Event Marketer Spring 2022 - 3

OPENING ACT
e
PAVING THE WAY
Nine years ago-this month-I was sent on one of the
toughest assignments of my career: to check out which
brands were engaging the cool kids on the sand during
Spring Break in Panama City Beach, FL. I know. It's not
easy projecting " cool " when you're trying not to break a hip.
Those consumers, who were trialing product, taking part in sponsored contests and spinning prize
wheels, are by popular definition " grownups " now who might be purchasing their first home, starting
a family or, perhaps, working within your events organization.
Indeed, the pathway into experiential today is more clearly marked than it was for previous
generations that mostly stumbled into it-those that make up some of the first readers and supporters
of our magazine when it launched 20 years ago. Despite experiential growing exponentially,
and becoming a recognized marketing discipline, one thing hasn't changed in two decades: Event
marketers still have to fight to prove the value of something that on the surface is intangible but has
a lasting impact that drives clear business results.
For many event marketers, there's a new layer to that fight on the horizon: the responsibility
to distill their company's corporate values surrounding sustainability down into an actionable plan
for events that engages audiences in the message while progressing toward clear goals.
Many of our B-to-B Dream Team honorees this year talked about the added responsibility of
coming back to in-person amid clear data that shows reduced business travel and events resulted in
positive impacts to the environment. We dig into the nuances of sustainability in the new era, and
the personalities and capabilities on our roster this year, starting on pg. 60.
Sustainability is being added to corporate mission statements, and it's evolving into a key line
item within event marketing strategies and budgets. We explore the latest need-to-know headlines
surrounding impact on pg. 12.
Technology has been a lifeline for event marketers these past two years, and it's also becoming
a key partner in not only the hybrid movement, but in sustainability as well. We make sense of the
buzziest technologies today, from the metaverse to NFTs, on pg. 24.
Speaking of new and old generations alike, there's a new breed of social media influencer that's
bridging the gap with wholesome (mostly) content that covers everything from cooking to fitness
to love. We introduce you to a few of these stars on pg. 29.
And of course, we couldn't end the quarter without a look at some of the top experiences
across " the return of " in-person Q1 events, from CES to the X Games to Super Bowl LVI (flip to
pg. 20). It looks like we're back in business, and the outlook is cool. Enjoy the issue.
How have your travel
policies changed? The Global
Business Travel Association
(GBTA) recently released
findings from surveys of
travel managers in the U.S.
and Canada, that found
companies this year expect
to " focus more on the social
and environmental impact of
their business travel " postpandemic,
and 65 percent
plan to enact tighter travel
restrictions by role, while 64
percent plan to be more costconscious.
I
read with interest trade
association Comité
Champagne's year-end
findings that showed sales
and exports of Champagne
set new records in 2021.
France reportedly exported
180 million bottles last year,
an increase of 38 percent
over the previous year. I'm
reminded of Godiva's " treat
yourself " messaging (see
Finale on pg. 74), and how
we might find ways for
attendees to celebrate the
everyday this year. Cheers.
Rachel Boucher
Head of Content
rboucher@accessintel.com
We've been doing a lot of
looking back as we begin our
20th anniversary coverage.
Here's an insight from Vince
Rubino, former (and now
retired) marketing programs
manager at The LEGO
Company, who was involved
in some of the first " event
marketing " programs for the
brand: " I would put a jacket
on over my LEGO shirt (or
what we would today call
a 'crew uniform') so I could
blend into the crowd. I would
then listen to what the kids
and parents had to say and
watch how they reacted
to and interacted with our
'special event.' "
eventmarketer.com
SPRING 2022 EVENT MARKETER
3

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Event Marketer Spring 2022

Table of Contents for the Digital Edition of Event Marketer Spring 2022