In the early days of the event industry, the choice of an indoor or outdoor event was made for practical reasons depending on the season. Nowadays, the consumer is constantly being asked for his attention. It has therefore become essential to stand out from the crowd at an event.
Why is the winter outdoor event a key point of differentiation?
The outdoor event in winter allows you to reach a target that does not exist indoors
Outdoor events are a means of communication that always arouse curiosity and offer the possibility of reaching an audience in a spontaneous and opportunistic way that would not have gone to a specifically closed venue. Each period of the year has its own practices and habits. The outdoor event in winter makes it possible to seize the pretext of cultural or sporting events to join them and reach a precise target of potential qualified prospects.
It is obviously interesting to hold an outdoor event in winter when the company's sector of activity is linked to the season, as in the case of winter sports equipment manufacturers. This allows the target audience to be reached directly at the time of need. However, this link with the sector of activity is not obligatory. The presence of an advertiser can be relevant in a desire to consolidate brandimage and reputation. The Porsche pop-up store in Meribel is a good example.
The rooftop all year round, a great place to hold an event
Many outdoor places are taken by storm at the arrival of the beautiful days to finally stop their activities at the end of the summer, which is often the case of rooftops. To have a place fitted out, having a sight of height and having a faithful clientele during the summer season is a real asset which is interesting to perpetuate throughout the year. Whether for daily use as a bar-restaurant or for regular rental of the place for the organization of seminars, it is at this time that the outdoor structures take all their meaning(Geodesic Dome, Halo Dome, Tunnel Gallery).
The uniqueness of an outdoor event in winter, the key to buzz
The outdoor structure can be installed permanently or on a one-off basis, almost anywhere, offering a huge opportunity for differentiation for those who know how to be original and creative. There's nothing better than to createsurprise when an event is announced. In the age of social networks, where everything spreads at lightning speed, unusual venues are the talk of the town and Instagram influencers even more so. At the same time, this differentiation makes press relations much easier.
Organising an outdoor event in winter is now a major way of differentiating yourself by reaching a specific target, making the most of unexploited locations and getting people talking.
Each type of event has its own structure!
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