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eventmarketer.com/summit

NEW THIS

YEAR!

UX: The User

Experience Track

May 6-8, 2013

Sheraton Chicago Hotel + Towers

Using Live Experiences to Amplify Reach, Convert Customers and Drive Sales

PRODUCED BY

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It’s Time to Reinvent Your

Event Marketing Portfolio

Across thousands of corporate event marketing departments around the world…

change is happening. Strategies are being strengthened. Objectives are being

fine-tuned. Campaigns are being integrated. And your live experiences are getting

refined and reinvented.

Stay ahead of the curve, learn the newest trends and get a live download of the

latest best practices from some of the biggest and best users of events and trade

shows. At the Event Marketing Summit, you don’t just run into such brands as

Coke, Cisco, Microsoft, Intel, Activision, HP, Under Armour and Chrysler in the

hallways—they’re your actual instructors for three days of learning and training.

The industry is entering an era of reinvention as event programs are refreshed and

upgraded. Join 1,000 event marketers at the world’s leading executive training

conference for event and trade show professionals and get the mission-critical

content you need to take your own programs to the next level. I encourage you

to register early—we expect a sell-out.

Produced by:

Jessica Heasley

Executive Editor

Event Marketer magazine

A DIVISION OF

ACCESS INTELLIGENCE

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 3 |


REINVENT YOUR

EXPERIENCES

Sign Up Now and Join 1,000 Event Marketers

at the World’s Leading Executive Training

Conference on Events and Trade Shows

Keynotes

Three of the industry’s most passionate marketers give you senior-level

perspectives on where experiential marketing is—and where it’s headed

GEORGE NEILL

Head of Marketing

Strategy & Operations

TIM ELLIS

Chief Marketing Officer

LISA HOLLADAY

VP-Brand

Management and

Guest Experience

MONDAY MAY 6 @ 12:00 p.m. TUESDAY MAY 7 @ 8:00 a.m. WEDNESDAY MAY 8 @ 8:30 a.m.

SPoNSored by:

THE NEXT CHAPTER:

EXPERIENTIAL 2.0

Marketers are embracing the coveted

“brand experience” like never before, using

face-to-face marketing to develop

deep connections with target audiences.

At Chrysler Group, a recalibrated, digitally

linked experiential marketing foundation has

become a critical driver of a refreshed marketing

mix designed to engage consumers

and convert them into drivers—faster than

ever before. Hear how experiential marketing

is evolving, and why. Learn why Chrysler

is leaning more heavily on live events in

2013 and beyond. And find out how the

Detroit auto giant is learning from its own

programs and evolving its experiences to

be more effective and engaging for 2014.

CHANGING THE GAME:

THE EXPERIENCE EVOLVES

Activision’s Call of Duty: XP event was a

game-changer for the entire industry. Not

only did it take online plus offline engagement

to the next level, but it showed once

and for all that experiential plus digital plus

social does equal mass reach and higher

sales. Go inside Activision’s experiential

marketing engine, learn why events are

key to customer engagement and how live

experiences are evolving like never before.

Hear lessons learned from the 2012 Grand

Ex Award-winning XP, find out how those

lessons are being applied to other Activision

events globally, and walk away with key insights

on how the coveted “brand experience”

is changing for us all.

THE ANATOMY OF THE

BRAND EXPERIENCE

Ritz-Carlton was designing “brand experiences”

long before the term caught on. The

power of human connection has been at the

heart of the global hotelier’s brand for 100

years—and few companies have distilled

that connection down to a science like this

one has. Get a unique look at the building

blocks of a brand experience, learn what

the most important drivers of a brand connection

really are and find out how hyperpersonalized

engagement is everything. In

this exclusive session, you’ll get key insights

and ideas for creating more connective and

more relevant engagements with your own

target audiences—no matter what types of

events you create.

| 4 | REGISTER TODAY! eventmarketer.com/summit | 203.899.8471


REGISTER TODAY!

eventmarketer.com/summit

The Event Marketing Summit is the only conference of its kind in the world. The

biggest power users of events and trade shows are your instructors, bestselling

authors are your trainers—and you design the learning format that works best for you

40 BRAND-SIDE INSTRUCTORS. The brands you

know, love and respect are your instructors for three days.

only at the event Marketing Summit.

BESTSELLING AUTHORS. Top authors and business

experts teach half-day workshops and super-session

Master classes on hot trends and business innovation.

FLEX LEARNING FORMAT. choose the learning format

that works for you, from traditional breakouts and

microsession briefings to deep-dive workshops, top-level

Master classes and peer-to-peer unsessions.

NEW!

ALL-NEW UX TRACK. The Summit evolves

once again with the creation of a track (pg. 14)

dedicated to creating, designing and building

killer user experiences (uX).

SENIOR-LEVEL KEYNOTERS. Get a perspective on

the future of experiential marketing from Activision cMo

Tim ellis, chrysler Head of Marketing Strategy and operations

George Neill and ritz-carlton VP-brand Management

and Guest experience Lisa Holladay.

NEW PRODUCTS AND PARTNERS. check out the

latest technologies, the newest products and best partners.

come meet designers, builders and agencies—digital

vendors, staffing leaders and experiential experts.

THE TOTAL TUNE-UP. In three days, you’ll get access to

the latest trends, the most comprehensive best practices

and overview of the topics that are most relevant to you.

INDUSTRY NETWORKING. And of course, there’s no

networking like eMS networking. Most of the people you’ll

raise a glass with or mix and mingle with just don’t attend

any other conferences.

