10.20.30: Trends in Meetings & Events
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This document discusses trends in the events and meetings industry. It provides information about a meeting/event company that has been in business since 1980, generates $45 million in annual revenue, and has 140 employees and a presence in 60 US cities. The document states that the event marketing industry is worth $108 billion and discusses different categories that meetings and events fall into. It also discusses trends around engaging millennials, standardizing metrics for measuring event marketing, and focusing on creating engaging content that takes attendees on a journey.
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10.20.30: Trends in Meetings & Events
- 1. LIBERATEYOURBRAND.COM Trends in the Events & Meetings Industry ™
- 3. 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
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- 11. EVENT MARKETING IS A $108 BILLION INDUSTRY 11
- 12. Meetings fall somewhere within these 6 categories: Learning Decision Making Networking Alignment Motivation Rituals 12
- 13. Events fall somewhere within these 6 categories: Introductions Sponsorships Activation Announcements Motivation Rituals 13
- 14. The best “live engagements” offer an “authentic message”... 14
- 15. People come to test the “authenticity of your brand” at your event 15
- 16. The best “live engagements” offer an “authentic message”... 16
- 17. If you validate and engage them (with proof) they become part of the communitY 17
- 18. “Are you in the business of seeking truth and telling it – or of creating a myth Paul Bennett CCO - IDEO and selling it?” 18
- 19. 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
- 20. Text your CHOICE to 22333 Millennials 712660 Measurement 712661 Content 712662 20
- 21. Text your CHOICE to 22333 Millennials 712660 Measurement 712661 Content 712662 21
- 23. 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
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- 26. ‣ becoming managers ‣ hiring peers ‣ don’t like face-to-face ‣ own set of rules ‣ self directed learning 26
- 27. They want to be part of something bigger 27
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- 30. social media ‣ Vital ‣ Relevant ‣ Self directed ‣ Shared learning ‣ Trust their friends 30
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- 37. Text your CHOICE to 22333 Millennials 712660 Measurement 712661 Content 712662 37
- 39. TEMSC Technology Event Marketing Strategy Council 39
- 40. EQRP Experience Quality Rating Point 40
- 41. 1) ATTENDEES Net Attendees Relevant Attendance Relevance Ratio Event Activity Duration Attendee Type 41
- 42. 2) Financial Total Net Activity Cost Total Event Cost Total Financial Impact 42
- 43. 3) Data Capture Contacts Captured Contacts Engaged Lead Candidate Qualified Lead 43
- 44. 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
- 45. 5) Indexes and Final Ratings Session Length Index Engagement Quality Index Experience Quality Rating Point 45
- 46. TEMSC Technology Event Marketing Strategy Council definitive “industry” guidelines 46
- 47. ROI will be determined by your company 47
- 48. Text your CHOICE to 22333 Millennials 712660 Measurement 712661 Content 712662 48
- 50. ADULT LEARNING HAPPENS IN 20 minute SEGMENTS 50
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- 55. GENUINE, NATURAL AND CHARACTERISTIC OF YOUR COMPANY/BRAND 55
- 57. Great brands are like great stories... We want to share them 57
- 58. Innovate • Motivate • CELEBRATE • COMMUNICATE ™
Editor's Notes
- 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" ?> <poll url="http://www.polleverywhere.com/multiple_choice_polls/deahVXCPWxcFGY6"> <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> <title>Which of the 3 choices would you like me to address?</title> </poll>
- 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