By Event Marketer

The EMS running crew sweated it out on day two during three miles of networking across Vegas.

Attendees of the Experiential Marketing Summit are a hearty bunch, so it’s no surprise that Tuesday night’s Ex Awards Gala celebrations didn’t stop conferencegoers from waking up bright eyed and bushy tailed for day two of the show.

At 6:30 a.m., a 5K networking run across Vegas’ best run routes, and the first-ever Women in Events Boot Camp, both sponsored by Retailcomm, got attendees’ hearts pumping. Breakfast kicked off at 7:30 with plenty of eggs, fruit and pastry to keep everyone fueled up for the day ahead, while EMS newbies convened for a quick first-timer orientation focused on the agenda, choosing the right sessions and how to successfully navigate, network and get the most out of the event.

During the morning keynote, Monique Harrison, head of brand experience marketing at Mercedes-Benz USA, talked about the importance of risk-taking in marketing in the context of Mercedes-Benz and the luxury automotive market, which has grown and evolved, and whose audience today is diverse.

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“We need to take risks in what we’re doing everyday. We’re going to talk a little about some of the risks that we’re taking—some of them are a little bit uncomfortable and some are completely uncomfortable, and in full candor, I like the ones that are completely uncomfortable, because I think they give you the biggest reward.”

Brand experiences, from sponsorships to pop-ups, have bolstered brand engagement for Mercedes-Benz in an era when buying patterns are changing, and when auto show attendance and automotive dealership visits are in decline.

Harrison discussed important “gambles” the brand takes, whether it be aligning with a high-tech entertainment property like James Cameron’s “Avatar” film or investing in Formula E, or even, moving a company headquarters from New Jersey to Atlanta and holding the naming rights for the NFL stadium, Mercedes-Benz Stadium. And she emphasized the importance of teamwork and leadership for experiential marketing departments.

“We’re a slim team, they are out there running making sure that the magic is happening. When they’re making that magic happen, I’ve got to make sure I have the right seat at the table in our organization so that experiential is a priority. If I don’t do that, I’ve failed the rest of that team. If you’re in that role, make sure you’re always getting that seat at the table. We all know that saying: If you don’t have a seat at the table, you are the dinner. Let’s make sure experiential marketing is never the dinner.”


The winners of the Brand X Challenge were honored at a celebratory luncheon.

Following the keynote, a diverse …read more

Via:: Event Marketer b-to-b Events