experiential marketing conference 2018...informaon, regarding the world of the brand or the product...

Maarten Schram Founder & Managing Director LiveCom Alliance Managing Director Independent Dutch Event Association

Experiential Marketing Conference 2018 October 25, 2018| Athens, Greece

A good project is born not from an ambi3on to leave a legacy, but from the will to ini3ate an exchange, even a small one, with the unknown individual that will use the item you designed

“”ACHILLE CASTIGLIONI

EUROBEST

Great ideas are special. They move us, inspire us, change consumer behavior and deliver

business-accelera3ng results. We believe these ideas should be rewarded. Because crea3vity maEers; for business, for change and for good

“

”

GILLETTE | THIS FATHER'S DAY, GO ASK DAD PART 2

BEA WORLD FESTIVAL

An event is a live experience, planned in advance, in a limited period of 3me, with the objec3ve of

affec3ng the percep3on or behaviour of the audience, duly included in the marke3ng mix

“

”

let’s get phigital

BEA WORLD FESTIVAL 2017

2ND Grand Prix 1ST B2C 2ND Use of Web & Social Media

GENERATION HEETCH


3RD Grand Prix 2ND B2B 1ST Product/Service Launch 2ND Conven@on

AUDI SUMMIT 2017


3RD B2C 1ST Use of tech

SMART ELECTRIC SYMPHONY

(R)EVOLUTION OF OUR INDUSTRY

© 2017. This survey is based on local market research results. All data are analyzed by market research agency Effectmeting. No rights can be derived from the information provided.

LiveCom Alliance European Industry Survey 2017

Budget forecast

LIVE COMMUNICATION SHARE IN MARCOM MIX

14% 37%24%

10,2% 5,4%

5,6%6,5% 13,7% 4,2%

Budget trend

NETHERLANDS

BELGIUM

SPAIN

GERMANY

ITALY

UK

AVERAGE

DECREASE SAME INCREASE

1% 57% 42%

0% 41% 59%

1% 16% 84%

9% 54% 37%

9% 56% 35%

21% 59% 21%

6% 72% 22%

7% 51% 43%

UK

PORTUGAL

14% 30% 56%

31% 42% 27%

19% 46% 35%

14% 59% 27%

21% 30% 49%

6% 74% 20%

18% 47% 36%

Number of events

NETHERLANDS

BELGIUM

UK


20% 19% 61%

1% 33% 66%

7% 38% 55%

- 70% frequently or periodically collaborate with other agencies - 64% expect collaborations to increase in ’17

LEAD TIMES20% clients <3 months ('16 same, '15 49%)

57% still strong tendency to improvise last minuteand 33% still last minute

60% start on time; 40% still last minute

Trends

Integrated concepts

Human factor/the conversation

- high expectations and stagnating budgets- 'doing more with less' familiar mantra- budgets too low to meet ambition / business goals- improving margins key challenge in ’17- 89% faced challenges improving margins- changing business models adversely impact profits

Growth vs return on projects

Converging marcom disciplines

- 97% face challenges finding and retaining talent - 33% encounter inadequate HR which impacts talent development and retention

Talent

2016 2017 2016 2017 2016 2017

© 2017. This survey is based on local market research results. All data are analyzed by market research agency Effectmeting. No rights can be derived from the information provided.

LiveCom Alliance European Industry Survey 2017

Budget forecast

LIVE COMMUNICATION SHARE IN MARCOM MIX

14% 37%24%

10,2% 5,4%

5,6%6,5% 13,7% 4,2%

Budget trend

NETHERLANDS

BELGIUM

SPAIN

GERMANY

ITALY

UK

AVERAGE


1% 57% 42%

0% 41% 59%

1% 16% 84%

9% 54% 37%

9% 56% 35%

21% 59% 21%

6% 72% 22%

7% 51% 43%

UK

PORTUGAL

14% 30% 56%

31% 42% 27%

19% 46% 35%

14% 59% 27%

21% 30% 49%

6% 74% 20%

18% 47% 36%

Number of events

NETHERLANDS

BELGIUM

UK


20% 19% 61%

1% 33% 66%

7% 38% 55%

- 70% frequently or periodically collaborate with other agencies - 64% expect collaborations to increase in ’17

LEAD TIMES20% clients <3 months ('16 same, '15 49%)

57% still strong tendency to improvise last minuteand 33% still last minute

60% start on time; 40% still last minute

Trends

Integrated concepts

Human factor/the conversationAtypical formats

Efficiency/reduction of costsReliability

Immersive digital experiences

- high expectations and stagnating budgets- 'doing more with less' familiar mantra- budgets too low to meet ambition / business goals- improving margins key challenge in ’17- 89% faced challenges improving margins- changing business models adversely impact profits

Growth vs return on projects

Converging marcom disciplines

- 97% face challenges finding and retaining talent - 33% encounter inadequate HR which impacts talent development and retention

Talent

2016 2017 2016 2017 2016 2017

“Once the Experience Economy has run its course, the Transformation (Purpose) Economy will take over”

Pine & Gillmore

COMPASSION

COLLABORATION

CONVERSATION

COMMUNITY

CONTENT

CONSTRUCTIVE

CREDIBLE

CONTAGIOUS

CREATIVECREATIVE

Sincerity is key and only possible from authen3city.

It’s a co-opera3ve process, brands and people need each other to effectuate purpose.

It’s interfusion, the superla3ve degree of interac3on, an intensive dialogue between people and brands in

order to reach maximum impact for both.

Brands services people according to relevant informa3on, regarding the world of the brand or the

product and only with added value.

It’s not about maximum reach, it’s about maximum influencing people

Purpose only gets valuable when people mark ac3vi3es from brands as valuable.

It’s all about making an enduring difference in the lives of a person, only then it turns into purpose.

Model by Kees Klomp, 2015.

Target audiences do not longer exist, this is only invented to put people into a box. It’s about which do

you consider to be part of.

NESCAFE GOLD | FOR THE MOMENTS THAT MATTER

I believe that live encounters do build a stronger future in all societies and industries, especially in this digital day and age.

get phigital

Thank you!

MAARTENSCHRAM

LIVECOMALLIANCE

LIVECOMALLIANCE

experiential marketing conference 2018...informaon, regarding the world of the brand or the product...

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