EXPERIENTIAL MARKETING - Designing and …EXPERIENTIAL MARKETING - Designing and creating...

1

EXPERIENTIALMARKETING- DesigningandcreatingexperiencesthatproviderealvalueMARKETINGANEVENT- Makingacompellingconnectiontotheexperience

2

Ourfocustoday isonhowtoinnovateandevolve.

3

Today,morethanever,therateofchangeisacceleratingallaroundus.

4

• Thecompaniesthatmakeupourexhibitorsandsponsors arehavingtoadapttoavarietyofmarketforces.

• Acoupleofyearsagotheevolution ofbusinesswasbeingdrivenbyCorporateSocialResponsibility.

5

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

6

• Thedemographicsofourattendeesarerapidlychanging.Millennials arethefastestgrowingsegmentofouraudiences.

• Theirprioritiesincludehealthierlifestyles,organicproducts,informedpurchasing,globalperspectives,andauthenticity.

• Theyvaluecooperationovercompetition. Inclusiveness,notexclusiveness.

• Theyvaluepersonalizationandexperiences.

7

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

sopeoplearehungryforrealexperiences.

8

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

9

• Don’ttakethisasapredictionofdoom,rather,anadmonitionto adaptandevolve.

10

• Innovation isthegreatestweaponwehavetokeepourshowsvitalandourconstituents successful.

• So…howdoweinnovate,adaptandevolveinawaythatcreatessuccessforourexhibitors,sponsorsandattendees?

• Thefirststep istoconsiderachangeinyourperspective,orinthiscase,yourhats.

11

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

12

Valuemustbecreatedforallconstituentswithinyourecosystembeforeyourorganization andyourshowcanachievereal,sustainablesuccess.

13

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

14

ECOSYSTEMDIAGRAM2- Intersectionsandinteractionsshouldbetheprimaryfocusofyourexperiencedesign.Thoseareyoursweetspotsforvaluecreationandsuccess.

15

• 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.

16

Werecentlyworkedwithoneourclientstoreengineertheirshowfornextyear.Theapproachwasanagnosticone.Nosacredcowsandeverythingwasonthetable.Ourclientwascommittedtodrivingchangesothatallpartiesexperiencedanincreasedlevelofvaluebyparticipatingintheshow.

Afterourdiscoveryandstrategyphases,webuiltanexperienceframeworkthatguidedourcreativeandexperiencedesignprocess.Itensuredthatweconsideredtheneedsoftheexhibitors,attendeesandtheshow organizer.

Theresultwasanewfloordesignthatcreatedmanynewwaysforexhibitorsandattendeestoengageandinteractwithoneanother.• Thefloorwaszonedinawaythatmadesensefortheattendee.

Itallowsthemtoplantheirxperience onthefloorinamore

17

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

17

• 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

18

• 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.

18

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

19

audiencesthroughyourexhibitors.Benefittoyouisincreaseaudience- benefittotheexhibitorsisincreasedreachtothepeopletheycantoconnectwith.

19

20

21

22

23

24

25

26

27