Emerging Trends for Events Industry in 2022

Emerging Trends for Event Industry in 2022

On 10 March 2022, Venuerific hosted their first physical event after two years, exclusively attended by 45 corporate event organisers. “Emerging Trends for Events Industry in 2022” was hosted to provide an outlook of the events industry with new data and insights, presented by:

  1. Veemal Gungadin, the Vice President of Digital & Innovation at SACEOS as well as the Founder & CEO of GEVME, a fast-growing event tech platform.
  2. Firdaus Salim, Marketing Evangelist at Mice Neurol, a company for creating impactful virtual and hybrid events.
  3. Robert Lai, Founder & CEO of Kaliber Performance Marketing, a leading consultancy for fast-growth companies in APAC.
Emerging Trends for Events Industry in 2022

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SMM Update for MICE Events

To begin, Veemal explains the newest update on Safe Management Measures for events in Singapore. The updates including: 

Starting 29 March 2022,

  1. The permissible group size for social gatherings will be increased from 5 persons to 10 persons for mask-off activities.
  2. Mask-wearing is mandatory for indoor settings when people leave their homes, but will be optional in outdoor settings. 
  3. Safe distancing is encouraged but will not be required between individuals or groups in all mask-on settings. However, a safe distance of 1 metre will continue to be required for mask-off settings. 
  4. For smaller events and settings of up to 1,000 pax, events can proceed without being subject to any capacity limit.
  5. For large events and settings of more than 1,000 pax2 and that are mask-on, capacity limits will be increased to 75%.
  6. Outdoor live performances and busking will be allowed to resume at all venues, including F&B establishments.
ParameterCurrent Posture
Group Size10 at a time
Mask-wearingRequired for indoors, optional for outdoors
Safe Distancing1 metre safe distance when mask off
Capacity75% for large settings and events sizes of >1,000 pax
Source: Ministry of Health Singapore, 24 March 2022.

Hybrid Events are Not Something New?

Veemal gives an insight about the long history of hybrid events, which were introduced by UBM Studios. 10 years ago, UBM Studios offered many products to complement and enhance in-person events by providing added digital or online components. However, this product didn’t attract many customers as online events weren’t prevalent a decade ago. However, Covid-19 has driven people to seek for a solution on hosting events making hybrid events and emerging trends.

UBM Studios website
UMB Studios introducing their hybrid events product

Omnichannel Experience

Differences between physical, virtual. hybrid. and omnichannel event
Differences between physical, virtual, hybrid, and omnichannel events

In order to make use of the emerging trends where people no longer depend on solely one channel, Veemal introduced us to Omnichannel Experience for events. Putting the customer at the centre of focus allows us to use multiple tools to reach them. Therefore, those multiple tools should be used to promote the events throughout the event lifecycle itself. Some examples could be Twitter Feed, Facebook Livestream, Text Messages, Gamification, and many more. 

Different tools used to exhibit events
A mix of digital channels for promoting events

The Importance of Micro Events

One strategy that are used by many organisers of a successful event is to create micro events. Micro event is an event with a small number of participants to talk about some topics that resonate with a niche audience that is more engaging and held at higher frequency. It’s best to use micro events to grab the attention of the customer, leading up to the main event. 

the frequency of micro events before main event

Moreover, producing micro contents for social media is also a key to engage with more audiences, such as making use of blog articles, videos, and interactive social media posts.

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