Top 10 Takeaways From #emslive
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Top 10 Takeaways From #emslive

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Each year, almost 1,000 event marketing executives gather at the Event Marketing Summit (#emslive) to hear emerging trends, best practices, and insights from leading brands. Check out our top 10 ...

Each year, almost 1,000 event marketing executives gather at the Event Marketing Summit (#emslive) to hear emerging trends, best practices, and insights from leading brands. Check out our top 10 takeaways from #emslive—including an early look at new EventTrack2014 research unveiled during the conference.

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    Top 10 Takeaways From #emslive Top 10 Takeaways From #emslive Presentation Transcript

    • Top 10 Takeaways From #emslive All image credits: Getty Images
    • What is top-of-mind for EMS attendees?
    • Looking to use new ideas to update or upgrade existing event marketing & trade show campaigns Trying to find new and better ways to combine live events with social media & tech Interested in learning new measurement techniques for proving event marketing ROI Trying to convert events from tactical to “strategic” 89% 79% 65% 47% (Source: Event Marketer Magazine)
    • New research shows positive upswing for the event industry:
    • (Source: Event Marketing Institute and Mosaic) Industry is
    • Events are the #1 channel for launching products (Source: Event Marketing Institute and Mosaic)
    • Experiential budgets are funded directly by corporate (and not pulling from other marketing buckets) (Source: Event Marketing Institute and Mosaic)
    • Brands are building life-long relationships with great experiences (Source: Event Marketing Institute and Mosaic)
    • #1 Top 5 Event & Experiential Marketing Goals & Strategies (Source: EventTrack 2014) 79%78% 59% 52% 51%
    • #2 Perception Changes After Participating in Events & Experiences (Source: EventTrack 2014) 70% 2013 2014 79% More Positive More Negative Same 2% 2% 23% 21%
    • #3 Event ROI Continues to Improve (Source: EventTrack 2014) 2013 2014 CHANGE 1 to 1 return 6% 4% -2% 2 to 1 20% 18% -2% 3 to 1 16% 16% 0% 4 to 1 7% 10% 3% 5 to 1 5% 4% -1% Greater than 5 to 1 7% 14% 7% N/A 39% 34% -5%
    • 29% 22% #4 Measured Programs Get Funded Faster (Source: EventTrack 2014) 2013 2014 71% 78% YES NO A higher percentage of brands say they’re measuring their event & experiential marketing programs
    • “Is every moment of experience our customer has at our event providing them with return on investment of their time?” #5 —Michael Trovalli, VP-Global Events, SAP
    • “Every event has to be bigger and better—anything else isn’t acceptable. Our expectations continually increase.” #6 —Rob Pace, Senior VP-Marketing and Events, HP
    • “Engagement: keep it simple, authentic, and relevant to the product attributes.” #7 —Victor Torregroza, Manager-Corporate Event Marketing, Intel
    • “Rather than creating content for events, it is more powerful to create events FOR content. Events now serve as powerful content platforms!” #8 —Matt Statman, CEO, Motive
    • “Relevant storytelling#9 —Marijke Maartense, Global Director-Marketing Communications, Philips Healthcare starts with understanding where customers are on THEIR decision journey.”
    • “Second screens are becoming a force of disruption. But you have to make sure it doesn’t become a distraction away from the experience itself.” #10 —Scott Webb, VP, Web Audio Visual
    • Kristin Veach Chief Communications & Growth Strategist About The Author Connect with me! @kristin_veach /kristinveach‎