Gina Kay, marketing manager at Exhibition News, examines the festivalisation of business events.
In today’s dynamic events landscape, the lines between business conferences and festivals are blurring. With millennials and Gen Z making up two-thirds of the workforce by 2030, there’s a palpable shift towards creating immersive, community-driven experiences. This transformation, termed ‘festivalisation’, is not just a trend, it’s becoming a cornerstone for successful business events.
Coachella 2024: A case study in brand activations
The festival that kicks off festival szn (slang for season) has got to be Coachella. It is one of the world’s most iconic festivals, and not just a hotspot for A-list celebrity attendees but also A-List brand activations.
This year, there were so many brands showcasing innovative activations that flooded our feeds: one of my personal favourite’s were GUESS Jeans, who transformed a series of houses into a festival site for the most current and popular influencers, models, artists, and actors for FAM Trip inspo.
Hair stylist Method’s immersive ‘Unleash Your Inner Shower’ activation showcased their ‘world’s’ combining individuality with hair styling. The brand leveraged experiential marketing to create a multisensory lounge where guests could explore Method’s scents and even participate in an AI aura photo experience. This approach not only elevated Method’s brand presence but also engaged attendees in a memorable way.
Finally, Poppi’s lemon-lime launch and influencer-forward focused strategy created a big fizz, as the brand reported a 200% spike in sales during the weekend!
I love festival season, but I couldn’t not be reminded of Mash Media’s recent event – International Confex, held at ExCeL London at the end of February, it stands as a testament to the growing importance of experiential design in business events. Immersive AV’s stand truly exemplified this trend, pushing boundaries with a digital escape room, networking space, and a content theatre running Deaf Awareness Training. This innovative approach not only offered panoramic views of the show floor but also earned Immersive AV the prestigious Silver Stand Award.
Key takeaways
As you navigate evolving trends like festivalisation that are here to stay, integrating certain elements can significantly enhance attendee engagement and satisfaction:
Emphasise community: Foster a sense of community by creating spaces for authentic interactions and shared experiences that can be easily socially amplified.
Showcase and immerse: Take inspiration from similar industries like experiential marketing, so you can create immersive experiences that resonate with your audience.
Experiential tech: Follow Immersive AV’s lead by incorporating innovative stand designs and interactive elements to captivate attendees.
Data-driven insights: Utilise AI, AR and VR tools to gather insights, enhance engagement, and optimise event planning and marketing strategies.
Personalised experiences: Leverage technology to offer personalised experiences, such as similar themes, key trends and interactive activations tailored to individual preferences.
Paradigm shift
The festivalisation of business events is more than just a passing trend, it’s a paradigm shift that reflects the evolving expectations of today’s attendees. By embracing festivalisation, integrating innovative brand activations and leveraging technology-driven insights, you can create memorable experiences that your attendees want to share and return year after year. As we look ahead to the future of events, one thing is clear: the fusion of business and culture is here to stay, and those who embrace this will garner the attendees of not only tomorrow but also today for years to come.
