This document discusses trends in the events and meetings industry. It provides information about a meeting/event company that has been in business since 1980, generates $45 million in annual revenue, and has 140 employees and a presence in 60 US cities. The document states that the event marketing industry is worth $108 billion and discusses different categories that meetings and events fall into. It also discusses trends around engaging millennials, standardizing metrics for measuring event marketing, and focusing on creating engaging content that takes attendees on a journey.
3. Founded in 1980 as a
Meeting/Event Company
by the
numbers
Clients – Top brands in
the world
Annual revenue $45MM
+
140 Employees in St.
Louis
Presence in 60 U.S.
3
12. Meetings fall somewhere within these 6
categories:
Learning
Decision Making
Networking
Alignment
Motivation
Rituals
12
13. Events fall somewhere within these 6
categories:
Introductions
Sponsorships
Activation
Announcements
Motivation
Rituals
13
14. The best “live engagements” offer an “authentic
message”...
14
15. People come to test the “authenticity of your brand” at
your event
15
16. The best “live engagements” offer an “authentic
message”...
16
17. If you validate and engage them (with proof) they become part of the
communitY
17
18. “Are you in the
business of seeking
truth and telling it –
or of creating a myth
Paul Bennett
CCO - IDEO
and selling it?”
18
19. Choose from these 3 topics –
text in your choice and I will address your selection
๏ Millennials see things differently... do you have their attention?
๏ Standardizing the language of measurement of event marketing
๏ Content is King – are you taking your guests “on a journey”?
19
20. Text your CHOICE to 22333
Millennials
712660
Measurement
712661
Content
712662
20
21. Text your CHOICE to 22333
Millennials
712660
Measurement
712661
Content
712662
21
23. Millennials
aka GEN Y
children of baby boomers
born early
1980’s - 2000’s
40%
of the workforce
by 2020
out-number baby
boomer generation
82 MILLION
23
please take your seats & turn ON your cell phones
Not a sales pitch...just some context - we do many other things and if you come by our interactive display I will be happy to show you...
Our DNA is Meetings & Events!
Many say this...few can honestly deliver
Pretty unique in the Meetings & Events industry
We do it under one roof...
For you - nothing gets lost in translation…fewer handoffs, fewer entities to coordinate, fewer mistakes…and fewer mark-ups... efficiency means less $$$
No misunderstandings - we collaborate hourly... and focus on YOU
We want to help make your program support you corporate goals
This event is demonstration of bringing together thought leadership for your benefit
We are a “results” focused team and those best practices start with ideas & sharing
Sound familiar? We all want our programs to be all of these things - to some degree
In fact, most agencies want you to believe they do all these things - right...
This is why we are here discussing “meetings and events” - however you define them
Research tells us that “meetings” traditionally fall into this grid
And the industry typically calls out these categories for “events” - mix & match names
Ultimately there is a “brand message” being communicated
Like it or not...everything has a brand promise
For Levi’s - they are a heritage and lifestyle brand with a specific history
They have tried all sorts of messaging over the years...
At the end of the day, they know what Levi’s represents and they embrace it
Fashion and “trend of the month” imagery is not their heritage
Even Levi’s competition wants to share in their “heritage” of strength
“Can’t Bust Them” is a powerful message - Levi’s owns it
Lifestyle brands resonate when you create a “community” as Levi’s has done
Anyone here own a pair of Levi’s? Do your kids?
One of the top “branding agencies” in America
Truth... we all want “some version” of it!
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<title>Which of the 3 choices would you like me to address?</title>
</poll>
I know a little about them - I have 3 in my family... and 1 is still on my “payroll”
We have dozens of them in our office - they see things differently than boomers...
I plan on retiring some day...guess who is taking our place at work?
They grew up with eyes on a screen - and even more so going forward
Try taking away their “screens” for a day...that is scary
If you watched the Emmy’s - THESE TWO are the “news source” for many millenials
This group of young adults will change many of the “institutional” processes at work
And hopefully, the impact they make on the world will be tremendous
Even though they are sometimes referred to in a somewhat “patronizing” manner
They embrace values that will reflect a new level of collaboration and sharing
The strength of their need to communicate is unparalleled in history
As communicators, we have to accommodate this new way of interacting
Or, be left in the dust of “the old guard” and “we’ve always done it this way” model
One of our biggest clients is here in Georgia...Primerica Financial Services
There national events are “off the charts” for motivation and recognition
Constantly recruiting and sharing their “life changing” brand to new “converts”
These events demonstrate the authenticity, excitement and passion of their brand
The program is tweeted, posted, Insta-gramed, Facebooked and shared constantly
We know that over 50% will tell 4 or more people if they have a positive experience
And the technology now allows for that sharing to happen live and in “real time”
Being “liked” is a very important metric for advertisers
As content is delivered it can be shared, adjusted and measured - across platforms
We need to do more than just give speeches and deliver powerpoint for this group
As Jane McGonigal says in her presentation on the power of gaming and shared experience...we are creating a generation of “super-empowered-hopeful individuals”
The question is, will we “enable them” - to be successful?
Names you know are viable contributors: Microsoft, Intel, Cisco, Oracle, HP, eBay, Apple, AOL, Unisys and Xerox...to name a few
Currently too many terms for measuring and comparing
Goal: Standardize a common terminology and measurement template
Due out in 2014...stand by for the “debate”
Ultimately, only you and your leadership will validate the ROI for your company
A step in the right direction
Recent survey and research results confirm what we already knew
Not just millennials - all of us...
Nothing is more powerful than participation, contribution and being part of the “something bigger” - THAT is engagement
Explain & Roll Coke Scholars Video ... 3 words
TED - Technology, Experience, Design - - thought leadership
Changed the dialogue in M&E nearly as much as youTube
Taste makers, creative participating characters, complete unexpectedness
Toyota has had some “image challenges” past 3 years - dealers needed a bump
Using universal themes of - rebirth, renewal, trust and inspiration
Got dealer audience re-engaged in the brand and re-connected to the commitment
Paralleled the re-building of the World Trade Tower...emotional & metaphoric
Iconic brand imagery is powerful, but has to be consistent and re-freshed
Need to align your message to connect to the essence of your brand
Must take the audience on an emotional journey
The power of teamwork brought to life as we pulled the 8 horse hitch into the room
Unexpected, powerful, immediate, respectful and impressive
No other brand could deliver this level of iconic, live storytelling - with beer
We work with amazing brands - they have great stories to tell
They are consistent before, during and after their events
We start with a goal and work tirelessly to deliver against it
We like to think we help their businesses succeed - we feel it is working !
This is what your meeting should deliver...we would be happy to help