LIBERATEYOURBRAND.COM

Trends in
the Events
& Meetings
Industry
™
Founded in 1980 as a
Meeting/Event Company
by the
numbers

Clients – Top brands in
the world
Annual revenue $45MM
+
140 Em...
4
5
6
+

SEAMLESS
AND
ONE-STOP
FOR
CLIENTS
7
+

HELP
YOUR
BUSINESS
SUCCEED

8
9
10
EVENT MARKETING IS A $108 BILLION INDUSTRY

11
Meetings fall somewhere within these 6
categories:
Learning

Decision Making

Networking

Alignment

Motivation

Rituals

...
Events fall somewhere within these 6
categories:
Introductions

Sponsorships

Activation

Announcements

Motivation

Ritua...
The best “live engagements” offer an “authentic
message”...

14
People come to test the “authenticity of your brand” at
your event

15
The best “live engagements” offer an “authentic
message”...

16
If you validate and engage them (with proof) they become part of the
communitY

17
“Are you in the
business of seeking
truth and telling it –
or of creating a myth
Paul Bennett
CCO - IDEO
and selling it?”
...
Choose from these 3 topics –
text in your choice and I will address your selection
๏ Millennials see things differently......
Text your CHOICE to 22333
Millennials
712660

Measurement
712661

Content
712662
20
Text your CHOICE to 22333
Millennials
712660

Measurement
712661

Content
712662
21
1

millennials see things
differently...
Millennials

aka GEN Y

children of baby boomers

born early

1980’s - 2000’s

40%
of the workforce

by 2020

out-number b...
24
25
‣ becoming managers
‣ hiring peers
‣ don’t like face-to-face
‣ own set of rules
‣ self directed learning

26
They want to be part of something bigger

27
generation me

me

me

28
29
social media
‣ Vital
‣ Relevant
‣ Self directed
‣ Shared learning
‣ Trust their friends

30
31
32
33
35
36
Text your CHOICE to 22333
Millennials
712660

Measurement
712661

Content
712662
37
2

standardizing measurement
TEMSC

Technology Event Marketing Strategy
Council

39
EQRP

Experience Quality Rating Point

40
1)

ATTENDEES

Net Attendees
Relevant Attendance
Relevance Ratio
Event Activity Duration
Attendee Type

41
2)

Financial

Total Net Activity Cost
Total Event Cost
Total Financial Impact

42
3)

Data Capture

Contacts Captured
Contacts Engaged
Lead Candidate
Qualified Lead

43
4)

Engagement

Engagement Rate
Contact Recorded
Actual Engagement Rate
Engagement Rate Variation
Cost Per Contact Engaged...
5)

Indexes and Final Ratings

Session Length Index
Engagement Quality Index
Experience Quality Rating Point

45
TEMSC

Technology Event Marketing Strategy
Council
definitive “industry” guidelines

46
ROI

will be determined by your company

47
Text your CHOICE to 22333
Millennials
712660

Measurement
712661

Content
712662
48
3

content is king
ADULT LEARNING
HAPPENS IN 20 minute
SEGMENTS

50
ENGAGEMENT = PARTICIPATION

51
52
53
TOYOTA REBIRTH

54
GENUINE, NATURAL AND CHARACTERISTIC OF YOUR
COMPANY/BRAND

55
An Emotional Journey

56
Great brands are like great stories... We want to
share them

57
Innovate • Motivate • CELEBRATE • COMMUNICATE

™
10.20.30: Trends in Meetings & Events
10.20.30: Trends in Meetings & Events
10.20.30: Trends in Meetings & Events
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10.20.30: Trends in Meetings & Events

