MARKETING TRENDS & EVENTS EMEC - 2008 Eric Mottard – grupo eventoplus.

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Presentation transcript:

MARKETING TRENDS & EVENTS EMEC Eric Mottard – grupo eventoplus

INTRO 8 trends Not exhaustive … but impactful for events & meetings

ABOUT EVENTS What they are: –Marketing / communication tool –Live action –Social moment –Corporate / professional action –More? So maybe we should pay attention to… –Marketing / communication trends –Show / entertainment trends –Sociology trends –Changes in corporate / professional ways –More?

ABOUT EVENTS Definitely a communication tool “Events are more and more integrated with the global communication of the company” (American Business Media report) Communication agencies getting very active Source: Tradeshow week

INTRO: LOVE MARKS Dont think “consumer”, think “people” From product to experience Trust, not just honesty Try to get preference, not mere quality Aspiration, not just awareness From identity to personnality From functions to feelings Not merely be seen: make our presence felt Dialogue, not just communicate Not just service, relationships Source: Saatchi & Saatchi

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point! Enlighten me! Stronger together And more…

BRAND = EXPERIENCE: WHO? STARBUCKS J&B NIKE KLEENEX! BMW

BRAND = EXPERIENCE THE CENTRAL VALUE Consumer Store Ads Street Web Custo care Event Etc. What experience do I offer, and where?

BRAND = EXPERIENCE CONSEQUENCES FOR EVENTS WHAT DO WE DO? Brands dont communicate products, they communicate experiences ?

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point! Enlighten me! Stronger together And more…

LET ME SPEAK! – WHAT DO WE DO? Target wants to and can express their opinion ? WHAT DO WE DO?

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point! Enlighten me! Stronger together And more…

BRAND INVASION Dont think “consumer”, think “people” From product to experience Trust, not just honesty Try to get preference, not mere quality Aspiration, not just awareness From identity to personnality From functions to feelings Not merely be seen: make our presence felt Dialogue, not just communicate Not just service, relationships Fuente: Saatchi & Saatchi LOVE MARKS

BRAND INVASION – WHAT DO WE DO? Our brand has to be present in our target’s life, surprise them, offer them a brand experience –… not just when we invite them to an event ? WHAT DO WE DO?

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point! Enlighten me! Stronger together And more…

WILL YOU BE MY FRIEND? – THE OBSESSION Fuente: estudio grupo eventoplus, 2007 GRUPO EVENTOPLUS POLL, 2008

WILL YOU BE MY FRIEND? Dont think “consumer”, think “people” From product to experience Trust, not just honesty Try to get preference, not mere quality Aspiration, not just awareness From identity to personnality From functions to feelings Not merely be seen: make our presence felt Dialogue, not just communicate Not just service, relationships LOVE MARKS Source: Saatchi & Saatchi

WILL YOU BE MY FRIEND? Making contacts is increasingly a priority of our target when coming to events ? WHAT DO WE DO?

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point Enlighten me! Stronger together And more…

ENLIGHTEN ME – “STATUS SKILLS”* * Source: Trendwatching.com We all offer “status”, recognition … which increasingly depends on what we can do Result: more and more brands offer “status skills”

ENLIGHTEN ME An increasing value consumers and professionals are seeking is increased knowldge, new skills ? WHAT DO WE DO?

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point Enlighten me! Stronger together And more…

GO TO THE POINT People cant focus for long anymore 20 minutes? ? WHAT DO WE DO?

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point Enlighten me! Stronger together And more…

STRONGER TOGETHER Increasingly brands are getting together for their marketing / communication Examples of co-branding: Adidas / DieselGlenrothes / Sampaka Philips / David Delfin

STRONGER TOGETHER Other brands can help me be stronger, improve my image… ? WHAT DO WE DO?

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point Enlighten me! Stronger together And more…

GRAB MY ATTENTION Too many messages (1500? 3000?) Getting harder to impress / impact Solutions? –Very good creativity –Or story-telling?

GRAB MY ATTENTION – THE STORY Stories are increasingly used ? WHAT DO WE DO?

KEY TRENDS Let me speak! Will you be my friend? Brand invasion Grab my attention Brand = experience Go to the point Enlighten me! Stronger together And more…

MORE… Technical elements back in their place Love of contrast / combining different elements CSR / green meetings And more…

THANKS Eric Mottard

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