By Stephanie Rudnick
Stephanie Rudnick

The 2018 Experiential Marketing Summit (EMS) took place at the San Francisco Marriott Marquis from May 14-16, providing a unique opportunity – especially for our West Coast MKTG’ers – to attend and learn in their own “backyard”. It was also a great time to network and reconnect with industry friends, colleagues, and current and potential clients and vendor partners.

Joined by over 1,500 marketers from 32 countries around the world, emerging trends were predicted and dissected, and best practice case studies shared (including participation by some by existing MKTG clients such as Amazon, Facebook, and Toyota). While the buzz from past years focused on the Internet of Things and big data, STRATEGY emerged as the top common theme amongst all of this year’s panels and sessions.

Below we share a summary of the top experiential trends to watch out for in 2018 and beyond.

Macro trends:

-Mixed reality: Use of geo location + _________ [fill in the blank]

-Personalized everything!

-Shoppable everything with same day fulfillment

-Social by design: you must amplify for the brand

-Data drives strategy

Micro trends with some great experiential examples:

-User triggered content and experiences. Examples: Beck’speriment and Beck’s Conductive ink posters.

-The resurgence of cause marketing for all (not just millennials). State Farm and The Marketing Arm not only won the 2018 Best Cause/Community Program at this year’s Ex Awards, but also took home the prize for Grand Ex Award with their Neighborhood of Good campaign. CSR focused initiatives are a win-win!

-Earned experiences: Quid pro quo: Data collection, social sharing, any behavioral action needed to participate in the experience. Kit Kat staring contest.

-Tradable experiences: Crowdsourcing with a twist. Examples include donating your breakfast in exchange for early admission to general session and this 2017 Ex award winner Take 5 Swap Exchange

-Windows and vending. Tribeca Film Festival ReActor

-Adaptable engagements. Uber and Visa Ride and Dine mobile tour and KLM care tags

-The maker movement: Letting people create things. Netflix Make It Socks More projects here!

-Surface design: Heineken

-Festivalization: Peer-to-peer dialogs, less content and more networking.

-Hi production, short run of show: WestJet Vegas Surprise. It takes a village!

-Super buzzers: Exclusive tiny events. Taco Bell test kitchen w/ OpenTable.

-BtoB to C: Less content, more choice. Excursions. More peer-to-peer interaction. Keynotes at 8 p.m. not 8 a.m.

And that’s a wrap. EMS 2019 will be held in Las Vegas from May 14-16 at Caesars Palace.




…read more

Via:: MKTG Blog