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We were lucky enough to attend Event 360 this week, a huge summit hosted by Event Magazine and C&IT. Trend-setters and influencers in the event industry come together to mingle. And mingle we did.

We met brand experts, PR gurus and some of the most talented real-time graphic designers we’ve ever come across.

“Forecasting the future of brand experiences” was the theme of the day. Here are the main things we took away from it, to ponder.

If you’re wanting to talk to millennials, you need to make them feel special.

Vodafone told us this. Their very cool  Future Breakers campaign (that isn’t a campaign at all, but a three-year investment in finding and nurturing new music talent) needed an experiential element. Enter, #FutureBreakersLive. Bringing the talent within touching distance of festival goers, making them part of the story.

“Everything needs to be photogenic. Vodafone-generated content (or VGC) needs to slip seamlessly into user-generated content (UGC)”

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It’s hard to prove ROI on consumer-based events. 

Fentimans (“Botanically brewed drinks”) spoke to us about the difficulties they faced convincing everyone in the office than non-trade show events are a good idea. How do you prove they’ve made an impact? Their answer was simple, for them: look to social media. Look at how many people had your brand dropped in front of them, clickable and deliciously shareable. Fentimans take care to ensure that their pop up events (next up, a Magical Mixology Workshop) are distinctly Instagrammable.

“Two words: edible glitter. Does it get any more shareable than that?”

 

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Sometimes, your target audience is people that don’t know you exist

NFL talked about their struggles making an impact in the UK. Their marketing in the states is a completely different ball game. They know their fans there. Here, they don’t have that many. And they want more. So they went big – taking over Regent’s Street with marching bands, cheerleaders and NFL players. They were marketing to people that didn’t plan on being marketed to that day. It’s a different breed of event but an effective one, undeniably. It’s the element of total surprise that, done well, can make a lasting impression. Whether its a passer-by spotting an NFL flag flying above their head or a tweeter spotting a trending hashtag, your audience might sometimes simply be fresh meat.

 

Did you attend Event 360? What were your key learnings? 


ABOUT THE AUTHOR

Kiera Sweeney

Copywriter and novice hiker.

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