Vinny Panchal, SVP, Director of Client Services, Jack Morton Worldwide

1. The B2B Experience Revolution:
Going Beyond Price and Performance
V I N N Y P A N C H A L
SVP, Director of Client Services – Jack Morton Worldwide

2. I N S E R T S O U R C E

3. I N S E R T S O U R C E
Economist clip

4. A S S O C I A T I O N O F I N D E P E N D E N T F E S T I V A L S
T E N - Y E A R S T U D Y O F M U S I C F E S T I VA L S ( 2 0 0 8 – 2 0 1 8 )
8% go for headline acts,
53% attend for the experience

5. No-one cares for your product

6. What’s cool is not to own
something but to be part
of an experience

7. I N S E R T S O U R C E
Pumphouse point picture

9. Magic Castle Hotel

11. Experience is the biggest
differentiator beyond price
and performance…

12. 80% of B2B companies believe
they deliver superior
experiences…
B A I N & C O M P A N Y 2 0 1 9

13. …but only 8% of customers agree
B A I N & C O M P A N Y 2 0 1 9

14. Proof + Promise
T H E B E S T E X P E R E I N C E S A R E W H E N

15. E X P E R I E N C E B R A N D I N D E X , J A C K M O R T O N 2 0 1 8
BEST P ERFO RM I N G EXP ERI EN CE BRA N DS
200% 25%H I G H E R N P S H I G H E R C U S T O M E R L O Y A L T Y

16. I N S E R T S O U R C E
Jackwork

17. "Face-to-face interactions at events are
incredibly important and powerful, and
create very meaningful connections for us."
J U L I E H O G A N , G L O B A L F A C E - T O - F A C E M A R K E T I N G
D I R E C T O R A T F A C E B O O K / I N S T A G R A M

18. Live experiences are as every bit as
measurable as digital marketing

19. More than attendance stats
J A C K M E A S U R E M E N T
R AT I O N A L + E M O T I O N A L M A C R O + M I C R O I M PA C T

20. Measure to optimise

21. Our metrics
B R A N D L O V E
IMPACTSENTIMENTQUALITY OF THE
ENGAGEMENT
PURCHASE INTENTPREFERENCE
RATIONAL
Deepened brand knowledge, consideration and intent to purchase
EMOTIONAL
Excite and engage
Brand connection

22. Our metrics
B R A N D L O V E
IMPACTSENTIMENTQUALITY OF THE
ENGAGEMENT
PURCHASE INTENTPREFERENCE
WIFI Tracking Sales incentive/
Registered interested
Camera technology and
manual recording
Web analytics and
social tracking
Timing mechanic through
camera technology
RATIONAL
Deepened brand knowledge, consideration and intent to purchase
EMOTIONAL
Excite and engage
Brand connection

23. Measure to optimise

24. H B R R E P O R T - T H E E V E N T M A R K E T I N G E V O L U T I O N : A N
E R A O F D A T A , T E C H N O L O G Y & R E V E N U E I M P A C T , 2 0 1 8
FA ST-G RO W I N G CO M PA N I ES A RE I N V EST I N G I N EV EN T M A RKET I N G
52% 29%N U M B E R O F S U R V E Y R E S P O N D E N T S
W H O S A Y T H A T E V E N T M A R K E T I N G
D R I V E S M O R E B U S I N E S S V A L U E O V E R
O T H E R C H A N N E L S
A L L O C A T I O N O F M A R K E T I N G
B U D G E T S T O E V E N T S & E X P E R I E N C E S
30%F A S T E S T - G R O W I N G C O M P A N I E S W H O
H A V E S E E N R E V E N U E G R O W T H O F 3 0 %
O R M O R E H A V E B E E N I N C R E A S I N G
T H E I R E V E N T A C T I V I T Y T H E M O S T

25. Move people

26. Move people
Through emotion

27. B R Y A N K R A M E R , S O C I A L B U S I N E S S S T R A T E G I S T
“Businesses do not have
emotions. People do.”

28. Collectively push ourselves
out of our comfort zone

31. Brand is energy

32. Brand is energy
The catalyst to deliver trust, inspire and transform…

35. Recasting the physical and
virtual environments to create
brave new worlds

36. Anticipating human needs
through intelligent experiences
that sense,measure,and react

37. Responsibly harnessing data to
create hyper-personalised,
ultra-relevant experiences

38. Creating compelling,
consistent and continuous
experiences across brand ecosystems

39. 5G,up for the
challenge?

41. I N S E R T S O U R C E
Superior experiences delivered by
engaged employees

42. Scale your culture as you seek to
deliver a holistic brand experience

43. No MoreTiers!
Less stuff, more value
Packages are just a starting point
Build valuable sponsorships from the group up

44. Championing the power of experience
for over 80 years.

45. P G 0 4 5
McKinsey meets Disney

46. People are more likely to
remember things if they
cultivate a positive emotion

47. Learn more…
G E N U I N E X P O D C A S T
S1 E8: Hacking Emotional Triggers.
Featuring Dr James Morgan

48. Is your business experience-ready checklist?
W H A T ’ S Y O U R P R O M I S E ?
Can you state your brand promise in 2-3 sentences?
(We encourage you to write it down, even pin it on your wall)
02
D O Y O U P R O V E I T T H R O U G H A C T I O N S ?
Can you point to 3-4 notable actions your brand has taken to prove
to the world your promise is authentically delivered?
03
D O Y O U P R O V E I T T H R O U G H
I N T E R A C T I O N S ?
What key customer touchpoints – customer service, in-store, web,
mobile, content, experiential – deliver proof on your promise?
I S Y O U R E X P E R I E N C E D I F F E R E N T I A T E D ?
Do you provide a brand experience that’s significantly different than
your competitors?
05
D O Y O U M A K E I T M O V I N G ?
In the Brand Experience landscape, it’s easy to simply deliver an
action or interaction that works. But do they move your customers
emotionally? Do they feel it? Are they inspired by it? Are they
bonded to it?
W H A T ’ S W O R T H T A L K I N G A B O U T ?
If a customer were going to convince a skeptical friend that your
brand is worthwhile, what’s one action or interaction they would use
to explain their attachment to your brand?
01 04
06
EXPERIENCE BRAND INDEX, JACK MORTON 2018

49. Was this a highlight?

50. Ice cream gif

51. Thankyou.
V I N N Y P A N C H A L
SVP, Director of Client Services
vinny.panchal@jackmorton.com.au
au.linkedin.com/in/vinnypanchal
Request today’s presentation
bit.ly/B2BExperienceRevolution