Condé Nast can no longer be defined as a magazine publisher. With Condé Nast Entertainment, full-service agency 23 Stories, digital-only publications including Clever, them, and Epicurious, and the investments that have been poured into social and creative capabilities, it's now a media empire. These diverse offerings have turned this "magazine publisher" into an attractive partner for product manufacturers and licensing opportunities.
The second blog in our event space series, check out our favorite places in NYC here!
Like real estate, event marketing is location, location, location. Sure, with the right team of creative strategists and designers, you can turn a parking lot into a carnival or a trade show booth into a donut creation station, but the space sets the tone for your entire experience. With literally hundreds of event space options across the entertainment capital of the world, Los Angeles is a hub for brand activations -- especially if a stuffy, windowless hotel ballroom isn't what you're looking for. Instead, take advantage of the history, the geography, and the damn near perfect weather throughout the numerous neighborhoods that make up the city of angels.
Coachella 2018 proved, yet again, that this is Beyoncé's world and we're just living in it. Queen B made history this year for being the first black woman to ever headline the music and arts festival in the desert of Indio, CA. Coachella's origins date back to a 1993 Pearl Jam show at the Empire Polo Club - a form of boycott against Ticketmaster's dominance over venues in the early 1990s. The concert validated the site's viability for hosting large events, leading to the inaugural Coachella Festival over the course of two days in October 1999 - just three months after the disastrous Woodstock '99.
Last week, 23 Stories' VP of experiential, Erica Boeke, and Refinery 29/29Rooms' director of experiential, Albie Hueston combined forces at the 35th annual IEG Sponsorship Conference in Chicago, IL. The two experiential masterminds co-presented the session, "Adding Value for Brands through Authentic Experiences and Events," which included 10 Golden Rules of Experiential Marketing. Check out some highlights from their presentation below:
Consumers have more choices than ever. A recent Google search for "coconut oil" brought up 14 different brands on the first page alone. With seemingly endless options on everything from cooking oils to summer music festivals, brand loyalty is diminishing. In response, brands have been forced to amp up their messaging, customer interactions, and transparency in order to maintain the business of increasingly distracted and disloyal consumers.
American demographics are rapidly changing. And, unfortunately for marketers, those changes come with an increased difficulty in defining target audiences and advertising to them accordingly. As if that wasn't enough, the majority of consumers have changed the way they interact with brands through an increased awareness and aversion to traditional advertising. In short, brands are targeting the wrong consumers — and consumers are prepared to scroll past the advertisements that actually reach them.
Like real estate, event marketing is location, location, location. Sure, with the right team of creative strategists and designers, you can turn a parking lot into a carnival or a trade show booth into a donut creation station, but the space sets the tone for your entire experience. With literally hundreds of event space options across the five boroughs, New York City is a hub for brand activations -- especially if a stuffy, windowless hotel ballroom isn't what you're looking for. Instead, take advantage of the skyline, the culture, and the unique spaces (owned by even more unique people) hidden throughout the metropolis.
The annual conference in Austin, TX is infamous for its over-the-top parties, brand marketing activations, packed lecture halls, and enough breakfast tacos to make you physically ill - a fact our team continues to test year after year. While always an inspiring and innovative event of the brightest minds in tech, marketing, design, film, comedy, style, and music, this year, like last, had clear political undertones. In 2017, it was all about vowing allegiance to social issues, while this year tackled major issues like cybersecurity, the #MeToo movement, healthcare, surveillance, diversity in the workplace, artificial intelligence (AI), and the responsibility social platforms have to place checks on their power while reflecting on the changing tech landscape.
Event attendees rarely think about the work that goes into its creation – the countless hours of planning, negotiating, and problem solving. And, as creators, we don’t want them to. We want them to walk into a world that seemingly appeared overnight, in which every detail, from the entertainment to the wine glasses, works together in harmony.