Why Event Planners Need Experiential Marketers — Meetings Innovation Report
Photo Credit: XLIVE 2016 in Las Vegas this year will be organized around four tracks including: technology, food and beverage, music, and eSports. XLIVE
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Event planners and brand marketers want to collaborate to design better event programming and experiential marketing content, but there are significant challenges for organizations to make that marriage work.
The Future of Meetings & Events
Arguably the biggest conversation in the meetings and events industry over the last five years has evolved around innovative meeting design and punchy content to drive audience and brand engagement. However, in a new Global Business Travel Association (GBTA) report, only six percent of senior planners ranked "Design and content" as their highest priority, behind "Setting objectives to support overall business goals” (53%), “Planning logistics” (19%), and “Return of investment/objectives” (19%).
The fact is that planners are often too busy or they're too distanced from the process to focus on advanced meeting user experience and content development. Understanding this, organizations are looping their marketing teams into the event planning mix to deliver more experiential programming and high-impact content, and according to the GBTA report, the majority of senior planners want that collaboration.
There are challenges, of cours
