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Event Marketing Trends

The event industry is in a constant state of evolution and as such, pioneering strategies and concepts that are as successful as they are original is no easy task. The past few years has seen the rise—and proliferation—of social media and new tech tools, increased attention paid to engagement and new market segments, eco-friendly measures and sustainability, and bigger demands from event sponsors. Here are the trends event marketers are looking at right now.

What the Apple Watch and iPhone 6 Mean for Events

Near-field communication and other new features may influence how event hosts engage with guests.

Event Intelligence Posted September 10, 2014, 6:30 AM EDT

Why Are So Many Journalists Becoming Event Planners?

As content becomes more central to many events, journalists are leading programming, running business divisions, and launching their own conferences.

Event Intelligence Posted July 23, 2014, 7:00 AM EDT

How to Use Content Marketing to Drive Success for Your Next Event

Why creating useful and relevant information engages attendees year-round and helps a target audience see a brand, corporate entity, or nonprofit as a credible resource on a topic.

Event Intelligence Posted July 21, 2014, 7:00 AM EDT

Why Pop-Ups Are Getting Even More Popular

Trends in retail and real estate are making it easier for marketers to use temporary stores for experiential marketing activations. (Also, they work.)

Event Intelligence Posted July 9, 2014, 7:00 AM EDT

Inside the Minds of 10 Savvy Marketing Strategists

Find out what some of the country’s top consultants have to say about online engagement, social media strategy, and the role of events.

Event Intelligence Posted May 29, 2014, 7:30 AM EDT

Social Media & New Technology

Social media is now one of the most important tools planners and marketers can use to disseminate information about events, interact with attendees, solicit feedback, and create year-round engagement with a target audience. Additionally, new apps and emerging technology have made it easier for event and meeting planners to extend the life of their gatherings and even measure return on investment.

Our archive of social media stories can be found here; the coverage of new event and meeting technology, here.

Building Engagement

Social media may be the most popular tool to engage customers right now, but event and meeting professionals are looking at additional ways to build buzz, interaction, and loyalty from the constituents of their gatherings.

Event Sponsorship

Gone—long gone—are the days when sponsors and event hosts were content to bathe a party space in logos and consider their work done. Increasingly innovative experiential marketing, new and expanding digital platforms, and stiffer competition for sponsor dollars have given rise to a savvy set of decision makers—at brands and event hosts alike—who intend to elevate sponsors’ return on investment and build symbiotic partnerships.

Our archive of articles about integrating sponsors and selling event sponsorship can be found here.

Measuring R.O.I.

The effects of the recession remain—marketers and planners are more accountable to high-level management for every dollar spent, which makes proving return on investment (otherwise known as R.O.I.) increasingly important.

Our archive of coverage related to event R.O.I. can be found here.

Going Green

Few trends have taken on as much momentum as making events more green and sustainable. And with organizations such as A.S.T.M. setting green meetings and events standards, it's really not a trend at all—it's here to stay.

Our archive of eco-friendly ideas, resources, and strategies can be found here.