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Best practices for technology at events

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What’s missing from your experience tech strategy?

The relationship between events and technology is a subject of much debate and experimentation; clients are asking for the latest technology and our industry has a rich heritage when it comes to harnessing new and innovative technologies to create ever more impressive, immersive and interactive experiences.

But we risk using it for its own sake, forgetting that it is great ideas – not great technologies – that engage audiences and deliver effective results for brands. So technology can be a great enabler, but it can’t create a great experience on its own.

For most content marketers, sourcing or creating content is their biggest challenge. In our industry, however, we have always been creating killer content. It’s just that we often haven’t had a strategy to share it or to target it as a marketing tool.

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Best practices for technology at events

  1. 1. What’s missing from your experience tech strategy? –
  2. 2. 76YEARS OFFICES EMPLOYEES Jack by the numbers… …and counting. 18 850+ 75+ 75+ awards won for creative in 2014, including two Guinness World Records and an Emmy 10,000 In the last 12 months, we’ve produced over 10,000 event activation days We have 80 sister agencies in 100 other countries 25 We work with 25 of the largest companies globally 2,500 Over the past two years, we’ve produced 2,500 brand experiences 80
  3. 3. The Customer-Activated Enterprise, IBM IBV Two-thirds of enterprises have a weak digital–physical strategy, or none at all.
  4. 4. It’s time we stop thinking about dichotomies… How do people experience the world around them? Digital Online Non-digital Offline …and ask ourselves:
  5. 5. Today’s experience Dating Dining Driving
  6. 6. In the ad agency of the future, the ideal team would be “a technologist, distribution expert and storyteller.” Brad Jakeman, Pepsi
  7. 7. In this landscape, our POV: Users first.
  8. 8. Our brand experience priciples 1. Be human 2. Invite participation 3. Be useful 4. Build community But don't use technology for technology's sake
  9. 9. THE BRAND EXPERIENCE APPROACH INVISIBLE TECHNOLOGY
  10. 10. WE’VE ALL COME ACROSS RAGE-INDUCING TECHNOLOGY
  11. 11. WE’VE ALSO ALL HAD EXPERIENCES OF TECHNOLOGY THAT ARE VERY DIFFERENT— WHERE THE TECHNOLOGY WORKS SO SEAMLESSLY WE DON’T EVEN KNOW IT’S THERE.
  12. 12. Drive Now ARE THEY A TECHNOLOGY COMPANY? OR A CONSUMER COMPANY?
  13. 13. FROM GOOGLE TO UBER, YOU DON’T SEE THE TECHNOLOGY. YOU DON’T UNDERSTAND THE ALGORITHMS. YOU DON’T HAVE TO. YOU JUST FEEL HAPPY THAT IT’S SOLVED A PROBLEM AND MADE YOUR LIFE BETTER.
  14. 14. THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS 27 TIMES PER HOUR. GREAT EXPECTATIONS
  15. 15. Be Human 01
  16. 16. Invite participation 02
  17. 17. Be Useful 03
  18. 18. Build community 04 #BIZBASHFL
  19. 19. This is not a technical challenge. It’s a strategic one.
  20. 20. Let’s do something extraordinary together –

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