Executive Trainers

Bestselling business authors are your

Workshop and Master Class instructors

CROWDSOURCING

JEFF HOWE

Why the Power of the

Crowd is Driving the

Future of Business

YOUR BRAND’S STORY

JONATHAN GOTTSCHALL

The Storytelling Animal:

How Stories Make Us

Human

Flex Learning

The conference learning format you control. Choose from:

MICROSESSIONS. Accelerated event briefings

give you Cliff’s Notes-style overviews of trends,

topics and best practices in just 20 minutes.

BREAKOUTS. The traditional 45-minute sessions

you love are back, with 40+ brand-side instructors

educating you on dozens of topics.

INNOVATIVE EVENTS

SETH KAHAN

Getting Innovation Right

SPOTTING TRENDS

CECILY SOMMERS

Think Like a Futurist

ULTIMATE EXPERIENCES

MATTHEW MAY

The Laws of Subtraction:

6 Simple Rules for

Winning in the Age of

Excess Everything

WOMEN IN EVENT MARKETING

GINA RUDAN

Practical Genius: The Real

Smarts You Need to Get

Your Talents and Passions

Working for You

GREATER CREATIVITY

KEITH SAWYER

Zig Zag: The Surprising

Path to Greater

Creativity

RETAIL REINVENTED: NEW

SHOPPING EXPERIENCES

JOHN GERZEMA

Spend Shift: Changing

the Way We Buy, Sell

and Live

UNSESSIONS. Unscripted one-hour “peer-to-peer”-

type dialogs, with a variety of topics created by,

and conversations controlled by, Summit attendees.

Come and talk, or just listen and absorb.

GENERAL SESSIONS. Executive perspectives

from Activision CMO Tim Ellis, Chrysler Head of

Marketing Strategy George Neill and Ritz-Carlton

VP-Brand Management Lisa Holladay.

MASTER CLASSES. Receive executive-level

training in these 90-minute roll-up-your-sleeves

workshops and sessions, taught by bestselling

authors and research execs.

WORKSHOPS. Immersive three-hour workshops

on big-picture topics, from crowdsourcing and

business innovation to projection mapping, top

trends and case studies.

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 5 |


MONDAY MAY 6 | 8:30-11:45 a.m.*

REGISTER TODAY!

eventmarketer.com/summit

WORKSHOPS

The full conference begins with half-day morning

workshops. choose one of the following*:

THE POWER OF

CROWDSOURCING

The Art and Science of

Putting Your Brand in the

Hands of Your Audience

Crowdsourcing can generate

huge buzz, enthusiasm, and fear.

It’s the application of the opensource

idea, an “outsourcing” of

engagement, idea-creation and

experience-generation. Join Jeff

Howe, author of Crowdsourcing:

Why the Power of the Crowd is

Driving the Future of Business—

and the man who coined the word

“crowdsourcing”—for a look at

how companies are embracing

the digital herd. You’ll examine

four different crowdsourcing

models: “collective intelligence,”

“crowd creation,” “crowd voting”

and “crowdfunding.” You’ll

spend the morning embracing

the concept, the principles and

the models—and emerge with

a better understanding of how

to apply crowdsourcing to your

own events.

GETTING

INNOVATION RIGHT

Become More Innovative,

Generate Better Ideas,

Move in Fresh Directions

Marketers are under pressure to

deliver more innovative events.

But driving measurable results

from fresh ideas requires a new

way of thinking and creative

risk-taking. Successful innovation

demands a new approach:

Spend the morning with Seth

Kahan, author of Getting

Innovation Right, and learn how

your brand can accelerate your

event team’s innovation. Kahan

will teach you his seven key

activities for putting your brand’s

innovation into hyperdrive. These

activities make the difference

between marketers who are

haphazardly shooting in the dark

with good ideas and those who

consistently and systematically

uncover potential, capitalize on

opportunity, and generate ideas

that drive success.

PROJECTION

MAPPING

Learn About One of the

Hottest Immersive Tech

Trends of the Year

Turn a building into a videogame,

a general session stage

into a real-time changing media

palette or an entire city into an

immersive interactive canvas.

Projection mapping is one of the

leading trends for 2013 as marketers

push to take their experiences

to the next level with

new and emerging technology. In

this workshop, you’ll learn what

projection mapping is and how

it works, audience and budget

considerations, execution needs

and best practices, how to

take your projection experience

viral—and how to get started.

You’ll see incredible case studies,

get a list of operational howto’s

and walk away with a keen

understanding of how you can

dive into the world of projection

mapping experiences.

TRENDWATCH:

WHAT’S HOT IN 2013

Trends and Case Studies

with the Founders of

Event Marketer Magazine

Huge changes are impacting the

event industry. What was hot

in 2012 is different than what’s

heating up in 2013. If you missed

our winter e2 trend road show,

here’s a chance to hook up with

the founders of Event Marketer

for a morning of trends, case

studies—and a few laughs. We’ll

kick the workshop off with a

rundown of the industry’s top 20

trends and then check out dozens

of b-to-c and b-to-b case

studies bringing those trends to

life. If you want to know what’s

hot and who’s doing what, if

you’re dying to know why certain

brands are doing certain things,

if checking out piles of case

studies and videos of events will

help you come up with ideas—

then this is a workshop with your

name written alllll over it.

*Workshops are included with Full Conference registrations, Monday/Tuesday Two-Day Registrations and Monday-Only Registrations. See registration info at eventmarketer.com/summit.

| 6 | REGISTER TODAY! eventmarketer.com/summit | 203.899.8471


MASTER CLASSES

| TRENDING | INSIGHTS & IDEAS | BEST PRACTICES | UX | MICROSESSIONS | UNSESSIONS

MASTER ClaSSES

bestselling authors are your executive trainers in roll-up-your-sleeves

sessions on innovation, creativity and business growth

MONDAY MAY 6 | 2:00-3:45 p.m.

