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Respondents shared their perspective on industry spending, factors impacting in-person programming, the most effective virtual event tactics, and the best use of experiential investment when budgets saw drastic cuts. None Brands are adjusting their events/experiential budgets as they confront the implications of COVID-19, which precipitated the first decrease in experiential spend in the past three years. None Brand-side marketers agree that engaging and connecting with their audience , , and are the biggest challenges when planning virtual or hybrid events. None event marketers that held virtual events in 2020 said they see the greatest spike in registrants after the first email communication is deployed and then an additional spike in registration during the 24 hours leading up to the event.

Each year, Agency EA conducts an annual industry-wide research study, surveying professionals, experts and top case studies to identify the most impactful trends for the year ahead. As we enter a new era for events, some challenges continue to persist, while other opportunities emerge. In the following trend report, we uncover new tactics that are being leveraged across virtual and hybrid experiences.

At events, brands can capture people’s attention, and help them create memories and new relationships, effectively delivering the brand’s story — so it sticks. You might want to inspire brand loyalty, capture leads or land new clients, but every event should have an end goal and clearly drive attendees somewhere. Events are an opportunity to appeal to the senses and bring a brand to life on every level — visual, auditory, olfactory and tactile. Start with a bang (or as we say, an opening moment) and continue to consistently engage attendees with your brand’s purpose throughout to drive your point home.

Black brands and creatives make up much of the culture of Chicago, so today we’re taking the time to spotlight five Black Chicago creatives whose work inspires us and deserves to be shared. Kori has led creative strategy for many high-profile brands and is currently a creative strategist at Momentum Worldwide. Under her direction, she led D-Composed to collaborate with brands like Apple, the Museum of Contemporary Art Chicago and the University of Chicago, and has also been invited to exhibit at SXSW. Located in Bronzeville, these first/second-generation Nigerian immigrants believe in “bringing home to your home” through African, Caribbean, Latinx and South Asian focused grocery delivery.