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Brand Experience

Where Inspiration and Tech Meet: CSAE’s Tête-à-Tête 2017 Tradeshow & MPI’s Charity Auction & Dinner

By | Brand Experience, Event highlights, Freeman, MPI | No Comments

New technology, proven marketing, and touching moments give event professionals something to talk about

Winter may be in full freeze, but things are already warming up in the Canadian brand experience category. The Tête-à-Tête Tradeshow sizzled Ottawa on February 2. It was a full day of groundbreaking tech, rewarding networking, and insightful information that set the tone and raised the bar for the rest of 2017.

Hosted by the Canadian Society of Association Executives (CSAE), Tête-à-Tête brought together premier suppliers, association executives, government procurers, and meeting industry professionals. Here’s what had the 1500 delegates, sponsors, and attendees bussing.

Virtual reality is a reality

Without a doubt, the big splash at the event was the official release of the Freeman virtual reality offerings to Canada’s event industry. Attendees eagerly waited for their turn to immerse themselves in the in-booth VR experience. When applied to brand experiences, marketers can employ the technology to show how their product or service works in the home or workplace — as well as create remarkable experiences on a show floor. What’s more, it can be used for planning, allowing planners to explore how various design approaches look in a specific space or take simulated tours of a site.

Speaking of success

Beyond the engaging tech and bustling networking, Tête-à-Tête provided two keynote speakers who focused on inspiration, following dreams, and achieving goals — as well as the importance of persistence and self-efficiency. The first keynote was The Amazing Race Canada host and Olympic gold medalist Jon Monty, who talked about the importance of taking risks. At one point he said, “The more often we take those first steps toward the things in life that scare us, the easier it is,” adding later, “The only way you build confidence is you earn it through repetition.”

Afterward, disability rights activist Rick Hansen also inspired the audience. He explained that success breeds success and that focus was the main key to success. Showing a picture of himself in his wheelchair on top of the Great Wall of China, he further said, “There are no walls too big in life that can’t be climbed.”

The picture was taken after Hansen had toured around the world in his wheelchair, revealing that perhaps for marketers to climb their campaign walls they need to go on a journey of discovery first.

Social events for measured results

It certainly wasn’t all work and no play at this tradeshow. Canadian Destinations hosted Reveal Social at the Craft Beer House the night before Tête-à-Tête began, while PCMA Canada East Social held a reception at Daly’s in the Westin after the event.

The social climax for Tête-à-Tête would have to be the MPI Charity Dinner & Auction, held after the PCMA Canada East Social. More than 700 association executives, government procurers, meeting planners, third-party planners, and corporate planners met not only to network, but to also raise money for two charities, The Ottawa Network for Learning and Hopewell, an eating disorder support center, proving that social responsibility and brand experience go hand-in-hand.

The main stage of the Charity Dinner & Auction was adorned with three large screens, the middle one a circle with truss around it, all continually broadcasting useful content to the audience. The lighting of the mains stage corresponded to the brand color of the sponsor when he or she was speaking. Physical stencils (Gobo’s) were placed in many of the light sources to create a breathtaking starry field across the room.

Many professionals claim that Tête-à-Tête sets the pace for the year in terms of leads acquired for planners and feedback to perfect later events. Considering it’s a one-day event, it seems time well-spent and time well-invested for attendees early in a busy year of so many brand experiences.

Huge thanks to the following Freeman team members for making these shows such a success:
Jeff Coppola, Chris Ferris, , Sean Watson, Travis Sexton, James Thorpe, Adam Rochon, Mike Herrick, Robin Ackerley, Davis Elgear-Ascender, Danny Watters, Jeff Mills, Steven Laramee, Chris Johnston, Garret Brink , Calvin Daye, Michael Forceno , Janis Zarins and Stephen Nelson

Thank you to the Freeman sales and marketing team that represented Freeman at Tete-A-Tete: Danielle Lachapelle, Bryan Glube, Jamie Holland, Guido Guzzo, Jamie Donaldson, Brian Goyette, Rick Robert, Brian Johnston, David McSherry, Heidi Welker, Steve Bury, Philippe Dupont and Robert Pallen

MAXIMIZE THEIR JOURNEY: A Series for Event Marketers by FreemanXP

By | Audience Engagement, Brand Experience, Engagement, FreemanXP | No Comments

An introduction into meeting needs and deepening attendee engagement during brand experiences

What if we could decode the attendee? Figure out their wants, their needs, what makes them tick and their expectations—even before they do. With the help of famed psychologist, Abraham Maslow, and his “Hierarchy of Needs,” creating powerful and engaging brand experiences just got a little more certain. Sounds too good to be true, doesn’t it?

Well, thankfully, it isn’t.

There are certain inherent needs to live within all of us. We all want to be fed, to have shelter, and to be safe. In short, Maslow argues that all of us must have a few basic rational needs met before we open ourselves to more emotional triggers like friendship and love.

Read more on the FreemanXP blog.

Hot Product Launch: Pique Curiosity with Animated 3D Holograms

By | Brand Experience, Hot Technology, Product Launch | No Comments

*La version française suit le message anglais.

If a photo is worth a thousand words, a holographic 3D moving image will leave your audiences speechless with intrigue.

Let our Creative Services team produce vivid animated graphics tailored to your specifications and adapted to fit seamlessly into the hologram cube size of your choice.