HOW TO THINK LIKE A FUTURIST: SPOTTING

AND EMBRACING TRENDS AND CHANGES

What trends will develop over the next 5-10-25 years? How will lifestyle,

social media, and branding evolve? Learn how to track industry

changes using new ways of thinking, how to spot emerging trends

and manage market shifts. Cecily Sommers offers a clear framework

for “thinking like a futurist” and provides direction on how to apply this

new thinking—and manage disruption—back at the office.

Cecily Sommers, Author, Think Like a Futurist: Know What

changes, What doesn’t, and What’s Next

MONDAY MAY 6 | 4:00-5:15 p.m.

BENCHMARKS AND BEST PRACTICES:

KEY INSIGHTS FROM EVENTTRACK 2013

Event strategies continue to change as technology, combined with

greater visibility among senior management, fuels programs that deliver

ROI and business impact. In this exclusive session, you’ll get access

to key insights from the most comprehensive annual survey of event

marketing trends and best practices fielded to brands, agencies, and

event attendees—and learn how it all impacts the decisions you’ll make

in the months ahead.

Kerry Smith, Founder, event Marketing Institute

Jeff Stelmach, Senior VP, Mosaic experiential Marketing

TUESDAY MAY 7 | 10:15 a.m.-12:00 p.m.

THE LAWS OF SUBTRACTION:

THE NEW EVENT MARKETING SKILL SET

The world today can be overwhelming for brand marketers. There

is endless choice and feature overkill in all but the best experiences.

Welcome to the age of excess everything. Success in this new age

demands a new skill: subtraction. Through a dozen of the most compelling

stories of breakthrough innovation culled from 2,000 cases and

bolstered by 50 of the most creative minds in business today, the Laws

of Subtraction outlines six simple rules for really winning in the age of

excess everything.

Matthew May, Author, The Laws of Subtraction: 6 Simple rules for

Winning in the Age of excess everything

*No additional charge to attend Master Classes.

Join the Event Marketing

Institute and Save!

EMI Workgroup Members

get 2 for 1 VIP pricing.

Call 203.852.5693 for details.

INSTANT

SAVINGS

TUESDAY MAY 7 | 1:30-3:15 p.m.

RETAIL REINVENTED:

RESHAPING THE SHOPPING EXPERIENCE

Smartphones. Digital wallets. Proximity shopping. Frictionless e-commerce.

At a steady clip, new innovations are rapidly remaking the

world of retail and the way your target audience browses, buys and

sells. Go inside the retail revolution and learn how profoundly new

shopping habits enabled by technology, mobility and digital currency

are rewriting the rules of retailing and e-tailing, and how these changes

will impact your marketing strategies.

John Gerzema, Author, Spend Shift: How the Post-crisis Values

revolution is changing the Way We buy, Sell and Live

TUESDAY MAY 7 | 4:30-5:45 p.m.

WOMEN IN EVENTS: HARNESSING

SPoNSored by:

YOUR PRACTICAL GENIUS

Most people consider genius to be a gift, a “lightning bolt from the

gods” that only strikes people like Einstein or Mozart. They see it as

a quality—like creativity. Not true. Every one of us has a capacity for

genius. Anyone is capable of achieving exceptional accomplishments

at home and work. In this mixer/session, you’ll get practical, groundlevel

perspective on harnessing your own genius and putting it to work.

[Note: Only open to women. Guys, don’t even think about it.]

Gina Rudan, Author, Practical Genius: The real Smarts you Need

to Get your Talents and Passions Working for you

WEDNESDAY MAY 8 | 10:30 a.m.-12:15 p.m.

GREATER CREATIVITY: 8 STEPS TO BETTER IDEAS

Learn the surprising secrets of highly creative people, how to come

up with better ideas, and how to carry those ideas to fruition more

effectively. Get a science-backed method to maximizing your creative

potential. Sawyer draws from his expansive research of the creative

journey, exceptional creators, creative abilities and world-changing

innovations to create an accessible, eight-step program to increase any

event marketer’s creative potential.

Keith Sawyer, Author, Zig Zag: The Surprising Path to Greater creativity

WEDNESDAY MAY 8 | 1:30-3:15 p.m.

STORYTELLING IS THE ULTIMATE BRAND WEAPON

Without a compelling story, your brand is dead. After all, your

targets are moved by emotion—and your ability to connect emotionally

depends on the quality of your stories. In this stimulating session,

Gottschall teaches you the power of storytelling as a uniquely powerful

form of persuasive jujitsu as he “zooms out” to reveal the big picture of

story’s role in society, then “zooms in” on specific marketing challenges

and how thinking like a storyteller can help solve them all.

Jonathan Gottschall, Author, The Storytelling Animal: How Stories

Make us Human

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 7 |


MASTER CLASSES

| TRENDING | INSIGHTS & IDEAS | BEST PRACTICES | UX | MICROSESSIONS | UNSESSIONS

TRENDING

Case studies, hot topics and best practices for events and sponsorships

MONDAY MAY 6 | 2:00-2:45 p.m.

‘DEMOCRATIZING’ EVENT CONTENT: USING DIGITAL

FEEDBACK TO CUSTOMIZE YOUR EVENTS

Learn how the world’s most precious whisky has kept its brand

experiences fresh by incorporating technologies that capture realtime

attendee input which, right there, creates an experience that

varies nightly. Find out why you need to “democratize” your content

to amp up your experiences, how it works and why the ultimate

payoff is totally relevant experiences every single day. Get a look at

how the strategy continues to raise the bar (and the ROI) for the Raise

the Macallan tour.

Gene Song

Brand Director

The Macallan

MONDAY MAY 6 | 3:00-3:45 p.m.

