Executive Perspective: Experiential Marketing Agency Leaders Share Their Biggest Business Concerns
What are event industry CEOs thinking right now? In part two of the series, an experienced marketing agency leader shares his biggest business concerns now and into 2024, and how they and their organizations are addressing them. I shared it.
How does the event industry compare to other industries? Part 1 of the seriesshared their analysis. KPMG 2023 CEO Outlook — Annual survey of 1,300 CEOs of the world's largest companies carried out by KPMG International.
See what the CEOs of RX and Informa Market shared with us..
See what the CEOs of Visit Detroit and Visit Salt Lake shared..
See what the CEOs of Orange County Convention Center and San Diego Convention Center Corporation told us..
In the coming weeks, we'll be sharing perspectives from executives representing contractors, destination marketing organizations and venues.
David Sajan, CEO sparks
Biggest concern: New technology
Emerging technologies, particularly generative AI, are reshaping the corporate events space. Our approach to this evolution is twofold. One is to seamlessly integrate these tools into daily operations, increasing efficiency and foresight. The other is to integrate these tools into our client solutions, unlocking the potential to create richer, more immersive experiences.
In a post-pandemic world, the experiential marketing industry will face new challenges, including rapidly changing audience expectations, increasing demand for deeply personalized experiences, and the complexity of engaging diverse and global audiences. I am. Tools like generative AI enable us to deliver new solutions such as predictive attendee engagement, efficient event logistics automation, enhanced communications, and customized content delivery.
Advanced AI-powered analytics evaluate every aspect of your event, drive continuous improvement, and ensure attendee satisfaction.
An integral part of our future plans is to empower our teams to maximize these advances. Ongoing training, collaboration with technology pioneers and stakeholder engagement are core to our strategy.
Adopting these technologies is not our only goal. We're deeply committed to shaping the future of experiential marketing and redefining the brand experience, but we also recognize the responsibility that comes with it. Collaboration with our clients is at the heart of our approach, highlighting the undeniable need to leverage technology from both their perspective and ours. However, ensuring ethical deployment and prioritizing cybersecurity is paramount. This includes implementing strict safeguards for client IP, robust protection of user data, and proactively mitigating system bias.
As we integrate these pioneering technologies, we envision a corporate events landscape that is transformed by technology, yet deeply rooted in the principles of human connection and authentic, authentic experiences. Through these advances, our guiding principles remain clear: an unwavering commitment to integrity and a relentless drive for innovation.
Jeffrey Stelmack, Global President; Spyro
Biggest concern: uncertainty
The KMPG CEO Outlook survey states that the No. 1 risk to growth in 2022 is disruptive technology, and the No. 1 risk for 2023 is geopolitics and political uncertainty. From my perspective, the risks posed by disruption and uncertainty are not new. In fact, they are fundamental and permanent. To lead effectively, leaders must accept that the only certainty is uncertainty.
As a leader of a global organization, my decisions always take into account the VUCA world (volatile, uncertain, complex, ambiguous). Geopolitical instability caused by socio-economic polarization, disruptive technology, and climate change is steadily increasing in speed and intensity. But the core challenge for global leaders remains the same. It's about how we make business decisions that serve the citizens of the world. Therefore, my stance is that “uncertainty is the No. 1 risk for both.” to Growth and No.1 Opportunity for I'm as excited as I am worried because it's growing.
Successful brand experiences go beyond what makes us different from each other. Our job as experiential marketers is to provide moments that integrate and expand the commonalities of human values and experiences. Despite polarity and uncertainty, as global leaders across all industries, we need to reorient our products and services, our production, and our activities to more intentionally deliver value. there is.
This reorientation absolutely includes how we collect and how we experience. Of course at this time, our experience must meet the business goals of our agencies and clients. and We also need to provide human value.
Our agency has identified what humans value most in an uncertain world.
- feel connected, involved and supported
- Feeling in control even in a crazy world
- Finding solace in the face of external stress
- Finding simplicity in the face of overstimulation
- Opportunity to learn, grow and evolve
- Improving quality of life with family, friends, and community
Connection, community, and belonging are the primary human values we focus on when building experiences. We also consider creating moments of freedom from uncertainty and how to maximize growth and learning despite uncertainty. The purpose of a brand experience is to reflect, amplify, and activate these human values so that participants find a space of commonality, inspiration, inclusion, and most importantly, meaning.
This is both challenging and the most rewarding aspect of our mission as agency partners to our clients. Because when global brands can deliver what global citizens care about, reflect their values, unite them around commonalities, and help create experiences that deliver collective results. . Congratulations, we did our job well and correctly.
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