Using Experiential Marketing to Rethink Branding

With the advent and ubiquity of social networks, search engines, and smartphones, the past decade has seen a major shift in marketing strategy. A marketer’s job is no longer to shout a message about a product at consumers, but to cater to consumers and provide them with any information they may need. In other words, a marketer’s focus used to be the product, and now it’s the consumer.

A successful marketing strategy has always included building a recognizable and reliable brand. Before the age of the Internet, this typically required organizations to come up with catchy, memorable names and slogans, and to attach well-designed logos to their marketing materials. But consumers today are inundated with 140-character messages and professional photos and images—so how do marketers ensure that their organizations stand out? Read More...

  Written by Lauren Taylor on 2/13/17 4:53 PM

How Event Pros Can Learn from Art Basel's Success

Started in the 1970s in Basel, Switzerland,  Art Basel now hosts premier Modern and contemporary art fairs in Basel, Miami Beach and Hong Kong every year. The art fair has a reputation for showing high quality work and attracting leading artists, galleries, collectors and sponsorship brands from around the world—and this week they’re kicking off their four-day Miami event.

Not only has Art Basel managed to navigate the logistics of planning an event that spans several days, but the fair has also attracted 269 galleries to showcase work by over 4,000 artists at their Miami event this year. Art Basel Miami is expecting over 70,000 attendees, and brands were clamoring to land one of the fair’s sought-after sponsorship deals during the early planning stages of the event.

  Written by Lauren Taylor on 11/30/16 12:48 PM

5 Trends for Experiential Marketing in 2017 and Beyond

Thanks to the rapid development of new technology, the event and experiential marketing field is constantly in flux. From finding the event marketing software that best suits your needs to incorporating virtual reality into your events, there are always new tools and technology that help take experiential marketing to the next level. But with so many evolving trends, how do you know which ones deserve your attention?

Last year we launched our Future of Event Marketing online series, interviewing industry experts about the future of experiential and asking them the compelling questions to which all event pros want answers. This year we’re doing it again, and have interviewed industry-leading event pros about what they see as the future of the industry. To give you a preview into the series, we’ve compiled a list of the top six trends for event and experiential marketing in 2017 and beyond—keep reading to learn more, and if you haven’t done it yet, click here to register for the series.

  Written by Lauren Taylor on 10/17/16 4:00 PM

6 Ways to Get Event Attendees to Commit to Your Brand

This is a post from Nick Smirniotopoulos, a guest columnist. Thanks for your contribution, Nick!

How do you get people to commit?

Thought leaders in the business world have been asking that question for years. Whether it’s closing a sale or signing a contract, certain principles can determine the success of these transactions. Business leaders have been turning to thought leaders like Dr. Robert Cialdini to help them maximize their influence.


  Written by Brian Pesin on 8/15/16 5:02 PM

3 Things to Remember When Designing Branded Swag For Your Event

This is a guest post from Brad Wayland, the VP of Business Development at BlueCotton. Thanks for your contribution, Brad!

An event’s content should stand on its own, but that doesn’t mean you shouldn’t give away some goodies. To do that, you need to keep a few things in mind.

Conference bags are often a dime a dozen – felt receptacles filled with knick-knacks and doodads that no one ever bothers to use. They’re boring, forgettable, and generic. But yours doesn’t need to be.


  Written by Brian Pesin on 8/10/16 5:12 PM

How Helios Interactive Created a Test Drive Experience for Lexus Using Virtual Reality

In this week's featured post from our Masterminds of Experiential Marketing series, Event Farm's CMO, Alexandra Gibson, spoke with Mike Schaiman, Managing Partner at Helios Interactive. In the interview, Mike talks about how Lexus gave prospects a real driving experience with its newest sports car, the RC F, using virtual reality hardware and software.


  Written by Brian Pesin on 7/21/16 4:12 PM

How Trade Show Internet Saved OFFLINE Summit's Event Wi-Fi

If you’ve attended a marketing conference in the past few years, then you know how big of a struggle accessing reliable and quick Wi-Fi can be for you and your fellow attendees. You’re not alone in this struggle; Wi-Fi consistently ranks as one of the most important conference must-haves for attendees, yet the experience at most conferences remains pretty poor.


  Written by Brian Pesin on 7/6/16 5:02 PM

How Linder Global Events Connected the Trust for the National Mall with Millennials at Landmark Music Festival

In this week's featured post from our Masterminds of Experiential Marketing series, Event Farm's CMO, Alexandra Gibson, spoke with Rebecca Linder, Founder and CEO of Linder Global Events. In the interview, Rebecca talks about how for the first time ever, the National Mall hosted the Landmark Music Festival, a music festival with two full days of 40+ musical performances across 5 stages on its grounds. The festival marked the kick-off to the Trust for the National Mall’s Landmark Campaign, a national initiative aimed at increasing awareness about and funds for the National Mall. Linder was brought on to produce the Trust’s #MakeYourMark tent, an interactive experience that educated festival-goers on the National Mall, Trust, National Park Service, and the Landmark Campaign. Every component within the tent contributed to the overarching goal of engaging a new generation and increasing exposure to the organization’s mission.


  Written by Brian Pesin on 6/20/16 9:38 PM

How MKG Built Brand Equity for Delta with "Stillness In Motion" at TED

In this week's featured post from our Masterminds of Experiential Marketing series, Event Farm's CMO, Alexandra Gibson, spoke with Lauren Austin and Tricia Desjardins at MKG in New York City. In the interview, they discuss how, at TED 2015, one of the most influential conferences of the year, Delta showcased their commitment to productivity both in the air and on the ground through our Stillness In Motion experience. Inspired by Pico Iyer’s "The Art of Stillness", the interactive installation asked TED attendees to be more conscious of being present and still, which ultimately instilled a sense of calmness while simultaneously allowing them to be more productive.


  Written by Brian Pesin on 6/7/16 5:54 PM

9 Experiential Marketing Trends for 2016 and Beyond

We're getting REALLY excited for OFFLINE Summit, our inaugural annual event and experiential marketing conference, taking place in Brooklyn on June 2nd. We've had our awesome, star-studded speaker lineup posted on our site for quite some time, and just posted session titles and descriptions on our site so that our (actual and potential) attendees can start thinking about the speakers from whom they'd like to hear and the topics that appeal to them most.

To get our speakers and attendees even more excited about OFFLINE than they already are, we asked them to identify one key trend in experiential marketing and technology that they feel is making its mark on 2016 and beyond. Nine of our prized conference participants sent us snappy, not to mention very insightful, responses, so be sure to keep these trends in mind as you're crafting engaging activations for your brand or clients moving forward. Read on to learn more about the most important experiential marketing trends!


  Written by Brian Pesin on 5/18/16 11:21 PM


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