Rick Kiley

Partner

SoHo Experiential

THE BATTLE ROYALE: USING HEAD-TO-HEAD

EVENT MARKETING CHALLENGES

It’s not enough to show off your product. You need to prove it’s better

than the other brand’s. Learn the true finesse required to create

and deploy a “competitive challenge” event campaign that pits your

product against competitors. Hear how Microsoft’s Windows Phone

Challenge combined the right tone, messaging and on-the-ground

fun with the competition to generate hundreds of thousands of

demos with “win rates” as high as 95 percent, more than 150 million

online views and reach to more than 50 countries.

Ben Rudolph

Director of Windows

Phone Evangelism

Microsoft

MONDAY MAY 6 | 4:00-4:45 p.m.

Mark Anderson

Chief Experiential Officer

Omelet

ENTERTAINMENT EXPERIENCES: ENGAGING

THE ‘DIGITAL CONCERT GROUPIE’

Two of every three concertgoers have smartphones, and more than

half share content online. As music lovers continue to lean on digital,

so are brands—by giving fans the digital tools to achieve “groupie”

status. Learn how to use the right mix of at-concert experiences,

social media, mobile messaging, online chats and more to pump up

the volume of your entertainment sponsorships with digital platforms

that engage consumers and create communities. Hear how Kellogg’s

combined its Tarts with tunes to tap into a burgeoning tween

fan base.

Dick Podiak

Director of Marketing

Kellogg Co.

Russell Wallach

President

Live Nation

TUESDAY MAY 7 | 10:15-11:00 a.m.

THE ‘NEW’ BRAND PAVILION:

INSIDE… THE COCA-COLA BEATBOX

When Coke used its real estate at the London Games to reinvent,

reimagine and reengineer the pavilion experience, event industry jaws

dropped. The Beatbox brought the worlds of architecture, music and

experiential marketing crashing together under one pulsating roof

that consumers literally controlled. Take a rare behind-the-scenes

tour of the Beatbox and learn how Coke activated its global Move to

the Beat music platform—online and in the real world—in the weeks

and months leading up to the Olympics.

Maxine Chapman

Director, Experiential Marketing–

London 2012 Olympics

Coca-Cola Co.

TUESDAY MAY 7 | 11:15 a.m.-12:00 p.m.

Amanda Daniels

Senior VP

ignition

QUALITY TIME: CREATING DEEPER

ENGAGEMENTS WITH FEWER PEOPLE

The days of “mass experiences” are going away as brands begin

to craft live event campaigns that intentionally reach fewer people.

Isolating the right target audience and spending more time with

them has proven to be a key ingredient in BMW’s experiential growth

strategy. Learn why “quality over quantity” is a growing trend among

marketers looking for sales conversion, how to let go of mass event

campaigns and see great examples of the strategy in action.

Tim Rittenhouse

Senior Experiential

Marketing Specialist

BMW

TUESDAY MAY 7 | 1:30-2:15 p.m.

William Corbin

VP

Octagon

EM SUMMIT FUTURECAST 2033: WHAT WILL EVENTS

AND TRADE SHOWS LOOK LIKE IN 20 YEARS?

Get a glimpse into the future of live experiences. Learn insights from

Intel Futurists and Fellows about how technology is changing—and

how these changes will impact the future of events. More than just

a look at the distant future, you’ll find out the direction important

technologies will be taking and what you can do to stay on the cutting

edge. Take a look at case studies and examples of emerging hightech

ideas in action—and get a peek at how they will be applied to

the world of live events.

Rhonda Shantz

VP–Global Brand Marketing

Symantec

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TUESDAY MAY 7 | 2:30-3:15 p.m.

INSIDE UNDER ARMOUR: HOW TO MAXIMIZE

YOUR SPORTS SPONSORSHIP PORTFOLIO

From athletes to leagues to teams to amateur sports, Under Armour

has sponsored and mastered nearly all of them. At the core of

this popular brand’s strategy remains one constant focus: making

athletes better. Learn how UA sports sponsorships have evolved,

how the company’s portfolio fits together and how the brand uses

sponsorships and events to introduce new products and connect

with athletes. Attend this session and you’ll gain key insights and

ideas for improving your own sponsorship portfolios.

Shana Gritsavage

Director of Global Events

Under Armour

TUESDAY MAY 7 | 4:30-5:15 p.m.

John Rowady

President

rEvolution

IMMERSION EVENTS:

DEEPER ENGAGEMENTS = BETTER EXPERIENCES

For many brands, the 2013 mantra is “go deep or go home.” Research

shows that longer, deeper experiences drive stronger engagements,

brand affinity and the all-important propensity to purchase. Take a

page from Audi and jump into the world of “immersion events”—

experiences that are designed and crafted as longer, more sensory,

interactive engagements. Learn tips for going deep, see case studies

of immersion events and get a perspective that you can apply to your

own live programs.

Erin Keating

Senior Manager-Experiential

Marketing

Audi

WEDNESDAY MAY 8 | 10:30-11:15 a.m.

Dan Zwolak

Creative Director

MVP Collaborative

ULTRA-GRASSROOTS ACTIVATION:

TAKING NATIONAL SPONSORSHIPS LOCAL

National sponsorships are quickly being activated hyper-locally. Unless

your consumers can “feel” the sponsorship in their hometown, then

you’ve just spent a whole lotta money on a whole lotta nothing. Join

General Motors for insights into making big-time sponsorships “feel”

local. Get tips for taking activations down to Main Street, insights for

localizing your own events and get the inside scoop on how GM built

its national NFL sponsorship activation from the ground up.

Chris Hornberger

National Sales Promotion

Manager–GMC Division

General Motors

Greg Wheeler

VP

Jack Morton

Worldwide

WEDNESDAY MAY 8 | 11:30 a.m.-12:15 p.m.

