experiential marketing - designing and …experiential marketing - designing and creating...

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Page 1: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

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Page 2: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

EXPERIENTIALMARKETING- DesigningandcreatingexperiencesthatproviderealvalueMARKETINGANEVENT- Makingacompellingconnectiontotheexperience

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Page 3: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

Ourfocustoday isonhowtoinnovateandevolve.

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Page 4: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

Today,morethanever,therateofchangeisacceleratingallaroundus.

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Page 5: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• Thecompaniesthatmakeupourexhibitorsandsponsors arehavingtoadapttoavarietyofmarketforces.

• Acoupleofyearsagotheevolution ofbusinesswasbeingdrivenbyCorporateSocialResponsibility.

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Page 6: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• Now,there’sanothershiftinwhichcompaniesaredriventobeconsumercollaborators- thepowerhasmigratedtotheconsumers,primarilythroughsocialmedia.Indoingso,companiesaretransformingthemselvesintoconduits ofpurpose. It’sanewwaveofcapitalism- Purposefirst,profitssecond.Brandasheroisfastbecomingbrandascatalystthroughpublicdialogueswiththeircustomers.

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Page 7: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• Thedemographicsofourattendeesarerapidlychanging.Millennials arethefastestgrowingsegmentofouraudiences.

• Theirprioritiesincludehealthierlifestyles,organicproducts,informedpurchasing,globalperspectives,andauthenticity.

• Theyvaluecooperationovercompetition. Inclusiveness,notexclusiveness.

• Theyvaluepersonalizationandexperiences.

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Page 8: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• And…advancesintechnologyareallaroundus.• Ononehand,ourtech-drivencultureiscausingdisconnection,

sopeoplearehungryforrealexperiences.

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Page 9: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• Ontheother,technology isatremendousenablerforthesharingandcrowdsourcingofideas,communication,messageandinformationdistribution,andtheconnectingofbuyersandsellersonourshowfloors.

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Page 10: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• Don’ttakethisasapredictionofdoom,rather,anadmonitionto adaptandevolve.

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Page 11: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• Innovation isthegreatestweaponwehavetokeepourshowsvitalandourconstituents successful.

• So…howdoweinnovate,adaptandevolveinawaythatcreatessuccessforourexhibitors,sponsorsandattendees?

• Thefirststep istoconsiderachangeinyourperspective,orinthiscase,yourhats.

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Page 12: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• ToborrowtheoldHarvardBusinessSchoolquestion, “Whatbusinessareyoureallyin?”…I’dsuggestyoutakeoffyourshoworganizerandeventplanninghatsandthinkofyourselvesasbeingthebusiness ofValueCreation.

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Page 13: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

Valuemustbecreatedforallconstituentswithinyourecosystembeforeyourorganization andyourshowcanachievereal,sustainablesuccess.

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Page 14: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

ECOSYSTEMDIAGRAM1- Asanorganizerandplanner,youareresponsiblefornurturingandgrowingyourowncommunity,oreco-system.Unlessallofthepartsaresuccessful individually,thewholewillneverreachitspotential.Youcreatesuccessforyourorganizationsandshows by,first,creatingrealvalueforBOTHyourexhibitorsandattendees.

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Page 15: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

ECOSYSTEMDIAGRAM2- Intersectionsandinteractionsshouldbetheprimaryfocusofyourexperiencedesign.Thoseareyoursweetspotsforvaluecreationandsuccess.

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Page 16: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• 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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Page 17: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

Werecentlyworkedwithoneourclientstoreengineertheirshowfornextyear.Theapproachwasanagnosticone.Nosacredcowsandeverythingwasonthetable.Ourclientwascommittedtodrivingchangesothatallpartiesexperiencedanincreasedlevelofvaluebyparticipatingintheshow.

Afterourdiscoveryandstrategyphases,webuiltanexperienceframeworkthatguidedourcreativeandexperiencedesignprocess.Itensuredthatweconsideredtheneedsoftheexhibitors,attendeesandtheshow organizer.

Theresultwasanewfloordesignthatcreatedmanynewwaysforexhibitorsandattendeestoengageandinteractwithoneanother.• Thefloorwaszonedinawaythatmadesensefortheattendee.

Itallowsthemtoplantheirxperience onthefloorinamore

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Page 18: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

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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Page 19: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• 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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Page 20: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

• 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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Page 22: EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating experiences that provide real value MARKETING AN EVENT - Making a compelling connection to

audiencesthroughyourexhibitors.Benefittoyouisincreaseaudience- benefittotheexhibitorsisincreasedreachtothepeopletheycantoconnectwith.

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