Rethinking Event Marketing: Takeaways from Seth Godin’s ACTIVATE Event Discussion

  • Event Management News
6 Best Retention Strategies for Membership Groups

Our team recently attended ACTIVATE by Gleanin, a virtual event that helps event professionals improve their marketing efforts. ACTIVATE provides actionable tips, tricks, and advice that event marketers can put into practice immediately. The event includes a variety of lightning talks that last no longer than 10 minutes, all with the goal of helping event professionals cut through the noise and improve their marketing results.

During this most recent event, Seth Godin- a renowned thought leader in event marketing- shared valuable insights into event marketing strategies and community building. His advice focused on moving beyond traditional methods and embracing more impactful approaches. Here are the key takeaways that we found particularly insightful.

Insightful Topics from Seth Godin’s ACTIVATE Discussion

  • Industrialization of Events: Events have become standardized, resulting in “pretty good” experiences that lack uniqueness. Seth emphasized the need to “de-industrialize” and make events unforgettable.
  • Rethinking Event Marketing: Traditional promotion often fails, especially for average conferences. Instead, focus on creating an environment that facilitates deep connections between attendees, sparking the “magic” that keeps them coming back. Events with waiting lists succeed due to the genuine experiences happening within.
  • The Power of Word-of-Mouth: Seth highlighted the power of word-of-mouth marketing, citing his own blog as an example. Attendees should leave your events so inspired that they share their experiences with others, turning attendees into promoters.
  • Building Network Effects: Events thrive when attendees are excited to bring others along. Design your events with a community-first approach, improving not only the event but also the lives of those who attend together.

Key Takeaways

  1. Create Remarkable Events: Events should be designed in such a way that they don’t need heavy promotion. Instead, they should stand out through the unique interactions and connections they foster among attendees.
  2. Word-of-Mouth Over Traditional Marketing: Successful events encourage attendees to spread the word organically. If an event delivers a compelling experience, it will naturally generate buzz.
  3. Curate Community-Driven Experiences: Shift away from mass-appeal events. Instead, curate intimate and meaningful experiences that foster a strong sense of community and spark long-term relationships.
  4. Leverage AI Tools: Use AI tools like Claude.ai, Gemini, and others, to strategize, brainstorm, and refine event concepts, enhancing creativity and improving the overall event design.

Additional Tips that Event Marketers Can Put Into Practice

  • Read “This Is Marketing” by Seth Godin: To deepen your understanding of modern marketing strategies.
  • Hire a Coach: A coach can facilitate honest discussions about your event strategies and help refine your approach.
  • Leverage Claude.ai: Utilize AI tools like Claude.ai to challenge ideas and improve the overall planning and execution of your events.
  • Join Purple Space: Engage in Seth’s Purple Space community for ongoing support, networking, and sharing among marketers who prioritize generosity and non-anonymity.

Seth’s message was clear: successful events focus on building remarkable experiences that create strong communities and inspire attendees to do the promotion for you. By leveraging AI tools and shifting from mass appeal to curated, community-driven experiences, event marketers can break through the noise and leave lasting impressions. At EventUp Planner, we believe it’s possible to work smarter, not harder, with the help of technology. That’s why we love discussions like Seth’s, which help event professionals keep up with the latest technology and trends, while delivering practical tips that you can put into practice today.

14 New Trends in the Event Planning Industry for 2024

  • Event Management

What does 2024 hold for the events industry?

Thanks to rapid innovation and the global sharing of ideas entrenched in technology, event managers and planners have started experimenting with new methods and ideas in order to create the perfect blueprint for their events.

At the same time, the core of what makes a successful event remains the same: Events are about the experience, from start to finish (and beyond). People want to feel connected, they want to be entertained, and they want valuable content to take away with them.

Let’s take a look at the top event trends that will shape 2024.

Trend #1: Cross-Cultural Dishes & Menus

Food and beverage selections at events are becoming more cross-cultural. Today’s event menus include more diversity instead of sticking to one culinary genre. Southern-Indian fusion, Japanese with an Italian twist, Korean-Mexican mash-ups—2024 events will include ingredients, flavors, and styles from multiple cultures and cuisines.

Trend #2: The Art of Food Plating

Attendees expect more than good food from event dining experiences in 2024—they are also looking for how dishes and beverages are presented to them. It’s all about curating their eating experience.

The art of food plating, from arranging ingredients creatively to presenting photographic dishes, makes a significant impact on the attendee experience. Event planners and managers will need to pay attention to how food is served and plated to keep up with event industry trends in the coming year.

Trend #3: Unique Drink Presentations

In 2024, we’ll see attendees looking for unique event experiences—even in how their beverages are served. Drink trees will rise in popularity, as will serving drinks in pineapples or other unique objects.

Think of it this way: Instead of attendees grabbing a margarita, it’s more memorable if they can choose from multiple margarita flavors that are served in a tree-like stand.