THE EVENT-DRIVEN APP:

SELF’S WORKOUT IN THE PARK SOCIAL GAME

Yes, there’s an app for that event. SELF magazine shook up the

media industry when it launched its SELF Workout in the Park social

game, the first from a magazine brand. Learn how to extend your

existing live event’s strongest assets digitally and socially to boost

brand awareness, create community and drive revenue. Walk away

with critical tips on how to create a custom event app—including the

do’s, don’ts and definite no-ways.

Laura McEwen

VP and Publisher

SELF magazine

DROPPING AN RFID NET: HOW TO ENHANCE

YOUR EXPERIENCE AND COLLECT BETTER DATA

Event marketers are going gaga over RFID, using the reactive

and adaptive technology to automate engagement, create hypermeasurable

events and connect on-site and online in real-time. Get

a rundown of RFID best practices, from how it’s growing up, to the

best ways to use it. Then see it all in action as you get a first-hand

look at the Event Technology Award-winning RFID activation by USA

Swimming that people are still talking about.

Matt Farrell

CMO

USA Swimming

WEDNESDAY MAY 8 | 2:30-3:15 p.m.

Michael Gilvar

CEO

Fish Technologies

EXTRA-LARGE CROWD INTERACTIVES:

REAL-TIME, BIG-TIME EVENT TECHNOLOGY

Experiential marketers are going extra-large in high-traffic locations

with large-scale crowd interactives that blur the lines between digital

engagement, outdoor billboards and experiential marketing. Learn

how these super-scale interactives work, how to engage thousands

of people at once and how social media, video-tracking and the

elements of crowdsourcing come together—and work as one. Then

get a tour of the super-slick Dunk Tank interactive, which combined

Twitter, video, a Times Square billboard and crowd participation.

Mike McGraw

VP–Creative, Marketing,

Project Management

Clear Channel

WEDNESDAY MAY 8 | 3:30-4:15 p.m.

Shane Diver

Executive Creative

Director

JUXT

ACCELERATING YOUR MULTICULTI MARKETING:

EMBRACING THE ‘NEW MAINSTREAM’

Event marketing efforts are still falling short in making connections

with Hispanic consumers. In order to get better return on investment,

brands need to embrace how the Hispanic market is changing and

then recalibrate experiential multicultural programs around those

changes. Get an overview of the changes, learn how the Hispanic

demo is morphing and then get tips, insights and ideas for making

sure your multicultural programs are striking the right chords.

Jaime Cantu

Field Trade Multicultural

Marketing Manager

Pernod Ricard USA

Paul Stringer

Executive VP

Aspen Latino

*Session content and speakers subject to change.

WEDNESDAY MAY 8 | 1:30-2:15 p.m.

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 9 |


MASTER CLASSES

| TRENDING | INSIGHTS & IDEAS | BEST PRACTICES | UX | MICROSESSIONS | UNSESSIONS

INSIGHTS & IDEAS

Tools, trends and tips for making the most of events and trade shows

MONDAY MAY 6 | 2:00-2:45 p.m.

THE CONTINUING EVOLUTION OF GSX:

ALL EVENTS ARE NOW HYBRID EXPERIENCES

Cisco changed the game five years ago when it turned a global sales

conference into the 100% virtual GSX. Since then, the company has

evolved GSX into a hybrid—with sales teams gathering across 100

live events worldwide or participating virtually. Learn how to strike

the right balance between physical and virtual from the pioneers of

hybrid. Hear about the specific innovations that have made GSX a

motivational experience for attendees—and how to apply those

lessons to your own events.

Alex Sapiz

Director-Sales, Partner Engagement

and Recognition Programs

Cisco

MONDAY MAY 6 | 3:00-3:45 p.m.

Tim Dempsey

Executive Director

George P. Johnson

POWER TO THE PEOPLE: CREATING AND

ACTIVATING A NATIONAL ADVOCATE PROGRAM

Advocate programs—where networks of non-paid consumers are

organized as active brand evangelists—are becoming a top strategy

for experiential departments looking to deploy more organic, relevant

programs. Learn how Columbia built its OmniTen advocate program

from scratch, where and when it activates those evangelists and how

the initiative is integrated into events, p.r.—even product development.

Get some great insights on the value of advocate networks, how to

activate them and how they can work for your brand.

Scott Trepanier

Senior Manager–P.R.

and Promotions

Columbia Sportswear

MONDAY MAY 6 | 4:00-4:45 p.m.

REINVENTING YOUR PROPRIETARY EVENTS:

CREATING A TOTAL TRANSFORMATION

The proprietary events of yesterday are nothing like the ones taking

shape for tomorrow. Content is being refreshed. Social media is

expanding reach. On-site experiences are being redesigned. And

attendees are being engaged physically and digitally—all year long.

Get a handle on the red-hot “reinvention” trend, how to embrace it

and learn the rules of recasting your events. Then go inside one of the

industry’s best reinvention case studies, HP’s Discover.

Rob Pace

VP–Global Events

HP

Julie Lynch

Global Director

HP

TUESDAY MAY 7 | 10:15-11:00 a.m.

GESTURE-BASED EXPERIENCES:

DIGITAL INTERACTIONS WITHOUT A DEVICE

Gesture and networked touch technologies are changing how event

marketers interact with target audiences. By untethering participants

from their environments, marketers are now using device-less

technologies as both active and passive engagement channels at

events. Learn about the world of “gesturing” and how it works, what’s

possible and how brands are integrating gesture-based experiences

into events. Hear where the technology is going and how to embrace

networked touch and gesture strategies.

John Campbell

Erik Muendel

Vending Machine Configurations

National Event Living Director

Essentials Creative Director

46570 Humboldt Dr. • Novi, MI 48377

5-hour Phone 1-866-960-1700 Energy• Fax 248-960-1980 • www.fivehour.com Brightline Interactive

TUESDAY MAY 7 | 11:15 a.m.-12:00 p.m.

