Event Marketer Summer 2023 - 11

SPONSORED CONTENT
HOW TO CREATE FRICTIONLESS BRAND EXPERIENCES
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Smart creatives don't think inside the silo of the live experience-they think omnichannel, and how their live moment
in time will meet attendees where they are-all the time. " No matter where their head turns, no matter what kind of
medium they want be communicated through, it works, " says Schlossberg. " And the pandemic showed us that people
want to be met where they are. "
Creative practices that think of events in terms of an entire universe of customer touchpoints will be more connected-and
successful. " I like to think of it less as a list of deliverables and more of I'm building a world, " says Schlossberg.
" What exists in this world? If this is true, then what else is true? "
Having a deep understanding about what your customers and audiences are doing at the same time that they're
using your product enables you to focus on creating something that's additive to their experience-and respects that
most people consume multiple inputs at the same time. " When we're thinking about the full omnichannel experience,
we're thinking about all the things that people are experiencing [already], what is the thing that you want them to
experience, and then we try and fold in meaningful experiences that add into that, " says Pulver.
Leading with empathy and doing the deep homework required to become an expert on the communities you serve
will go a long way in developing the right creative execution. " As a marketer and a creative, you have to step in the
shoes of the audience that you're talking to and figure out, how do we make their world easier? How do we make their
communities better? " says Calabrese.
HOW TO APPROACH AI
AI can be a time-saving tool for creatives, especially in the early stages of ideation. Rendering ideas in AI can save
weeks of time traditionally spent building elaborate models. " Whether it's used for pitching or in-house work, to
remove that burden and focus on the idea itself goes back to time management, " says Calabrese. " It goes back to tools
at our disposal. "
Seasoned event creatives know: new tools are always on the horizon and it's best to embrace them and stay educated,
lest you get left behind. " Fear can be very liberating, " says Mambro. " You can come up with the best solutions
that way. In the words of Adam Grant, 'Knowledge is power, but knowing what you don't know is wisdom.' "
Using AI is like picking another brain in your space-for free. " Sometimes, it pops out something that you're like,
'Oh, I didn't think about it like that,' " says Pulver. " I think it's an interesting tool that helps folks think about different
ways to solve a problem and provide solutions. "
HOW TO WORK SMARTER
Clients, this one is for you: give actionable feedback that maps back to your objectives. " When you are in a position
to be giving creative feedback, you have to be giving really good feedback, " says Schlossberg. " It can't just be, 'I don't
like it, that's not working.' It has to be actionable. It has to tie back to your brief or your message or what you're trying
to accomplish. "
Asking " why? " throughout the entire production supply chain helps all stakeholders make better decisions. " Starting
from the place of 'why' is really helpful, " says Mambro. " I find that when we do that, it is a lot easier to move faster. "
Mambro says she loves it when her vendors ask why she's making a decision. It enables the vendor to fight for the
things that she cares about. " It's really powerful and can help avoid a lot of back and forth. Or, help the team land on a
solution that had just not been articulated very well. "
You don't need a huge budget to tell a great story. Instead, focus on " the why behind the wow, " says Schlossberg. " Are
you just throwing a lot of stuff out there or is it purposeful? Is it connected? Is there connective tissue? And what values
are you trying to say with what you're trying to do? "
The customer knows where the dollars should be spent. It's up to you to unearth what your target audience really
needs. It might be less than you think. " One of the most important things is, who are we talking to? Who are we
engaging with? What is the experience that we hope for the person that we're trying to target? " says Calabrese. " They
will tell you where to put the money and where your budget is best spent. "
To learn more about Highmark TechSystems or to see the range of modular structures they can provide for your
next event or activation, email Matt Andrews at mandrews@highmarktech.com I 260.483.0012 x2104
SUMMER 2023 EVENT MARKETER
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Event Marketer Summer 2023

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