experiential marketing - designing and …experiential marketing - designing and creating...
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EXPERIENTIALMARKETING- DesigningandcreatingexperiencesthatproviderealvalueMARKETINGANEVENT- Makingacompellingconnectiontotheexperience
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Ourfocustoday isonhowtoinnovateandevolve.
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Today,morethanever,therateofchangeisacceleratingallaroundus.
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• Thecompaniesthatmakeupourexhibitorsandsponsors arehavingtoadapttoavarietyofmarketforces.
• Acoupleofyearsagotheevolution ofbusinesswasbeingdrivenbyCorporateSocialResponsibility.
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• Now,there’sanothershiftinwhichcompaniesaredriventobeconsumercollaborators- thepowerhasmigratedtotheconsumers,primarilythroughsocialmedia.Indoingso,companiesaretransformingthemselvesintoconduits ofpurpose. It’sanewwaveofcapitalism- Purposefirst,profitssecond.Brandasheroisfastbecomingbrandascatalystthroughpublicdialogueswiththeircustomers.
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• Thedemographicsofourattendeesarerapidlychanging.Millennials arethefastestgrowingsegmentofouraudiences.
• Theirprioritiesincludehealthierlifestyles,organicproducts,informedpurchasing,globalperspectives,andauthenticity.
• Theyvaluecooperationovercompetition. Inclusiveness,notexclusiveness.
• Theyvaluepersonalizationandexperiences.
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• And…advancesintechnologyareallaroundus.• Ononehand,ourtech-drivencultureiscausingdisconnection,
sopeoplearehungryforrealexperiences.
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• Ontheother,technology isatremendousenablerforthesharingandcrowdsourcingofideas,communication,messageandinformationdistribution,andtheconnectingofbuyersandsellersonourshowfloors.
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• Don’ttakethisasapredictionofdoom,rather,anadmonitionto adaptandevolve.
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• Innovation isthegreatestweaponwehavetokeepourshowsvitalandourconstituents successful.
• So…howdoweinnovate,adaptandevolveinawaythatcreatessuccessforourexhibitors,sponsorsandattendees?
• Thefirststep istoconsiderachangeinyourperspective,orinthiscase,yourhats.
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• ToborrowtheoldHarvardBusinessSchoolquestion, “Whatbusinessareyoureallyin?”…I’dsuggestyoutakeoffyourshoworganizerandeventplanninghatsandthinkofyourselvesasbeingthebusiness ofValueCreation.
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Valuemustbecreatedforallconstituentswithinyourecosystembeforeyourorganization andyourshowcanachievereal,sustainablesuccess.
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ECOSYSTEMDIAGRAM1- Asanorganizerandplanner,youareresponsiblefornurturingandgrowingyourowncommunity,oreco-system.Unlessallofthepartsaresuccessful individually,thewholewillneverreachitspotential.Youcreatesuccessforyourorganizationsandshows by,first,creatingrealvalueforBOTHyourexhibitorsandattendees.
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ECOSYSTEMDIAGRAM2- Intersectionsandinteractionsshouldbetheprimaryfocusofyourexperiencedesign.Thoseareyoursweetspotsforvaluecreationandsuccess.
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• Secondstep istostepwayback.30,000feet.• Innovationandevolutionaren’tabout lookingfor“things”to
addtoyourexperience. Ourcustomersconstantlyaskus,“What’snew,what’sinnovative?"
• Althoughthequestion iswell-intentioned- itoftenresultsinorganizersapplyingband-aids totheirshow.
• Overtime,ifyouapplyenoughband-aids yourshowwillresembleamummy.
• Instead - stepbackandtakeafreshlookateverything.
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Werecentlyworkedwithoneourclientstoreengineertheirshowfornextyear.Theapproachwasanagnosticone.Nosacredcowsandeverythingwasonthetable.Ourclientwascommittedtodrivingchangesothatallpartiesexperiencedanincreasedlevelofvaluebyparticipatingintheshow.
Afterourdiscoveryandstrategyphases,webuiltanexperienceframeworkthatguidedourcreativeandexperiencedesignprocess.Itensuredthatweconsideredtheneedsoftheexhibitors,attendeesandtheshow organizer.
