6 Event Marketing Trends for 2018

February 9, 2018

Katie Boucher

Katie Boucher is the Marketing Content Strategist at Derse, where she leads the strategy and development of targeted, relevant content across a variety of channels to ensure an effective approach to the company’s marketing communications and lead generation programs. She has a strong record driving positive customer results through thought-provoking and engaging initiatives in trade show, retail and manufacturing industries.

Whether it’s making a list and checking it twice or end-of-year recaps and wrap-ups, winter is the season of lists. At Derse, much like when it comes to events, we’re all about preparation. So, we’ve scoured the internet for opinions and predictions on event marketing trends for the coming year.

These predictions from Chief Marketer, Entrepreneur, Forbes and more, combined with our knowledge from the past year and our expertise in aiding companies with events, exhibits and experiences led to our own list.

Here are the trends to look out for in event marketing over the next year.

Quality content: Being present is important and a huge advantage in face-to-face marketing, but it’s not enough. Quality over quantity is the name of the game across all marketing channels these days and it will be crucial to have relevant content that resonates with your event attendees in 2018.

Virtual and augmented reality: While the adoption of these two technologies hasn’t exploded as quickly as expected, their potential to change how events work is still huge. Expect to see the reality of events change in 2018 as more brands incorporate this tech into trade shows.

Phones and video: Video content is the new norm. Live video from events broadcast on social media, like Instagram stories, will be key in the new year. Video isn’t bonus content anymore; it’s table stakes. Provide it or be left behind. This also means phones will be all over every event to film and broadcast attendee and influencer content. This makes it essential to have an event site that’s optimized for smartphones. It will help coordinate social sharing and provide helpful info to tech-savvy attendees during the event.

Immersive technologies: Drones, artificial intelligence and machine learning are changing the way information from events is gathered and analyzed. That means marketers will have more – and more accurate – data on event trends than ever before. This can be used to fuel effective immersive and experiential marketing, both of which can leverage new technology. Look out for plenty of immersive and experiential marketing in 2018, too.

Social media and influencer marketing: While there’s speculation that both these forms of marketing will undergo drastic changes, they will still be important during 2018. As they go through this metamorphosis, the key will be to keep a finger on the pulse so you can adapt to new social media and influencer evolutions, and the trends they become, as they happen.

Real connections: Brands still agree that event marketing is essential to success but it’s the execution that puts the real results behind that faith. Technology and automation are on the rise everywhere, making genuine connection something audiences will crave alongside those new tools and gadgets. Use tech, but make sure you’re partnering it with personality and a human touch to create relationships with your attendees.

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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy. Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative. Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates. The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities. MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025. MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.

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