The Evolution of Experiential Marketing
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Workshop Session: The Evolution of Experiential Marketing
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Presented at the Dallas Fort Worth Association Executives on April 7,
2014
By Melinda Kendall, Senior Vice President, Freeman
Melinda.Kendall@freemanco.com
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Learning Objectives
Meet (and exceed) unexpressed needs of your community
Engage your community by tapping into their emotions
Excite your sponsors with new ways to meet their goals
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3 years of consecutive growth
Events, Trade Shows, and Conventions: Stronger and More Relevant Than Ever
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Source: 1 2012 IDC Benchmark, 2CEIR Generational Differences in Face-to-Face, 2013
Event marketing rates #1 for accelerating and deepening relationships.
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Marketplace1 Behavior2 Competition3
Key disruptors: Three sets of trends.
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1
"People will forget what you said, people will forget
what you did, but people will not
forget how you made them feel."
Maya Angelou
The Marketplace: The experience economy.
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Engaging Millennials
Digital natives
Content creators and users
Used to participating in marketing
Crave adventure
Healthy lifestyle
Seek peer affirmation
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New Marketing Paradigm
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
2
Expectations are driven by experience.
Today's behavior
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We live in a blended environment.
This year, mobile devices will overtake
PCs as the way people access the
web.
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"It's about me."
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It's about "we."Constant connectedness
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3
The competitive landscape has changed.
Competition
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You compete for learners
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You compete for info-seekers and info-providers
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You compete for networkers1 million virtual forum networks each with 250,000 members
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The challenge:
Now, more than ever, the difference between success and failure is the ability to create a "must-attend event."
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
How will you do it? Through engagement
The involvement, the inspiration, the emotion that requires being there.
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Experiential Marketing
Creating opportunities for interacting, engaging, and
sharing
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"EXPERIENCES ARE
THE NEW LUXURY GOOD."Will Dean
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Stimulating the senses
Creating an emotional connection
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Lobby Music
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Inspire
Creating an emotional connection
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WIND WORKS Campaign
Picture It! Photo Booth
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Building Community
American Association of Physician Assistants
People love sharing their ideas and best practices.
•P
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Industry Pride
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Setting a mood
Creating an emotional connection
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The 'Guru of Giggling': Dr. Madan Kataria
Laughter Yoga is a combination of group laughter exercises with yoga breathing techniques.
It's a refreshing reminder that it's ok to be silly.
Silly is good.
Wake Up and
Laugh With Us
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Converging at theCircle of Palms
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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Engagement on the show floor
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Immersion
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Gathering places
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Driving Engagement
The association area
• Grassroots lobbying
• Industry information
• Association information
• Wireless lounge
• Cyber café
• Show navigation
• Show concierge
• Photo studio
• Radio station
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Town Square
• Live media events
• Social media activities
• Centralized info booth
Driving Engagement
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Making connections
Consulting sessions
Campgrounds
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Docent-Led Tours
Intimate Engagement
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Focused Education
Content Marketing
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Office Pavilion
Classroom
Live Demos
Content Marketing
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HEART RHYTHM
2013Heart Rhythm built out its EPIcenter, a learning and networking area focused on interactive learning and discovery
The EPIcenter incorporated a small theater, an innovation showcase, a mobile app demonstration center, and other areas for attendee engagement
The EPIcenter was one of the hottest spots on the floor, with attendees spending significant amounts of time in the attractive, welcoming, and active space
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ACEP ChallengesAttract new sponsors/drive new revenue streams
Activate debate, accelerate learning, drive collaboration
Do something cool on the show floor without cannibalizing
sponsor booth investments!
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OVERHEAD VIEW 1
36 sponsors, 16 net new
$100K incremental revenue
35 of 36 sponsors re-signed for 2014
Most media impressions for ACEP ever
Significant floor space increase for 2014
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Experience Zones: PCMA
Illuminations Lounge
Playroom
Innovation Zone
Connections Corner
Social Zone
Central Hub
Each zone offers sponsorship
options.
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Experience Zones: PCMA
Central Hub
Informal networking (and great for
sponsorship opportunities)
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Experience Zones: PCMA
Playroom
Idea wall for attendees to share their
challenges and seek solutions from their
peers.
Video wall featured different conference
themes.
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Experience Zones: PCMA
Social Zone
Monitors with live feed from
social media, including
Facebook, Twitter, and
Instagram.
A mobile app included meet-up
options with other attendees
based on areas of interest.
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Experience Zones: PCMA
Innovations Zone
Hackathon with college students
developing a new mobile app.
Attendees were encouraged to write
their Wish List for the new app. The
Zone also offered space for
presentations and Q&A.
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Gamification
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Gamification
Motivation
Actions
Rewards
Achievement
Meeting challenges to
complete actions
through competition
or collaboration on
virtual tasks
which players earn
prizes for
achievement
that reinforce
motivation
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Gamification: IBM Connect
Game participants earned
points for offline activities
(such as building the tallest
Lego structure) and online
activities (such as sharing
conference content on
Twitter and Instagram).
Game tasks drive peer
engagement and networking
before, during, and after the
conference.
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Gamification: CES
Promotional scavenger hunt at CES using
mobile app and location-sensing technology
Fun way to introduce attendees to iBeacon
technology and encourage participants to visit
important exhibits across the show floor based
on their areas of interest
Using Bluetooth and low-energy transmitters,
the technology can interact with nearby iOS
devices.
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Specialty Food Association
Attendee-
submitted food
stories
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Extending the Experience
Social Media
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Social Media: RFID Technology
RFID-enabled photo booth
Roving photographer
Various activation areas
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Share Knowledge
One of the most effective online lead generation tactics in B2B is to share free knowledge in exchange for contact details.
White papers, ebooks, reports, and publication subscriptions are just a few of the traditionally valuable weapons to gain qualified leads.
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