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  • The Bankable Benefits of Sponsoring a Hip Festival

    The Bankable Benefits of Sponsoring a Hip Festival

    Some brand partnerships are as obvious as peanut butter and jelly, but when TAG Heuer announced it would be the official watch of Coachella this year, many were left scratching their heads. The confusion is valid: Luxury watches and flower crowns make for an unlikely pairing.

    While the motivation behind why a large brand would seek a sponsorship with an out-of-the-mainstream opportunity may seem puzzling at first, the potential rewards of such a risk are tenfold.

    The Risks and Rewards of Treading in Unknown Territory

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  • Creating Content at Events: Shared and Shareable Experiences

    Creating Content at Events - Shared and Shareable Experiences

    Today's episode focuses on creating content at events. It's one of the hottest trends right now—designing events as content factories and platforms, on which attendees create and share their own experiences.

    In this episode, learn about the rise of content, the best ways to harness it and where this red hot trend is headed.

    Video Transcript

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  • How To Attract Millennials To Your Next Event

    How To Attract Millennials To Your Next Event

    In a world where competitive lifestyles and social media are stressing people out, it’s no surprise that the Millennial generation is turning to live events to spend money and make memories.

    According to an Eventbrite survey, 78% of Millennials (Americans born between 1981 and 1997) would rather spend money on experiences than material purchases, and 55% reported they’re spending more on live events than they ever had.

    These aren’t just empty words: More than 82% of Millennials surveyed attended or participated in more than one live experience in the past 12 months, and 72% said they would like to increase their spending on live events next year.

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  • Evolving Your Events: Reinventing, Refreshing, Resetting

    Evolving Your Events Reinventing, Refreshing, Resetting

    Small brands and big ones, B2B and B2C, today’s event marketers are getting more aggressive about evolving their programs and portfolios. From reinventing strategies to upgrading experiences, refreshing and resetting live events its getting big play these days.

    Take a look at this week’s EM All Access episode focusing on evolving your events.

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  • How The Unstore Is Tearing Down Brick Walls

    How The Unstore Is Tearing Down Brick Walls

    Brands are beginning to shift how they get in front of consumers outside of traditional marketing and retail channels. Today, it’s becoming less typical for consumers to travel to brick and mortar stores to browse, most will just go online for convenience. In fact, online sales are predicted to grow by an average annual rate of 9.32% over the next five years. This increase in e-commerce sales just goes to show that the original nature of the store or shop must adapt to the changing consumer. One way some retailers are starting to do this is by creating the “unstore” experience. The unstore concept isn’t solely focused on selling more products, it’s getting the products into an individual’s hands in an unexpected way.

    By creating a flexible environment, the unstore is changing the way customers interact with retail brands. When you let them experience, touch, play and feel your products, you are fashioning an emotional bond that could last a lifetime. Getting into your consumer’s mindset in this way can create brand loyalty. It also generates meaningful and rich impressions for your brand aside from typical digital representations. You are allowing them to interact and physically connect with the brand.

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  • Using Events to Connect with the Changing Consumer Audience

    Using Events to Connect with the Changing Consumer Audience

    Consumers are busy, mobile and want selfie worthy content. They have a changing emotional context and marketers need to understand those changes in order to create relevant and successful events.

    This episode of EM All Access focuses on connecting with consumers—about using storytelling, how to design an experience that unfolds and making events socially responsible.

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  • MINExpo 2016: 3 Design Tips for (Giant or Small) Exhibits

    MINExpo 2016 3 Design Tips for (Giant or Small) Exhibits

    At first glance, MINExpo seems like a showcase of big toys for big boys. There are huge pieces of equipment that attendees can climb on like mechanized tree houses, and the hulking tires are twice the height of many adults. So yes, the products at this show are mind-bogglingly huge, and it all feels like a playground of over-sized Tonka Trucks. However, these pieces of equipment aren’t just big toys, they’re big business. For example, in the mining industry, the more your equipment can move per hour, the lower your net costs (economies of scale). So for the mining industry, bigger really IS better.

    Not only are the products large, the timeline is too! Sure, MINExpo only happens every four years… that’s plenty of time, right? When companies are spending hundreds of thousands of dollars to ship pieces of equipment from around the globe (most of which are then assembled on site), the planning and logistics to make that happen begin the minute the current show ends. And that’s when the epiphany hit! It’s actually the equipment that’s the REAL star of the show! When designing an exhibit, we don’t need to overpower the equipment (not that it would be physically possible); we need to enhance the product.

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  • AVATAR™: Discover Pandora Exhibition Launches Its Worldwide Tour

    AVATAR™ Discover Pandora Exhibition Launches Its Worldwide Tour_2

    I’m happy to announce that our new AVATAR: Discover Pandora exhibition will make its global premiere in Taipei, Taiwan, on December 7, 2016.

    From concept through creation, our GES Events team has been working closely with Twentieth Century Fox Location Based Entertainment and Lightstorm Entertainment to create this groundbreaking exhibition. It invites guests to experience the wonders of James Cameron’s remarkable Academy Award®-winning film AVATAR. In this new 12,000-square-foot entertainment and educational experience, visitors will come face-to-face with the creatures and unique environments found on the world of Pandora. Attendees will engage their senses while exploring digital and tactile interactives for a truly one-of-a-kind, immersive experience.

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  • Event Planning and Strategy Development: Stronger, More Effective Experiences

    Event Planning and Strategy Development Stronger, More Effective Experiences

    The growth of experiential marketing has created larger event budgets representing bigger portions of the integrated marketing mix. They’re being planned within larger marketing campaigns and as a result are more connected to brand objectives and ROI than ever before.

    This episode of EM All Access it about the shifting strategies, shrinking turnaround times and the orchestrator model.

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  • 8 Effective Social Media Tips for First-Time Exhibitors

    8 Effective Social Media Tips for First-Time Exhibitors

    Exhibiting is no joke… there’s a ton of planning, endless to-do lists, and before you’re ready, it’s show time! With all this on your hands, it’s hard to focus on anything that’s not absolutely necessary and vital to your booth. But “necessary” and “vital” vary from person to person.

    One goal nearly all exhibitors share is to generate leads. If you walk away having made new relationships with potential customers, then exhibiting was a success. Incorporating social media is an easy and necessary way to drive traffic to your booth.

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