Paul’s Thoughts on 2010

The economy, social media, branding 2.something, authenticity, green marketing and responsible living, and the rise of urban culture…  With virtually every facet of consumer influence in a state of evolution, revolution or flux, Feats takes a look at the impact on events and experience marketing.  We forecast a mashup of the most poignant of engagement strategies, even as marketers will remain true to the basic tenets of successful — and influential — human interaction. Our thoughts for 2010 and beyond:

1.  How we learn matters. Understanding how the mind takes in and processes information — rather than adopting a “What information do we want to deliver?” approach —  will drive meeting and event planners. Meetings and events provide focused opportunities for learning, connecting and motivating important constituents. How that information is most effectively received is critical to avoid “motivational speaker 48-hour diminishing recall.”

2.  The rise of in-person outreach. Economic woes and “Electronic Information Fatigue Syndrome” (the overload of instant and constant data and communication) will send consumers looking — more selectively — for meaning and genuine connectivity. And marketers and meeting planners alike will continue to focus on “get more for less” outreach programs.  The mashup:  face-to-face and hands-on experiences will gain in popularity and meaning as brands, organizations and causes seek to create real life and real touch opportunities. Attendees want in!

3.  Ongoing engagement will be central to sustaining value for organizations.  Face-to-face events combined with virtual events are no longer one-and-done programs but are key drivers of cohesive campaigns; e.g., mid-course regional meetings keep annual national meeting content and goals moving.  Look to extend engagement via community building, social media, events and prolonged conversations — driven by organizers and participants alike.

4.  True integration of events into marketing and membership programs. Once reserved for splashy launches or for getting body spray into the hands of hundreds of thousands of unsuspecting NASCAR fans, one-time, Big Events will give way to simpler and more frequent events that will play a central role in marketing efforts, taking their cues from meetups, Tweetups and networking groups that have made more personal interactions a key part of the communications mix.

5.  Storytelling becomes storysharing. Participants gain the most value by engaging personally. And storytelling has long been one of the most powerful tools of engagement. Combining audiences and stories and having guests generate tears and high fives themselves create more sustained learning while deepening connections. Donors with recipients, product contemplators with product advocates, users with each other.

6.  “Boring isn’t an option.”  Certainly, no one strives for a “boring” event, but indiscriminately stripping budgets can strip away the most engaging elements of a once-provoking event.  Events must become smarter as they become more streamlined, looking first at audience, need and effectiveness strategies.  High flash may heed to high impact, but we can’t lose the opportunity to make a lasting impression.

7.  Green marketing and buy-local campaigns continue their march from fad to fundamental as events consider “responsible lifestyle choices” more than gratuitous efforts at “greening” events.  We expect to see more zero-waste efforts, fuel-saving local materials, healthier food choices, cause-related tie-ins and impact assessments as part of ongoing event measurement.

8.  Applications of technology, media and means of interaction and communication.  Intelligent technologies will be used in new ways to let consumers engage with products like never before.  (We’re looking forward to the Vancouver Olympics as a typical showcase for the latest and greatest in entertainment technologies!)

9.  A fresh look at measurement.  Events provide tangible engagement — but often intangible effects on sales goals. Customized measurement techniques will enable us to 1) define what success looks like — e.g., more fans/followers/friends and positive buzz, and 2) set quantifiable goals at the beginning of each event/campaign.

10.  An emphasis on meaning.  As each of us seeks to spend our time and resources wisely this year, attendees will seek out experiences that truly affect them.  When a program moves us to tears, when we get choked up, when an experience provokes an emotional response, we’re moved. Let’s go out and move the world to act — one event at a time.

Feats Inc. creates live experiences that build lasting connections between brands and target audiences.  The company provides full-service, strategic event design and production for a broad range of client and industry segments, including corporations, colleges and universities, nonprofits and general consumers. Recent clients include Crayola, Johns Hopkins Institutions, the Newseum, KPSS, Inc., McCormick & Co, Inc., Cornell University and the Baltimore Ravens. Feats also offers services through its specialty divisions:  SocialFeats, which focuses on social events, andFeats Express, offering support for professional meeting and event planners.  For more information, visit www.featsinc.com or contact us at 410-727-5575 or contactus@featsinc.com.