MARKETING TRENDS & EVENTS EMEC - 2008 Eric Mottard – grupo eventoplus.
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MARKETING TRENDS MARKETING TRENDS & EVENTS & EVENTS EMEC - 2008 EMEC - 2008 Eric Mottard – grupo Eric Mottard – grupo eventoplus eventoplus
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Transcript of MARKETING TRENDS & EVENTS EMEC - 2008 Eric Mottard – grupo eventoplus.
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…
© Shockfish SA 200719 September 2007 | Slide 33
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