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Events: A Hoopla in Disguise

Events were always an integral part of society. Humans being social creatures cannot live in alone space, they always mingle around with each other. And events (whether a party, ceremonial or promotional) drive that ‘mingle factor’ to club ‘homo sapiens’. Not to attend and enjoy only, an event takes a proper event planning (from the scratch) and ‘if we say for the current times, technology has been integral in every event right from planning, inviting(guests) to execution.

So let’s clear the clutter by dividing the event happenings into three-time periods:

1.    Past

Events were always a ‘Hoopla in Disguise’ just from the times of Cleopatra(the first-ever event planner). Her(Cleopatra) first instance of the event - “She entered a meeting to which she drifted down the Nile river on a boat, which was filled with candles and perfume, ‘a set’ to awe Mark Anthony.” At that time, limited communication slow downed the pace, as messages (invitations) were hand-delivered and took weeks/months, so the event planning.

In Medieval times, rich aristocratic ladies were ‘in-charge of event planning - The most marked ones were Madame Pompadour(mistress to King Louis XV of France) and Marie Antoine. The parties they organized were costume-based with the hired musicians(most popular ones) to make the evening memorable.

With the industrialization phase, and introduction of new transport mediums, it became easier for attendees and the hosts to attend and organize events as communication and the reach(ing) potential was much faster and feasible.

If we look on the ‘checklist’ or ‘to-do’ of that times:

The registration process was hand-written with mailing(of them) done physically. Documenting them was also a challenge-faced due to logistics(primitive) could take days and weeks. And to locate the event location, attendees had to map out physically (on maps). For advertising, oral communication, flyers, posters were the ‘best’ medium to solve the purpose.

2.    Present

In current times, thanks to technology! Which made it easy to plan and organize an event. Social media platforms, e-mail has made the planning, communication, advertising, and execution much simple. The hosts just have to calendar the event both virtually and digitally, and due to advertising/promotion on social media, people get aware of the happening (of the event) and can mark their presence on the dedicated links only. Due to the technological advent, event marketing is also on the intellectual level just like event planning. Themes are more Business and Emotion centered for the efficient conveying of the event’s ‘message’ and ‘prima-thought’. In more recent times, the pandemic has posed challenges in front of the whole world and social gatherings are on number-9 risk parameter of covid-safety. From there, social hook-ups and virtual events took a fast pace and people got adapted to the lockdown-ed lifestyle and work-from-home became a culture as many MNC’s made a mandate to WFH.

3.    Future

The best part of the ‘future’ in general or in a customized way is that it is predictive and can be analyzed if mapped properly. If we think of events in the future, we mainly think of some robotic technology laced event executions, lowered manpower, virtual connectivity, experiencing events through VR(Virtual Reality), holographic events, etc. Many of the veterans are witnessing ‘hybrid events’ as the future, they are not wrong though, globally AI Matchmaking, Networking Table, Gamification technologies will be included in those events. The same goes with event marketing strategies as the event industry mix will now witness 80% Digital and 20% Live Events unlike 80% Live Events and 20% Digital before.

But if we see in a nutshell, every event will be planned with safety in mind as the time now is ‘not normal’ than ‘new normal’ like before. For at least 5 years, the trend will continue and we just can’t witness more than that.

 

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