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Trends 2017: events vermengt met positionering

Evenementen zijn hip en door vele mensen geliefd. Tenminste, als het op de juiste manier uitgevoerd wordt en meegaat met de behoeftes van de huidige markt. Maar wat is nou die juiste manier? Een event is een manier om je bedrijf op een aantrekkelijke manier te presenteren aan je doelgroep. De focus ligt hierbij meestal op de zakelijke- of consumentenmarkt. Je kunt dit natuurlijk zelf doen, maar we begrijpen dat niet iedereen daar tijd of de expertise voor heeft. Dan huur je of een freelancer in of een evenementbureau die het voor je regelt. Toch is het organiseren van een evenement niet de grootste uitdaging. Het hoogste rendement haal je door in te zetten op hoe je event opvalt ten opzichte van alle andere events. Het liefst gaan we nog een stap verder, dat je door het evenement kan laten zien wat jouw bedrijf onderscheidt ten opzichte van andere bedrijven. Dit artikel gaat in op de trends van 2017 binnen de evenementensector. Met tips en tricks wordt uitgelegd hoe jij de trends kunt gebruiken om je bedrijf te positioneren.

Trend 1: Klein maar fijn
In 2017 worden kleine events steeds belangrijker, omdat deze zorgen voor het bij elkaar brengen van een nichemarkt en bijdragen aan persoonlijke ervaringen en belevingen. Subevents (naast het grote event) ga je ook steeds meer zien. Daar mag bijvoorbeeld maar een bepaald publiek naar toe of wat voor een kleine niche groep aantrekkelijk is. Een subevent kan een toevoeging bieden voor pre-exposure (de beleving voorafgaand) van je event in combinatie van het verkopen van pre-sale tickets. Bovendien is de beleving van een kleiner event intiemer, je hebt meer contact met de andere deelnemers en je bent er meer een onderdeel ervan.

Positionering: met een aantrekkelijk eventconcept creëer je intimiteit en interactie met je niche markt. Ideaal om je boodschap over te brengen (missie/visie) of je laat ze onderdeel zijn van je community. Kies een concept en doel dat past bij jouw positionering.

Trend 2: Persoonlijke touchpoints
Een bezoeker wil een optimale beleving ervaren. Dat is in onze ogen het doel van alle evenementen. Een persoonlijk element draagt hieraan mee. Zowel offline en online kun je het personaliseren: programma op maat, een gepersonaliseerde goodiebag of een persoonlijke uitnodiging. Tip: maak een customer journey en kom erachter welke momenten jij kunt personaliseren. Een customer journey is letterlijk de klantreis binnen jouw bedrijf. Dus op welke momenten kom je in contact met je (potentiële) klanten?

Positionering: je bedrijf omarmt persoonlijk contact als waarde, je creëert een verbinding tussen je klant en bedrijf. Dat is niet direct een positioneringstrategie, maar het kan er wel een onderdeel van zijn.

Trend 3: Online belevingen versus offline belevingen
In de afgelopen jaren richtten veel trends op de online beleving of het meten van data. Virtual reality (bril) en live video’s zijn veel besproken ontwikkelingen. Het investeren in online belevingen is belangrijk. Echter, er is daarentegen ook een tegenstrijdige trend in opkomst. Consumenten verlangen naar offline ervaringen. Dit kan gecombineerd worden met sterke touch-see-taste-and-feel experiences, waardoor de offline beleving intenser is. Consumenten willen real live momenten met Facebookvrienden, Instagramvolgers en LinkedIncontacten en tegelijkertijd online betrokken zijn en gepersonaliseerde technologieën zoals apps gebruiken. Dit maakt het belangrijk om de online en offline beleving naar elkaar toe te brengen, waardoor het elkaar gaat versterken.

Positionering: creëer een sterke beleving voor je bezoekers! Je straalt uit dat je vernieuwend bent, toffe oplossingen bedenkt en precies weet wat jouw klant nodig heeft. De positionering is gericht op de belevingswereld van je klant.

Trend 4: Meer diverse activiteiten op het programma
Zakelijke events gaan zich vermengen met meer vrijetijdsactiviteiten. Onlangs hebben wij een event bezocht dat functioneerde als congres en festival. Het combineren van verschillende concepten is een trend voor 2017. Een werksessie gecombineerd met een yoga sessie, een netwerkborrel in de vorm van een clubavond of een modeshow in combinatie met een proeverij voor healthy food. Verschillende vrijetijdsactiviteiten mengen zich met elkaar. De focus ligt niet op één activiteit.

Positionering: bedenk een vernieuwend eventconcept. Je durft te experimenten en risico te nemen.

Trend 5: Events zorgen voor goede content
Evenementen leveren een goede content voor je missie/visie van je bedrijf. Niet alleen op de dag zelf, maar je kunt ook foto’s en video’s van het event gebruiken voor je social media en website. Het is een middel om meer mensen te verleiden naar je community. Komt het publiek op jouw pagina door je evenement en vinden ze de content tof? Dan is er een grote kans dat ze jouw bedrijf ook tof vinden.

Positionering: hoe gaat jouw event bijdragen aan de positionering van je bedrijf? Wat ga je laten zien? Dat je risico neemt, betrouwbaar, vernieuwend of juist authentiek bent? Het antwoord op deze vraag is gouden content voor je bedrijf. Je event is het moment om die boodschap te verzamelen in bijvoorbeeld een video en foto’s.

Het belangrijkste is dat je keuzes gaat maken in hoe je jouw bedrijf gaat onderscheiden. Zoek naar trends en ontwikkelingen die passen bij die positionering en ga jezelf uitdagen om je event te vernieuwen of te veranderen.

 

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