We are fans of events. We have been making them for More than twenty years, studying them, writing books about them, experimenting, making mistakes and experimenting again.
Not so long ago, the Eventum Premo agency opened an office in Dubai.
So here are some hot changes in event marketing.
Demand for physical experience due to digital fatigue
Virtual fatigue encourages us to meet colleagues and clients in person. That’s why the number of offline events is rising and will be continue to rise. A dispersed workforce has many advantages, but also we understand that sometimes we have to meet in person. It’s going to be fast developing a category of events – internal events to emotionally connect members of a group with each other.
Demand for Joy
In many areas we can see a demand for joy: design, music, colors, dressing, decorations etc. We would like to pick up two examples. It’s about wearing anything that makes you happy, that changes your mood – with a colorful, provocative theme. It’s about anticipating a special occasion and enjoying the process of preparing for it. What about events? Costume parties or a bright dress code.
Immersive Experience
Immersion events are a trend that is still gaining momentum, both offline and hybrid. Digital installations and digital experiences can bring new scenarios of immersion in physical activities. The combination of creative ideas and digital solutions opens up new spaces for brand activation.
Hyperlocality
The more globalization gains momentum, the more we begin to appreciate what can only be found in this place, appreciate limited editions, appreciate the style and spirit of this place.
This trend began in the luxury goods category – a request for uniqueness, for history, for connection with a place. A request that the product not only has the right characteristics, but also carries with it history. Now we see it in different spheres and categories.
We use local design, sounds and cultural elements to organize events and creative concepts.
Everything should have its own author
The value lies in the uniqueness, in the fact that it cannot be repeated. That is, not just the design of the event, but the design developed by local artists. Not just a soundtrack for the opening, but a musical composition written by the modern composer. Personal signature makes an event extraordinary.
Human & AI creativity
Artificial intelligence programs create new opportunities for creativity by eliminating technical limitations. We have begun to actively use AI to design presentations, to create draft versions of visual – it’s faster and more diverse. It’s not a competition between AI and human creator, It’s just a new competence has been added to the work of the creative team – to communicate with AI.
By Alexey Berlov, Partner at Eventum Premo Dubai
