After a year and a half of Covid-19, international communications agency VOK DAMS, says it is again registering a strong increase in demand for live events worldwide.
According to the agency, 26% of all enquiries it received in Germany concern face-to-face events, 35% hybrid events with a mix of digital and face-to-face components, and 39% purely digital gatherings.
The economy in Germany is initially focusing on the digital and hybrid formats as companies need a longer lead time for their events and certainty in their implementation. In the course of the planning, however, the share of live events is likely to increase further in many projects, the agency believes.
In China, where physical events have been allowed to take place again since the middle of last year, companies are focusing on live events and, since the beginning of the year, VOK DAMS reports a 30% increase in enquiries here.
In the USA, too, inquiries for live events continue to rise, which VOK DAMS sees as a result of the country’s Covid-19 vaccination programme.
VOK DAMS CEO, Colja Dams (pictured) says: “After the long months of Covid-19 prevention, people want to meet face-to-face again. The fact that large events with more than 1,000 participants have been increasingly requested since the first quarter of 2021 reflects this deep need for strong community experiences.”
Dams adds: “Currently, we are seeing a trend toward regional events, with many smaller events being held in different locations. Hybrid roadshows are decentralised, temporary brand experiences that bring brands directly to the target audience in a series of regional events, enabling a physical coming together of smaller groups in a Covid-19 safe way.”
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