6 reasons why 2021 is going to be an epic year for the event industry?

Shu Qi Than & Allison Koh, Senior Event Executive

 

1. Re-invent

(Shu Qi) 

 

Before 2020, I played the role of a stage manager in which I was running physical events and handling the production for physical events. When Covid 19 impacted our industry heavily, there was a point where I felt very unmotivated, especially as events are a strong passion of mine. Whilst transitioning over to digital and hybrid events, I changed my role from stage managing and production to show calling. 

Being a showcaller holds more responsibility especially when it comes to digital events. One of the biggest challenges is the fact that mistakes are much easier to spot during a digital event than a physical one. Audiences sitting at home are focusing on watching the show, they are no longer chit-chatting with their friends, or going to get drinks. With them being so focused on the show, it becomes easier to spot even the smallest of mistakes. Despite these challenges, I still enjoy the process of working in the studio as it is just like a physical event with no live audiences. This is where I regained my motivation in doing events. 

 

 

2. Reshuffle the card

(Allison)

 

Previously I was heavily focused on travel projects such as incentive trips. With the ongoing traveling restrictions and the uncertainty of the Covid 19 gradually getting better into 2021, we must turn this uncertainty into an opportunity, hence beginning to challenge ourselves in the world of digital events instead. We started by going for courses, learning different platforms and understanding the limitations as to how far our creativity can go. It was tough to learn something new and very different from what I have done before but both exciting and fulfilling at the same time. 

 

 

3. Human first, not technology

(Shu Qi)

 

The types of problems we can face are the same across digital & physical events. We need to think with a more creative mind and focus on the humans behind the decisions.  The procedures of digital events and physical events are similar during the pre-planning stages. We are still receiving briefs, crafting out concepts, storytelling and carrying out production. However, the minds behind these procedures are still more human than technology generated. 

When people think about digital events, they are talking about augmented reality or mixed reality. The truth is that whilst this type of technology offers an experience, it is not necessarily part of the key process of crafting digital events.  We use this technology as a base for our concept by carefully incorporating the technology we feel is best suited to the event experience we are aiming to create. 

 

 

4. Fantastic Career path

(Allison) 

 

I embarked on a journey with the Singapore Earn and Learn Program in 2018 back when the events industry was worth an estimated 5,8 Billion in SG (MICE). It was full of hope as this was one of the driving forces of Singapore’s egg basket. My family was really happy that I was in this field and that it was a promising career path. When Covid 19 hit, many of my friends in the same industry had to change their career path while I stayed on. I am really glad that my effort was recognized and I was able to be part of the team at Chab. Despite the difficulties, this company is still standing stronger than ever!  Due to our ever learning spirit and positivity, we managed to turn this crisis into growth. This allowed us to take on more projects and I am confident 2021 will be one of the many successful years.

 

5. The importance of your Storytelling

(Shu Qi) 

 

 

The unique selling point of an event is always the concept and the storytelling, followed by the experience. When planning a physical event, we sell our story and start our production by bringing in all the decorations, activities, and entertainment. This is why technology can be a more difficult experience. 

For example, when we are talking about a Virtual Reality art performance, the artist paints a picture in a virtual space and the audience will have to watch it on a big screen in order to get the full experience. It is not always easy because audiences are not the ones drawing, they are not the primary experience person, the artist is. 

Prior to covid, we had many clients coming to us enquiring for AR, VR and MR for their physical events. As time has passed, these requests have become less popular considering the limitations that come with it. Now that digital events are increasingly going live, we can easily integrate these types of technologies. Where there is a great story telling, it becomes easier for us to sell a concept, allowing more virtual creativity. 

 

6. Virtual Events will be interactive

(Allison) 

AR, VR, MR has actually been around for a few years now and it is because of the growth in demand for digital events that they have made use of this technology. A few ways we can make use of AR, VR or MR for events are staff training, product launches or showcases, and/or team buildings. Human interactivity is an important factor to take into consideration when doing a virtual event whilst aligning it to the event goals. While AR, VR and MR might be an interesting way to do a virtual event, it may not be the right fit for all industries or types of event.

There are some other tactics that we can incorporate to engage an audience. An example of this would be the use of virtual photo booths, Q&A interactivity and sending personal gifts to participants!  The sky’s the limit for virtual events and we ensure to make use of the right tools in order to transform your physical event digital.