WINTER | TECH
2019 TRENDS
Access asks industry experts about
this year’s event trends...
1. Zack Sabban,
CEO & co-founder,
Festicket
The big challenge
for festivals is
to provide an
unforgettable
experience for
this varied and
demanding
audience, while
retaining a
distinct identity
and vision. Take
wristbands, for
example. Festivals
are taking
wristbands to a
new level with
smartly-designed
digital bands
that can also be
pre-loaded with
money and used to
pay for everything
safely and securely
on site – so no
more need to
carry around a ton
of cash or have to
dash across site to
use the ATM. And
they look good
enough to be kept
as a memento, too.
2. Caroline McGuckian, CEO
at Meshh
By leveraging the power of
data, marketers have been
able to completely overhaul
what it means to understand
their customers – providing
a more in-depth analysis
of target audiences than
ever before and having a
more holistic approach to
customer engagement. But
simply gathering more data
does not guarantee a better
understanding of customers.
In the coming year, more
companies than ever will
be looking at how to make
data work for them by
asking the right questions
and being consistent in
collecting information.
In tandem, investments
in advanced analytics
tools have been another
driver in transforming the
customer experience, arming
marketers and sales teams
with relevant tools to provide
enhanced and personalised
experiences. This is also likely
to continue next year.
3. Eclipse
managing
director Robin
Purslow
Obviously we are
all waiting with
bated breath to see
what will happen
next March when
Britain leaves the
EU, but I don’t
think Brexit will
impact UK-based
events. There
has been positive
growth in 2018
and I predict it
will continue into
2019, provided
global economics
remain stable.
The challenge
will potentially
lie with European
work where UK
companies have
been pretty
competitive
against local
providers, but
should there be a
hard Brexit this
may tip the scales
against us.
4. David Johnson, COO of
PEEX
The traditional gig experience
is broadening to include
meaningful fan to artist
interaction before and after a
show. No longer does the gig
experience start when the
fan reaches the venue. Apps
with interactive features,
streaming playlists, unique
content, and bundles with
extra opportunities are
enhancing the experience
for fans. This trend is
becoming more widespread.
For example, the London O2
arena is offering fans a single
platform to engage with an
upcoming show pre-event via
exclusive offers, behind-the-
scenes content, merchandise
offers and even tech-enabled
features like augmented
reality, where fans were able
to pose with Michael Bublé for
selfies.
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