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Freeman Face to Face blog

Empathy, Emotion and Technology with Purpose…For the Win!

By | Audience Engagement, Audience Response, Brand Experience, Breakout Sessions, Design Thinking, Education, Engagement, Event highlights, Event Trends, Exhibits, Expo, Freeman Face to Face blog, Hot Technology, News, Photos, Scenic Design, Video walls

A Look at the 2019 Edition of South by Southwest in Austin, Texas

When people hear South By Southwest mentioned, they typically think of the music festival founded in 1987, however over its 30+ years, it has grown to encompass many more attractions than just the grass-roots music festival that it was once intended to be. Also known as “South By,” SXSW now includes an interactive media conference, a huge variety of education sessions and music, gaming and film festivals. Lasting for almost 3 weeks, South By sees nearly 80,000 people attend the various conferences and festivals, also bringing nearly $350 million dollars of economic impact to Austin, Texas.

Several members of our Freeman AV Canada team traveled down to Austin, Texas in March to see what South By had to offer, and here are some key things that stood out!

Focused on Improving the Attendee Experience

As conventions and festivals grow in size they often develop a detached feeling for the individual attendee, and rightfully so; how do you create an individual and personal experience for each person when dealing with 80,000+ attendees?

South By has employed several empathy tactics to help connect with attendees on a personal level. Creating spaces such as a Wellness Areas, focusing on attendee’s safety through the use of holding graphics in sessions and implementing live breakout room capacity monitoring via public boards and the conference app are all fantastic ways to show your attendees that you really are thinking about their experience.

The Future Understands You 

Several major technology players including LG and Sony were showcasing futuristic concepts that can actually understand what you are feeling. Whether it is small robots that greet you while reading your facial expressions to understand your needs, or a mini robot dog that can really tug on our need for companionship and do it strategically 😉, it’s all exciting to us! Then we got thinking, and these questions arose:

  • What will this mean for events of the future?
  • Will we have event signage that customizes messages based on your feelings and needs?
  • Will we have event experiences that change based on the collective heart rate of the audience?
  • Can you imagine the possibilities?

Let us know how you see this fitting into your event!

Something For Everyone 

South By can certainly say they have something for everyone, with nearly 300 sessions per day, variety is in no short supply. Fortunately, the conference app allows you to search by things like interests to help focus on what applies directly to you. Smart event planning also meant that most sessions in the same track resided in the same or adjacent venues. This allowed you to maximize your time especially when sessions are held in basically every venue in the city. Some of the key tracks that our team focused on where: Cities, Government & Politics, Coding & Development, Design, Experiential Storytelling, Food, Game Design & Development, Intelligent Future, Social & Global Impact, Tech Industry & Enterprise, Touring & Live Experience and VR/AR/MR.

Standing Out – Brands Creating Their Own Spaces

Major brands are always looking for that way to make them stand out from the crowd. Over the last several years the tool for this has been activations, and South By was no exception to this. From shipping container structures, to bars completely transformed into a brand experience space – these installations truly do provide a unique personalized experience that focus directly on the brands defining traits and characteristics.

Some highlights for our team were the Dell installation at a bar across the street from the Austin Convention Centre, featuring an outdoor main stage and an indoor Dell feature tour showcasing some of their key technologies.

LG also made a big splash at South By, but perhaps we won’t see the ripple from the splash for a few years as their activation was VERY future focused. Robots that know your feelings, roll-up LED displays, ice cream/frozen yogurt capsule machines and even capsule based home breweries; LG certainly took us for a quick ride in a time machine to the maybe not so distant future. We even noticed several brands create impactful, personal activations right in the convention space and we see this as a great opportunity for a lot of our corporate clients looking to get a personalized message across to their attendees in a more personalized manner than typical plenary setups can offer.

DELL Technologies Activation

LG Electronics Activation

The common threads of Empathy, Emotion, Personalized Experience and Technology with a Purpose were evident in all aspects of this show. What can you do to create a more personalized experience within your next event? Understanding who comes to your event and why they are there are key factors to help you tailor your event to meet your attendees needs and wants. Taking the time to plan out the details, brainstorm them with your colleagues and/or industry partners will help you focus on what’s important. Creating those personalized experiences provides better value and meaningful interactions from live events for your attendees. So we ask you, “are you helping connect people in meaningful ways?”

Author
Brian Johnston
Freeman Audio Visual Canada
National Director, Creative Innovation

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

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.