Experiential Marketing Summit 2015 Tackled the New Marketing Landscape
May 18, 2015
More than 1,500 attendees were on hand for the he Experiential Marketing Summit (EMS), held in San Francisco May 11-13, to hear from a wide range of fantastic speakers on new topics and issues facing the industry. And, it was clear that when it comes to marketing, experimentation has never been more important.
In the morning keynote, CMO of Bacardi, Dima Ivanov discussed how Bacardi reviewed their brand and the customer experience in an effort to get back to the roots of the company.
One key component was the identification of where the experience takes place, and maintaining that consistency in the experience. He also discussed the vision of the experience being important, as well as having an understanding of the prospect you are targeting.
In the session “Influencer 2.0”, Alex Frias of Track Marketing Group, started the lecture with this statement: ‘Influencer is a dirty word.’ He also went on to review the idea of social influence as not always platform-agnostic, so platforms need to be considered when deciding on an influencer’s reach.
There also needs to be a value exchange, according to Frias, and more than just digital reach, but offline influence as well, to truly make a social mark.
During the afternoon keynote, Kevin Alloccca of YouTube, looked at what makes content explode, as it does on their infamous channel.
Like other sessions, he looked at the new generation of content feeders, and has named them ‘Gen-C’. They are looking for content that provides connections, creation and community. He also demonstrated, using popular video segments, content has to provide interactivity and an authentic experience. “Make things that people want to be part of,” he added.
The well-attended session on College Millennials, led by Seth Fishbein of Keurig and Matt Fasano of Fluent, discussed the traits of the Gen Z group (ages 7–18). With this group, the two explained, the brand experience has to be socially oriented, it must empower the target group and it must deliver value.
This group also believes that “failure is simply another shot at achievement”. By targeting Gen Z, companies can anticipate the future of consumer behavior, since this group is rewriting all the rules when it comes to purchasing.
The 2016 EMS Summit will take place May 4-6 at the Denver Convention Center. For those who work in creating a brand experience, whether in the digital world or offline, this is a key conference to attend.
Partner Voices
Just when it seems like Las Vegas can’t get any bigger, brighter or more exciting for groups, MGM Resorts raises the bar again. The company continues to invest and innovate across its portfolio of Las Vegas resorts, with new attractions and upgraded experiences for attendees of all interests.
Remodeled Guest Rooms
MGM Grand is the largest single hotel in the world with over 5,000 guest rooms and an 850,000-square-foot conference center. It is home to the newly remodeled MGM Grand Studio Tower—700 reimagined guest rooms with a fun mid-century vibe. Nearby, the iconic New York-New York Las Vegas Hotel & Casino recently completed a $63M redesign and remodel of its 1,830 guest rooms and 155 suites.
Down the street, Bellagio Las Vegas is sporting renovated rooms in the Spa Tower with sunrise-inspired decor and luxurious soaking tubs in Premier King rooms after a $110-million transformation.
Reinvented Luxury Experiences
The Luxury Meetings District, made up of Bellagio Las Vegas, ARIA Resort & Casino, Vdara Hotel & Spa, The Cosmopolitan of Las Vegas, Park MGM and NoMad Las Vegas, is now more connected than ever before. A new interior walkway opened this October for a seamless attendee experience – connecting Vdara, Bellagio, and The Cosmopolitan of Las Vegas, guests can now walk from Park MGM to Bellagio in around 15 minutes.
New on the scene in the Luxury Meetings District is Cathedrale at ARIA, TAO Group’s upscale establishment specializing in exquisite French-Mediterranean cuisine offering elevated private dining experiences that opened in May.
Heralded by World’s Best 50 Restaurants, GQ and VOGUE, LPM at The Cosmopolitan of Las Vegas is opening this fall and will deliver its signature spontaneity and imaginative celebration of France’s Mediterranean cuisine, art, and culture to the unique luxury resort in impeccable fashion.
A “New Wave for Mandalay Bay
A new wave of enhancements and experiences has arrived at Mandalay Bay Resort and Casino, including Flanker Kitchen + Sports Bar, an 8,445-square-foot restaurant that opened this June, perfect for pre- and post-game eats and drinks. Event planner’s favorite, Chef Michael Mina’s StripSteak, received a full renovation and now includes one of the largest private dining rooms on The Strip. Retro by Voltaggio debuts a one-year residency with a fun take on pop culture of the 80s and 90s with classic American dishes. An exciting addition planned for 2024 is Swingers, a 40,000-square-foot oasis of street food, miniature golf and art at Mandalay Bay.
Most exciting for meeting planners, the 2.1 million-square-foot Mandalay Bay Convention Center is undergoing a complete refresh, with lightened space, added eye-catching art, and improved technology infrastructure for even more flexible space. Energy-efficient digital signage now leads the way with faster internet speeds and new AV options.
From renovated guest rooms and meeting spaces to celebrated dining options and dedicated teams, MGM Resorts is dedicated to delivering exceptional and innovative meeting experiences.
Add new comment