The document proposes a global experiential marketing management plan to partner with businesses. It identifies opportunities to establish global standards, leverage internal and external resources, and convey a profitable image. The plan involves researching innovative solutions, creating event proposals for clients, and measuring outcomes to build partner trust. The current digital age provides tools to master experiential marketing products and optimize project management. An annual calendar would distribute actions across the year to capitalize on challenges and opportunities in experiential marketing.

1. GLOBAL
EXPERIENTIAL
MARKETING
Global experiential marketing management proposal
to partner with businesses and drive opportunities

2. “A successful experiential
marketing isn´t so much about
the person at the centre of the
party, but about the attendee.”
– Daphne Bousquet
So, what we can do to partner with businesses and drive
opportunities…

3. Global Starting
Action:
Global Standards
Convey a
Profitable &
Value Resource
Image
Action:
Research, Innovate,
Share & Communicate
Internal & External
Resources
Action:
Past, Present, Future
Consideration /
SMARTS
Experiential
Marketing Demand
Action:
Offer event proposals
to the strategy clients
Partner Trust
Action:
Measuring and
Metrics
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
CHALLENGE
CHALLENGE
CHALLENGE
Digital Age
Action:
Mastering Experiential
Marketing
Management Products

4. CHALLENGE
EXPERIENTIAL MARKETING DEMAND
OFFER EVENT PROPOSALS TO THE STRATEGY CLIENTS
The background of the experiential marketing business unit has been limited to a
specific type of experiential marketing, related with hospitality and to face-to-face
events, conferences or standard webinars against others.

5. FEAR OF
MISSING EVERYTHING
SAFE
FIRST
TAKING
ACTION
MASTER
TASKER
PRECIOUS
TIME
DIFFICULT
TO IMPRESS
BRAND´S
DETACH
LIFE TRENDS
HOME´S
WORLD
IMI’s NextWave Survey
Under the COVID-19
The unprecedented situation
has made people evolve from
multi-tasker to master tasker.
The sensation of have the life
“on hold” and the need of
planning what will be done one
this has passed.
New value and meticulous
consideration how to make the
maximum advantage of it.
People willing to active to speak
up and do the right thing.
Limiting our predisposition to
just gamble in a safe
circumstances.
Limited freedom made harder
the creation of content that catch
the attention a home.
House are preparing to keep the
connectivity and 360º live
experience.
Comparison's increase has force
brands to think outside the box.

6. Digital audiences will be whit us for the foreseeable future. (smyle)
EVENTS TODAY AND TOMORROW
Webinar Events
Physical Events Digital Events
Presenter(s) Leaders and facilitators
Local physical events
+ digital audience
Local physical events
+ digital audience
Hybrid Events

7. SAMSUM
VIRTUAL CONFERENCE 2020
Listen to special guests as you move from room-
to-room of a virtual home, packed with new
technologies, devices and connected living
experience.
Create winning
experiential
marketing
proposals to the
strategy clients
The key here is understand
their business & expectations
and use insight to create
action that will meet the goals
set up.

8. One-to-One (Partners)
A. Present Study and
Proposals
B. Collect Impressions
Part 3
Get back to them
Close the contract
Part 5
Searching & Idea generation
Industry – Competitors –
Google analytic trends – Event
industry – Study - Team Idea
Generation – Customer journey
map – Value proposition
Part 2
One-to-One (Partners)
Collection info (briefing
questioner template)
Part 1
PROPOSAL
GENERATION
PROCESS
Measuring final client’s
interest
A. Close hiring
B. Give some time to come
back
Part 4
“If the client is not
approaching you,
you must go to the
client.”

9. CHALLENGE
CONVEY A PROFITABLE AND VALUE RESOURCE IMAGE
RESEARCH, INNOVATE, SHARE & COMMUNICATE
To convey an image that partners can see us as essential comes after proof the
profitability and value of our service.

10. RESEARCH,
INNOVATE, SHARE
& COMMUNICATE
Collect experiential marketing insight and
made it available grouped in:
• business’ types (Partner Experiential
marketing (events materials, reports,
calendars and competitors events)
• experiential marketing team (product types,
industry insight, ideas generation, ideas
suggestion, best practice (guides and
Infographic)
POTENTIAL
PARTNER
POTENTIAL
PARTNER
POTENTIAL
PARTNER
POTENTIAL
PARTNER
POTENTIAL
PARTNER
Intranet
POTENTIAL
PARTNER
Monthly News Letter
Webinar - Presentation One to One Presentation

11. t is about creating and
capturing uncontested
market space, thereby
making the competition
irrelevant.
INNOVATION
Access perspectives that
might not have been
considered. Acquire
deeper knowledge that
can lead to next success
and innovation.
Alternatives, Challenge,
Random entry and
Provocation.
02. 03. 04.
Blue Oceans Six Thinking Hats Creative &
Lateral Thinking
Anthropologist, Experimenter, Cross-Pollinator,
Hurdler, Collaborator, Director, Experience
Architect, Set Designer, Storyteller, Caregiver
01. The ten faces of Innovation IDEO
Now is the time to stand out of the competitors

12. CHALLENGE
PARTNER TRUST
MEASURING AND METRICS
Get the trust of the partner and win future collaboration by proof the effectiveness of the
experiential marketing.

