2021 from the KESCH website.
# 1 SAFETY EVENTS: Covid-19 prevention & Covid-19 officer
The safety of the event visitors must have top priority.
Event security will be the focus of every event in the coming months. Professional prevention concepts and carefully carried out risk analyzes enable the successful and safe implementation of events of all kinds.
# 2 HYBRID EVENTS:
The new event standard
The mix of digital and live events is becoming standard.
With the technical prerequisites and a good concept, the combination of live events and digital information and interaction options enable completely new event formats and multimedia areas of application.
# 3 5G ONLINE MEETINGS: Online instead of offline
Online meetings develop into lifelike get-togethers.
Online meetings as an integral part of the world of work are reaching new dimensions with ultra HD video calls, 360 degree videos, panoramic recordings and high-quality presentations and demonstrations.
# 4 PROMOTION TREND: Interactive promoters
Machine-supported promotions ensure precise customer analysis.
Digital promoters also currently enable the implementation of promotions at trade fairs or in shopping centers through contactless interaction.
# 5 GREEN PROMOTION: Think sustainably
Environmental protection also asserts itself in promotions.
Thanks to digital sampling, environmentally friendly advertising materials, the use of sustainable technologies at promotional stands, transport and logistics, the idea of sustainability is also finding its way into promotions.
# 6 DIGITAL TEAMBUILDING: Always connected
Digital connectedness despite physical distance must become a corporate strategy.
Virtual alternatives to team building events counteract the alienation of employees through social distancing and home office.
# 7 EVENTS THAT SELL:
The influence of events in the sales process
The enthusiasm during an event mutates into a lucrative marketing tool.
Selling events such as large trade fairs are being replaced by individualized micro-events in your own store. Tailor-made and secure customer experiences paired with the most modern sales technologies enable the personal contact necessary for the purchase decision. More about events that sell
#8 FOOT TRENDS: Biodiversity, Liquid Evolution, Genussboxen
People are returning more to the origin and diversity of their food.
The diversity of nature is brought to the plate in an exciting way. Healthy drinks are at the center of the “Liquid Evolution” and individual pleasure boxes are state-of-the-art in premium system catering.
# 9 NEO-ECOLOGY: environmental awareness
Neo-ecology is one of the most powerful drivers in the event industry.
The realignment of the values accelerates innovative solutions and sustainable information and communication technologies support the continuation of the zero-waste and digitization trends.
# 10 AERIAL MEDIA:
The digital fireworks
Digital tools such as aerial media are also used as CO2-friendly event highlights at
Digital fireworks with drones not only enable great, environmentally friendly effects, but also ensure dynamic staging of brands and messages in the night sky.
Event Trend Report 2021 zum Download
The current Event Trend Report is available for download at https://www.kesch.at/trendreport2021/ and will be presented personally by Thomas Kenyeri and Mario Flieger on January 21 at 3:00 p.m. in the online workshop “Event Trends 2021” presents. Companies that would like to find out more about the event trends 2021 and their possible implementation can register for this online workshop at https://www.kesch.at/webinare/.
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