evm_june-2024 - 7

EMS RECAP
new connections with a Gen Z audience.
The twist: It was all analog. Participants
received kits that included building bricks,
magazine cutouts, glue and stickers. They
worked together in pairs on their proposals
or visual concepts, with a panel of guest
industry mentors providing feedback.
Leveling up trade show activations
was a hot topic for attendees of the
" Trade Show Exhibits X Experiential =
The Future " master class that featured a
" Beyond Booths " session with Jon Wolff,
global events manager for Lenovo's Solutions
and Services Group; the " Trends in
Experiential Exhibits " panel; and peer-topeer
discussions.
" We're looking
at quality versus
quantity, " Kate Alter, trade show and
events manager at Philips, said during
the panel. " So it's less about driving badge
scans and more about getting the right
people in. "
Lastly,
the EMS Executive Forum
pre-conference, hosted by InVision
Communications, centered on creating
personalized and differentiated brand
experiences that appeal
across generational divides.
to audiences
ENGAGING KEYNOTES
Alyson Griffin, State Farm's head of
marketing, led the second day's morning
keynote, driving home the value of playing
the long game and creating cohesive
touchpoints for every event campaign.
Many brands make short-term marketing
decisions that deliver ROI in the moment,
she said, but the " secret " is to avoid silos,
be consistent and move beyond " quarterby-quarter "
thinking.
" Eliminate random acts of marketing, "
she said. " It's not enough just to get the
activation right; you have to know: Did
you move them, how did they feel, were
they excited, did it match to your brand,
are you adding value to your company
over time? If you do it consistently, you
can transport your customers beyond the
activation footprint into infinite spaces. "
Former Disney Imagineer Duncan
Wardle got attendees moving, improvising
and even sketching in his dynamic afternoon
keynote session. Wardle encouraged
the audience to think outside the box,
let loose, be silly and bring back some of
that childlike creative energy that gets
stifled in adulthood. He also demonstrated
why replacing " No, because... " with
" Yes, and... " in creative sessions will always
yield better results.
eventmarketer.com
" The most common phrases we hear
are: That's not the way we do it here, we
tried that last year, that won't hit our KPIs,
we don't have the resources, " Wardle said.
" Just remind yourselves, we're not greenlighting
this idea for execution today.
We're merely greenhousing it together
using 'Yes, and...' "
During the Gen Z keynote on day
three, panelists pointed to the variety of
characteristics that distinguish Gen Z
from other demographics, and the need
to evolve their marketing strategies to
meet the demo where they are. Gen Zers,
after all, represent the next generation of
attendees-and decision-makers.
" Look
at this transition
as
an
evolutionary process, " suggested Alex
Sapiz, svp-corporate marketing at Cisco.
" We've been doing things to bring [Gen
Z] in and being formal about attracting
them into the fold over the next several
years... The biggest risk on any transition
is to be too late. Carve time for ideation.
Think long-term. "
ACTION IN THE HALL OF IDEAS
When they weren't
taking
part
in
education sessions, attendees explored
the Hall of Ideas and interacted with
exhibits, ranging from event management
software solutions to branded pop-ups to
headshot studios to a Tesla Cybertruck
brought in by Electrify Expo. Participants
got their swag on, picking up custom hats,
printed tote bags and phone charms, while
enjoying beverages and sweet treats at
booths.
SUMMER 2024 EVENT MARKETER
7
IMAGE CREDIT: PWP STUDIO
http://www.eventmarketer.com
evm_june-2024

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