BERRY

LEMON-LIME

Item 509122 409125

Case Code 10719410509122 10719410409125

ENLISTING BLOGGERS TO CREATE—AND

Unit UPC 719410500016 719410400019

Unit SRP $3.00 $3.00

QUALIFY—EVENT MARKETING CONTENT

Case Pack 9/12’s = 108 9/12’s = 108

Inner Pack 9 9

As crowdsourcing grows, event marketers need filters that curate and

Case Dim. 18.5 X 12 X 11.25 18.5 X 12 X 11.25

aggregate content. In Case this Cube exclusive 1.45 session, 1.45 you’ll learn how to use

TI/HI 4 X 10 = 40 Per Skid 4 X 10 = 40 Per Skid

bloggers to vet content and build momentum for event campaigns—

why you should do it, how it works and what the payoff is. Then see

the trend in action as the marketers at Cotton Incorporated show

Vending Shim

Available POS Items

you how Gives the ability they to merchandise used 5-Hour Energy a in network chip coils. of fashion bloggers to help launch its

24-Hour event campaign.

Kazzie Zerface

Manager–Consumer

Marketing, Strategic Alliances

Cotton Incorporated

TUESDAY MAY 7 | 1:30-2:15 p.m.

Machine Sticker

Size: 4.875” X 6”

Dangler

Size: 2.25” X 1.75”

Removable

Window Sticker

Size: 4” X 3”

BRAND ELASTICITY: HOW TO INTEGRATE

THE MANY ‘VOICES’ OF YOUR BRAND

Leesa Wytock

VP/Head of Digital

Jack Morton

Worldwide

Brands are often made up of a diverse set of products and offerings

catering to multiple audiences. The challenge? Creating compelling

consumer and community engagement leveraging interesting

product-focused stories, while laddering up to a larger brand

narrative. Grab a seat and take a look at how Ford balances tonality

of voice across multiple brand experiences and media channels to

foster more powerful connections with consumers and ultimately,

develop deeper, stronger loyalty.

Kerry Ann Doyle

Senior VP

Team Detroit

Howard Rubin

President

Match Action

| 10 | REGISTER TODAY! eventmarketer.com/summit | 203.899.8471


REGISTER TODAY!

eventmarketer.com/summit

TUESDAY MAY 7 | 2:30-3:15 p.m.

TRADE SHOWS: PRE-SHOW STRATEGIES

THAT GENERATE KILLER RESULTS

Bell Helicopter’s booth at Heli-Expo was nearly an acre in size, but

its integrated marketing strategy went well beyond the footprint. Get

an inside look at how Bell used a teaser campaign to drive targets

to a reveal of its latest aircraft both at the show and online—such a

success that by public demand, Bell provided an encore the next

day. Hear how the company turned a one-shot trade show reveal into

an attendance-busting event. And learn what you should be doing

before an event to drive more foot traffic and eyeballs.

Kathleen Searle

Brand and Enterprise

Communications Director

Bell Helicopter

TUESDAY MAY 7 | 4:30-5:15 p.m.

HOW LEXUS CONNECTS DIGITAL AND LIVE:

CREATING A FULLY WIRED BRAND EXPERIENCE

The experiential marketing portfolio at Lexus has gone digitally live. Join

one of the brand’s top digital marketers for a look at how he’s combined

online and offline in a strategic and cohesive way. See examples of

the brand’s key social media initiatives, and get a look at the role of

technology across the car giant’s events. Walk away with a list of best

practices for socially wiring your own event and trade show portfolio.

Steve Jett

Digital Marketing Manager

Lexus

WEDNESDAY MAY 8 | 10:30-11:15 a.m.

GENERATING EXPERIENTIAL EARNED MEDIA:

THE FACTS, THE STATS, THE PROOF

Not all earned media is created equal. Hear how experiential marketing

is generating the most powerful earned media the marketing industry

has seen—all by putting the consumer front and center. Supported by

evidence from Nielsen and Keller Fay, you’ll learn how earned media

generated by in-person experiences drives deeper engagement, more

passionate advocacy and bigger sales lifts. Then see the principles of

“live earned media” come to life via a case study of SodaStream’s Fizz

the Season House Party program.

Kristin Harp

Marketing Manager

SodaStream

Chris Maher

CEO

House Party

WEDNESDAY MAY 8 | 11:30 a.m.-12:15 p.m.

‘CONTEXTUAL DISRUPTION’: THE NEXT CHAPTER

OF INFLUENCER MARKETING HAS ARRIVED

It is being called the future of influencer marketing. Learn how to

gather, analyze and leverage behavioral insights about key consumer

segments—passion points, trending content, attitudes, social

influences and more—then transform your experiences from mere

disruptive conversations into “contextual experiences” that enable

you to truly connect with your target audience on their terms. Hear

how Acura used the principles of contextual disruption to drive

exponential social amplification, unprecedented experiential passalong,

universal positive sentiment and off-the-charts ROI.

Lauren Ebner

Social Media Manager

Acura

Jason Metz

CEO

Brand Influencers

WEDNESDAY MAY 8 | 1:30-2:15 p.m.

THE ART AND SCIENCE OF TURNING

INFLUENCERS INTO TRUE BRAND ADVOCATES

Influencing the influencers isn’t easy, but when you do it, the return on

investment can be huge. Facing increasing clutter and social media

noise, influencers are more important to event marketers than ever.

Learn to identify the most important influencers, how to engage them

and how to create events that are attractive and unique but that also

build brand advocacy. Get new intel on the power of creating influencer

networks and keeping the momentum going through digital and social

initiatives that are activated with live events.

