COVID-safe implementation as the key to visitor acceptance.
Vienna (OTS) - In any case, the corona crisis has zeroed the entire area of live communication and the event sector from one day to the next since spring 2020. The way back now begins step by step: From May 19, 2021 events can take place again - under certain conditions. A maximum of 1.500 visitors are allowed indoors and a maximum of 3.000 visitors outdoors (with assigned seats). The basic requirement, however, is that you can identify yourself as tested, vaccinated or recovered. Real major events, such as major concerts, sports events with mass audiences or festivals, will not be able to take place for a long time. Current survey data show that, due to the current situation, the willingness to attend larger events will remain cautious.
In a representative survey by the market research institute Marketagent (n = 500, field period: May 06th, 2021) on behalf of the Cayenne Marketing Agency, around 49% of those surveyed stated that they "definitely" or "definitely" hosted a small indoor event for up to 100 people Would “rather” attend; for outdoor events up to 500 people this is 46%. For indoor events with 1.500 or more people, however, the value is only 14,4% and for outdoor events with over 3.000 people it is 14,8%. Almost 74% “tend not” or “definitely not” want to visit large outdoor events for over 3.000 people. Even in the age group of 14 to 29 year olds, 61% stated that they “hardly” or “definitely not” want to visit outdoor events over 3.000 people.
“Although around 50% of Austrians are already looking forward to attending smaller events, the willingness to attend major events is far more restrained than before the crisis. For the event organizers, the way back to complete normalcy will be a long one ”, explains Wolfgang Übl, partner of the Cayenne Marketing Agency.
New event formats create more emotional components than before.
However, digital live marketing formats will make it possible to reach the defined target groups directly even after the crisis. Interactive individual modules - such as live streaming, online interfaces, surveys, quiz games, Twitter or Facebook walls - have already been integrated into the dramaturgy of larger events. “Our industry must increasingly adapt to complete hybrid events with which the target group is excited via digital channels or feedback channels and shopping interfaces are opened directly. This new form of an emotional live experience will also be in greater demand in the future - even after the end of the Corona crisis - due to the current data from market research! ”, Übl is convinced.
COVID-safe concepts are the key to increased visitor readiness.
An essential key to a higher acceptance of large events lies in the COVID-safe implementation of the events, especially in the area of visitor management and accreditation. “The event professionals at Cayenne also create the necessary COVID 19 prevention concept for events or meetings. Our subsidiary, which specializes in large-scale events, also offers custom-made and fully outsourced test infrastructure for organizers of large or cultural events with a throughput that can be scaled from 50 to 2.000 tests per hour. These packages can also be booked as an add-on solution to existing test options and can be implemented either indoors in existing rooms or externally with a tent or long-term container infrastructure as well as a drive-in, ”explains Übl in conclusion.
The Cayenne Marketingagentur is an owner-managed full-service agency in Austria with headquarters in Vienna and Lower Austria. The focus is on creative communication solutions for all communication channels. Cayenne also has a subsidiary specializing in large events. In the current “ExtraDienst” industry ranking, Cayenne (with over 10.000 agencies registered in Austria) is in 15th place among all Austrian communications agencies.
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Cayenne Marketing Agency GmbH
Mag. Lukas Leitner