The future of events But with so many in-person and hybrid events now taking place , what exactly is the secret to making them stand out ? After all , client expectations have changed significantly .

The answer : experiential events . “ The demand of in-person and hybrid events are really driving us to be more creative and more strategic about how we are constructing and producing experiential events ,” reveals Sloyer .

He says the agency achieves this by prioritising the discovery process . “ It all begins at the beginning of the project – which is the most important part . We take a lot of pride in the initial understanding of who a client

is . We want to know at the root , who they are , what drives their decision-making , what their objectives are and who their audience is . At Sequence , we always fully immerse ourselves in a client brand ,” he adds .

During this process , Sloyer explains how it ’ s less about Sequence ’ s role , and more about thinking holistically about the event .

“ We are always thinking : what are we going to do to separate this event from the others ? How are we going to create something that people will want to attend ? What does that look like ? And so on ,” he says .

Then , the creativity , design and actual ideation of the event can seamlessly follow . “ We never throw

“ The demand of in-person events is really driving us to be more creative and more strategic about how we are constructing and producing experiential conferences and events ”

out ideas just to make it appealing , we want our events to be impactful . We always want to circle back to those fundamental and foundation pieces ,” he says .

Take TikTok ’ s Virtual Creator Meetup – the agency knew forming connections was the client ’ s primary objective , therefore , breakout rooms were a primary element of the event . Sequence Events also created bespoke games based on TikTok trends including ‘ Two Truths and A Lie ’ and a TikTok twist on ‘ Pictionary ’ to maintain brand authenticity .

With events back in full swing , agencies like Sequence Events are ensuring they are both experiential and stand out from the crowd .