Anatomy of a Brand Experience
This session will inspire attendees to make their events more engaging for their attendees by incorporating the 11 Pillars of Experiential Marketing.
In its simplest form, Experiential Marketing is nothing more than a highly evolved form of corporate storytelling. But while the premise appears simple -- combine a brand message, elements of interactivity, a targeted audience, and deliver it in a live setting to create a defined outcome -- successful experiences are both art and science. Embracing Experiential Marketing requires a new way of thinking about marketing, creativity, and the role of media in the overall mix.
Through 15 years of covering the leaders of the experiential marketing movement, we've isolated and identified key success factors that successful experience brands share. None began their journeys as highly evolved experiential marketers, but many can now claim expert status after years of trial and error. Truly great experiential programs share the same anatomy, which is composed of 11 Experiential Pillars. These pillars are the essential building blocks of successful experiential programs. As with a great recipe in which ingredients are blended together to create a unique flavor, these pillars work together to optimize engagement and allow event professionals to achieve the brand-building, value-creating, clutter-breaking power of Experiential Marketing. This session will cover details and real-world examples of these pillars and how attendees can use them to improve their own programs.
Marketing Communications Division of Access Intelligence
In 2002, Kerry Smith launched what would become the largest network of experiential marketing content in the world—a portfolio that includes Event Marketer magazine, the Experiential Marketing Summit, The Ex Awards and The Event Marketing Institute. Kerry is considered to be one of the world’s foremost experts on experiential marketing—where it came from, how it’s grown, why companies are using it and what the future of marketing looks like. Kerry and his partner Dan Hanover have provided their insights to marketing teams at such companies as Procter & Gamble, Oracle, Mercedes, Cisco, Intel, Adidas, BMW, Pepsi, IBM, General Electric, AT&T, Unilever, Microsoft, McDonald’s, Dell, Coca-Cola, Kraft, and others.
A graduate of the S.I. Newhouse School of Public Communications at Syracuse University, Mr. Smith learned about the evolution of marketing from the inside out, first working as advertising agency executive in New York City and then as a media entrepreneur who has launched three marketing magazines and eight marketing conferences over three decades. His company Red 7 Media was named the one of fastest-growing privately-held publishing companies in the U.S. by Inc. Magazine in 2007 and 2008.
Currently, Kerry runs the Marketing Communications Division of Access Intelligence, which includes the Event Marketer Group, the Chief Marketer Network, MultiChannel Merchant, and LeadsCon.
When Kerry is not putting out fires in the office, he is an active volunteer firefighter and serves as Fire Commissioner in his town. He is also an accomplished furniture maker.