13. E s t a b l i s h i n g f e e d b a c k
mechanisms, measuring events
performance and providing
metric that can give them the
vision of the results and the
future improvement.
Measuring
& Metrics
Measure
Performance
• We’ll work with
partners to define
initiative goals,
such as:
• Growing revenue
• Retaining
customers or
employees
• Changing
behaviors
• Strengthening the
brand
• Define the
customisation of
the analysis with
an the add-on
metrics.
Metric
Reports
• Define the Metric
report which:
• Assigns meaning to
data
• Assesses
performance
against goals
• Benchmarks to
industry standards
• Identifies the wins
• Indicates where
improvement is
needed
• Provides actionable
recommendations
for next time
around
Feedback
Mechanisms
• Valuing current
feedback process
• Defining feedback
mechanisms for
each or the type´s
events.
• Event App
• Live Social Media
Updates
• Physical and digital
behavioural
tracking (taking
questions, survey
window, tracking
download & call to
action)
• Feedback Buttons
• User Testing
• Surveys and Polls
• Interviews and
observation
• Emotion tracking
M
M

14. A DIGITAL SUCCESS STORY
MICROSOFT BUILD
PHYSICAL
3DAYS, SEATTLE
DIGITAL
48HOURS ONLINE
• 6,000 attendees
• 20% outside USA
• 2,395USD per ticket
• Hotel, travel and
subsistence at extra cost
• Engagement – not able
to measure
• 230,000 attendees
• 65% outside USA
• Free to attend
• No other costs
• Engagement – average
173 minutes

15. OPPORTUNITY
GLOBAL STARTING
GLOBAL STANDARDS
The global starting is giving us an opportunity to create, from scratch, the global process
that will overcome the main challenge the experiential marketing usually has.

16. Targeting for
Engagement
GLOBAL STANDARDS
Customer segments and
their specific journeys.
Data integrating for
engagement.
Personalization.
Personalisation. ROI model, KPIs
correlation to customers
experience. Effectiveness
real-time visibility.
02. 03. 04.
Customer
Identification
Measurement
and Attribution
01.
Business vision and
needs organised around
customer and
engagement. Cross-
channel marketing across
teams and departments.
Strategy &
Organisation
Structure
Multi-year approach to
optimise experiential
marketing actions.
Manage the full processes
through a system.
05. 06.
Budgets and
Resources
Project
Management
and Execution

17. OPPORTUNITY
INTERNAL & EXTERNAL RESOURCES
PAST, PRESENT, FUTURE CONSIDERATION / SMARTS
Locate and empower resource, knowledge and insight of the regional teams:
experiential marketing team, creative, campaigns and web & digital team.

18. PAST, PRESENT AND FUTURE
CONSIDER / STARS
STARS
• Start-up (launching a new event)
• Turnaround (getting one area back on
track)
• Accelerated growth (dealing with rapid
expansion)
• Realignment (reenergizing a once-
leading area that’s now facing some
problems
• Sustaining success (inheriting and area
that is performing well and then taking it
to the next level.
CONSIDERING
• Past (performance, root, causes, history
of change)
• Present (vision and strategy, processes,
land mines, early wins)
• Future (challenges and opportunities,
barriers and resources, culture)

19. OPPORTUNITY
DIGITAL AGE
MASTERING EVENT MANAGEMENT PRODUCTS
The current moment is giving us the best offer of System, Applications and Features that
can be combined to optimise and organise the structure of the experiential marketing
projects in the most efficient way.

20. MASTERING
EXPERIENTIAL MARKETING
MANAGEMENT PRODUCTS
1. Be constantly update: New features, apps
options to integrate on our system, new
systems,…
2. Value and consider
3. Communicate new options
4. Guides for using & implementing
5. Internal efficiencies
6. Monthly review

21. EXPECTED / UNEXPECTED
EXPECTED
• Pre & post-event comms
• Registration with secure login
• Branded interface
• Presentation – one to many / many to many
(Hybrid)
• Poll, voting, tests and quizzes
• Real-time text Q&A and chat
• Private face-to-face video meetings
• Translation options
• Social integration
• Content library
• Session and event feedback
• Analytics and insight
• Networking
UNEXPECTED
• Door delivery delegate pack
• VR and AR integration
• Game engine / immersive platforms
• Interactive presentations
• Collaboration tools
• Gamification
• App integration
• Multi-device experiences
• Hybrid integration
• Community building experiences
• Real-time rendered content
• Volumetric captured content
• 8D audio
Technology
Offer
the
Unexpected
(smyle)

22. GLOBAL EXPERIENTIAL MARKETING MANAGEMENT
ANNUAL PLAN
YEARLY CALENDAR
Action distributing across the year.

23. ANNUAL PLANNING
All the actions are
essential and need to start
at beginning of the year.
With a main dedication of
two month per each to
give the final form and
launch and communication
the actions. The priority it
is based on magnitude.
ACTION TIMING
CHALLENGES & OPPORTUNITIES
Task Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Des
INTERNAL
RESOURCES
DIGITAL
AGE
GLOBAL
STANDARDS
PROFITABLE
IMAGE
PARTNER
TRUST
EVENTS
DEMAND
Starting Finishing

24. THANK YOU
Presentation by Inés Parra Alberca