The Evolution of Experiential Marketing

© 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

[email protected]


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


3 years of consecutive growth

Events, Trade Shows, and Conventions: Stronger and More Relevant Than Ever


Source: 1 2012 IDC Benchmark, 2CEIR Generational Differences in Face-to-Face, 2013

Event marketing rates #1 for accelerating and deepening relationships.


Marketplace1 Behavior2 Competition3

Key disruptors: Three sets of trends.


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.


Engaging Millennials

Digital natives

Content creators and users

Used to participating in marketing

Crave adventure

Healthy lifestyle

Seek peer affirmation


New Marketing Paradigm


2

Expectations are driven by experience.

Today's behavior


We live in a blended environment.

This year, mobile devices will overtake

PCs as the way people access the

web.


"It's about me."


It's about "we."Constant connectedness


3

The competitive landscape has changed.

Competition


You compete for learners


You compete for info-seekers and info-providers


You compete for networkers1 million virtual forum networks each with 250,000 members


The challenge:

Now, more than ever, the difference between success and failure is the ability to create a "must-attend event."



How will you do it? Through engagement

The involvement, the inspiration, the emotion that requires being there.



Experiential Marketing

Creating opportunities for interacting, engaging, and

sharing


"EXPERIENCES ARE

THE NEW LUXURY GOOD."Will Dean



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Stimulating the senses

Creating an emotional connection


Lobby Music

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.

Inspire



WIND WORKS Campaign

Picture It! Photo Booth


Building Community

American Association of Physician Assistants

People love sharing their ideas and best practices.

•P


Industry Pride


Setting a mood



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


Converging at theCircle of Palms



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Engagement on the show floor


Immersion


Gathering places


Driving Engagement

The association area

• Grassroots lobbying

• Industry information

• Association information

• Wireless lounge

• Cyber café

• Show navigation

• Show concierge

• Photo studio

• Radio station


Town Square

• Live media events

• Social media activities

• Centralized info booth

Driving Engagement


Making connections

Consulting sessions

Campgrounds


Docent-Led Tours

Intimate Engagement


Focused Education

Content Marketing


Office Pavilion

Classroom

Live Demos

Content Marketing


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


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!


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


Experience Zones: PCMA

Illuminations Lounge

Playroom

Innovation Zone

Connections Corner

Social Zone

Central Hub

Each zone offers sponsorship

options.



Central Hub

Informal networking (and great for

sponsorship opportunities)



Playroom

Idea wall for attendees to share their

challenges and seek solutions from their

peers.

Video wall featured different conference

themes.



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.



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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Gamification


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


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.


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.


Specialty Food Association

Attendee-

submitted food

stories


Extending the Experience

Social Media


Social Media: RFID Technology

RFID-enabled photo booth

Roving photographer

Various activation areas


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.

The Evolution of Experiential Marketing

Marketing

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