Brands are “desperate” to get back to live events as they deliver the better return on investment, the managing director of experience agency George P. Johnson has said.
Jason Megson (pictured), who is also vice president of the agency’s UK and Nordics arm, told Conference News that he expected an increase in live events in the second half of 2021 after the prime minister announced a conditional target of 21 June for lifting of current restrictions that would permit events to run. He added hybrid events will be mainstream going forward as clients adjust their emphasis across online and in-person audiences based on their business objectives and operational limitations.
“Yes, we are [receiving enquiries], and they are increasing in line with the economy opening back up and regaining confidence,” he said. “For 2021, I’d estimate a 20/40/20 split, albeit I expect hybrid events to be the norm going forward into 2022 and beyond.”
He added: “I expect this [demand for live] to increase mid-summer 2021 as clients accelerate into the exploration of hybrid opportunities to meet their customer’s needs and engage with their own teams.”
With regards to different approaches to event planning between sectors, Megson said that there was no obvious pattern, but rather some brands are desperate to meet their audiences as live settings yield a greater return on investment. “We’re not seeing sector specific trends, albeit some brands are desperate to get back to live events as they believe they can deliver better ROI when customers are able to physically experience their product,” he said.
Client confidence
When asked what clients want by way of reassurance before committing to live events later in the year, Megson said that flexibility was the key factor. “Clients in general are looking for flexibility across the board. This covers anything from creating multiple project plans that can adapt to different scenarios and/or working in partnership with suppliers to secure contract terms that allow for phased levels of commitment and linked to sensible cancellation policies,” he said.
Megson added that there is much to be positive about, especially with the continued successful rollout of the vaccine, and added that George P. Johnson has been able to adapt to meet the evolving needs of its clients. “This shift is exemplified by the recent launch of Ospre, a virtual [online] events platform built in collaboration with e-commerce experts Wondersauce,” he said.
