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12th August 2024 | 10 Minute Read 

7 trends to make your corporate event stand out in 2024

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Attracting attention in the dynamic tech sector is challenge numero uno. Bespoke experiences that create a human touchpoint with guests are essential in 2024.&nbsp; Begin the journey by creating pre-event marketing with content and invitations personalised to guests.&nbsp; During the event, tailored agendas and one-on-one meeting suggestions based on each attendee's industry, company and role add real value.&nbsp; Post-event follow-up provides more opportunities for personalisation. Sharing custom content, such as recordings, slides or summaries of sessions they attended, and people they met, helps sustain the connection. &nbsp;

1. Make it personal: Individual experiences create connections

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In the fast-paced world of B2B tech, offering moments of relaxation and mental clarity can enhance the guest experience. It allows attendees to take a breath, recharge, and reconnect with your brand in a refreshed mental space. &nbsp; Incorporating mindfulness activities into events – such as meditation and dedicated quiet zones – promotes wellness and relaxation among participants, and can help them to maintain focus throughout the event. Encourage participation with scheduled mindfulness sessions during breaks, and provide access to dedicated relaxation spaces with comfortable seating and calming décor. &nbsp;

2. Take it slow: Mindfulness promotes focus and connection  

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Visual aesthetics that surprise and delight are not just about creating a memorable experience at the event. Nailing the visual element of your event also makes it highly shareable.&nbsp; In 2024, we’re looking for Insta-worthy moments that guests can’t help but post about. And not just selfies — think sound and movement for eye-catching social videos.&nbsp; For example, live podcast recordings. A band or DJ on the main stage. Interactive sponsor activations. Immersive floral backdrops. Real-time video shorts and image galleries for guests to share on the day. Non-traditional conference venues.&nbsp; It’s all about enhancing brand visibility and engagement, both in-person and online. Everyone’s looking for great content, and creating a little FOMO for your next event doesn’t hurt either. &nbsp;

3. Frame the shot: Bold aesthetics encourage social media sharing

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Sustainability considerations are increasingly influencing decision-making in the tech sector, and many companies are reluctant to participate in high-impact events that contravene their sustainability goals.&nbsp; In 2024, successful tech events will continue to embrace sustainable branding practices, such as evergreen printed items, paperless promotion, vegetarian food options, and recyclable signage. We’ve even used branded ice cubes and cappuccino froth for edible promo! Carbon offsetting your events can also appeal to environmentally conscious executives. Be sure to clearly communicate your event’s sustainability cred.&nbsp; &nbsp;

4. Go green: Sustainability is top of mind

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Innovative technology has long been at the forefront of transforming corporate events into memorable experiences.&nbsp; For example, digital screens, particularly large LED screens, provide opportunities for memorable content delivery and enhance the overall event experience. However, to surprise and delight tech industry insiders in 2024, integrating augmented reality (AR) and virtual reality (VR) elements is the name of the game.&nbsp; In 2024, expect to see VR simulations creating unforgettable brand interactions, AR overlays enhancing product displays, and even VR-enabled keynote presentations.&nbsp; &nbsp;

5. AR/VR: Immersive technology enhances the event experience 

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Sending employees to events, particularly interstate or overseas, comes with significant costs for tech companies. So it’s fair enough that many will want to see a clear ROI.&nbsp; While networking has always been a key benefit of attending live events, artificial intelligence is putting data to work to supercharge networking quality in 2024.&nbsp; AI-powered match-making technologies are replacing the traditional scatter-gun approach to event networking.&nbsp; These technologies are now capable of analysing event attendee profiles and preferences to suggest potential connections and pre-schedule one-on-one meetings that may prove lucrative for both parties. &nbsp; &nbsp;

7. AI, of course: AI-powered networking returns attendee investment

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20th February 2023 | 5 Minute Read | Written by Alice De Souza

Our Top 5 Marketing Campaigns of Chinese New Year: Year of the Rabbit 

This year, Asahi made a creative statement on modern Japanese society with their limited edition packaging. At first glance, the classic bottle is instantly recognisable – but look closer and you'll find an intricate origami rabbit that speaks to both progress and tradition in proud harmony.

5. Asahi

Nike always delivers the goods when it comes to cultural moments and this year is no exception, with the release of their limited edition 'Dunk Low' trainer. From its fluffy swish to the intricately designed soles, it's a fitting tribute that celebrates both nostalgia and progression - from 2011’s Year of the Rabbit-themed design to what we see now. Not only is it aesthetically pleasing but also symbolic of what many are hoping for in this new year; big leaps and boundless potential.

4. Nike

TikTok has done it again - this Chinese New Year, they've proved to be a source of education for young people through their collaboration with actor Andy Lau. The film features an endearing tribute to traditional red envelope giving (Hongbao) but re-centered it around well wishes rather than money. The film demonstrated how communication is valued over commercialism and concluded with a clever reveal of the TikTok logo – reinforcing that in modern times there's no better way to reach the youth than via video platforms like theirs.

