What Will Live Brand Experiences Look Like in 2022?

Brand events as we knew them are a thing of the past. As scientific and technological advancements continue to accelerate, it is vital that we as agencies continue to evolve our model and address clients’ needs through a future-focused lens. The pandemic has seen global changes in how we connect and communicate, in our values and behavior; but we must continue to look even further ahead.

Hybrid formats are bringing new opportunities like larger audiences, but also highlighting challenges surrounding things like inclusivity and accessibility – there’s an increasingly international attendee pool, as well as a more engaged disabled audience, who now feel more comfortable attending remotely. Much of the world doesn’t want things to return to how they used to be, they want a new and improved way of life. A more socially conscientious society.

Hybrid & Accessibility

Even as in-person events return, the yearly growth rate for the global virtual events market is estimated at 40.37% by the end of 2025 (marketwatch.com). The still untapped potential of hybrid events attracting a larger and more global audience, means that event organizers are still uncovering ways to enhance the accessibility of brand experiences. This applies to both physical and digital elements, truly blending the two in the name of hybrid. We’re seeing things like cloud software that integrates with digital platforms to provide live translation and captioning, making for more inclusive experiences. Similar tech can even be used for in-person elements.

There are more enhanced presentation tools that put the presenter amongst their content to provide a more effective demonstration. Things like dynamic and AR wayfinding will make in-person event navigation not only easier and safer by rerouting to avoid crowding, but it will also enhance the guest experience, all the while collecting valuable data and insights to streamline future events.

Just imagine these applications in a not-too-distant future when combined with smart glasses, AI and personalized content.

Health & Safety 2.0

I’ve touched on how accessibility and AR have certain post-pandemic applications for in-person experiences: Things like contactless tech, apps for virtual queuing and F&B, proximity alerts, heat-mapping and so much more are going to ensure that contact is minimized in physical spaces and therefore any health risks, minimized. It’s also going to make for a more enjoyable and streamlined experience.

There has been a growing demand for properly sanitized spaces, even pre-pandemic. Now, large-scale disinfection has become essential. From drones to UV emitting devices, there are a number of high-tech solutions that may soon be expected as standard practice.

Meet Barry Richards

Barry leads our strategic growth through product, capability and geography planning to meet the needs of our clients, and oversees the global Client Services division of FIRST. He has broad international experience and a track record of developing global client relationships for a range of agencies, including four years evolving Grass Roots from a startup to a full-service meetings and events agency in the Americas. He was initially drawn to the industry for the service, the people, and the memories that are made – a sentiment that echoes throughout his personal life as well.

Read this article on EVCOM.org.