George P. Johnson's managing director for the UK & The Nordics, Jason Megson, asks whether the once-in-a-lifetime events of the last year have changed the way brands go about organising experiences for good?
Jason MegsonIn simple terms, they have not.
The fundamental human need to congregate and socialise has not been extinguished by the pandemic. The social interaction enjoyed by many over recent weeks as restrictions lift couldn’t speak any louder. Those are absolute tenets of what it is to be human. The last 18 months only reinforced the desire to experience life beyond the four walls of our homes or staring at any number of screens.
Societal shifts and their impact on experiences
But there are clearly functional and operational aspects of events that have changed as we ease our way out of lockdown and vaccination programmes are being rolled out. Health and safety considerations across the industry are more prevalent and important than ever before.
As we return to normal activity and social interaction – cautious hugging and all – there will undoubtedly be a period of collective and individual reappraisal. Audiences will be going through changes in how they approach experiences and the notion of mixing with their peers, friends and other people. It will take some time to readjust.
This time has also made audiences savvier and more sophisticated in terms of knowing which mediums they’re happiest consuming. People now have a much better understanding of how they like to be communicated with and how to consume content. Brands also have a better understanding of what works and what doesn’t, allowing them to be more targeted.
Accelerated societal shifts in these areas will mean brands and their agencies may have a new set of audience considerations. However, rather than feared, these should be embraced as opportunities to deliver better and more relevant experiences.
New considerations for brands
Brands will need to get comfortable with managing risk and reward in a uniquely balanced set of circumstances. As the UK is set to remove all restrictions in the second half of 2021, I expect an equally reckless and cautious set of behaviours to compete, as individuals satisfy their pent-up desires, while managing the need to stay safe and be responsible for their actions.
Being organised and brave enough to move fast will be key. Brands that work with agency partners early will not only give themselves the time to scenario plan for an often-changing landscape but also the space to do the thinking and creative exploration that delivers the most effective work.
Brands will be spending more time thinking about how their audiences will interact with them. Understanding their mindset and how it has changed will be pivotal to organising experiences, alongside evaluating whether they are comfortable with risk (the risk is how far vaccination programmes will have gone and how safe the environment might be).
There will be a need for different approaches, as consumers adapt. Younger demographics are already desperate to return, creating pent-up demand. If brands can manage that risk, it’s ready, set, go. Other consumers may be more reticent, which means brands will need to be more sensitive in how they engage with them.
There will be some baby steps that both brands and individuals will want to take before they get into a new rhythm. The recent prolonged period of lockdown and disruption has meant some people are now feeling anxious when taking that step back into the so-called normal world, so there already is a transition period, during which events have begun with smaller audiences and will eventually get bigger.
And finally...
Working remotely when we’re in the business of creating brand experiences has been challenging. I’m pleased to see that we’re making big steps away from the events of the past 18 months. Conversations we're having with current and future clients are increasing at an exponential rate, and that's going to be nothing but positive in terms of what the recovery looks like. Commitments are being made, which is always important in terms of confidence returning. The hybrid event will not be just a buzzword, but the future of the industry, as we move into this slightly new world where we’re carrying some risk, but then seeing that risk dissipate over time.
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.