3. TikTok

Here we have a brand that was set to take all the success last year, the Year of the Tiger. &nbsp;But instead of endless pursuits for 2023, it seems that Tiger Beer celebrated the achievements of 2022 - a momentous one at that! With an inspiring message they encouraged us to take time out and recognise our achievements so far; each step forward made up their clever connection to the future ahead; The Year of the Rabbit.

2. Tiger Beer

BMW made a huge splash this year with an engaging and unexpected campaign that cleverly took advantage of AI translator mishaps. In particular, the Chinese word Bao Ma - meaning 'precious horse' in English - is often mistranslated as "BMW". This basis for their film revolved around a printing house boss whose new years greeting cards were mistakenly translated to ‘Lucky money into BMW to success’ creating wonderful comedic chaos. Through an ingenious use of accidental language hacking, BMW were able hone in on joy and how it is capable bringing people together during special occasions.&nbsp;

1. BMW

As the dust settles on Chinese New Year it has, yet again, proven to be an opportune moment for brands to showcase their creativity. From eye-catching product packaging to captivating ad campaigns honouring the spirit of celebration, companies were able to leverage Chinese culture in remarkable ways. Here are some shining examples from this year – let these inspiring works serve as an early testament regarding successful marketing strategies during festive periods throughout 2023.

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13th December 2022 | 2 Minute Read | Written by Elyse Doornbos

CAPITAL-e's Top 7 B2B Marketing Trends to look out for in 2023

Our Year in Numbers

International Women's Day: Inspirational Women in Tech

The marketing world is constantly changing, and it can be tough to keep up. That's why we've compiled a list of the top seven marketing trends you should keep an eye on in 2023. From video content to social media customer service, these trends will help you stay ahead of the curve and keep your audience engaged. So keep reading to learn more!&nbsp;<h4 style="margin-left:0px;">1. Influencers are for everyone&nbsp;</h4>&nbsp;In the past, influencer marketing was primarily a tool for consumer-facing brands. But in 2023, we predict a growing number of B2B companies will start using influencers to promote their products and services. Why? Because influencer marketing is an incredibly effective way to reach new audiences and build trust with potential customers. Contrary to popular belief, influencers do not always have to be your typical internet celebrities. They can be traditional celebrities and prominent figures within the industry. In any case, influencer marketing builds excitement. It is an excellent initiative for increasing brand awareness and incentivising customers to engage with your events and campaigns.&nbsp;<h4 style="margin-left:0px;">2. Video is still relevant</h4>&nbsp;However, video marketers will keep content short. In 2023, we expect video content to continue to be popular with your audiences. But, marketers will focus on creating increasingly shorter videos that are easy to consume and offer quick insights. This is because Video is algorithm gold! Social media platforms prefer video content in users' feeds because it generates more engagement. In the age of attention spans, shorter is better!&nbsp;&nbsp;<h4 style="margin-left:0px;">3. Social media will become a customer service tool</h4>&nbsp;In recent years, social media has become an essential platform for customer service. In 2023, this trend will continue to grow, with more companies using social media to resolve customer issues quickly and efficiently.&nbsp;<h4 style="margin-left:0px;">4. Experiential marketing is on the rise</h4>&nbsp;In the era of COVID-19, many brands have gotten creative with their marketing efforts. As a result, experiential marketing—which allows customers to interact with products or services in a real-world setting—has made a comeback. We think this trend will continue into 2023 as brands look for ways to connect with customers in safe and memorable ways.&nbsp;<h4 style="margin-left:0px;">5. More companies will prioritise social responsibility</h4>&nbsp;With increasing consumers choosing to support brands with ethical values, we expect that more companies will incorporate social responsibility into their marketing efforts next year. From charitable donations to dedicated initiatives to champion sustainability, there are many ways for brands to show that they care about more than just profits.&nbsp;<h4 style="margin-left:0px;">6. Aligned marketing and sales teams will win</h4>&nbsp;In the past, their marketing and sales teams have been mostly disconnected. In 2023, we predict that the most successful companies will be those with aligned marketing and sales efforts. By working together towards a common goal - focusing on lead quality instead of quantity and measuring success by revenue instead of lead number, for example, aligned marketing and sales teams stand to win big in 2023.&nbsp; That’s because disconnected teams simply won't be able to keep up!&nbsp;&nbsp;Let me leave you with this thought. Trends may come and go but one thing remains constant: the importance of staying ahead of them if you want to make an impact. As marketers, staying in front of industry developments is how we guarantee our success. So you’ll be wise to keep these trends top of mind as you plan your strategy for the year ahead. And if you're looking for some help executing your 2023 marketing plan, our team at CAPITAL-e is here to lend a hand!&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;

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29 May 2024 | 7 Minute Read 

Steal these ideas: How to host showstopping executive dinners that ignite all 5 senses

The Strangest Items You Need in Your Event Kit

Software ate the world. Almost. Now AI is eating software.