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  • please take your seats & turn ON your cell phones
  • Not a sales pitch...just some context - we do many other things and if you come by our interactive display I will be happy to show you...
    Our DNA is Meetings & Events!
  • Many say this...few can honestly deliver
  • Pretty unique in the Meetings & Events industry
  • We do it under one roof...
    For you - nothing gets lost in translation…fewer handoffs, fewer entities to coordinate, fewer mistakes…and fewer mark-ups... efficiency means less $$$
  • No misunderstandings - we collaborate hourly... and focus on YOU
  • We want to help make your program support you corporate goals
  • This event is demonstration of bringing together thought leadership for your benefit
    We are a “results” focused team and those best practices start with ideas & sharing
  • Sound familiar? We all want our programs to be all of these things - to some degree
    In fact, most agencies want you to believe they do all these things - right...
  • This is why we are here discussing “meetings and events” - however you define them
  • Research tells us that “meetings” traditionally fall into this grid
  • And the industry typically calls out these categories for “events” - mix & match names
  • Ultimately there is a “brand message” being communicated
    Like it or not...everything has a brand promise
    For Levi’s - they are a heritage and lifestyle brand with a specific history
  • They have tried all sorts of messaging over the years...
    At the end of the day, they know what Levi’s represents and they embrace it
    Fashion and “trend of the month” imagery is not their heritage
  • Even Levi’s competition wants to share in their “heritage” of strength
    “Can’t Bust Them” is a powerful message - Levi’s owns it
  • Lifestyle brands resonate when you create a “community” as Levi’s has done
    Anyone here own a pair of Levi’s? Do your kids?
  • One of the top “branding agencies” in America
    Truth... we all want “some version” of it!
  • <?xml version="1.0" encoding="ISO-8859-1" ?>
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    <!-- This snippet was inserted via the PollEv Presenter app -->
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    <title>Which of the 3 choices would you like me to address?</title>
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  • I know a little about them - I have 3 in my family... and 1 is still on my “payroll”
    We have dozens of them in our office - they see things differently than boomers...
  • I plan on retiring some day...guess who is taking our place at work?
  • They grew up with eyes on a screen - and even more so going forward
    Try taking away their “screens” for a day...that is scary
  • If you watched the Emmy’s - THESE TWO are the “news source” for many millenials
  • This group of young adults will change many of the “institutional” processes at work
  • And hopefully, the impact they make on the world will be tremendous
  • Even though they are sometimes referred to in a somewhat “patronizing” manner
    They embrace values that will reflect a new level of collaboration and sharing
  • The strength of their need to communicate is unparalleled in history
  • As communicators, we have to accommodate this new way of interacting
    Or, be left in the dust of “the old guard” and “we’ve always done it this way” model
  • One of our biggest clients is here in Georgia...Primerica Financial Services
    There national events are “off the charts” for motivation and recognition
    Constantly recruiting and sharing their “life changing” brand to new “converts”
    These events demonstrate the authenticity, excitement and passion of their brand
  • The program is tweeted, posted, Insta-gramed, Facebooked and shared constantly
    We know that over 50% will tell 4 or more people if they have a positive experience
  • And the technology now allows for that sharing to happen live and in “real time”
    Being “liked” is a very important metric for advertisers
  • As content is delivered it can be shared, adjusted and measured - across platforms
    We need to do more than just give speeches and deliver powerpoint for this group
  • As Jane McGonigal says in her presentation on the power of gaming and shared experience...we are creating a generation of “super-empowered-hopeful individuals”
    The question is, will we “enable them” - to be successful?
  • Names you know are viable contributors: Microsoft, Intel, Cisco, Oracle, HP, eBay, Apple, AOL, Unisys and Xerox...to name a few
  • Currently too many terms for measuring and comparing
    Goal: Standardize a common terminology and measurement template
  • Due out in 2014...stand by for the “debate”
  • Ultimately, only you and your leadership will validate the ROI for your company
    A step in the right direction
  • Recent survey and research results confirm what we already knew
    Not just millennials - all of us...
  • Nothing is more powerful than participation, contribution and being part of the “something bigger” - THAT is engagement
    Explain & Roll Coke Scholars Video ... 3 words
  • TED - Technology, Experience, Design - - thought leadership
    Changed the dialogue in M&E nearly as much as youTube
    Taste makers, creative participating characters, complete unexpectedness
  • Toyota has had some “image challenges” past 3 years - dealers needed a bump
    Using universal themes of - rebirth, renewal, trust and inspiration
    Got dealer audience re-engaged in the brand and re-connected to the commitment
    Paralleled the re-building of the World Trade Tower...emotional & metaphoric
  • Iconic brand imagery is powerful, but has to be consistent and re-freshed
    Need to align your message to connect to the essence of your brand
    Must take the audience on an emotional journey
  • The power of teamwork brought to life as we pulled the 8 horse hitch into the room
    Unexpected, powerful, immediate, respectful and impressive
    No other brand could deliver this level of iconic, live storytelling - with beer
  • We work with amazing brands - they have great stories to tell
    They are consistent before, during and after their events
    We start with a goal and work tirelessly to deliver against it
    We like to think we help their businesses succeed - we feel it is working !
  • This is what your meeting should deliver...we would be happy to help
  • 10.20.30: Trends in Meetings & Events

