reveals her forecast for the next 12 months.
Sharpe’s forecast for 2015
"Whether B2B or B2C, engaging colleagues, staff or consumers is increasingly less about product and service benefits and more about creating unique, meaningful experiences at every possible touchpoint. Success in developing loyalty and community will come to those who bring mobile, online and in-store experiences together.
Technology is no longer considered an added or optional component within an event budget, but rather an integral and definitive element that can work well if used in the right way. With technology capabilities growing fast, the range of opportunities to deliver face-to-face interaction continues to drive ROI, responding to the more impulsive approach of generation Y and offering enhanced engagement.
The challenge is in choosing the right technology for an event – one size will not fit all. A collaborative approach between client and agency, combined with the resources that an agency can offer in terms of production, communication and logistics, will continue to enhance a brand’s visibility to its audience, and is now a pre-requisite of the agency’s delivery of events.
An area set to create further impact in the large event market is app-based technology. Also, online registration systems that sync with mobiles and tablets, real-time social media reporting, interactive social media walls and beacon technology will become more mainstream.
This year will see an increasing need for original content to break through the noise; the old adage ‘quality not quantity’ still holds true."
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