Imagination takes flight with drones

According to the Business Research Company, the global drone light show market size was nearly US$3.11 billion in 2022, and will reach US$8.38 billion by 2027. The increase in the number of events is propelling the growth of such shows as organisers are looking for novel and captivating additions to gatherings.

Drone company, MIRS INNOVATE, shares how drones are being used at corporate events. Its spokesperson, Amy Ling, said: “Using drones at events can provide meeting planners with several advantages. First, drones are a very novel way, which is often easier to attract the attention of the audience and bring them a unique and unforgettable experience. This can be confirmed by the fact that the venue was packed to the rafters during the last drone show at Marina Bay Sands (MBS).

“Therefore, drone shows at various events are a very eye-catching way, can gain more attention and enhance the overall event atmosphere. Additionally, drones equipped with high-quality cameras can capture stunning visuals of the event, showcasing the venue, décor, and overall atmosphere. The video can be used in promotional materials, social media content, or post-event recaps, which can enhance overall branding and marketing efforts.”

Recently, Porsche also held a new car launch conference in the MBS area. “With our help, they added drone show elements to their performance stage,” Ling added. “Therefore, this kind of (stunning visual) effect is exactly what companies want to achieve, which can make people pay more attention to their events.”

The drone light show planning process starts with checking to see if the event location allows drone access, followed by design, timing and rehearsals. The lowest price on offer for a 10-minute drone show is S$120 (US$89.60) per drone.

MIRS INNOVATE shares insights on how drone light shows can be a value-add to an event:

Increasing social media reach - companies who leverage drones shows for advertising have reported increased significance in social media reach and engagement. The visually stunning quality of drone presentations frequently results in increased content sharing and liking, extending the brand's reach and online visibility.

Enhancing the viral potential - viral potential is a key metrics for the success of unconventional advertising methods and because of the uniqueness of the drone shows, it has shown the potential to go viral on various social media platforms, besides being published on traditional media platforms.

Brand and event perception - drone demonstrations are a compelling form of advertising and a useful tool for researching consumer impressions of events. Quantitative data may be gathered by conducting these surveys prior to and during the inclusion of a drone show, offering insights into the audience's perception of the brand.

Sustainability Impact - conducting a cost analysis when comparing traditional large-scale productions, such as fireworks displays, to the implementation of drone shows can offer insights into the cost-effectiveness of incorporating drone technology in events.

Traditional fireworks displays often require substantial upfront costs, including the purchase of pyrotechnics, safety equipment, and skilled personnel for setup and execution. While drones necessitate an initial investment in the technology and programming, this cost may be offset by their reusability and the potential for customisation without the need for constant repurchasing. Also, fireworks require cleanup costs for debris, and environmental impact assessments may also contribute to the overall expense. The operational costs for drone shows are generally lower, and these include factors such as electricity for charging, maintenance, and skilled personnel for programming and operation.

Event attendance impact - businesses can learn a lot about the success of this event strategy by examining the relationship between the addition of drone shows and variations in attendance . A sense of excitement and anticipation can lure more attendees to the event, and increased interest and attendance in following events can be attributed to the word-of-mouth marketing generated by these memorable experiences.