Dear Reader,
I don’t feel ready to be writing an end of 2024 message – there’s still so much I want to do before the year ends! It seems time is moving faster than ever. A quick look at search trends shows me I’m not the only one trying to cram in as much as possible. Interestingly, aside from moderate searches on the omnipresent US election, no-one is searching topics like inflation or the economy that have dominated much of this year’s news cycle.
So what ARE people searching for? In Australia, at the time of writing the hot topics were Melbourne Cup, Halloween, Coldplay, Diwali and a few more sporting events. For New Zealand, unsurprisingly people want to know about the rugby and where the All Blacks are playing, as well as the latest Travis Scott concert and Halloween.
Yes, it’s events that people want to know about, particularly sporting and music events, as well as festivals and celebrations where we can get together and connect as people. It seems like we care more about the next party, game or get together than the (often depressing) politics and news cycle.
Working in the events sector, I think there’s a lot we can take from this. At our core, humans are social beings. Up to 90% of our communication is non-verbal, so getting together in person can improve our connection to each other, as well as releasing happy hormones when we talk, laugh and spend time together.
This desire to connect in-person is coming through in business events, with research from Freeman indicating 82% of respondents prefer to attend in-person events compared to online events. This is certainly something we’re witnessing first-hand at Cliftons, with clients eager to bring their teams, clients, and communities together in meaningful ways. As we prepare for 2025, it’s clear in-person events will continue to be an essential part of building engagement, loyalty, and community.
But your event has to be worth it Of course, with any event, you need to respect the precious time of your attendees and make sure the experience is worthy of their attendance. It’s essential to put the effort in at the planning stage to ensure your event is memorable and engaging, with evidence-based strategies including:
• Invite Thought Leaders, Not Celebrities: Data from Freeman shows that 39% of attendees prefer keynote topics focused on innovation, and 34% want insights from industry experts over celebrity speakers. This suggests that an inspiring thought leader can set a powerful tone, offering fresh perspectives that resonate long after the event ends.
• Prioritise Interaction and Hands-On Experiences: Attendees today expect more than passive presentations. According to PCMA Convene, 56% of participants value hands-on activities and participatory learning. Workshops, breakout sessions, and interactive panels create a dynamic, collaborative environment, helping attendees feel more engaged and involved in the event.
• Infuse Technology to Personalise Experiences: Personalisation has become a standard expectation in the events industry. The Freeman Trends Report highlights that 71% of event organisers are prioritising personalised event experiences. We’re seeing event organisers use tools like AI-driven matchmaking, curated agendas, and tailored content to create unique experiences for each attendee, boosting engagement and satisfaction.
• Balance Work with Fun: A successful event combines business with enjoyment. Consider adding a cocktail hour, a wine tasting, or an outdoor challenge like an “Amazing Race” to foster connections in a relaxed setting. These interactive activities make the event memorable and encourage networking in a less formal atmosphere.
• Get Attendees Engaged Before the Event: Sending pre-event materials or thought-provoking questions helps attendees arrive prepared and engaged. Pre-event engagement has been shown to increase participation and focus, setting the stage for a productive experience.
• Break Down Barriers with Icebreakers: Starting with an icebreaker activity can set a positive, collaborative tone. A simple group activity helps people relax and connect, especially valuable for events with diverse or newly formed teams.
• Add Elements of Surprise: Keep attendees intrigued by including unexpected elements. This might be a live performer, an illustrator capturing event highlights in real-time, or a unique take-home gift. Surprises add an element of delight and keep participants engaged throughout the event.
DEI, sustainability and local connections remain important factors for attendees Today’s attendees increasingly expect events to reflect inclusive and sustainable values. At Cliftons, we believe that every event can contribute positively, and we’re committed to supporting diversity, equity, and inclusion (DEI), as well as sustainable practices:
• Diversity, Equity, and Inclusion (DEI): Creating an inclusive environment is essential. Industry data shows that 60% of event teams say DEI is top of mind, and a separate survey reporting 55% of events teams are aiming to make their events more inclusive and accessible. Consider integrating diverse voices on panels, being mindful of accessibility, and ensuring representation in every aspect of your event.
• Sustainable Practices: Sustainability has become a critical expectation for event planners and attendees alike. Simple steps, such as choosing venues with eco-friendly practices, no single-use plastics, and offering plant-based or locally sourced catering, can have a meaningful impact. The AmEx Global Meetings and Events Forecast found 80% of organisations are taking sustainability into account when planning events, so there’s a big opportunity for our sector to make a difference.
• Honouring Local Cultures: Incorporating local culture and Indigenous traditions adds depth and meaning to events while fostering respectful engagement with Indigenous communities. In Australia, starting with a Welcome to Country ceremony, selecting menus showcasing native ingredients, and utilising indigenous artists designs, are powerful ways to honour local communities and connect attendees with the history of the land.
How will you be using events in 2025? It’s clear that events continue to be a powerful tool to engage and forge deeper connections with your team, customers and partners. Cliftons is here to support you in creating meaningful experiences that go beyond the ordinary. Together, let’s make next year a time for memorable, impactful gatherings.
Warm regards, Vanessa Green MAICD CEO, Cliftons Event Solutions
In the spirit of reconciliation Cliftons Event Solutions acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
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