Steve Chasen

Director-Trade

Marketing

Pernod Ricard

USA

Clare Kanter

Director-

Absolut Vodka

Pernod Ricard

USA

WEDNESDAY MAY 8 | 2:30-3:15 p.m.

Amanda Turnbull

Senior VP

Legacy Marketing

Partners

OWNING THE MARKET: EXPANDING YOUR

EXPERIENCE OUTSIDE THE EVENT WALLS

Smart marketers are stretching their on-site experiences well beyond

the event footprint. Take a seat and get schooled on dropping a

“branded net” over an entire city. Find out how to use a mix of online

and offline efforts to expand large “hub” experiences into smaller

“spoke” locations around a market, how to connect your event with

local retailers—and learn how to multiply your on-site event reach by

hundreds or thousands of percentage points.

Stella Ringer

Brand Activation Manager

Coca-Cola Co.

WEDNESDAY MAY 8 | 3:30-4:15 p.m.

Adrian Williams

VP–Multicultural

Marketing

CSE

B-TO-C-TO-B: CAMPAIGNS THAT TOUCH BOTH

BUSINESS AND CONSUMER AUDIENCES AT ONCE

Efficiency is a top objective for event marketers, which is why more

campaigns are being designed with both b-to-b and b-to-c elements.

Singular campaigns that activate both sides of that fence provide a

higher level of efficiency and, in many cases, the ability to accomplish

multiple objectives with a singular spend. Get a look at the trend, gain

insights into how to appeal to different groups, and see how Amway

has embraced b-to-c-to-b and measures success on both sides.

Steve Cherry

Senior Marketing

Specialist

Amway

WEDNESDAY MAY 8 | 4:30-5:15 p.m.

Braden Graham

VP/Account Director

EEI Global

B-TO-B EVENT MARKETING ON A SHOESTRING:

TIPS AND TRICKS FOR MAXIMIZING BUDGETS

“Do more with less” is a mantra still embraced by most of the

industry’s event marketers, regardless of event size or budget. But

when your budget is smaller than it used to be, any cut seems

that much deeper—and the need to be efficient is that much more

pressing. Wrap up the Event Marketing Summit with some “budgetbeating”

ideas to help you maximize your resources, including a

rundown of tips and tricks for using free or low-cost tools, social

media, networking and more.

Danalynne Wheeler

Marketing Director

Enstratius

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 11 |


MASTER CLASSES

| TRENDING | INSIGHTS & IDEAS | BEST PRACTICES | UX | MICROSESSIONS | UNSESSIONS

BEST PRaCtICES

Examples and advice for upgrading b-to-b events and consumer experiences

TrAcK SPoNSored by:

MONDAY MAY 6 | 3:00-3:45 p.m.

DON’T FORGET GREEN EVENTS:

HOW TO BE SUSTAINABLE, POST-RECESSION

As event budgets come back after years of stress, sustainable events

continue to lag. Listen in as Oracle’s head of marketing and Green

Meeting Industry Council past prez recaps the challenges we’ve

faced and outlines an action plan for the future of sustainability in the

event industry. Leave the session with a doable, real-world roadmap

for going green in ways big and small, and find out how to create an

earth-friendly event portfolio that keeps pace with industry standards.

Paul Salinger

VP–Marketing

Oracle

(Past President, Green Meeting Industry Council)

MONDAY MAY 6 | 4:00-4:45 p.m.

WI-FI AT EVENTS: THE GOOD, THE BAD, THE UGLY

As experiences go high-tech, setting up wireless internet access

at events is a must-have line item in event budgets. But creating a

wireless hotspot for thousands of people can be a frustrating and

confusing process. Learn the ins and outs of setting up secure,

fast, large-scale Wi-Fi access at events and trade shows. Learn the

process Microsoft uses to deploy successful wireless for events, and

how you can apply it to yours. This session will discuss the real (and

hidden costs) you need to know about, the right questions to ask

your venues, and what kind of hardware you’ll need to plan for.

John O’Gara

Group Manager–Event Technology

Microsoft

TUESDAY MAY 7 | 10:15-11:00 a.m.

INSIDE TOYOTA: REINVIGORATING SALES MEETINGS

There are few events as mission-critical as the annual sales event.

Go behind the scenes with Toyota at its National Dealer Meeting to

find out how one of the industry’s long-time masters of internal events

is besting itself year after year using customized content, messagedriven

design and show-stopping moments attendees revisit

throughout the year. Learn how to set the stage for an event that

inspires and wows an audience without losing sight of the strategies

driving it all.

Jack Hollis

VP–Marketing

Toyota

Karen Jorgensen

Chief Creative Officer

Kaleidoscope

TUESDAY MAY 7 | 11:15 a.m.-12:00 p.m.

B-TO-B EVENTS AND MEETINGS: HOW TO

DESIGN THE ULTIMATE ATTENDEE JOURNEY

How do you turn audiences into true believers—advocates and

evangelists who will spread the word about your brand? Learn

how to design a perfectly balanced attendee journey. Hear how

to incorporate the most appropriate interactions, conversations

and beliefs—all of which inform every experiential touchpoint with

attendees at meetings and conferences. A strong brand is about

continuity, clarity and impact. Walk away from this session with the

tools to design a successful attendee journey map.

Archie Lyons

Creative Director

Caterpillar

TUESDAY MAY 7 | 1:30-2:15 p.m.

Angie Smith

Director

InVision

‘LIFESTYLE PLATFORMS’: HOW TO ENGAGE

CONSUMERS BY FUELING THEIR PASSIONS

As marketers, we live and breathe our brands, developing initiatives

that drive growth. As consumers, brands represent one piece

of a larger mosaic of how we live our lives. Learn how to tap into

consumers’ passions and engage them using learning experiences

that fuel their interests and curiosities, while immersing them in your

brand. Along the way, you’ll see how passion drives growth for The

Glenlivet’s Dram and Discover program.

