<p><img src="https://static1.businessinsider.com/image/60905615f22c6b00185db55a-1000/Rich Goodstone.jpeg" border="0" alt="Rich Goodstone" data-mce-source="Superfly"></p><p></p><bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>The pandemic hit the event marketing industry hard, with global revenue declining an estimated 15% to just under $72 billion <a href="https://www.prweb.com/releases/consumer_experiential_marketings_10_year_growth_streak_to_end_in_2020_as_event_marketing_sponsorship_revenues_to_plunge_15_2_but_long_term_trends_favor_b2c_events/prweb17266331.htm">in 2020.</a></p><p>But in-person promotions are critical to big advertisers, and <a href="https://www.businessinsider.com/advertisers-hbo-ibm-microsoft-lay-out-new-events-strategy-2021-4">companies like HBO, Amazon, and IBM</a> have already started returning to live event marketing as local governments ease travel and business restrictions.</p><p>Ad agency Superfly created a pitch deck to advise companies on live events strategies during the pandemic. The agency works with companies like Disney, Facebook, Citi, and WarnerMedia, founded outdoor music festivals <a href="https://www.businessinsider.com/bonnaroo-doubled-down-on-roots-to-rebound-from-record-low-2016-2018-6">Bonnaroo</a> and Outside Lands, and recently created a pop-up celebrating the anniversary of <a href="https://www.insider.com/new-friends-new-york-pop-up-celebrates-25-anniversary-2019-7">"Friends."</a></p><p>Superfly first created the deck in December to help CMOs who are asking when to resume in-person promotions and for proof of returns on their event budgets, said co-founder Rich Goodstone.</p><p>Goodstone told Insider that around 60% of his agency's business concerns experiential marketing, or staging live events, and he's betting on a big comeback in the second half of 2021.</p><p>Superfly clients started returning to events around April, though many are hesitant to jump back in while their employees and customers are still working remotely, he said. Some clientsespecially those that focus on business-to-business conferenceshave followed <a href="https://www.businessinsider.com/why-microsoft-plans-to-keep-all-of-its-events-virtual-2021-4">Microsoft's playbook</a> in sticking to virtual gatherings.</p><p>Scroll down to see select slides from the deck.</p><h3>Before the pandemic, revenue from all global events was expected to reach $2.3 trillion by 2026, according to data cited by Superfly.</h3><img src="https://static1.businessinsider.com/image/6090582334af8d001859aa3e-400-300/before-the-pandemic-revenue-from-all-global-events-was-expected-to-reach-23-trillion-by-2026-according-to-data-cited-by-superfly.jpg" alt="" /><br/><br/><h3>Now, advertisers are budgeting for scenarios such as cancellations and evolving regulations.</h3><img src="https://static3.businessinsider.com/image/6090591f34af8d001859aa43-400-300/now-advertisers-are-budgeting-for-scenarios-such-as-cancellations-and-evolving-regulations.jpg" alt="" /><br/><br/><h3>Superfly suggests that advertisers limit attendance and allow people who've been vaccinated or quarantining to enter separately.</h3><img src="https://static2.businessinsider.com/image/60905989f22c6b00185db577-400-300/superfly-suggests-that-advertisers-limit-attendance-and-allow-people-whove-been-vaccinated-or-quarantining-to-enter-separately.jpg" alt="" /><br/><br/><h3>Sponsors are now paying close attention to refund policies.</h3><img src="https://static1.businessinsider.com/image/60905acff22c6b00185db582-400-300/sponsors-are-now-paying-close-attention-to-refund-policies.jpg" alt="" /><br/><br/><h3>In a sign of growing demand for live events, one outdoor music festival sold 50,000 tickets in 30 minutes, the agency said.</h3><img src="https://static4.businessinsider.com/image/60905b59f22c6b00185db589-400-300/in-a-sign-of-growing-demand-for-live-events-one-outdoor-music-festival-sold-50000-tickets-in-30-minutes-the-agency-said.jpg" alt="" /><br/><br/><h3>Health screenings, extended entry periods, and "digital vaccine passes" have become standard at many events.</h3><img src="https://static4.businessinsider.com/image/60905cd2f22c6b00185db5a0-400-300/health-screenings-extended-entry-periods-and-digital-vaccine-passes-have-become-standard-at-many-events.jpg" alt="" /><br/><br/><h3>Many brands have turned to drive-thrus and even literal bubbles to ensure the safety of attendees.</h3><img src="https://static3.businessinsider.com/image/60905d73f22c6b00185db5a3-400-300/many-brands-have-turned-to-drive-thrus-and-even-literal-bubbles-to-ensure-the-safety-of-attendees.jpg" alt="" /><br/><br/><h3>The agency calls for advertisers to encourage social sharing to maximize an event's value.</h3><img src="https://static2.businessinsider.com/image/60905dcb34af8d001859aa86-400-300/the-agency-calls-for-advertisers-to-encourage-social-sharing-to-maximize-an-events-value.jpg" alt="" /><br/><br/><h3>Citing its work for Square and Facebook, Superfly suggests advertisers create separate content platforms to keep attendees engaged at virtual events.</h3><img src="https://static1.businessinsider.com/image/60914e8bf22c6b00185db6f1-400-300/citing-its-work-for-square-and-facebook-superfly-suggests-advertisers-create-separate-content-platforms-to-keep-attendees-engaged-at-virtual-events.jpg" alt="" /><br/><br/><h3>The agency says picking locations is critical because of the need to deal with local officials and regulations.</h3><img src="https://static1.businessinsider.com/image/60915147f22c6b00185db713-400-300/the-agency-says-picking-locations-is-critical-because-of-the-need-to-deal-with-local-officials-and-regulations.jpg" alt="" /><br/><br/><h3>Superfly says marketers should understand audiences' varying openness to taking risks in the pandemic.</h3><img src="https://static3.businessinsider.com/image/609151dff22c6b00185db716-400-300/superfly-says-marketers-should-understand-audiences-varying-openness-to-taking-risks-in-the-pandemic.jpg" alt="" /><br/><br/><h3>Superfly shared research showing many people plan to stick to some pandemic behaviors, but in-person events are returning.</h3><img src="https://static2.businessinsider.com/image/60915252f22c6b00185db71b-400-300/superfly-shared-research-showing-many-people-plan-to-stick-to-some-pandemic-behaviors-but-in-person-events-are-returning.jpg" alt="" /><br/><br/>
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