Corporates are gearing up for a return to live events, according to the managing director of creative agency Orange Door.
Dina Green (pictured right), who joined the agency in early 2020, told Conference News that while many corporates were waiting for firmer announcements from the Government, there have been positive enquiries for events later in 2021.
On 22 February, prime minister Boris Johnson said that events “without restrictions” would be permitted from 21 June, subject to any developments with the virus and the results of planned pilot events.
“We received enquiries for some events around [climate summit] COP26 in Glasgow in November, which is really positive. We actually got that before Christmas, so we felt there were a few green shoots emerging,” Green said.
“Another client put a deposit down for doing a creative festival in Margate in July, so they were optimistic and very pleased with the new announcements of course.”
Green said that there was still a big appetite for online events from corporate event buyers, and that Orange Door would remain agile if clients decide whether to go hybrid later in the year, or stick to solely online.
“When it comes to the second half calendar year of 2021, they [corporates] have been looking at different ways of being able to deliver their experiences, whether it’s through hybrid or completely virtual,” said Green. “Everything we are doing we are doing it in three different streams of budgeting, with a plan B, C etc. We are definitely getting enquiries and we are busy the whole of 2021 with virtual. However, when it comes to anything live, it’s all UK based,” she added.
Will corporates be more demanding?
Asked if she felt brands would be more demanding with their live experiences when they come back, Green said that a survey revealed a split in opinion.
“We did a barometer of the industry, where we conducted a series of interviews with clients, potential clients and past clients and one of the things that became apparent is that the marketing teams are doing okay with everything all being virtual,” she said.
“This is because the data analytics that you get are extremely informative. To be able to see where in the sales funnel you’re falling, and you can see how long people stay, what they’re interested in etc.”
However, Green noted that sales teams were struggling to capitalise on the virtual model. “The ones who are suffering is the sales team. They have been calling out to get back to in-person events because for them to push the deal over the line, especially when you’re talking millions of pounds, the face-to-face often seals that deal.
“Although the marketing departments have managed to adjust well, which at the end of the day are our clients. What we’ve also had to do is try and educate and work with the marketing team on how we can convince the sales team that we can still do well in a virtual environment, but the sales team still want to get back to face-to-face.”
Green noted that the next two years would likely see a sharpened focus on regional events as international travel, and the capacity to move around large numbers of delegates, won’t be practical.
Planning ahead
When asked what corporates should ask themselves ahead achieving their business objective in 2021, Green said they should be looking at their event strategy for the next five, six, or 10 years.
“This an opportunity to be hugely disruptive and change the way they have always done things,” she said. “I would say be brave, be open to new ideas, embrace the downside to this: e.g. so maybe rather than meeting up, consider the what is good for the environment and sustainability. And think about what really needs to be done and who you need to focus on, making sure those are the ones that you have there.”