Theresultwasanewfloordesignthatcreatedmanynewwaysforexhibitorsandattendeestoengageandinteractwithoneanother.• Thefloorwaszonedinawaythatmadesensefortheattendee.
Itallowsthemtoplantheirxperience onthefloorinamore
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logicalmanner.• Wedesignedavarietyofwaysinwhichexhibitorsandsponsors
canparticipate.Asanoptiontothetraditionalsinglepieceofrealestate,exhibitorscanhaveapresenceinmultiplezonesifthatsuitstheirmarketingstrategy.Eachzonehasavarietyofinteractiveareasforcompetitions,showcases,education,andproductpop-ups. Theseareallopportunitiesforexhibitorstoparticipateinmultipleways,therebyincreasingtheirlikelihoodofmeetingupwithprospects.
• Wedesignedanentrancezonethatsoftens theoverwhelmingfeelinganattendeehaswhenenteringashowfloor.Itisathemedareawithinteractiveinformationstations,ameet-uparea,anda125ft mediascreenthatwillservetocommunicatethemedmessagingaswellassponsorship opportunities,
• TheConnector• Large-scale,themedimagerythroughouttoreinforcethetheme
andmessaging.Tieeverythingtogether
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• ExperienceDesignconsiderations• Understandwhatsuccessmeansforall.Youcan’tbesuccessful
unlessyouknowwhatsuccesslooks like- makenoassumptions.Forexample,weknow thatthe4primaryROIindicatorsforexhibitors are:Pipelineopp’ty,Brandperception,relationshipstrengthandqualityofexperience.But…dotheyhavespecificneedsforyourparticularshow?Ifso,youreventdesigncanhelpthemifyoufullyunderstandtheirneeds.
• Provideoptions forparticipation• Aligntheneedsofyourexhibitorsandattendees.Forexample…
weknowthathands-on experiencesareextremelyimportanttoyourmillennialaudiences
• Humanizeandpersonalize• Technology(HighTech-HighTouch)
• Asaconnection enabler- primaryreasonforattending-networking
• Createsharedexperiences
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• Provideaccessto information- ondemand• Bepurposefulwithyourtech- nottechfortechsake
• Social/Digital- conversationsandimmersionpre-during-post• BringYOURBrandtolife- youarethe• Makeitfun.Surprise&Delight- peoplereacttowhattheydon’t
knowandwhat’snew• ExhibitorEducation- notallexhibitorsaresavvyF2Fmarketers.
Wehavefoundthateducationcangoalongwaytohelpingthemachievesuccess,whichinturncreatesahappycustomerforyouwhoismorelikelytoreturn.
• Emotiontrumpsall- attheendoftheday,youwanteveryonetofeelthattheirexperiencewasworththeirtimeandinvestment.Theyneedtofeelthatyoucareabouttheirsuccess.Theyneedtohaveagoodtime.Theyneedtofeelpartofyourcommunity.Thisreflectsheavilyonyourbrand.
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MarketingoftheEventconsiderations• Inadditiontoemail,digitalandsocialmarketing...• ProvideExhibitorswithtoolsto invite(only40%oforganizersare
currentlydoingthis)• ContentMarketingStrategyisaneffectivewaytoenhancing
yourbrand• Createa365year-roundexperiencetoengageandbuild
community• SocialReferrals- LikeIngoandExhibitorInvites. — Ingohelps
organizersoffer"social"registration- meaningattendeescanuseLinkedInorFacebook - whiletheyareregistering,thetoolwillidentifypeopleintheirnetworkwhomightalsohaveinterestinyourconference.Ingoandtheconferencethenidentifythesepeopletotheregistrantandthereareaseriesoftoolstohelpwiththeoutreachtothose prospects.ExhibitorInvitesisadifferenttoolwhichallowsexhibitorstosendinvitationstotheconference- thisallowsyouagaintoreachnew
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audiencesthroughyourexhibitors.Benefittoyouisincreaseaudience- benefittotheexhibitorsisincreasedreachtothepeopletheycantoconnectwith.
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