How One Events Company is Teaching Meeting Planners About Brand Experience
Photo Credit: A promotional photo depicting the FreemanXP TrendLab team in action at an event industry trade show. FreemanXP
Skift Take
The FreemanXP TrendLab research provides a good example of experiential event marketing, as well as how companies can leverage their industry knowledge to develop a sellable product.
London-based FreemanXP is the creative agency for the Freeman event management company, which operates a TrendLab division that conducts research on event trends and then uses that insight as an experiential marketing and consulting platform.
The latest TrendLab research is: "The Trends Driving The Future of Brand Experience: The Science Behind Personalized Engagements." It highlights 39 shifts in meeting design and user experience, ranging from the rise of Content Concierges to the value of Social Serendipity.
The report's highly conceptual online layout resembles a periodic table with the 39 trends appearing as chemical elements. Based on the concept that all of these meeting elements make up the modern-day event industry universe, planners can select elements individually from the periodic table
