2023 is Ending, How are you setting up your Events for 2024?

The year is about to come to a close. Everyone in the industry is starting to breathe a sigh of relief, as we all head away for some much needed and deserved rest. 

Before we get into what is ahead for 2024, let's look back on some very important things that have effected event production throughout 2023. 

Events are Driving a Large part of the Economy

Wars, economic uncertainty, up ended labour markets, the ever looming recession. All of these big global factors have been effecting event production on a massive scale. As we discussed with some colleagues a while back,

"The event industry has matured and has become part of the greater economy. Now, we are all feeling the same pressures."

Events, like no other marketing channel or internal processes, have an outsized ability to effect change. Better than any online ad, ping pong table or a taco Tuesday at the office, events have the ability to build culture, reach target buyers and establish a brand better than anything. 

According to Gartners' Marketing Benchmark Study, only 12% of overall marketing dollars are currently going to events. Brands and teams are continuing to spend the majority of their dollars on digital advertising, in all its forms. 

Should that change?

Value in Industry

The conversations that started right after the pandemic, about the value we provide, getting paid for our work and how we create value in the events industry has continued. Just recently at PCMA's Canadian Innovation Conference, we were part of, what seems like an annual, discussion on value. 

Should event companies be paid for creative?

How do you communicate that value?

Does the market see that value?

All important questions that need to be discussed. 

Ignite Magazine has continued the conversation with their initiative #WorthIt. We will be doing a series of special episodes of our Podcast to keep this conversation going.

Mental Health in the Industry

We all remember the meme that went around the internet in 2018. That #eventprofs have one of the most stressful jobs in the world. Ranked up there with firefighters, nurses and the military.

It takes its toll and over the last 5 years, event professionals have been making their voices heard about the mental health costs of working in this industry.

To quote Nick Borelli:

 "In this industry, there is no beta test. Unlike the tech industry, where they know that today is the best they have ever been, and the product will only be better tomorrow, you can't do that in events. You have one shot, there is no A/B testing"

The good thing is that event professionals industry wide have been shaking off the stigmas of openly speaking about, sharing and listening to each other about mental health in the industry. We could not be more proud of our colleagues.

As we look to new year, we will be publishing our guide to event production in 2024. Stay tuned for that in early January!

 Training Techniques for Event Excellence 

New Episode!

This week on Production Value Matters , Matthew is joined by Brianna Seidule, former Event Marketing Manager at Aircall. Together, they delve into Brianna’s perfect formula for event excellency; learning from past mistakes in the industry; and why you should join online networks (especially if you’re an introvert).

Communication for Great Events

“I made the mistake of assuming that everyone absorbed information the same way I did, which is so obviously not true. I’m super type A, not a procrastinator, I’m very to the point. I just kinda used to assume, why would anyone procrastinate reading this email? I realized quite obviously that I’m in the minority, some might say. There are so many differences in how you and I consume information. So now, instead of doing a one-size-fits-all approach, I try and tailor my outreach to the different stakeholders in the team I’m sending.”

LISTEN NOW:

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2024 is Going to be a Busy Year for Events

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