Events and experiential marketing Björn Wigforss

Events and experiential marketing Is the 4th industrial revolution killing events? Marketing and event trends with examples Experiential marketing Case study – hybrid event Eastern Slovakia has two very strong business fields – IT and engineering. Most of clients (audience) are from those fields. In Košice we are at the beginning. We are only one live marketing agency in this area, which is trying to have touch with world trends. Of course there are some event agencies, but very often they don´t develop added value to client. We are trying to be different and show clients that events are not only wasting money. We want to show them real benefits of investments to events and learn them that agency can bring them real added value. It will be good if you can give importance in your speech for this. Also could be interesting if you'll talk about some case studies and success stories from your practice.

Is the 4th industrial revolution killing Events? "We believe that the strong growth in this category signals that experiences are becoming increasingly powerful; meaningfully reaching more people than ever before, as well as being truly measurable, through social media and smart technology. This combination means marketers are turning to experiences to deliver the results they want." Source: http://www.eventmagazine.co.uk/bellwether-event-marketing-posts-63-budget-increase/research/article/1390981

Marketing and Event trends 5/22/2018 10:00 PM THE BIG PICTURE The Web is the most competitive market in the world: 55% of visitors spend less than 15 Seconds on your website Internet usage is grounded in rituals and communities HQE (High Quality Engagements): Hard but not impossible How to engage more deeply? One customer journey: Digital and Physical elements Personal ”real-life” experiences are more highly valued in a digitised world = bottom-line impact! © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Marketing and Event trends 5/22/2018 10:00 PM Channel Event trend Advertising Experiential marketing events are executed to create buzz, sometimes the event IS the ad © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Marketing and Event trends 5/22/2018 10:00 PM Channel Event trend Consumer (incl. Retail) Growing in importance, but needs great ideas and smart use of technology © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Marketing and Event trends 5/22/2018 10:00 PM Channel Event trend Launches Dedicated launch events benefit from strong digital elements (reach) © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Marketing and Event trends 5/22/2018 10:00 PM Channel Event trend Sponsorship Show more than your logo: Experiences boost ROI/ROE © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Marketing and Event trends 5/22/2018 10:00 PM Channel Event trend Digital Pure digital events do exIst (e.g. Gaming), but it’s hard to retain the audience. Critical element before, during and after an event © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Marketing and Event trends 5/22/2018 10:00 PM Channel Event trend Incentives Steady business, but share of budget decreasing Internal Increasingly hybrid events, sometimes pure online Private conferences Can generate significant business if done well Trade shows & Less of a launch platform, still important, but must also be digital! Conferences © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Marketing and Event trends 5/22/2018 10:00 PM NEW TECHNOLOGIES = Huge opportunity for better live engagements! Event apps Still at the starting point but developing rapidly: Match making, live streams, mapping Location services Augmented Reality (AR), indoor navigation & participant networking Proximity services Great tool to get attention and drive traffic Artificial Intelligence Automated interaction with real people Vritual Reality (VR) Will explode in the next few years. Reduces the gap between in-person and remote participation Audiovisual technologies Interactive digital advertising in the real world Next phase driven by AR/VR © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Experiential marketing 5/22/2018 10:00 PM Telling is selling. Seeing is believing. Trying is buying. We don’t remember what we saw and heard. We might remember what we tried. We will always remember how it felt. Hear See Try Smell Feel Experiential Marketing © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

5/22/2018 10:00 PM Create Drama © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

5/22/2018 10:00 PM Case Study © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Our Approach Self- Actualization I get inspired to excel Self-esteem Belonging - Love Safety Physiological needs I get inspired to excel I am a valued and respected participant I build relationships with the right people I am informed about the event I know where to go next I am being taken care of I get free and reliable WiFi access I get a hotel room, food and drinks I have access to restrooms 5/22/2018 10:00 PM Our Approach * mitä olette tapahtumamarkkinoinnista oppineet (mikä toimii, mikä ei toimi?) © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

5/22/2018 10:00 PM place © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

5/22/2018 10:00 PM Our people © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

The Internet megaPhoNe 5/22/2018 10:00 PM The Internet megaPhoNe © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Heart and Brain working together = better results 5/22/2018 10:00 PM In the events business we have to have both our hearts and brains equally at work. Well planned events – down to the smallest detail At the same time: We need to use our passion, heart and soul to come up with creative solutions that represent the organization, the event objectives. But it has to be relevant for the participants – it’s not about US as Micrsoft, it is about how the GUESTS perceive us and what we have to offer THEM. © 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

KIITOS! Björn Wigforss