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.
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.
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.
Updated! As we look back on 2017 -- the events we've produced, the partners we've worked with, and the content we've created, we're highlighting our most loved experiences from the last year. Our blog readers favored our travel content, with our Event Concierge Services team tips and tricks getting the most viral hits of any other topic. Check out an updated version of our travel blog, with three new tips (!) below.
Today marks the one year anniversary of Donald Trump winning the presidency of the United States. The 2016 election was the most heated, emotional, chaotic, and nontraditional campaign in the history of our country. Everyone got in on the action — cable news outlets didn't hold back on unleashing polarizing political commentators and even usually-neutral CNN was forced to take a side. There was a line divided down the middle of our country and you were either going to "make America great again" or announce yourself to the world as a "nasty woman."
When Pop2Life was acquired in March, Erica Boeke was one of the first names buzzing around our office in NYC's Flatiron neighborhood. As 23 Stories' VP of Strategy and Experiences, Erica was an integral part of finding and hiring our agency, bringing us downtown to One World Trade Center and into the fast-paced world of Condé Nast. Her high-energy, intuition, and creative connection with our CEO, Eric Murphy ("We planned that," he said, when Eric and Erica were introduced together during our acquisition announcement) matched the energy of Pop2Life perfectly.
New York Fashion week wrapped up on Wednesday — and this year was disrupted by some significant changes that rocked the long-running experience's status quo. Firstly, many designers, including Rodarte, Proenza Schouler, Altuzarra, and Thom Browne, chose to skip the New York event altogether, instead focusing on preparation for Paris Fashion Week in February 2018. Of those who did show this year, many skipped the traditional tents of Bryant Park. Alexander Wang took his Wang Fest collection to the literal streets of Soho and Bushwick and Ralph Lauren showed 46 miles outside of the city at his home in Bedford, NY.