Building powerful experiences to drive brand loyalty and revenue
Unlock the secrets of crafting unforgettable brand experiences! Learn about tailoring unique encounters for both in-person and online formats, drawing inspiration from top brands. Discover tips for tracking success, choosing conferences strategically, and integrating experiences seamlessly into your broader marketing plan. Join us to revolutionize your approach to brand experiences and leave a lasting impression in your market!
In the most recent episode of “Game Changers,” Oana, the CEO of Sequel.io, takes centre stage as she delves deep into an illuminating discussion with EJ from 6sense, who is recognized as a significant influencer in the event experience space.
EJ discloses her intriguing and non-traditional journey into event production, shedding light on the profound impact it has had on her marketing path. Committed to achieving a seamless blend of experiences and marketing outcomes, EJ emphasizes the crucial role this plays in event success. She steers the conversation towards account-based experiences (ABX) her go-to strategy that drives both revenue and pipeline growth.
From carving the perfect narrative to strategically partnering for brand activation, crafting the right experience for specific events stands out as a key priority for EJ. A prime discussion point is the innovative ‘Club Six’ concept, designed to optimize brand activation at events. This involves a confluence of partnership collaboration, networking spaces, and giveaways to maximize impact.
The digital duo then switches gears to dissect the value of smaller, more intimate events as compared to grand user conferences. They propose that while large conferences undeniably hold their importance, it is these smaller, more personal events that hold the potential to yield more value by ensuring a deeper connection.
In an era where the events landscape is constantly shifting, a blend of virtual and in-person events dominate the scene. Oana and EJ also touch upon the necessity of budget cuts in event planning and advocate for prioritizing quality over quantity.
EJ further encourages the spirit of risk-taking and experimenting with new strategies. Stressing the need for aligning events with brand and target audience, she throws light on the importance of follow-up after an event, championing personalization and thoughtful interaction as key strategies.
As the discussion wraps up, there is an encouraging call to action— urging marketers to incorporate at least one new idea each quarter. This call to action emphasizes a critical point; in an ever-evolving industry, continuous innovation is the golden rule.