Trend #4: Elevated Menus

QR code menus aren’t going anywhere in the hospitality and restaurant industries, but the current trend in the event planning industry requires looking above and beyond the expected.

Design-forward and elevated menus are in style for 2024 events. Personalized menus for attendees with curated choices, interesting flavors, and sophisticated selections will take over events catering in the coming year.

Trend #5: CBD-Infused Foods & Beverages

As cannabidiol (CBD) oil becomes legal in more and more states, it has become a popular addition to many 2024 event menus. CBD-infused drinks, seltzers, and dishes will be a common sight, and we expect CBD’s relaxing, calming benefits to heighten attendees’ enjoyment of an event.

Trend #6: Activity-Based Events

Pickleball and axe-throwing are no longer just for breweries. In 2024, we’ll see more activity-based events.

Games, contests, live music, and shows are a great way to get attendees engaged in and excited about the event. Whether it’s intimate private concerts or corporate volleyball games, expect to see more activities on the itineraries of events this year.

Trend #7: Artificial Intelligence (AI) Technology

New advances in AI technology are streamlining the everyday work of event planners and managers, improving organizational efficiency, and enhancing the overall experience for attendees.

We’ll see more and more event professionals use AI in a number of ways. Event planning apps and platforms will use AI and its advanced data collection abilities to make events more engaging and secure, as well as improve post-event analysis.

From AI-based chatbot concierge services that provide support for attendees to automated ticketing processes and 24/7 customer support, this emerging trend isn’t going anywhere.

Trend #8: Different Themes for Different Rooms

Every event needs a theme, but in 2024, the event industry is taking themes to a whole new level.

For larger events or events of any size involving multiple rooms, a new trend in event management is creating a different theme for each room. Giving each room its own unique theme or vibe is an innovative way to curate a truly unforgettable experience for attendees. We expect to see a rise in choose-your-own-adventure style event themes in the coming year.

Trend #9: Personalization Across the Entire Event Experience

Personalization is key to event success—and in today’s world of data-driven insights, advanced technology, and artificial intelligence, event managers and planners can offer personalization across the entire event experience.

Customizing each attendee’s experience so that it feels like the event was tailored to their specific needs can increase satisfaction as well as the likelihood they will attend an event in the future. From branded floor decals to personalized post-event email messages, creating a unique, tailored experience for guests leads to maximized results.

Event personalization is likely to continue impacting meetings and events in 2024.

Trend #10: Advanced Event Technology

Event technology platforms continue to advance, and we’ll see these new platforms and upgraded data-based technology used in events across industries this year. With advances in data collection and analysis, event technology can accomplish anything from tailoring attendee experiences to automating routine event planning tasks. 

By investing in event tech that collects and reports on more data, event managers can streamline the event planning experience as well as make the experience more enjoyable for attendees.

Trend #11: Diversity, Equity, & Inclusion

Diversity, equity, and inclusion (DE&I) initiatives will be imperative for successful events in 2024. With a growing focus on events that welcome and cater to diverse voices, ideas, and audiences, event managers and planners will invest more resources in DE&I in 2024. By prioritizing DE&I in the coming year (and beyond), event industry professionals can ensure that attendees from various walks of life are welcomed, catered to, and engaged.

Trend #12: Accessibility for All

Accessibility is more than a trend—it’s a requirement. Fortunately, in the last year, we’ve seen more and more event managers, venues, and planners center accessibility, and we expect to see the trend continue in 2024.

Whether it’s providing automatic closed captioning on speaker stages, creating sensory areas for attendees to take a break, hiring sign language interpreters, or ensuring venues exceed accessibility expectations, we will continue to see improvements in this area that create better event experiences for everyone.

Trend #13: Sustainability As a Foundation

In 2024, sustainability remains a top priority for event planners, managers, and attendees. Across industries, people expect sustainable and eco-friendly practices, materials, and initiatives to be the foundation of events and meetings.

To meet the demand for sustainable events, the events industry has made huge leaps toward environmental consciousness. From making venues more sustainable and reducing waste to offering plant-based menus and using recyclable materials, the events industry will keep the spotlight on sustainability.

Trend #14: Immersive Technologies & Experiences

Immersive technologies like augmented reality (AR) and virtual reality (VR) make it possible to transform how attendees, speakers, exhibitors, and guests experience events. With AR technology, attendees can take 3D tours, view interactive layouts and maps, participate in scavenger hunts, and more. VR technology reveals an entirely new virtual world where guests can interact and engage with presentations, booths, and each other.

We expect to see new, exciting, and fun immersive technologies influence events in 2024 and beyond.

Incorporate New Event Planning Trends into Your 2024 Events with Help from EvenUp Planner

If you’re looking for an event planning partner, turn to EventUp Planner (formerly Attendease).

EventUp Planner is one of the leading names in the field of all-in-one event management software. Offering all the key features needed to stay relevant in 2024, EventUp Planner provides event managers and planners with an intuitive, seamless, and convenient digital experience that goes hand-in-hand with live, virtual, and hybrid events.

