Strategists from FreemanXP – Freeman’s experiential marketing agency – reported that the rapid pace of change is impacting the experiential and exhibitions industry in several ways. Multiple show audits and client discussions were reviewed as well as international social, behavioral and technological changes researched in order to develop the report.
Based on these observations, FreemanXP outlined three key categories of change impacting events:
• Technology – devices, platforms and tools
• Learning – approaches, philosophies and automation
• Global change – social, demographic, generational and economic shifts
“Through our work with many of the world’s leading brands and marketers, Freeman has a finger on the pulse of what works for brands when engaging key targets with their face-to-face and experiential marketing initiatives,” said Bob Priest-Heck, chief operating officer and incoming president at Freeman. “The broad range of customers and industries we work with on a daily basis can benefit from this experience, and now we’re sharing this insight with the industry at large on an ongoing basis.”
In addition to the Freeman Connections Report, the company has launched the Freeman Connections Index, an online readiness tool to help event marketers fully assess their organization’s readiness to take advantage of these trends.
After completing a six-minute online survey, Freeman provides an immediate, customized report with valuable insights that show event marketers how prepared their organization is to capitalize on the trends.
“Audiences arrive at events today with higher expectations for meaningful engagement and interaction,” said Toby Purdy, chief marketing officer at Freeman. “They expect useful and customized experiences, on-demand and on-the-go content, engaging formats and participatory experiences.
“We’re going to provide brands and event marketers with the right type of timely insights so they can better anticipate the demands of their own key stakeholders, while understanding the macro direction of the industry.”
To review the Freeman Connections Report, and to assess future-readiness on the Connections Index, visit http://connections.freemanxp.com.