Home' micenet eMag : micenet October 2017 Contents EVENTS | STU KATZEN
n the last few years everything has been
more and more about experiential. Our
company names and styles have morphed
to reflect this. We are no longer event
companies or do just events; we are now
experiential agencies and we do experiential
activations. Chuckle as we might at this, like
it or not, this is the new future.
To be frank I could not agree more. The
event and the “experience” should be about
touching people in the moment. It should be
about emotionally moving guests and
allowing them to experience the brand first
hand. Why else would the client spend all
that money to engage an audience?
the audience is not being engaged in an
experiential way, the client has wasted
whatever money they have spent on that
particular event or activation.
If we look at brands, for example, we are
no longer buying a product, we now buy a
brand and all the marketing that comes with
that. The brand has now become the service
or product and our association with that
brand defines who we are and where we sit,
more so than ever.
We no longer buy sneakers, we buy Nike
or new balance (note the lower caps please);
we don’t just buy a bag, we buy Gucci. We
buy the kudos of that brand. That purchase
defines us and how we present to the world.
Gone are the days when you simply created an event.
And that’s great news for savvy planners, says Stu Katzen.
THE BIG THING
It makes a precise statement about us as a person, again more so than ever. This must now
translate to events and MICE. In days gone by, the event or activation had to be congruent with
the brand in colour, style and design. Now it goes even further. I worked on a fitness brand and
as part of their activations we had to get the menu signed off, not just the items, but their
ingredients. We had to limit the amount of alcohol available and every aspect of the event had
to reflect the brand and its public awareness, and rightly so. How can you have a fitness brand
that espouses the use of unlimited alcohol, fried foods and high butter content at its activations
The experiential level has also become immersive. Not just at a visual brand level, or at an
events level, but I now also see experiential being used in pre-event comms, call to action and
post event surveys, thus taking experiential to the digital level... the next obvious step.
Asking the audience to engage, to think, to reply and to commit prior to the event is now
common practice. Asking guests post event to respond at various levels is also common, and the
use of digital and social media platforms during the event is now just a normal part of an event.
From delivering surveys and post-event videos, to engagement on social media and a host of
other methods, as digital platforms grow in complexity, ability and integration within our lives, it
is the obvious choice to use these platforms to engage the market.
Not only is the ease of engagement there, but so are the analytics. The ability to pinpoint
who, when, where and what, all in one place and in scary detail.
We now experience branding and therefore the experience that comes with that brand at all
levels – physical, social, and of course digital.
Translation for events? As an audience, we now experience that event on so many more
levels, in much greater complexity. We don’t just arrive and experience the event. We are now
forced to immerse ourselves in the marketing of the complete brand. This takes place at every
level of the experiential activation.
As an event person, it is now my job to engage my audience from the moment they learn of
the event, to weeks after the event and everywhere in-between. With this comes a whole new
set of required skills, jobs and technology. Our budgets and how we allocate them are changing
and without a doubt our audience is as well.
My parting words on this are, ignore the above at your peril. Embrace it as the way forward
and use it to create amazing guest engagement. Please feel free to email me your feedback. m
Stu Katzen can be contacted on email@example.com or visit www.eventify.com.au.
98 | micenet
Links Archive micenet August 2017 micenet December 2017 Navigation Previous Page Next Page