THE FUTURE OF: EVENTS
- Mia Hardman
- Jan 16
- 3 min read
Updated: Feb 27
The event landscape is rapidly changing - and quickly. While there has been no shortage of events in our social media feeds, we are sensing a change of tides. The days of influencer-only launches designed for maximum reach and social buzz are starting to lose their sparkle.
Why?
The anti-influence trend has been gathering steam, and consumers are getting desensitized to seeing the same curated event coverage on their feeds and not being able to participate. They are demanding IRL experiences from the brands that they are supporting with their wallets. They don’t want to be spectators anymore.
Now this doesn’t mean that influencer events have become obsolete, they still have an important role, but this role is shifting. The new era of events is not just about who attends, it’s about who gets to experience it. Brands that fail to recognise this run the risk of just becoming part of the noise in an incredibly saturated digital world.
A consumer-first mindset
A few months ago, we saw this post by Brittany Saunders, who called on brands to recognise how switched on consumers are right now, and questioned what consumers are thinking to themselves when they see extravagant trips with high-profile talent who typically already get everything for ‘free’.
We have seen this not only with brand trips, but events as a whole. The FOMO-effect is waning, and consumers now want in. Inviting your community to participate in what you are doing allows them to have first-hand experiences to build genuine connections with the brand and long-lasting loyalty - a currency that is not easily bought.
Event is an execution - not a strategy
Events have become the go-to ‘strategy’ for a while now - but if they aren’t underpinned with a story, they rarely drive media coverage on their own. The most successful events are ones that have an impactful story, a cultural tie-in or a disruptive message that cause people to stop and think. Before embarking on planning any event big or small, start at the beginning:
What is the story / message I want to tell
Who do I want to reach
What is the best way to reach them - maybe it is an event, but maybe it isn’t.
If it is an event ensure that the event contributes meaningfully to the brand story and not just a one-off marketing moment.
The brands that have been doing it best
Miu Miu Summer Reads Pop Up
Glossier Black Cherry Launch
Jacquemus Summer Pop Up
Skims Pop Up New York
The New Event Playbook
Let your community in - If you are considering an event, think about how your community can get involved. Whether that is replicating the event for your consumers, hitting the streets for giveaways or something as large as a community brand trip - while you may not get the ‘reach’ you will gain immeasurable brand loyalty.
IRL and digital hybrid models - livestreaming and digital extensions will still continue to play a role, but they need to be complementary to IRL activations, not replace them, as a way to make moments accessible beyond just a select few.
Micro-communities over mass following - guest lists need to be well thought out. Hyper-relevant audiences have a greater impact than a one-size-fits all approach. Authenticity is the key here!
Experience-driven - Immersive and sensory events that give guests something to ‘do’ and share rather than just watch are the events that are the most sticky.
Turn moments into momentum - Any type of event is a flash in the pan. True success lies in how you are maximising this moment (and budget) to make it stretch further. What kind of content are you capturing and how are you going to continue to amplify it? How are you sustaining the relationships you built at the event? Integrating with other teams within the brand (social, digital, sales) to ensure that the event isn’t a one hit wonder is how you will drive maximum impact.
