6 Event Marketing Trends for 2018

February 9, 2018

Katie Boucher

Katie Boucher is the Marketing Content Strategist at Derse, where she leads the strategy and development of targeted, relevant content across a variety of channels to ensure an effective approach to the company’s marketing communications and lead generation programs. She has a strong record driving positive customer results through thought-provoking and engaging initiatives in trade show, retail and manufacturing industries.

Whether it’s making a list and checking it twice or end-of-year recaps and wrap-ups, winter is the season of lists. At Derse, much like when it comes to events, we’re all about preparation. So, we’ve scoured the internet for opinions and predictions on event marketing trends for the coming year.

These predictions from Chief Marketer, Entrepreneur, Forbes and more, combined with our knowledge from the past year and our expertise in aiding companies with events, exhibits and experiences led to our own list.

Here are the trends to look out for in event marketing over the next year.

Quality content: Being present is important and a huge advantage in face-to-face marketing, but it’s not enough. Quality over quantity is the name of the game across all marketing channels these days and it will be crucial to have relevant content that resonates with your event attendees in 2018.

Virtual and augmented reality: While the adoption of these two technologies hasn’t exploded as quickly as expected, their potential to change how events work is still huge. Expect to see the reality of events change in 2018 as more brands incorporate this tech into trade shows.

Phones and video: Video content is the new norm. Live video from events broadcast on social media, like Instagram stories, will be key in the new year. Video isn’t bonus content anymore; it’s table stakes. Provide it or be left behind. This also means phones will be all over every event to film and broadcast attendee and influencer content. This makes it essential to have an event site that’s optimized for smartphones. It will help coordinate social sharing and provide helpful info to tech-savvy attendees during the event.

Immersive technologies: Drones, artificial intelligence and machine learning are changing the way information from events is gathered and analyzed. That means marketers will have more – and more accurate – data on event trends than ever before. This can be used to fuel effective immersive and experiential marketing, both of which can leverage new technology. Look out for plenty of immersive and experiential marketing in 2018, too.

Social media and influencer marketing: While there’s speculation that both these forms of marketing will undergo drastic changes, they will still be important during 2018. As they go through this metamorphosis, the key will be to keep a finger on the pulse so you can adapt to new social media and influencer evolutions, and the trends they become, as they happen.

Real connections: Brands still agree that event marketing is essential to success but it’s the execution that puts the real results behind that faith. Technology and automation are on the rise everywhere, making genuine connection something audiences will crave alongside those new tools and gadgets. Use tech, but make sure you’re partnering it with personality and a human touch to create relationships with your attendees.

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NO WISH IS TOO BIG AT THE ORANGE COUNTY CONVENTION CENTER

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

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