Heading into 2020, the experiential industry was predicting its best year ever.
The economy was booming, businesses were expanding their horizons in multiple dimensions, and the whole world was on the move. Cue a global pandemic of an airborne virus and the age of lockdowns, sheltering in place, and social distancing. Our world has changed, especially the world of events, but what is abundantly clear is people’s desire to immerse themselves in an experience once again. And while every good show needs an intermission, unfortunately it looks like this one might be a long one.
Christy and I were working in events during 9/11, and this company was founded during the 2009 recession – so we’ve weathered more than a few storms. Many of our clients and prospective clients slashed marketing budgets and event campaigns due to the economic crises. However, those companies that not only survived the economic downturn, but thrived, were the ones that stayed the course with their marketing, communications, and connections with their audiences.
So here we are eleven years later, and the events industry is once again at a crossroads. While we cannot help our clients produce incentive trips, festivals, road shows, or conferences, our services are perhaps more crucial than ever. What we can provide now is a strategic, thoughtful, and creative insight on how brands can stay engaged with their audience from a distance – and perhaps seize a new opportunity to reignite creativity and social consciousness. We applaud the quick shift from live experiences to virtual ones; however, it’s not as easy as just putting an event on Zoom. It is worth hiring a trusted and experienced team that can help define your goals, ensure technical success, manage speakers and content, and run rehearsals. Trust us – after ten weeks of Zoom calls and living room concerts, the public is screen-weary and apt to make your event nothing more than background noise if care isn’t given.
"Looking forward to 2021 with optimism and hope, there WILL be a return to gathering once again. It may not be the same, but it will certainly be welcome. Why not get ahead of the game and start to retool your events to stand out within the “new normal?”"
The curtains are ready to open, and the house lights will be dimming soon. The event and production industries are here and ready. What an encore this could be.