The attendee, star of 2014 according to market research by group eventoplus

Does the attendee star the sector? Would not it have had to be always so? Maybe … but this year´s study begins with an observation drawn from many professional reviews : events have traditionally been defined without involving much the target , not necessarily caring for him much , and rather nourrishing him with content , training sessions of promotional messages.

What does it change? Nothing really new but reaches a turning point observed in several trends , which all put the assistant in the middle of organizer´s job : Social networks now well-established in the management of events, increasing integration of interactive technology in meetings and trainings ; more participatory formats; care assistant as a person ( your health , comfort , anti stress … ), among others.

An item which appears this year is the interest of corporate organizers for the concept of big data ( using the event data to segment and personalize the experience ) . The study details these trends and their impact on the organizers.In a country of clear recovery phase it is estimated a stop falling significantly, but still not up. The weighted average still points to a contraction of 1.5 % of these budgets. Looking positive this fall was of 10.9 % last year , which is a clear improvement. And over 62% of companies maintain or grow their budgets.

But the real good news comes from a favorable economic development in a market in which only 41 % of companies work with closed annual budgets. Upward revisions are possible if the improvement is confirmed.

In a constantly changing market, events also change. In the B2C growth comes formats that bring the products to the target (popup stores or road shows). In B2B, business events with appointments and customer training. Formats with selling interest are clearly in shape. And the incentive , which has suffered in recent years, starts back but with a focus on tracking ROI.