Expert Opinion

22 February, 2017

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Tez Patel, creative director at Freeman EMEA, says the Bellwether report is inspiring for the events industry.

The results of the latest IPA Bellwether report are great news for the events and exhibitions sector. They signal the sustainable growth of our industry, and highlight that marketers’ are becoming increasingly aware of the need to invest, and have a presence in, the live space.

While event marketing recorded a +12.3% increase in spend, what’s interesting is that Internet marketing followed in a close second at +12.1%. Our experiences at Freeman reflect these results – we’re seeing more and more companies approach us with briefs that encompass full-service solutions, from strategic insight and creative expertise right through to fabrication and event technology solutions that bring brands to life and amplify their experiences beyond the event.

Marketers now know that meaningful experiences have the power to evolve brands and build deep, personal connections with audiences, and they are eager to work with a strategic partner to build and constantly enhance their live presence.

We live in a world where attendees’ wants and needs are constantly changing, and we work with our clients to ensure they are evolving their events in line with requirements. That’s why at Freeman we’re integrating a design thinking approach across all aspects of the business. From creative and business development to HR and finance, our people are learning to think like designers, and we are using these skills to inform how Freeman designs experiences for our clients – ensuring they not only meet but exceed our clients’ objectives and attendees’ individual expectations.

Looking towards 2017, I predict brands will continue to increase their event budgets and invest in mass personalisation – the process by which an event is created for the masses yet includes various touch points that appeal to each and every visitors’ wants and needs – to build deep connections with attendees. Brands are realising first-hand the very real, very positive outcomes of playing in the space, and at Freeman we’ll continue to evolve our business so that we deliver meaningful and memorable experiences that drive results.