Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

CONTENT STRATEGY // Two Words. Ten Takeaways.

610 views

Published on

What event marketers living at the intersection of digital and experiential need to know! Ten takeaways from the 2016 Experiential Marketing Summit.

Published in: Marketing
  • Be the first to comment

CONTENT STRATEGY // Two Words. Ten Takeaways.

  1. 1. TWO WORDS 
 TEN TAKEAWAYS What event marketers living at the intersection of digital and experiential need to know!
  2. 2. So what do brands need to know from the Experiential Marketing Summit?
  3. 3. So what do brands need to know from the Experiential Marketing Summit? THAT IS…IF THEY WANT TO DELIVER MORE REAL BRAND EXPERIENCES THAT AMPLIFY IMPACT ACROSS THE EXPERIENTIAL AND DIGITAL SPACE?
  4. 4. Two words.
  5. 5. Two words. CONTENT STRATEGY.
  6. 6. Ten takeaways.
  7. 7. Ten takeaways. Let’s go.
  8. 8. Ten takeaways. Let’s go.
  9. 9. Ten takeaways. Let’s go.
  10. 10. Ten takeaways. Let’s go.
  11. 11. Content is the glue holding the marketing mix together 01
  12. 12. Content is the glue holding the marketing mix together 01 ✓ Live events are being used as incredible content feeders for the distribution across all marketing channels.
  13. 13. Content has put experiential at the center of marketing mix 02
  14. 14. Content has put experiential at the center of marketing mix 39% 10% 51% Brands increasing budgets in 2016 Brands decreasing budgets in 2016 Brands proceeding with the same budgets Event Content Budget: 2015 vs. 2016
  15. 15. Know thyself and keep brand content authentic 03
  16. 16. Know thyself and keep brand content authentic Don’t lose your brand
 in the messaging.
  17. 17. Know thyself and keep brand content authentic Don’t lose your brand
 in the messaging. Stay competitive and relevant during a time 
 of explosive change.
  18. 18. Know thyself and keep brand content authentic Don’t lose your brand
 in the messaging. Stay competitive and relevant during a time 
 of explosive change. Hone a message 
 that extends beyond 
 a single event.
  19. 19. “ There is a difference in what stakeholders want and what the experience for customers should be. Don’t just focus on bigger, focus on purpose. ” HEATHER HENDERSON THOMAS
 CISCO
  20. 20. 04 Audiences are a brand’s 
 best content amplifiers
  21. 21. Audiences are a brand’s 
 best content amplifiers Your audience is a 
 content capture platform.
  22. 22. Audiences are a brand’s 
 best content amplifiers Your audience is a 
 content capture platform. They work for you, distributing content on behalf of your brand.
  23. 23. Audiences are a brand’s 
 best content amplifiers Your audience is a 
 content capture platform. They work for you, distributing content on behalf of your brand. Brands are no longer owning the conversation, but guiding it.
  24. 24. “Think content first. Engage the audience through content! A brand is no longer what it say it is. It’s what people collectively decide it to be.” VICTOR TORREGROZA
 INTEL
  25. 25. Storydoing reinvents storytelling 05
  26. 26. Let the audience evolve 
 your brand story. Storydoing reinvents storytelling
  27. 27. Create a personalized, hands-on experience. Let the audience evolve 
 your brand story. Storydoing reinvents storytelling
  28. 28. Let the audience evolve 
 your brand story. Create a personalized, hands-on experience. When the target can contribute to the story, they share more. Storydoing reinvents storytelling
  29. 29. Experiences must 
 be shareworthy 06
  30. 30. Experiences must 
 be shareworthy 06 ✓ Create authentic moments of engagement to create lasting memories. Invite the audience in and give them a reason to share!
  31. 31. Let’s get phigital, 
 phigital. 07
  32. 32. “Convergence between physical and digital is phigital.” PETER MCGUINNESS
 CHOBANI
  33. 33. Give them a space worth capturing and sharing. Let’s get phigital, 
 phigital.
  34. 34. Thoughtfully consider the live environment in relation to digital integrations. Give them a space worth capturing and sharing. Let’s get phigital, 
 phigital.
  35. 35. Captivate them. Fully immerse the audience in digital content and interactivity. Give them a space worth capturing and sharing. Thoughtfully consider the live environment in relation to digital integrations. Let’s get phigital, 
 phigital.
  36. 36. Culture connects 08
  37. 37. Culture connects 08 ✓ Culture is the epicenter that experiences are built around. Stay culturally connected! ✓ Not enough to react to the world today brands have to live it and be part of it.
  38. 38. “Brands must move at the speed of culture. Learn, create and adapt.” ADAM HARTER
 PEPSI
  39. 39. Extend the event with content and digital 09
  40. 40. Extend the event with content and digital Engage the live and the remote audience!
  41. 41. Leverage digital content to maximize engagement and debunk how your brand defines 
 digital Engage the live and the remote audience! Extend the event with content and digital
  42. 42. Digital doesn't have to break your budget if you can get creative with content. Engage the live and the remote audience! Leverage digital content to maximize engagement and debunk how your brand defines digital Extend the event with content and digital
  43. 43. Make experiential 
 metrics matter! 10
  44. 44. Make experiential 
 metrics matter! Prior challenges in tracking event ROI are no more. ROI
  45. 45. The power of digital data has unlocked powerful experiential results. Make experiential 
 metrics matter! Prior challenges in tracking event ROI are no more. ROI
  46. 46. Events allow for meaningful metrics with more long lasting impact with 
 the audience. Prior challenges in tracking event ROI are no more. The power of digital data has unlocked powerful experiential results. Make experiential 
 metrics matter! ROI
  47. 47. “Everything is an event. An event done well is an experience and that translates into long-term ROI.” PETER MCGUINNESS
 CHOBANI
  48. 48. What if you could…
  49. 49. What if you could… Extend your event and generate 18 months’ worth of content to fuel your marketing?
  50. 50. What if you could… Extend your event and generate 18 months’ worth of content to fuel your marketing? Invite your audience to evolve your brand story while putting products in their hands?
  51. 51. What if you could… Extend your event and generate 18 months’ worth of content to fuel your marketing? Invite your audience to evolve your brand story while putting products in their hands? Test whether all your current assumptions about your audience are actually true?
  52. 52. What if you could… Extend your event and generate 18 months’ worth of content to fuel your marketing? Invite your audience to evolve your brand story while putting products in their hands? Test whether all your current assumptions about your audience are actually true? Discover what drives more revenue and generates more buzz?
  53. 53. What if you could… Extend your event and generate 18 months’ worth of content to fuel your marketing? Invite your audience to evolve your brand story while putting products in their hands? Test whether all your current assumptions about your audience are actually true? Discover what drives more revenue and generates more buzz? Make decisions based on data, not anecdotes?
  54. 54. Would you experiment with experiential?
  55. 55. At agencyEA, we build REAL, authentic brand experiences that connect audiences 
 via relevant, meaningful 
 brand content.
  56. 56. At agencyEA, we build REAL, authentic brand experiences that connect audiences 
 via relevant, meaningful 
 brand content. ARE YOU READY TO PUT A REAL CONTENT STRATEGY BEHIND YOUR BRAND EXPERIENCES? 
  57. 57. You can wait for the next inspirational case study...
  58. 58. You can wait for the next inspirational case study... Or you can write it. 
  59. 59. Connect with us to find out how you can transform your event experience with a powerful content strategy. LUCY STRATTON lstratton@agencyEA.com

×