an event marketer's guide to 2017's biggest trends
TRANSCRIPT
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To help navigate this environment, agencyEA leveraged the collective knowledge of our cross-functional team, along with insights spanning B2B and B2C, to explore the emerging trends and cutting-edge strategies influencing the brand experience industry. From personalized activations to shareable content to immersive technology, we’re sharing our predictions and the ways marketers can use these trends to meet their most challenging goals in the year ahead.
Ensure your brand thrives this year. See what’s trending >
THE ONLY CONSTANT IS CHANGE
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TREND 2:A CONNECTED BRAND COMMUNITY
TREND 8:NEW REALMS OF REALITY
TREND 3:EVOLVED EVENT FORMATS
TREND 9:THE INTERNET OF THINGS
TREND 5:CONTENT POWERHOUSE
TREND 10:TREND WATCH LIST: TOP 10
WRAP UP
TREND 4:SHAREWORTHY ENVIRONMENTAL DESIGN
TREND 7:TRANSFORMING SPONSORS INTO CO-MARKETERS
TREND 1:HUMAN-TO-HUMAN
TREND 6:OMNICHANNEL COMMUNICATIONS04 09
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TABLE OF CONTENTS
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Smart brands will cut through the clutter and connect with their audiences through a human-to-human approach, building authentic, emotional ties.
The Happiness Hub at Hampton’s 2016 GM Huddle provided a tangible way for attendees to further connect with the brand and other attendees.
HUMAN-TO-HUMAN01
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Brands will use events to create a community of advocates — using creative and digital activations to engage attendees and encourage them to network with one another.
At City Electric Supply’s American Managers Conference, attendees received a personalized device during registration they could use to exchange virtual business cards with fellow attendees and collect conference content.
A CONNECTED BRAND COMMUNITY02
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EVOLVED EVENT FORMATS
THE EXPLORER THE INTROVERT THE PARTICIPATORTHE LIFELONG LEARNERINTERACTIVE LIVE PAINTING LOCAL ARTIST SHOWCASE MAKE YOUR OWN BOUQUETMULTI-COURSE CHEF DEMONSTRATION
Brands can no longer take a one-size-fits-all approach to events, they’re forgoing the typical conference format and tailoring to specific audience types.
When agencyEA’s co-founders opened creative event space Savage Smyth, they hosted a series of launch events — each unique and tailored to different audiences.
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SHAREWORTHY ENVIRONMENTAL DESIGN04
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WHY ANEVENT CONTENT
POWERHOUSE?
CONTENT POWERHOUSE
A carefully planned content strategy will allow brands to extend the reach of their events, connect a brand’s digital and physical worlds, and attract and retain audiences like never before.
Say quality event content experiences improve their brand perception and influence purchase.
Capture digital or social content at events and 100% of those people share that content.
Say that after attending events and engaging with content they are more likely to buy the products.
Prefer to share their own content at events rather than branded content.
83% 98%
74% 46%
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OMNICHANNEL COMMUNICATIONS
Brands will holistically consider all the ways they interact with their audiences — from an event to a website to social media — providing a seamless experience across all channels.
At Intuit’s 2016 QuickBooks Connect, NFC integration provided attendees with one central hub where they could access information before, during and after the event.
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TRANSFORMING SPONSORS INTO CO-MARKETERS
Brands will take a more thoughtful approach to sponsorships through co-marketing — when two companies with aligned brand stories collaborate on promotional efforts.
GSV Advisors coordinated with the ASU GSV Summit sponsors to ensure their onsite presence represented the event’s bigger ideas and aligned with conference branding.
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NEW REALMS OF REALITY
360 VIDEO
WHAT IS IT?360-degree video or photo of a physical environment
Google Tour Flight Simulator Pokemon Go Tilt Brush
Enhancing visual experiences cost-effectively
Educating and informing the audience
User interaction within a created environment
Heightening audience engagement
Enhancing experiences within the current environment
Adding a digital layer on top of the physical
Providing the user with a tangible experience
Integrating virtual objects into a real-life environment
Simulated or computer -generated environment in which a user can interact
Computer-generated overlay of content (sound, video, graphics, or GPS data) in a real-life environment
Merging of real and virtual worlds to produce new environments where physical and digital objects co-exist
BEST FOR
IN ACTION
VRVirtual Reality Augmented Reality Mixed Reality
AR MR
Emerging technologies will help brands tell their stories like never before, transforming events as we know them.
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YOU’REREGISTERED!
“Know Before You Go!”
CONFERENCEMICROSITE
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JOIN THECONVERSATION:
#CONF2017
SPONSOR SPONSOR SPONSORSP...
SP.. .
THE INTERNET OF THINGS
DIGITALBACKPACK
CRM
EMAILCOMMUNICATIONS
NEAR FIELDCOMMUNICATIONS
WEARABLERFID
LIFE STREAMING
SOCIAL MEDIA
BEACON
PU
SH N
OTIFIC
ATIO
NS
BEACON
NFC NFC NFC
LEAD CAPTURE/RETRIEVAL
Events will leverage the interaction of the digital and physical worlds to deliver meaningful, customized experiences.
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TREND WATCH LIST: TOP 10
LIVE STREAMING
INFLUENCERMARKETING
COGNITIVEEXPERIENCES
USER-GENERATEDCONTENT
ARTRAGEOUSEXPERIENCES
BEHAVIORALTARGETING
WEARABLETECHNOLOGY
BEACONTECHNOLOGY
A.I. CHATBOTS ROBOTICS
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Read the full Trend Report here and discover how to make these trends work for you.
Connect with Lucy Stratton...
Lucy StrattonDirector of Business Development, agencyEA
311 W Walton Street, Chicago, IL 60610
312-445-9353
agencyEA.com
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