MARKETING MARKETING TRENDS & TRENDS &

EVENTSEVENTS

EMEC - 2008EMEC - 2008Eric Mottard – grupo eventoplusEric Mottard – grupo eventoplus

INTRO

• 8 trends

• Not exhaustive

• … but impactful for events & meetings

ABOUT EVENTS

• What they are:

– Marketing / communication tool

– Live action

– Social moment

– Corporate / professional action

– More?

• So maybe we should pay attention to…

– Marketing / communication trends

– Show / entertainment trends

– Sociology trends

– Changes in corporate / professional ways

– More?

ABOUT EVENTS

• Definitely a communication tool

• “Events are more and more integrated with the global communication of the company” (American Business Media report)

• Communication agencies getting very active

29%

41%

63%

2004 2005 2006

% exhibitors who integrate events with the rest of marcom activities

Source: Tradeshow week

INTRO: LOVE MARKS

• Dont think “consumer”, think “people”

• From product to experience

• Trust, not just honesty

• Try to get preference, not mere quality

• Aspiration, not just awareness

• From identity to personnality

• From functions to feelings

• Not merely be seen: make our presence felt

• Dialogue, not just communicate

• Not just service, relationships

Source: Saatchi & Saatchi

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point!

Enlighten me!

Stronger together

And more…

BRAND = EXPERIENCE: WHO?

STARBUCKS

J&B

NIKE

KLEENEX!

BMW

BRAND = EXPERIENCETHE CENTRAL VALUE

ConsumerStore

Ads Street

Web

Custo care

Event

Etc.

What experience do I offer, and where?

BRAND = EXPERIENCECONSEQUENCES FOR EVENTS

WHAT DO WE DO?

• Brands dont communicate products, they communicate experiences

• ?

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point!

Enlighten me!

Stronger together

And more…

LET ME SPEAK! – WHAT DO WE DO?

• Target wants to and can express their opinion • ?

WHAT DO WE DO?

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point!

Enlighten me!

Stronger together

And more…

BRAND INVASION

• Dont think “consumer”, think “people”

• From product to experience

• Trust, not just honesty

• Try to get preference, not mere quality

• Aspiration, not just awareness

• From identity to personnality

• From functions to feelings

• Not merely be seen: make our presence felt

• Dialogue, not just communicate

• Not just service, relationships

Fuente: Saatchi & Saatchi

LOVE MARKS

BRAND INVASION – WHAT DO WE DO?

• Our brand has to be present in our target’s life, surprise them, offer them a brand experience

– … not just when we invite them to an event

• ?

WHAT DO WE DO?

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point!

Enlighten me!

Stronger together

And more…

WILL YOU BE MY FRIEND? – THE OBSESSION

Fuente: estudio grupo eventoplus, 2007

GRUPO EVENTOPLUS POLL, 2008

0% 20% 40% 60% 80% 100%

Web 2.0 apps

Learn new things

CSR

Interactive applications

Technical elements

Health/relax

Humor, fun

Training activities

Sustainable events

Food creativity

Networking

Creativity/surprise

Providers

Corporate

Agencies

WILL YOU BE MY FRIEND?

• Dont think “consumer”, think “people”

• From product to experience

• Trust, not just honesty

• Try to get preference, not mere quality

• Aspiration, not just awareness

• From identity to personnality

• From functions to feelings

• Not merely be seen: make our presence felt

• Dialogue, not just communicate

• Not just service, relationships

LOVE MARKS

Source: Saatchi & Saatchi

WILL YOU BE MY FRIEND?

• Making contacts is increasingly a priority of our target when coming to events

• ?

WHAT DO WE DO?

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point

Enlighten me!

Stronger together

And more…

ENLIGHTEN ME – “STATUS SKILLS”*

* Source: Trendwatching.com

• We all offer “status”, recognition

• … which increasingly depends on what we can do

• Result: more and more brands offer “status skills”

ENLIGHTEN ME

• An increasing value consumers and professionals are seeking is increased knowldge, new skills

• ?

WHAT DO WE DO?

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point

Enlighten me!

Stronger together

And more…

GO TO THE POINT

• People cant focus for long anymore

• 20 minutes?• ?

WHAT DO WE DO?

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point

Enlighten me!

Stronger together

And more…

STRONGER TOGETHER

• Increasingly brands are getting together for their marketing / communication

• Examples of co-branding:

Adidas / Diesel Glenrothes / Sampaka Philips / David Delfin

STRONGER TOGETHER

• Other brands can help me be stronger, improve my image…

• ?

WHAT DO WE DO?

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point

Enlighten me!

Stronger together

And more…

GRAB MY ATTENTION

• Too many messages (1500? 3000?)

• Getting harder to impress / impact

• Solutions?

– Very good creativity

– Or story-telling?

GRAB MY ATTENTION – THE STORY

• Stories are increasingly used

• ?

WHAT DO WE DO?

KEY TRENDS

Let me speak!

Will you be my friend?

Brand invasion

Grab my attention

Brand = experience

Go to the point

Enlighten me!

Stronger together

And more…

MORE…

• Technical elements back in their place

• Love of contrast / combining different elements

• CSR / green meetings

• And more…

THANKS

Eric Mottard

+34 902 90 31 90

www.grupo-eventoplus.com

em@eventoplus.com

© Shockfish SA 200719 September 2007 | Slide 33

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