What kind of events are the winners this year?

4 April 2023, By Angy Morales, Account Director at Canela

After the hiatus of the pandemic and the recovery of face-to-face events in recent years, it seems that we have reached a point of balance. This year’s trend is towards fewer meetings, smaller gatherings and even more detailed and personalised content, using the Internet to achieve greater dissemination. If you are thinking of organising an event this year, these are the formats that are triumphing!

Reduced press events

Fragmentation of audiences and downsizing of media staffs have had a noticeable impact on events with journalists. Traditional mass press conferences are being replaced by smaller formats and more personalised approaches. For example, press breakfasts, one-on-one interviews, visits by spokespersons to media newsrooms or hybrid meetings that combine face-to-face and virtual attendance. 

These typologies allow to meet fewer journalists, but to do so in a closer way, which adapts to the busy schedules of journalists and, in turn, allows to increase the levels of attendance to the meetings. At the same time, journalists gain access to more personalised and exclusive information, which makes it easier for them to generate news coverage tailored to the interests of their audience.

Mass events with influencers

At the other end are influencer events, which are becoming increasingly large in terms of participation. Although the format may vary, the idea is to bring together a group of influencers from the same field, or who share similar interests, to participate in a party, trip or activity. Quite often, the possibility is included for a certain number of followers to also attend, who gain access through a competition or call for entries on social media.

This generates high engagement on social media, which starts well in advance of the event. The result is a much higher attendance than is achieved with any other type of branded event. An example of how far this type of event can go is the massive attendance and high impact of the King’s League final, which brought together more than 92,000 spectators at the Camp Nou in Barcelona.

Sustainable and value-driven events

Corporate Social Responsibility has become a core strategic foundation for brands. This is increasingly reflected in company events, where sustainability and values play a central role. On the one hand, they try to have a minimum impact on the environment by choosing sustainable spaces, using recycled materials, buying local products and saving energy. This also extends to events in public spaces, where it is a common requirement to include plans for cleaning and restoration of the space provided.

On the other hand, brands want the event not only to have promotional content, but also to transmit the values they wish to promote. To this end, it is common to collaborate with NGOs and social entities that provide a purpose with which the public can identify: from the regeneration of natural spaces to support of vulnerable groups. However, we must be very careful when communicating this type of collaboration so that it is not perceived as “green washing”. Only if the values we want to transmit flow from inside the organisation to the outside and are coherent with the type of event planned will we be in a position to communicate them proactively. It is important that as a company we work very well on our values and sustainability criteria internally before communicating them externally.

Virtual events as content

The success of trade fairs such as MWC 2023 confirms that face-to-face meetings continue to be essential. But this does not mean that virtual formats are losing steam or have no role to play, quite the contrary. Today’s virtual events are more focused on consumption as content. In other words, they do not aspire to replace a face-to-face event, but rather to offer those who cannot attend the possibility of accessing the content, either in real time or on a deferred basis.

.But don’t be fooled by its apparent simplicity compared to a face-to-face event. To organise an event of this type on behalf of a brand, it is necessary to work as carefully as in a face-to-face event. The event must have a defined duration, a diversity of participants and points of view, an appropriate staging, well-prepared interventions and the figure of a presenter/moderator to dynamise the session and give a voice to the attendees.

Corporate team building events

Now that eight out of ten companies have adopted some form of hybrid working, corporate events are playing an increasingly essential role in team building and cohesion. The focus is no longer so much on choosing a luxurious setting or doing an eye-catching activity, but on having the chance to spend quality time with colleagues. 

For this, a balance is sought between informative and training sessions. For example, at Canela we have regular training sessions called “Let’s Talk About…”, in which team members or external experts talk to us about their knowledge and experience in topics related to the world of communication. These sessions alternate with playful activities to establish bonds and build teams. In this sense, once a year we organise the “Canela AwayDay“, for the whole team to celebrate the company’s anniversary, share time together and discuss the agency’s strategic plan for the coming months.

As with branded events, sustainability criteria and values are increasingly being incorporated. For example, opting for eco-friendly accommodation and nearby destinations that reduce CO2 emissions and have a positive impact on the local business community.

Are you planning to attend an event this year? Tell us about it on our social media!


Angy Morales is Account Director at Canela


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