November means the start of a new online education series! Check out the topics and speakers who’ve signed on thusfar:
Experiential Creative
November 1, 2011 – 2-3pm EST
Topic: Digitally Live(sm) Consumer Engagement
Today’s brand experiences transcend discipline, consumer demographics—and digital lines. Learn how you can create consumer-centric programs that seamlessly integrate live and digital tactics resulting in one amplified experience. See some examples of Digitally Live in action and get some perspective on how to ignite the digital + live inside your team.
Pierce will share their proven award-winning approach to creating and activating brand engagements that successfully integrate live + digital:
- The right planning method
- The best practices
- The team mindset
Presenter: Patricia Rosi-Santucci, Chief Creative Officer, PIERCE
Patricia Rosi-Santucci, Chief Creative Officer Patricia heads Creative Services at Pierce, a division she created in 2001, and leads strategic planning, design and procurement initiatives. Under her leadership, the multi-disciplinary Creative team pushes the limits of experiential marketing to develop integrated Digitally Livesm solutions that drive results for client partners including P&G, Kraft, Walmart and Verizon. Her team’s commitment to excellence has garnered 20+ awards.As a member of the agency’s Executive Committee, she is actively engaged in the management and strategic development of the agency. She contributed to growing Pierce from 40 employees to over 200, from one office to six in the US and Canada. A leading experiential agency in North America, part of Omnicom, Pierce has been creating strategic brand experiences for Fortune 100 companies since 1990.
Experiential by the Numbers
November 8
2PM EDT
More and more, brands are recognizing the impact of face-to-face interactions in making memorable connections with consumers. But in a business world driven by ROI, few know how to project and measure the outcome of these experiences. In this session, we’ll explore techniques and key metrics of two fundamentally different types of experiential campaigns—live interactions, where digital plays a part, and those where digital amplification is the sole intent.
3 key takeaways:
- How to put a price on one-on-one live interactions.
- Understand four consumers roles and three key metrics for maximizing and measuring digital amplification of experiential events.
- How to transcend typical event analysis by using data to tap into rich views of consumer emotion.
Dee Hall is an industry veteran with nearly 30 years of marketing experience. Her multi-disciplinary background embraces traditional advertising, media planning and sales, sports marketing, trade marketing, retail and promotion, and event and buzz marketing.
In 1994, Dee co-founded Stern Hall, a national event marketing agency touted as being among the first to bring the consumer experience to life inside the store. It was also heralded as a pioneer of experiential marketing with the Coca-Cola Fruitopia launch.
In 2005 she introduced Hall Event Group, her experiential boutique marketing shop, to FCB, where she augmented more traditional offerings with cutting-edge experiential and buzz marketing expertise. Dee led development of award-winning work for Hampton Inn, Archer Daniels Midland, Fellowes, and Kraft Foods.
Dee has been featured in Mediaweek, Brandweek, Event Marketer Magazine, and Direct Marketing News.
Most recently, Dee has been tapped to evolve and build 361˚ Experiential into DraftfcbX, an expanded focus for the agency.
Social Media and Experiential
November 15, 2011
2pm EDT
An emerging marketing approach called Social Engagement enables today’s Experiential Marketing experts to create truly dynamic brand experiences that organically integrate into the social network of our consumers. Social engagement has changed the way Marketers plan, execute and measure their Experiential Marketing and Social Marketing programs.
This session looks at ways to leverage the power of social influence to extend the brand’s reach while inviting brand dialogue among our brand’s targeted social circles. The results: Deeper, longer brand engagements that accelerate the path to purchase.
Participants will be taken through the emerging Social Engagement platform, given examples of the social engagement in action and new ways to look at Experiential Marketing measurement.
About the Presenter
Dan Sullivan is Senior Managing Partner and President of Stage Active Brand Marketing.
A promotional and experiential marketer for nearly 20 years, Dan was a early adopter of social media for the experiential/event industry and has worked to lead the industry in the evolution of the discipline.
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