Spring 2017


INSIGHTS TRENDING »


Live Events and the Future of Marketing: It’s Time to Put on a Show


by Robin Bennett


shifting our focus and finding ways to enhance our face-to-face interactions, whether in a trade show, conference, meeting, retail interaction, or the company lobby. According to Forrester’s “2017 Predictions: Dynamics that Will Shape the Future in the Age of the Customer,” 40 percent of consumers are on the move, showing a high willingness and ability to shift their spending. An additional 25 percent of consumers are building to that mindset. The report points out that customers are “highly emotional” beings, and the brands that can influence emotions and create meaning will outperform those that can’t. This is new territory for a lot of marketers.


Content marketing, which has been the dominant mindset for the past decade, relies on a series of digital connections and touch points that unfold over time. Marketing has been safe, and marketers haven’t had to risk a lot of face-to-face interaction. But as customers grow restless and content loses


NEWS | REVIEWS | IDEAS | OPINION |


A recent experience in New York’s Times Square changed my perspective on marketing. I was walking with a friend through a crowded maze of tourists when a man approached us. “Hi, ladies, quick question: Have you had your 300 today?” he asked. I paused momentarily, then took the bait. “Our 300 what?” I asked. “Your 300 laughs,” he said, explaining that children laugh 300 times a day, but adults barely make it to 15. “Laughter keeps us young, helps us grow, and makes us more attractive.” He winked. It turned out he was selling tickets to a


stand-up comedy show, and his methods were fascinating. Once he had our attention, he immersed us in laughter, regaling us with stories, impressions, and comic bits.


“How long have you been doing comedy?” I


asked. His response shocked me: “Oh, I’ve never done comedy,” he said. “I’m the marketing guy.” He could probably make it in comedy, but I’m glad he chose marketing, because as a marketer, he’s truly exceptional. Within the span of a few minutes, he made us crave his product— laughter—and he did it by getting personal, using emotion, and immersing us in laughs. It was a powerful moment, and it made me


wonder, “Is this where marketing is headed? Do we have to hit the street, armed with a routine?” In a way, yes. This is the future. We may not have to hustle our product in Times Square, but we will have to create meaningful and unexpected moments for our customers. We can start by


Five Tips for Designing a Live Experience Audiences Will Love


1 ORGANIZE YOUR


EXPERIENCE AROUND ONE THEME OR CONCEPT. Chose a word that connects with an emotion or desire, such as luxury, safety, or wellness. Make sure all the details support your concept, including the materials, images, displays, lighting, and giveaways. Every element should reinforce your theme.


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