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the Freeman differenceWhy Marketo Makes the Most of Its Brand Experience

1 CASE STUDY

Creating meaningful connections with your target audiences is what marketing and events are all about. But in order to really make that connection deep and authentic, you need to create

brand experiences that are more powerful, more thought-provoking, and more

engaging than ever before. That means you need a strategic partner who understands

how to add dimension to your brand and create an immersive brand experience that

supports — and helps you reach — your overall business objectives.

For many brands, Freeman is that partner, producing highly individualized brand

experiences at the intersection of innovation, data, strategy, and digital. We create

and manage the entire brand experience, from generating ideas to execution, fully

aligning the brand experience with your internal and external business needs to deliver

on essential elements of experiential marketing, such as strategy, experience design,

entertainment, engagement, partnerships, and data analysis.

CASE STUDY / THE FREEMAN DIFFERENCE2

Combining our company’s long-standing history of event expertise

with our thorough understanding of the trends, opportunities, and

challenges in your market, we can help you connect with your target

audiences in a way that inspires customers and prospects to discover

more about your brand. That’s why Marketo, the leader in marketing

automation software, partners with Freeman to develop its annual

Marketing Nation Summit.

The goal for the Summit each year is to continue to highlight

Marketo’s leadership in the marketing space, and emphasize its full

suite of solutions to help customers address their unique marketing

challenges and opportunities. For one recent Summit, Freeman

worked with Marketo to create a strategy that fit with the theme of

“Tomorrow’s Marketer,” focusing on creating a custom experience for

attendees while they networked with other marketing leaders and

gained new industry insights.

a showcase for thought leadership


Experience design is the process of how we translate a brand story

into a memorable moment that leaves a lasting impression on your

audience and aligns with your brand’s goals. By creating a deeper link

with attendees through a unique experience, we help connect you with

your audience from the first point of contact before registration all the

way through post-event follow-ups, designing a way to tell your story in

a way that surprises and delights, no matter the channel or medium.

For the Marketing Nation Summit, Marketo sought a way

to give attendees their own personalized experiences.

By creating numerous touchpoints, from a lead-up email

campaign to physical welcome notes at the event itself,

the message came through loud and clear that Marketing

Nation was all about the individual marketers.

make a splash with experience design

By creating a deeper link with attendees through a unique experience, we help connect you with your audience from the first point of contact.


Marketing Nation Summit is living proof of the power of putting the

right speaker or performer in front of your audience — not only can

a popular name be a big draw for attendees, pushing registration

forward and getting your audience pumped up with excitement, but

when their message connects to your message and helps to propel

it forward, you’ve hit a brand experience home run. That’s why we

leverage a vast network of contacts to connect clients with the

biggest names in talent to find the right fit for every event.

Marketo is known for bringing in the best and brightest from the

marketing world and beyond to entertain and educate attendees.

The big event took over Las Vegas and featured headliners that were

bound to inspire and engage just about any marketing audience,

offering hot marketing keynotes from Facebook and Visa, fun and

informative sessions with celebrity speakers like superstar Will Smith

and author-adventurer Alison Levine, and topical breakouts with

thought leaders from Marketo and beyond. The variety, breadth, and

depth of speakers ensured there was something for all attendees,

regardless of job title, industry, or relationship with Marketo.

Engagement didn’t end with the closing session each day, either. Evening

events extended the experience for both Marketo and Summit sponsors,

like one sponsor who worked with us to create a hot-ticket pool party

that made a splash with celebrity DJ Jazzy Jeff and a surprise guest

appearance from his longtime collaborator, Will Smith. The party drew

2,000 guests and even saw coverage from national news organizations.

engaging entertainment and content


A modern brand experience isn’t complete without utilizing a

little digital magic to create new opportunities for connection and

communication with attendees. We focus on cutting-edge tech —

from virtual reality to second screen — to help forge new pathways

to attendee attention and utilize the mobile devices in the always-

on attendee’s toolkit to draw them deeper into the experience and

extend the message.

At Marketing Nation Summit, it was all about the app. Attendees

were further able to personalize their experience by choosing from

one of four content tracks and utilizing the event app to control

their schedules. It also offered real-time alerts for hot topics and

sessions so that attendees could change their course on the fly

and catch popular events as they happened, and they could even

use the app to communicate with other attendees.

Social media was a hot commodity, too, with a hub that let

attendees document the moment with social sharing and instant

printing, and a Snapchat filter to make a mark on attendee’s social

messages. And our second-screen solution, fxp | touch, allowed

attendees to share sound bites on social media in real time while

accessing session content, communicating directly with speakers,

and providing feedback during sessions.

social, mobile, and digital: the modern tools of engagement


Our brand experience strategy and design would not be complete

without identifying clear and measurable goals. Then, through

our proprietary systems and approaches, we measure how the

experience impacts the return on investment and show how

outcomes tie back to our clients’ business goals.

For Marketo, it’s all about the customers — not just educating

their existing customer set, but retaining their business, converting

prospects, and yielding great leads for sponsors. The latest

Marketing Nation garnered some impressive ROI for Marketo and

Summit sponsors alike, with leads increasing by 25 percent and

attendance growing by 16 percent.

Digital and social saw big boosts as well, with over 70 percent of

attendees utilizing the mobile app to customize their schedules

and more. The custom Snapchat geofilter was accessed more than

17,000 times throughout the event, and the hashtag buzzed on social

media for multiple days, garnering priceless visibility to help promote

interest in future Marketing Nation Summits, as well as Marketo itself.

making the most of the metrics

Digital and social saw big boosts, with over 70% of attendees utilizing the mobile app.


If you want to elevate your brand experience for attendees,

finding a partner who understands all the ins and outs of the

industry holds huge benefits. Freeman’s unique capabilities

and resources enable us to serve client needs from strategy

to execution, making us the perfect partner for brands that

seek to create the kind of successful and memorable experiences

that will keep their customers coming back for more.

The more closely we work with a client, the more we can help

strategize all aspects of brand experience and event marketing,

allowing for a cohesive program that serves up consistent

messaging and the best attendee experience, every time. Over

the past four years, our partnership with Marketo has allowed us

to turn the Marketing Nation Summit into a profit center, creating

a richer, more meaningful experience for attendees and sponsors

and demonstrating our value as a true strategic partner.

a true brand experience partner

The more closely we work with a client, the more we can help strategize all aspects of brand experience and event marketing, allowing for a cohesive program.


the freeman differencego.freeman.com/rs/807-ank-125/images/n-co-2-3-2-why-you-need-… · suite of...

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