EXPERIENTIAL EVENT STAFFING TRENDS
BEST PRACTICES AND MARKETING EVENT STAFFING TRENDS
PRODUCED BY:
Summer 2023
EVENT TRENDS
- Eco-friendly swag
- Metaverse activations
- Neon environments
- Companion podcasts
- ‘Granfluencer’ partnerships
- Twitch activations
EVENT ACTIVATIONS ON THE RISE
According to a new Event Marketer Opus Agency “Event Strategy: Benchmarks and Insights Study,” 47% of brands expect their event spending to increase in 2022. The main reasons are cost increases and inflation followed by plans to produce or participate in more events in 2022. More than 51% of brands expect to make increased investments in product launch events in the next two to three years.
EXPERIENTIAL MARKETING DRIVERS IN NYC
In an effort to address the CDL (Commercial Driver’s License) driver shortage and onboard new truck drivers as quickly as possible. New York State is expanding its road test program and reducing the age of those that can qualify for a Class A CDL license from 21 to 18.
EVENT MARKETING & RISING GAS PRICES
There’s no escaping the sticker shock at the gas pump this summer if you’ve got programs on the road. From mobile tours to airfare to shipping and drayage. You might be surprised by some of the ways your team can save gas-and money:
- Go Slow and Steady: Fuel economy peaks at around 50 m.p.h. So go easy on the accelerator.
- Pump it Up: According to the DOT, for every 1 PSI your tires are underinflated, you lose 0.2% fuel economy.
- Travel on Weekdays: Mobile app GasBuddy reports that gas prices are cheaper Monday through Friday.
- Coast to Stops: Lay off that gas pedal and coast into traffic stops, and you may boost fuel efficiency by as much as 40%, according to FuelEconomy.gov.
ALERT: EVENT STAFFING TRENDS
AR EXPERIENCES ON THE RISE
As Augmented Reality headsets decrease in price and increase in popularity, event marketers realize that AR technology enhances live experiences and can create meaningful connections with virtual audiences. More than 81 million Americans use AR every month, which is estimated to grow by 22% this year.
According to data by AR company Sketchfab, AR shopping experiences can increase conversion by 40%. And 71% of consumers say they’d shop more often if they use AR. The data is driving many event marketers to invest in tech and VR content creation for retail activations that can live IRL and online at the same time.
A NEW ERA IN HEALTH AND SAFETY PROTOCOLS
Most event teams’ No. 1 operational concern in early 2022 was tracking vaccination status and implementing mask requirements. Today, it seems the industry has moved out of the era of doing everything to prevent the spread of COVID to, as one event staffing agency put it, “accepting that it’s not if, but when we’ll get it.”
Additionally, this new reality has ushered in a methodology for health and safety protocols driven less by corporate policy and more by local mask and vaccine mandates (the event city, the event venue). Including clear contingency plans that spell out what steps to take if team members or attendees test positive.
NEW EVENT STAFFING TRENDS
Like most event industry sectors, the pandemic has impacted the world of staffing by creating talent shortages. But there are ways to ensure you book the best people for your programs. Here’s a look at the new rules and how to play by them:
Trend # 1: It’s a Brand Ambassador’s job market.
As the event industry returns, brand ambassadors have their pick of assignments. They will prioritize the most competitive offers, including those with longer shifts, higher pay rates, and full expense reimbursement.
Trend # 2: The clock is always ticking, so consider event staffing early.
Slow internal approvals and last-minute planning can mean losing out on top event field staff. Now, event staff secure event job offers 4 weeks in advance and usually book the gig within 20 minutes of the event offer notice. Be ready to move quickly with your event staffing agency.
Trend # 3: You will pay more this year for experiential events.
On average, qualified and vetted event staff costs $40 per hour plus a 14% payroll tax. To attract top brand ambassadors, event staffing agency contracts often include drive time, per diems, and fuel reimbursements.
Trend # 4: Small perks can make a big difference at event activations.
Brand Reps are looking for more work-life balance today and will often accept an assignment if the perks are good. Have you got free sneakers? Give them a pair. Is the uniform cool? Let them take it home. “You’re building an experience not only for consumers but for the event staff as well,” says Jen Clines, Vice President of Client Strategy at Encore Nationwide.
WHAT EVENT MARKETING TRENDS TO CONSIDER?
Sustainability Clauses
Post-pandemic consumers want to engage in environmentally sustainable experiential events. Sustainability clauses require that all partners and suppliers are contractually conscious events, based on high-impact areas like water waste, single-use plastics, and carbon offsets for transportation to paper usage and more.
Sound Baths
Events have always tapped into the five senses, but audio-centric experiences are having a moment as marketers utilize sound to offer a fresh take on their brands. Recent applications have included an impressive sound sculpture from FX and Valspar’s “The Sound of Color” that lets consumers listen to the year’s colors. Watch as a new wave of sound experts make their way into live experiences with titles such as “audio alchemist” and “sound therapist.”
Scenario Planning
Event producers have always had contingency plans; it’s the hallmark of a well-planned event. However, post-pandemic marketers now swear by scenario plans outlining multiple potential challenges to their event’s operational strategy (COVID) surge. weather event domestic terrorism) and then details quick action plans that can activate pivot strategies, onboard new teams, and implement logistical updates so the show can go on.
Accessible Events
Among the silver linings of the COVID pandemic was a realization that event marketers could reach larger audiences, including those with disabilities, through virtual events. As events come back, many are calling on brands to create that same level of access, or better, as they get back to live through more inclusive real-world engagements. Consider more thoughtful accommodations for those with vision or hearing impairments or physical disabilities.
Drone Engagements
Drones aren’t new to the event industry, but how they’re being used continues to evolve in surprising ways. Take Prime Video, which recently unleashed 500 drones into the skies over Rome to power a karaoke experience for onlookers below. Italian wine brand Barone Fini used drones to capture fly-overs in Italy that would power a VR experience that took consumers into a hot air balloon
BACK TO LIVE: FOUR MUST ATTEND EXPERIENTIAL MARKETING EVENTS
“The Woodstock of Eating” -The New York Times All Summer | Smorgasburg New York City | smorgasburg.com
The Conde Nast music brand’s flagship event. | Pitchfork Music Festival Chicago, IL | pitchforkmusicfestival.com
Previous headliners Green Day, SZA, and Post Malone. Plus go to restaurants, 35 wineries, and 30 breweries. | Outside Lands San Francisco | sfoutsidelands.com
The biggest state in the United States is back. September 30-October 23 | State Fair of Texas Dallas, TX | bigtex.com
For the past 24 years, Encore Nationwide has provided top event staff to support experiential marketing campaigns from coast to coast in North America. Our Event Services include Brand Ambassadors, Event Managers, Tour Managers, Street Teams, Product Demonstrators, Conference Staff, Emcees, Drivers, and more. We hand select staff from our deep network of vetted staff to best match the specifics of each request. We also provide logistics services such as mobile tour routing, location permitting, and truck rental/leasing.
For up-to-the-minute staffing support, insights, and ideas on how to survive the industry’s comeback, contact us at 310-357-2848 ext. 1045 or jclines@encorenationwide.com.