Contact us or book a free demo today to learn more about how EventUp Planner’s complete event management software and automation platform can help you plan your next event.

Let's Talk!

Manage your entire event portfolio and drive down the cost per event with each additional event you execute. EventUp Planner has flat-fee pricing, with no surprises.

  • For all meeting and event types
  • For all event sizes
  • For all functional teams
  • For all use cases

Book a call with our team to learn how EventUp Planner fits your needs.

Top 10 Event Planning Trends to Expect in 2024

  • Event Trends
Top 10 Event Planning Trends to Expect in 2024

In 2023, the event industry underwent changes that revolved around sustainability, diversity, and inclusion. It also faced challenges relating to rising costs, AI integration, and emerging technologies. These developments impacted event professionals, creating a period of adaptation and transformation within an industry valued at $1 trillion worldwide.

As we step into 2024, the event planning industry is projected to experience a growth rate of 6.4% from 2023 to 2032. This growth is primarily driven by shifts in event trends regarding technology advancements and evolving expectations from attendees. 

It underscores event organizers’ importance in embracing innovation and flexibility when crafting their strategies. Events have become crucial for lead generation, relationship building, and driving sales; therefore, staying up to date with the changing trends becomes essential.

Drawing insights from a study involving professionals representing top companies in the field, expert opinions, and reports, we have compiled a list of key trends that will shape the events landscape in 2024. 

9 Key Factors for Choosing Event Management Software

10 Event Planning Trends to Follow in 2024 

Let’s quickly move on to the top event planning trends not to miss in 2024. 

  1. The Modernization of In-Person Events

There has been a dramatic increase in the number of events being organized in recent years. Because of the pandemic, events had to become more virtual. This comeback shows a move toward a more standard but modern event framework. 

Because of this, planners are being forced to reevaluate their financial resources and approach because of the rising demand for venues and associated services. Booking event spaces in advance and adjusting to accommodate rising demand is absolutely necessary. 

To set up a successful event and build a loyal clientele, create visual assets showcasing credibility. Get an event planner logo design that is modern and earns the trust of potential clients from the first look. 

  1. The Race to Get Good Event Space

As the number of events held in person continues to rise, so does the demand for good venues. Now more than ever, planning and choosing an ideal location is crucial. In addition to identifying an appropriate venue, the difficulty lies in controlling increasing venue expenses and overcoming continuous staffing shortages.

  1. Immersive Technologies

Events held in 2024 will be significantly impacted by Augmented and Virtual Reality (AR & VR). With the ability to create interactive 3D environments, virtual site visits, and product demos, AR and VR have the potential to impact events both online and in person greatly.

  1. Personalization and AI

Artificial Intelligence (AI) is going to be the topic of conversation in 2024. We have seen how AI helps in changing the way events are planned. AI continues to make life easier; it helps customize event experiences via algorithms that are designed to look at attendee data and their preferences. 

AI helps in saving time and financial resources if used correctly. 

  1.  First-Party Data from Events

Events have been the sole source of first-party data since eradicating third-party cookies. 

Data is vital for customizing user experiences. Event planners offer a more customized experience for attendees with all the information they gather. 

  1. The Surging Popularity of Customized Hybrid Events 

Blending real-world presence with online participation, hybrid events are on the rise. They’re easy to satisfy everyone’s tastes without breaking the bank. Because of the increased accessibility and adaptability they provide, hybrid formats are quickly becoming a necessity for event organizers.

  1. Effective Event Promotion Using Social Media

Social media continues to be an indispensable tool in the promotion of events. Organizers may draw more people to their events by using tools like targeted marketing, trending hashtags, and interesting content. It is impossible to overestimate the importance of social media in today’s hyper-connected society for successful event promotion.

  1. Experiential Events

People will still be looking for memorable event experiences this year more than ever, as we have seen in previous years. More and more event organizers will strive to provide guests with an unforgettable experience. 

Audiences won’t just sit back and watch but will instead seek ways to interact with the event. Planners are likely to push for more engaging, participatory events. Among the many that make a lasting impression are workshops, practical exercises, and multisensory events.

  1. Eco-friendly Events

Sustainable event planning has become more important in light of the present environmental awareness. Sustainable approaches and eco-friendliness are becoming significant in event organization. The demand for eco-friendly events contributes to this change but also fulfills an ethical obligation.

  1. Culturally Rich and Diverse Events

In a nutshell, the future of event planning is set to embrace cultural richness and diversity by leaps and bounds. Recent years have seen a shift toward a greater emphasis on diversity and inclusion on the part of event planners. 

This commitment means showcasing a wide spectrum of speakers, selecting locations that are gender-neutral and accessible, and streamlining entry requirements for all. It will make events more inclusive and interesting for a broader range of people and better reflect the rich diversity of our global society. 

Simplify the complexity of managing your webinars and virtual events with a powerful suite of tools

Make your virtual attendees gather with ease. From small to large and complex events – plan and manage all of your events in one flexible platform – Attendease.