What event marketers living at the intersection of digital and experiential need to know! Ten takeaways from the 2016 Experiential Marketing Summit.

1. TWO WORDS
TEN TAKEAWAYS
What event marketers living at the intersection
of digital and experiential need to know!

2. So what do brands need to
know from the Experiential
Marketing Summit?

3. So what do brands need to
know from the Experiential
Marketing Summit?
THAT IS…IF THEY WANT TO DELIVER MORE REAL BRAND EXPERIENCES
THAT AMPLIFY IMPACT ACROSS THE EXPERIENTIAL AND DIGITAL SPACE?

4. Two words.

5. Two words.
CONTENT STRATEGY.

6. Ten takeaways.

7. Ten takeaways. Let’s go.

8. Ten takeaways. Let’s go.

9. Ten takeaways. Let’s go.

10. Ten takeaways. Let’s go.

11. Content is the glue holding
the marketing mix together
01

12. Content is the glue holding
the marketing mix together
01
✓ Live events are being used as
incredible content feeders for
the distribution across all
marketing channels.

13. Content has put experiential
at the center of marketing mix
02

14. Content has put experiential
at the center of marketing mix
39%
10%
51%
Brands increasing budgets in 2016
Brands decreasing budgets in 2016
Brands proceeding with the same budgets
Event Content Budget: 2015 vs. 2016

15. Know thyself and keep
brand content authentic
03

16. Know thyself and keep
brand content authentic
Don’t lose your brand
in the messaging.

17. Know thyself and keep
brand content authentic
Don’t lose your brand
in the messaging.
Stay competitive
and relevant
during a time
of explosive
change.

18. Know thyself and keep
brand content authentic
Don’t lose your brand
in the messaging.
Stay competitive
and relevant
during a time
of explosive
change.
Hone a message
that extends beyond
a single event.

19. “ There is a difference in what
stakeholders want and what the
experience for customers should
be. Don’t just focus on bigger,
focus on purpose. ”
HEATHER HENDERSON THOMAS
CISCO

20. 04
Audiences are a brand’s
best content amplifiers

21. Audiences are a brand’s
best content amplifiers
Your audience is a
content capture platform.

22. Audiences are a brand’s
best content amplifiers
Your audience is a
content capture platform.
They work for
you, distributing
content on
behalf of your
brand.

23. Audiences are a brand’s
best content amplifiers
Your audience is a
content capture platform.
They work for
you, distributing
content on
behalf of your
brand. Brands are no longer
owning the conversation,
but guiding it.

24. “Think content first. Engage
the audience through content!
A brand is no longer what it
say it is. It’s what people
collectively decide it to be.”
VICTOR TORREGROZA
INTEL

25. Storydoing reinvents
storytelling
05

26. Let the audience evolve
your brand story.
Storydoing reinvents
storytelling

27. Create a
personalized,
hands-on
experience.
Let the audience evolve
your brand story.
Storydoing reinvents
storytelling

28. Let the audience evolve
your brand story.
Create a
personalized,
hands-on
experience.
When the target can
contribute to the story,
they share more.
Storydoing reinvents
storytelling

29. Experiences must
be shareworthy
06

30. Experiences must
be shareworthy
06
✓ Create authentic moments of
engagement to create lasting
memories. Invite the audience in
and give them a reason to share!

31. Let’s get phigital,
phigital.
07

32. “Convergence between
physical and digital is
phigital.”
PETER MCGUINNESS
CHOBANI

33. Give them a space worth
capturing and sharing.
Let’s get phigital,
phigital.

34. Thoughtfully
consider the live
environment in
relation to digital
integrations.
Give them a space worth
capturing and sharing.
Let’s get phigital,
phigital.

35. Captivate them. Fully
immerse the audience in
digital content and
interactivity.
Give them a space worth
capturing and sharing.
Thoughtfully
consider the live
environment in
relation to digital
integrations.
Let’s get phigital,
phigital.

36. Culture connects
08

37. Culture connects
08
✓ Culture is the epicenter that
experiences are built around.
Stay culturally connected!
✓ Not enough to react to the
world today brands have to
live it and be part of it.

38. “Brands must move at the
speed of culture. Learn,
create and adapt.”
ADAM HARTER
PEPSI

39. Extend the event with
content and digital
09

40. Extend the event with
content and digital
Engage the live and the
remote audience!

41. Leverage digital
content to maximize
engagement and
debunk how your
brand defines
digital
Engage the live and the
remote audience!
Extend the event with
content and digital

42. Digital doesn't have to
break your budget if you
can get creative with
content.
Engage the live and the
remote audience!
Leverage digital
content to maximize
engagement and
debunk how your
brand defines
digital
Extend the event with
content and digital

43. Make experiential
metrics matter!
10

44. Make experiential
metrics matter!
Prior challenges in tracking
event ROI are no more.
ROI

45. The power of
digital data has
unlocked powerful
experiential
results.
Make experiential
metrics matter!
Prior challenges in tracking
event ROI are no more.
ROI

46. Events allow for meaningful
metrics with more long
lasting impact with
the audience.
Prior challenges in tracking
event ROI are no more.
The power of
digital data has
unlocked powerful
experiential
results.
Make experiential
metrics matter!
ROI

47. “Everything is an event. An
event done well is an
experience and that translates
into long-term ROI.”
PETER MCGUINNESS
CHOBANI

48. What if you could…

49. What if you could…
Extend your event and generate 18 months’ worth of content to fuel your marketing?

50. What if you could…
Extend your event and generate 18 months’ worth of content to fuel your marketing?
Invite your audience to evolve your brand story while putting products in their hands?

51. What if you could…
Extend your event and generate 18 months’ worth of content to fuel your marketing?
Invite your audience to evolve your brand story while putting products in their hands?
Test whether all your current assumptions about your audience are actually true?

52. What if you could…
Extend your event and generate 18 months’ worth of content to fuel your marketing?
Invite your audience to evolve your brand story while putting products in their hands?
Test whether all your current assumptions about your audience are actually true?
Discover what drives more revenue and generates more buzz?

53. What if you could…
Extend your event and generate 18 months’ worth of content to fuel your marketing?
Invite your audience to evolve your brand story while putting products in their hands?
Test whether all your current assumptions about your audience are actually true?
Discover what drives more revenue and generates more buzz?
Make decisions based on data, not anecdotes?

54. Would you
experiment with
experiential?

55. At agencyEA, we build REAL,
authentic brand experiences
that connect audiences
via relevant, meaningful
brand content.

56. At agencyEA, we build REAL,
authentic brand experiences
that connect audiences
via relevant, meaningful
brand content.
ARE YOU READY TO PUT A REAL CONTENT
STRATEGY BEHIND YOUR BRAND EXPERIENCES?

57. You can wait for the next inspirational case study...

58. You can wait for the next inspirational case study...
Or you can write it.

59. Connect with us to find out how
you can transform your event
experience with a powerful
content strategy.
LUCY STRATTON
lstratton@agencyEA.com