    1. 1. LIBERATEYOURBRAND.COM Trends in the Events & Meetings Industry ™
    2. 2. Founded in 1980 as a Meeting/Event Company by the numbers Clients – Top brands in the world Annual revenue $45MM + 140 Employees in St. Louis Presence in 60 U.S. 3
    3. 3. 4
    4. 4. 5
    5. 5. 6
    6. 6. + SEAMLESS AND ONE-STOP FOR CLIENTS 7
    7. 7. + HELP YOUR BUSINESS SUCCEED 8
    8. 8. 9
    9. 9. 10
    10. 10. EVENT MARKETING IS A $108 BILLION INDUSTRY 11
    11. 11. Meetings fall somewhere within these 6 categories: Learning Decision Making Networking Alignment Motivation Rituals 12
    12. 12. Events fall somewhere within these 6 categories: Introductions Sponsorships Activation Announcements Motivation Rituals 13
    13. 13. The best “live engagements” offer an “authentic message”... 14
    14. 14. People come to test the “authenticity of your brand” at your event 15
    15. 15. The best “live engagements” offer an “authentic message”... 16
    16. 16. If you validate and engage them (with proof) they become part of the communitY 17
    17. 17. “Are you in the business of seeking truth and telling it – or of creating a myth Paul Bennett CCO - IDEO and selling it?” 18
    18. 18. Choose from these 3 topics – text in your choice and I will address your selection ๏ Millennials see things differently... do you have their attention? ๏ Standardizing the language of measurement of event marketing ๏ Content is King – are you taking your guests “on a journey”? 19
    19. 19. Text your CHOICE to 22333 Millennials 712660 Measurement 712661 Content 712662 20
    20. 20. Text your CHOICE to 22333 Millennials 712660 Measurement 712661 Content 712662 21
    21. 21. 1 millennials see things differently...
    22. 22. Millennials aka GEN Y children of baby boomers born early 1980’s - 2000’s 40% of the workforce by 2020 out-number baby boomer generation 82 MILLION 23
    23. 23. 24
    24. 24. 25
    25. 25. ‣ becoming managers ‣ hiring peers ‣ don’t like face-to-face ‣ own set of rules ‣ self directed learning 26
    26. 26. They want to be part of something bigger 27
    27. 27. generation me me me 28
    28. 28. 29
    29. 29. social media ‣ Vital ‣ Relevant ‣ Self directed ‣ Shared learning ‣ Trust their friends 30
    30. 30. 31
    31. 31. 32
    32. 32. 33
    33. 33. 35
    34. 34. 36
    35. 35. Text your CHOICE to 22333 Millennials 712660 Measurement 712661 Content 712662 37
    36. 36. 2 standardizing measurement
    37. 37. TEMSC Technology Event Marketing Strategy Council 39
    38. 38. EQRP Experience Quality Rating Point 40
    39. 39. 1) ATTENDEES Net Attendees Relevant Attendance Relevance Ratio Event Activity Duration Attendee Type 41
    40. 40. 2) Financial Total Net Activity Cost Total Event Cost Total Financial Impact 42
    41. 41. 3) Data Capture Contacts Captured Contacts Engaged Lead Candidate Qualified Lead 43
    42. 42. 4) Engagement Engagement Rate Contact Recorded Actual Engagement Rate Engagement Rate Variation Cost Per Contact Engaged Session Length Contacts Captured Live Capture Net Capture Rate Capture Lost Gross Capture Rate 44
    43. 43. 5) Indexes and Final Ratings Session Length Index Engagement Quality Index Experience Quality Rating Point 45
    44. 44. TEMSC Technology Event Marketing Strategy Council definitive “industry” guidelines 46
    45. 45. ROI will be determined by your company 47
    46. 46. Text your CHOICE to 22333 Millennials 712660 Measurement 712661 Content 712662 48
    47. 47. 3 content is king
    48. 48. ADULT LEARNING HAPPENS IN 20 minute SEGMENTS 50
    49. 49. ENGAGEMENT = PARTICIPATION 51
    50. 50. 52
    51. 51. 53
    52. 52. TOYOTA REBIRTH 54
    53. 53. GENUINE, NATURAL AND CHARACTERISTIC OF YOUR COMPANY/BRAND 55
    54. 54. An Emotional Journey 56
    55. 55. Great brands are like great stories... We want to share them 57
    56. 56. Innovate • Motivate • CELEBRATE • COMMUNICATE ™
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