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Predicting the unpredictable: the future of experiences with MD Laura Pace.

Looking at the year ahead we asked her what’s next for our industry, and the future of experiences.

It’s been seven months since Yellow Fish’s MD Laura Pace shared with us her predictions of the future of live events. Looking at the year ahead we asked her what’s next for our industry, and the future of experiences?

There is no doubt that the world as we know it has changed over the last ten months. Live experiences are currently on hold and all around us we are seeing brands and consumers switch to a virtual way of life.

We’ve all embraced…well accepted virtual as the new norm and as things continue to change at pace around the world we’ve captured the main trends and actions within the industry we think we will see in 2021 and beyond.

 

A true collaboration between physical and digital

Now more than ever real life and virtual worlds need to work together. When lockdown eases and the vaccine rolls out we will see more hybrid events in 2021 with small groups coming together to then be shared online or captured for broadcast. The consumer and customer journey is going to jump between live and digital more than ever before so we need to ensure we craft it with all this in mind. From treasure hunts that transition between physical and virtual worlds, links between a bricks and mortar retail experience and a digital platforms, we are constantly exploring how we collaborate between live and digital.

 

We must establish and grow consumer and corporate confidence

It’s all very well having a start date for events but without venues, governments, the media and agencies coming together as one voice to ensure consumers and brands feel confident in attending, the start date is simply just another date in the calendar. Collectively we need to responsibly inspire confidence when it is safe for experiences to be back on the table. At Yellow Fish we stand by the One Industry One Voice campaign bringing the industry together as one as well as having a collective voice to the government.

 

 

“Collectively we need to responsibly inspire confidence when it is safe for experiences to be back on the table”

 

 

Create experiences that are not reliant on a specific channel

At the beginning of CV19 none of us predicted that live experiences were dead in the water for the rest of 2020. As agencies we’ve got to start with the objective, the message and the audience and now craft a campaign that works across live, virtual or hybrid spaces, so we are flexible and confident to deliver for a brand, dependent on the market, the audience’s confidence and the right thing to do at that moment in time.

 

Live for a small audience – broadcast to the many

In 2019 we were starting to create more influencer events that allowed global groups of influencers to attend brand experiences, capturing content for their own channels and the brand to use throughout the year. With mass experiences off the table we think we’ll see a shift in more brands using smaller events as a stage for consumers, press and influencers to create content for broader digital audiences.

 

 

“The key for businesses wanting to get brand in hand will be creating something that can be sampled at home and link to a digital experience”

 

 

In-home experiences

Gone are the days of mass sampling. The key for businesses wanting to get brand in hand will be creating something that can be sampled at home and link to a digital experience. We’ve been exploring with some of our clients how we create a sampling experience that can link to a shared moment online for press, consumers or stakeholders.

Yellow Fish has developed its own virtual platform to assist clients link the online to the offline and create seamless experiences for their audiences. We’d love to help you develop your plans for 2021. Just drop us a line for an initial chat with the team.

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