top 10 takeaways from #emslive

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Top 10 Takeaways From #emslive All image credits: Getty Images

Post on 21-Oct-2014

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Each year, almost 1,000 event marketing executives gather at the Event Marketing Summit (#emslive) to hear emerging trends, best practices, and insights from leading brands. Check out our top 10 takeaways from #emslive—including an early look at new EventTrack2014 research unveiled during the conference.

TRANSCRIPT

Page 1: Top 10 Takeaways From #emslive

Top 10 Takeaways

From #emslive

All image credits: Getty Images

Page 2: Top 10 Takeaways From #emslive

What is

top-of-mind

for EMS attendees?

Page 3: Top 10 Takeaways From #emslive

Looking to use new ideas to update or upgrade existing event marketing & trade show campaigns

Trying to find new and better ways to combine live events with social media & tech

Interested in learning new measurement techniques for proving event marketing ROI

Trying to convert events from tactical to “strategic”

89%

79%

65%

47%

(Source: Event Marketer Magazine)

Page 4: Top 10 Takeaways From #emslive

New research

shows positive

upswing for the

event industry:

Page 5: Top 10 Takeaways From #emslive

(Source: Event Marketing Institute and Mosaic)

Industry is

Page 6: Top 10 Takeaways From #emslive

Events are the #1 channel

for launching products

(Source: Event Marketing Institute and Mosaic)

Page 7: Top 10 Takeaways From #emslive

Experiential

budgets are

funded directly

by corporate

(and not pulling from

other marketing buckets)

(Source: Event Marketing Institute and Mosaic)

Page 8: Top 10 Takeaways From #emslive

Brands are

building

life-long

relationships

with great

experiences

(Source: Event Marketing Institute and Mosaic)

Page 9: Top 10 Takeaways From #emslive

#1 Top 5 Event & Experiential

Marketing Goals & Strategies

(Source: EventTrack 2014)

79% 78% 59%

52% 51%

Page 10: Top 10 Takeaways From #emslive

#2 Perception Changes After

Participating in Events &

Experiences

(Source: EventTrack 2014)

70%

2013

2014

79%

More

Positive

More

Negative Same

2%

2%

23%

21%

Page 11: Top 10 Takeaways From #emslive

#3 Event ROI Continues to Improve

(Source: EventTrack 2014)

2013 2014 CHANGE

1 to 1 return 6% 4% -2%

2 to 1 20% 18% -2%

3 to 1 16% 16% 0%

4 to 1 7% 10% 3%

5 to 1 5% 4% -1%

Greater than 5 to 1 7% 14% 7%

N/A 39% 34% -5%

Page 12: Top 10 Takeaways From #emslive

29% 22%

#4 Measured Programs Get Funded

Faster

(Source: EventTrack 2014)

2013

2014

71% 78%

YES NO

A higher percentage

of brands say they’re

measuring their event &

experiential marketing

programs

Page 13: Top 10 Takeaways From #emslive

“Is every

moment of

experience our

customer has at

our event providing

them with return on

investment of their time?”

#5

—Michael Trovalli, VP-Global Events, SAP

Page 14: Top 10 Takeaways From #emslive

“Every event has to

be bigger and better—anything else

isn’t acceptable. Our

expectations

continually increase.”

#6

—Rob Pace, Senior VP-Marketing and Events, HP

Page 15: Top 10 Takeaways From #emslive

“Engagement: keep it

simple, authentic, and

relevant to the product

attributes.”

#7

—Victor Torregroza, Manager-Corporate Event Marketing, Intel

Page 16: Top 10 Takeaways From #emslive

“Rather than creating

content for events, it is

more powerful to

create events FOR

content. Events now

serve as powerful content platforms!”

#8

—Matt Statman, CEO, Motive

Page 17: Top 10 Takeaways From #emslive

“Relevant storytelling #9

—Marijke Maartense, Global Director-Marketing Communications, Philips Healthcare

starts with understanding

where customers are

on THEIR decision

journey.”

Page 18: Top 10 Takeaways From #emslive

“Second screens are

becoming a force of

disruption. But you have

to make sure it doesn’t

become a distraction

away from the experience itself.”

#10

—Scott Webb, VP, Web Audio Visual

Page 19: Top 10 Takeaways From #emslive

Kristin Veach Chief Communications & Growth Strategist

About The Author

Connect with me!

@kristin_veach

/kristinveach‎