Display 360-degree holographic rotations of your feature products. Engage passersby at tradeshows and convert them into brand ambassadors.

• Ideal for tradeshows, exhibits and showrooms
• Visible in well-lit atmospheres
• Units available in 15” to 40” cubes, and a 70” freestanding panel

Push the boundaries of exhibit display and make crowds take notice. As your strategic partner, we can transform any meeting room into an interactive communication hub to engage and amaze your audience.

For more information, contact us.

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Lancement de produit: Piquez la curiosité avec des hologrammes en 3D animés

Une image vaut mille mots, mais une image holographique animée en 3D laissera vos visiteurs sans voix tellement ils seront impressionnés.

Notre équipe des Services créatifs produira selon vos spécifications des animations 3D saisissantes qui s’insèrent parfaitement dans des holocubes de la taille de votre choix.

Exposez une représentation holographique de votre produit vedette effectuant une rotation complète et attirez les curieux dans les salons commerciaux. Ils deviendront des ambassadeurs de votre marque.

• Idéal pour les salons commerciaux et les expositions
• Visible même dans un environnement bien éclairé
• Avec holocubes de 15 po à 40 po ou sur panneau autoportant de 70 po

Repoussez les limites de l’affichage et captez l’attention de la foule. En tant que partenaire stratégique, nous pouvons convertir n’importe quelle salle de réunion en un centre de communication interactif afin d’éveiller l’intérêt de votre auditoire et de l’éblouir.

Pour en savoir plus, contactez-nous dès aujourd’hui .

Comic-Con: Game of Brands

By | Brand Experience, Face-to-Face with Freeman blog, FreemanXP, Industry News, International Events | No Comments
Published by Alison Jenks, SVP at FreemanXP | Source: Face-to-Face with Freeman blog

What B2B Event Marketers can learn from Comic-Con International 2015

Unless you’ve been living under a rock over the last week, you’ve probably seen a lot about the 2015 Comic-Con International in San Diego. Comic-Con started in 1970 as a one-day “minicon” devoted to creating awareness of, and appreciation for, comics and related popular art forms. Today there’s nothing mini about it. The conference receives attention from all over the world, attracts the biggest names in entertainment and draws over 130,000 people for the four-day event in America’s Finest City.

Most of the high-profile entertainment brands at Comic-Con could easily tap into their own established and widespread distribution networks to reach such large audiences. And yet, they prioritize a big showing at Comic-Con – underscoring the global trend toward experiential marketing as a key pillar of effective promotion. In its coverage of the conference, global digital media outlet Mashable explains why brands are investing in great experiences to connect more closely with fans: “We live in an always-on culture that can inform hundreds of nations in a single tweet, bridge thousands of miles through an Instagram post. Plugged in, live streamed, we think ourselves everywhere at once. But there’s still something to be said for the in-person approach, for events that connect to the emotional brain via all the senses.” 

And connect it did…

Read more

FORBES: How To Make Branded Experiences Rock And Then Go Viral

By | Audience Engagement, Brand Experience, Event Trends, Freeman, Freeman Face to Face blog, ROI | No Comments

Is Brand Experience the New Media Darling of the Marketing Mix?

Published by Chris Cavanaugh, EVP & Chief Marketing Officer, Freeman | Source: Freeman Face to Face blog

Today’s brands must engage and inspire to accelerate business results.

Earlier this week, the Exhibitions Mean Business campaign took to Capitol Hill for Exhibitions Day to help lawmakers understand why a thriving exhibitions and events industry is good for everyone. Last month, researchers at Ad Age noted in a recent report that overall promotion, events and experiential agency revenue is growing at a greater rate than advertising, PR, and media. Forbes writer Allen Adamson explains that “experiential branding has always been a part of the marketing toolbox, a promotional activity meant to encourage interaction with and immersion in a brand.”

Brand experience is hot right now, and why not? Nothing engages audiences like integrated brand experiences.

Adamson writes that when done right, a brand experience “helps people connect with a brand on a much more personal level than mass media allows, and generates a deeper feeling of emotional engagement, leaving a positive and lasting impression.” Why is that? Because when you boil it all down, whether B2B or B2C, the audience of our marketing efforts is comprised of people – real people who want to connect with like-minded individuals, inspire and be inspired, and experience something incredible. Adamson goes on to say, “Done really right, it gets people to share their experience, tell their version of the brand story, extending reach and awareness of the brand to a broader audience free of charge.” He refers to this viral impact as the Holy Grail and offers three rules for successful experiential branding: do something extraordinary; link to your brand’s core identity; and attract the right audience. These rules are spot on. Everything in the marketing mix must be rooted in your overarching business and marketing strategy and derived from your audience needs. In our oversaturated modern way of life, it takes something truly extraordinary, executed flawlessly, to cut through the clutter.

If I may, I would add another rule. Brand experiences must also accelerate business results and must be designed in a way to do so. Smart marketers are aligning their marketing portfolios and event portfolios on moving the business forward. To do this, a measurement and data collection plan must be in place, which is where the intersection of live events and digital technology is so exciting. As more event and audience engagement technologies emerge, we have more and more opportunities to collect data to give our audiences what they want and need, and ultimately accelerate business results, shorten sales cycles, and improve ROI.