Julius Solaris's Linkedin Analytics

The data is clear. We are in a different world. Hear me out. Every client I work with Every comment Every DM I get Have something in common. The event marketing playbook of 2019 doesn’t work anymore. I’m not bringing anyone down. For many years, I contributed to that playbook. What changed: Late Registrations. 13% happen a week before the event, 45% 4 weeks out. While not new, this trend requires a shift. Drivers. Freeman research says exhibits and networking drive attendance. Content has lost the top spot. New workforce. Gen Z and Millennials are the majority of the attendee population. AI. There was no ChatGPT in 2019. Automation, analysis, and attribution are accessible at scale. 75% eventprofs use it. Late Sponsorships. 33% of sponsors sign up late, so a new engagement strategy and value proposition are needed. Cost is up. Inflation and new tech requirements skyrocketed costs, affecting venue and destination selection. What stays: Festivalization. This was a hot topic before the pandemic. It’s making events like Money 20/20 and Cannes Lions win. Experiences. The rush to experiences at business events was hot in 2019 and still is today, as younger generations prefer them. What else is changing?