Skift Take
The next generation of conferences are evolving as multidisciplinary, experiential marketing platforms to better personalize the learning and networking options for attendees. They're also a hell of a lot more fun.
The Future of Meetings & Events
C2 Montreal is one the top five conferences in North America pushing the edge of experiential design, programming, and marketing — but it's actually much more than that. During the event last week I met with leaders at Tourism Montreal and the Montreal Innovation Quarter, who explained that C2 is also one big billboard to promote the city as a global innovation capital to help attract outside companies and talent to the city.
It all starts with a wildly inventive array of different experiences on the floor, so attendees can personalize their learning and business development opportunities.
In our lead story this week, Freeman produced a new survey showing that CMOs are spending more on live events to round out their marketing mix. They're also diversifying their programming to engage different audience subsets, inspired by events like C2.
“Some of the research showed that the more personalized the event or experi
