FUTURE TRENDS INFLUENCING AUDIENCE ENGAGEMENT

A deep dive into shifting human behaviours within B2B and B2C markets, exploring how brands can leverage practical insights and trends to deliver greater results through events and marketing in 2024

Strata is the most enabling brand experience agency.

You can’t achieve true engagement without brand experiences that connect and captivate. This is your most important communications ROI, what we call the “Return on Experience”.

With communications changing faster than ever, our many combined decades of experience and adaptability really matter. We work as an extension of your team to manage every aspect of a project; strategy and planning, creative services, content, technical production, logistics, storage, and asset management.

So, if you’re looking for a partner to enable you to deliver on your objectives with your next live, virtual or hybrid experience, we’ve got it covered.

Register to receive the full report in January 2024

MAKING EVERY MOMENT MATTER SERIES

Key Highlights

As we round off the year and look towards 2024, this practically-led insights session bought together industry leaders, experts, and visionaries to discuss the latest trends and predictions reshaping audience engagement and brand strategy.
 
We took a delve into these trends and demonstrated how practical applications can enable elevated consumer and business audience engagement for your organisation.

Discover the top-line takeaways from our speakers below.

In a rapidly evolving events landscape, staying ahead of the curve is essential for brands seeking to gain the edge and increase impact.  

Meet our speakers

Giles Cattle
Director of Creative, Strategy & Business Development

Strata

Jen Bonassera
Global Events Director

Charlotte Tilbury

Max Fellows
Commercial Consultant


Strata

Agenda for the morning

9:00 AM - Arrival & breakfast

11:30 AM - Close

9:30 AM - Welcome

9:35 AM - When global EX meets CX: Revamping the value of connection through meaningful moments

9:55 AM - Making Moments Matter

10:15 AM - Break

10:30 AM - Panel Discussion

11:15 AM - Audience Q&A

Simon Hambley, Strata

Lea Karam, Behave
Dr Alexandra Dobra-Kiel, Behave

Giles Cattle, Strata

Clare Merton, S&P Global
Ali Phillips, BAT
Liz Meade, BlackRock

Event Details

The Ned
The Drawing Room

27 Poultry
London
EC2R 8AJ

Join the waitlistREAD BIOREAD BIOREAD BIO
READ BIO

Greg Clayton
Head of MBS Insights (Markets, Brands and Shoppers)

Ipsos

Featuring:

Trend Spotting:
Discover the latest trends expected to shape the global marketing and events landscape in 2024.

Measurement and data: 
What key metrics will be most in demand and how to leverage key data.

Technical innovations:
Understand what technical innovations and production techniques will be shaping events and used to enhance experiences

Industry Experts: 
Hear from a range of industry experts, thought leaders, and innovators, who will share actionable insights for a successful year.

Future-Proofing Your Strategy: 
Understand how to adapt and future-proof your event strategies to ensure sustained success in a fast-changing global environment.

Q&A Sessions: 
The chance to ask the experts any burning questions you have around the challenges, expectations and opportunities facing event leaders in the coming year.

Networking Opportunities: 
Connect with like-minded professionals over a festive breakfast at The Ned.

Thursday 7th December, 9:00 AM - 11:30 AM

Kristian Cholmondeley
Managing Director

Jeep

READ BIO

Strata Presents

as part of its Making Every Moment Matter Series

Hear from attendees at our last event!

"It was incredibly valuable and well worth taking the time to attend. I learnt so much and really enjoyed the conversation, meeting the panellists and other like-minded event professionals."

Head of Marketing EMEA North, SAP

Key Highlights

Trend Spotting:
Discover the latest trends expected to shape the global marketing and events landscape in 2024.

Measurement and data: 
What key metrics will be most in demand and how to leverage key data.

Technical innovations:
Understand what technical innovations and production techniques will be shaping events and used to enhance experiences

Industry Experts: 
Hear from a range of industry experts, thought leaders, and innovators, who will share actionable insights for a successful year.

Future-Proofing Your Strategy: 
Understand how to adapt and future-proof your event strategies to ensure sustained success in a fast-changing global environment.

Q&A Sessions: 
The chance to ask the experts any burning questions you have around the challenges, expectations and opportunities facing event leaders in the coming year.

Fiona Macnish
Head of Global Events


M&G Investments

READ BIO

EVENT TECH TRENDS

Chris Vernon-Smith - Creative Director, On Event Production Co.

In an era of relentless technological advancement, our exploration is set to dive deeper into emerging trends in technology and their profound impact on shaping experiences in 2024.

1

Personalisation

3D Audio Beam forming - HOLOPLOT speakers, which deliver highly directional audio without the need for headphones. This groundbreaking tech enables different soundtracks and translates for various parts of the audience.

2

Sustainability

PET eco-fabric - significantly reduces emissions compared to traditional print.
Green mobile power - now delivering the power output and duration to make it usable for large scale outdoor events. 

3

Immersive Tech

LED film - advancements in LED technology - resolution, power and affordability - now enable expansive translucent screens.
The Vegas Sphere - the exterior is covered in LEDs, acting as a giant screen that transforms both inside and outside during the entire show.

4

Data

Facial recognition - gather attendee data with no need to scan badges or QR codes (this can be GDPR compliant) and measure audience engagement through facial recognition without the need for intrusive methods.

PANEL DISCUSSION

Our panel was made up of Jen Bonassera, Global Events Director at Charlotte Tilbury, Kristian Cholmondeley, Managing Director at Jeep, and Fiona Macnish, Head of Global Events at M&G Investments. They discussed and debated crowd-sourced questions from our audience.

1

What is the key trend that will affect your business the most in 2024?

Virality - What's the perfect equation for what goes viral?

Personalisation - People now expect a very curated, tailored and bespoke experience at all times.

Being more brand led - Selling the brand, rather than going product led.

2

What do you see as the biggest changes in behaviour within your customer base?

The shift from brand purpose and value, versus commercial needs. 
Change in how customers want to be spoken to.
Everyone is time poor and attention spans are shorter.
Expectation that your audience will just attend. 
Post-Covid we're in more of a 'humanisation' era.

3

How will you be measuring success next year and what metrics will be most important for you?

Reimagine success metrics beyond product and sales focus.
Social channels are the new CRM.
We'll be challenging other channels more.
Getting eyeballs on is the biggest challenge.
Evaluate brand perception pre and post-event.
How we measure the time lag of an event's impact.

FUTURE BRAND SUCCESS

Greg Clayton - Head of MBS Insights, Ipsos

Consumers are under more pressure than ever before, with healthcare and inflation the big issues keeping them up at night. With 62% of consumers wishing they could slow down the pace of their lives, brand values are losing out to value brands. People are not buying brands that reflect their values anymore, they're much more focused on the here and now, the immediacy and getting food on the table.


So, how do brands stay relevant? 

1

Keep it real, get back to basics

Simplify communication, emphasise quality and positive experiences, and skip complex brand stories. Keep it straightforward and focused on bringing joy into people's lives.

2

Deliver on expectations

Set high expectations and consistently deliver across all touchpoints, including in-person interactions, the website, and the product. Failure to meet expectations can harm your brand.

3

Establish context through research

Macro involves broader factors like inflation and cultural norms, micro focuses on specific moments of brand choice. Research is crucial for decision-making and influences.

4

Communicate with empathy

Empathy involves researching what matters to people and how brands enhance their lives. Gain a nuanced understanding of your consumer and translate it into impactful messaging through creative ads.

KEY TAKEAWAYS:

Register to receive the full report in January 2024