Experiential Marketing Summit 2015 Tackled the New Marketing Landscape
May 18, 2015
More than 1,500 attendees were on hand for the he Experiential Marketing Summit (EMS), held in San Francisco May 11-13, to hear from a wide range of fantastic speakers on new topics and issues facing the industry. And, it was clear that when it comes to marketing, experimentation has never been more important.
In the morning keynote, CMO of Bacardi, Dima Ivanov discussed how Bacardi reviewed their brand and the customer experience in an effort to get back to the roots of the company.
One key component was the identification of where the experience takes place, and maintaining that consistency in the experience. He also discussed the vision of the experience being important, as well as having an understanding of the prospect you are targeting.
In the session “Influencer 2.0”, Alex Frias of Track Marketing Group, started the lecture with this statement: ‘Influencer is a dirty word.’ He also went on to review the idea of social influence as not always platform-agnostic, so platforms need to be considered when deciding on an influencer’s reach.
There also needs to be a value exchange, according to Frias, and more than just digital reach, but offline influence as well, to truly make a social mark.
During the afternoon keynote, Kevin Alloccca of YouTube, looked at what makes content explode, as it does on their infamous channel.
Like other sessions, he looked at the new generation of content feeders, and has named them ‘Gen-C’. They are looking for content that provides connections, creation and community. He also demonstrated, using popular video segments, content has to provide interactivity and an authentic experience. “Make things that people want to be part of,” he added.
The well-attended session on College Millennials, led by Seth Fishbein of Keurig and Matt Fasano of Fluent, discussed the traits of the Gen Z group (ages 7–18). With this group, the two explained, the brand experience has to be socially oriented, it must empower the target group and it must deliver value.
This group also believes that “failure is simply another shot at achievement”. By targeting Gen Z, companies can anticipate the future of consumer behavior, since this group is rewriting all the rules when it comes to purchasing.
The 2016 EMS Summit will take place May 4-6 at the Denver Convention Center. For those who work in creating a brand experience, whether in the digital world or offline, this is a key conference to attend.
Partner Voices
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New Wave Experiences
Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024.
Enhanced Technology
Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space.
Refreshing New Design & Fine Art
The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights.
Sustainable Spectacles
Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles.
The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.
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