Do busy C-suite executives really want another work dinner? Honestly, no. However, a buzzworthy dining experience that inspires their senses and connects them with great people can magically open up their calendars. How do you make that happen?&nbsp; Time is an executive’s most precious resource. Brands, vendors, partners and staff pitch them daily: “Can I grab 5 minutes of your time?” Evenings with friends and family are fiercely guarded.

At CAPITAL-e, we’ve been throwing showstopping events since forever, especially in the B2B technology and SaaS space. Here are some of our go-to ideas that ignite all five senses:

So, when you ask a CXO to invest time with you, it had better be good! 

The best chefs push diners outside their comfort zone. Whether it’s hatted restaurants, celebrity chefs, personalised tastings, cooking demonstrations or dramatic fire-raising service—make sure your dinner is worth attending for the refreshments alone. For example, at <a href="https://www.capital-e.com.au/projects/twilio-transform-2023" target="_blank" rel="noopener noreferrer">Twilio Transform</a>, their esteemed executive clientele were treated to the culinary artistry of Bennelong by renowned chef Peter Gilmore. &nbsp;And, think outside of the square with the drinks menu.

2. TASTE: Craft a surprising menu that gets guests talking

Create a tactile experience by weaving in various textures, layers and materials to engage guests. Think embossed branding, calligraphy, raised lettering, &nbsp;interactive demos or games, luxurious table linens and hot, cold or crispy canapés. Personalised gifts with sophisticated unboxing are a surefire feel-good option.

3. TOUCH: Create a multi-layered hands-on experience

Floral arrangements and mouth-watering nibbles will create an enticing fragrance on arrival, whetting the appetite for the main event. Avoid the temptation to use scented candles, incense or diffusers, as they can impact the dining and taste experience.&nbsp;

4. SMELL: Often overlooked but easily elevated

Music can make or break an executive dinner—it's important but not the star of the show. Consider the acoustics, audience, volume, timing and sound quality to create an ambience without getting in the way of networking and conversations. Make sure speeches and presentations come through loud and clear. Surprise acts can bring a memorable interlude to any executive dinner. &nbsp;

 5. SOUND: Curate a playlist and entertainment to set the mood

Yes, we’ve shared a few of our event-planning ideas, but we’ve got plenty more where they came from. The secret sauce is our exceptional event managers who make it all happen (and our invaluable little black book of suppliers). Our sweet spot is collaborating with marketing teams and event managers to design, market and manage executive dinners and B2B events that get people coming back for more. If you need a partner to help you create executive dinners and corporate events that ignite the senses, <a href="https://bit.ly/3Kc9RPY" target="_blank" rel="noopener noreferrer">say hi</a> or email us at <a href="mailto:hello@capital-e.com.au">hello@capital-e.com.au</a>.

Top executives are typically familiar with the best fine-dining spots around town. So, it’s important to elevate and personalise the space to make a memorable impression. While stunning views or beautiful venues set the scene, meticulous attention to subtle details makes all the difference. Consider personalised gifts, branded table settings, floral displays or a napkin holder with their logo engraved. A cohesive aesthetic that captures attention, enhances the venue and encourages interaction is essential.

1. SIGHT: It’s business, and it’s personal

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Corporate events are a proven way to engage the market, create awareness and grow your brand – in-person and online. But rising above the crowd can be tough as tech brands compete to win the hearts, minds, and social feeds of savvy business leaders. &nbsp; These are some of the top event trends B2B and technology companies will be using in 2024 and beyond to attract attendees, build lasting connections, and maximise return on investment. &nbsp;&nbsp;

It can be a challenge to invite hundreds of tech professionals into a venue and expect them to connect emotionally with your brand. That’s why we’re seeing a return to vintage options at tech events in 2024.&nbsp; At CAPITAL-e, we’re embracing classical, jazz, and old-time music to create retro vibes, evoke memories and emotions, and build a sense of connection. We’ve even had classical musicians play contemporary music to cater to all tastes! Complement the throwback tunes with other timeless and sophisticated entertainment options, such as art installations, 90s DJs, gourmet food and wine pairing, and vintage decor.&nbsp; This year, we created a ‘Museum of Marketing’ for our client, monday.com, to showcase their cutting-edge solutions.&nbsp; &nbsp;

6. Back to the future: Nostalgia builds powerful connections 

Got any questions? Don't hesitate to <a href="https://bit.ly/3S09JqW">get in touch</a> or email us at <a href="mailto:hello@capital-e.com.au">hello@capital-e.com.au</a>.