Troy Gorczyca

Senior Brand Manager

The Glenlivet

TUESDAY MAY 7 | 2:30-3:15 p.m.

Gabrey Means

Cofounder/

Creative Director

Grow Marketing

ROAD RAGE: HOW TO LEVERAGE FOOD

TRUCKS IN EVENT MARKETING CAMPAIGNS

Consumers are going crazy for food trucks, and brands are getting

on board with mobile tours, street programs and buzz-builders that

use them as attraction and engagement vehicles. Learn how to

leverage food trucks in your event campaigns—even if your product

is not food! From vehicle selection and costs to design and graphics;

from street routing to social media amplification, you’ll get access to

the full menu of how to tap into the food truck phenomenon.

Kathryn Winstanley

VP–Marketing

Freshpet

Matthew Glass

CEO

Grand Central

Marketing

| 12 | REGISTER TODAY! eventmarketer.com/summit | 203.899.8471


&

REGISTER TODAY!

eventmarketer.com/summit

TUESDAY MAY 7 | 4:30-5:15 p.m.

B-TO-B MEETINGS: BUILDING AN INTERNAL EVENT

THAT CAN CHANGE COMPANY CULTURE

Spending on internal meetings is on the rise as brands bring

employees and sales teams together to disseminate information and

impact performance. At MasterCard, events are also being used

to actually change the company’s culture. Learn how the brand is

using events to accomplish critical internal objectives. Get a new

perspective on the evolution of meetings, a rundown of best practices

and learn how to design and build culture-changing events—what it

takes to pull them off and best practices for solid programs.

Gilda Benedetti

VP-Global Sales Effectiveness,

Strategy & Operations

MasterCard Worldwide

WEDNESDAY MAY 8 | 10:30-11:15 a.m.

Jeff Kalpak

President

Barkley Kalpak

Agency

THE PAPERLESS EVENT: OH YES, IT’S POSSIBLE

Learn how to convert your b-to-b events into totally paperless

experiences using smart planning, new technologies and a sound

strategy. Replacing paper with tablet messaging, apps, mobile

content and web streams can create a slicker, more updated event

experience for both you and your attendees. Get a rundown of the

steps required to say bye-bye to paper, get insights and ideas for

applying them all to your b-to-b programs—and learn how Walmart

is embracing paperless across its events.

Jon Terlouw

Manager–Shows & Events

Walmart

Mark Shearon

Managing

Director

Proscenium

WEDNESDAY MAY 8 | 1:30-2:15 p.m.

MAKE THE ‘INVISIBLE’ VISIBLE: EXPERIENTIAL

MARKETING FOR INTANGIBLE PRODUCTS

Learn how a mix of tactics ranging from sponsorships, pop-ups,

mobile tours and stunts can bring an “invisible” product to life. Find out

how to tackle multiple targets—from partners and consumers to the

media—with a seamless strategy and how Symantec’s Norton brand

used it all to create a sense of urgency, context and relevancy. Learn

how a strong storyline and killer on-site activation can turn a “behindthe-scenes”

product into a superstar.

Joe English

Creative Director-Experiential

Marketing

Intel

WEDNESDAY MAY 8 | 2:30-3:15 p.m.

EMBRACING GROUNDSWELL SELLING:

THE NEW MULTIDIMENSIONAL B-TO-B DEMO

When is a demo not a demo? When it’s created as a subtle, effective

selling tool impacting multiple b-to-b audiences at once. Grab a seat

and get schooled on the red-hot theory of groundswell selling, a

new type of event strategy being embraced by brands that engages

key b-to-b influencers first to build brand goodwill before meeting

with purchasers. See the concept in action via examples and get an

interesting perspective on new spins for your b-to-b demos.

Karen Philip

VP–ClinicalKey

Marketing

Elsevier

Mary Ellen Unnerstall

Account Director–Healthcare

Marketing

Switch: Liberate Your Brand

WEDNESDAY MAY 8 | 11:30 a.m.-12:15 p.m.

WHERE THEY LEAST EXPECT YOU: DIFFERENT

PLACES TO REACH DIFFERENT FACES

Sometimes the best path to your target is the one least taken. Hear

how Craftsman is generating some of its biggest lines, largest media

impressions and most impressive web traffic by taking its products

where nobody would ever expect them—places like the Detroit

Auto Show and Comic-Con. Get access to the method behind the

madness, find out where the strategy comes from and get keen

insights on how to take your brand off the beaten path.

Darryl Ricca

Trade Marketing Manager

Sears Holdings/Craftsman

Mike Seeman

Director of Client

Engagement

Star

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 13 |


MASTER CLASSES

| TRENDING | INSIGHTS & IDEAS | BEST PRACTICES | UX | MICROSESSIONS | UNSESSIONS

NEW!

UX

An all-new Summit track focused on designing and

executing killer user experiences (UX) at events and trade shows

MONDAY MAY 6 | 2:00-2:45 p.m.

A NEW AGE IN EXPERIENTIAL IS BORN:

UX ISN’T ABOUT DIGITAL ANYMORE

It’s time to start applying the principles of UX design to strategy,

customer journey, sponsorship, gaming, interactive and other event

elements. Get perspectives from one of the top crewmembers behind

some of the best digital+live experiences of the year on how taking a

purposeful UX approach guarantees an optimal brand experience for

audiences. Learn the ideas underpinning great UX and how to apply

them to event portfolios. Special attention will be paid to designing

the physical interface between your digital components and your

attendees’ experiences.

Bill Fleig

VP

JUXT

MONDAY MAY 6 | 3:00-3:45 p.m.

DESIGNING YOUR EVENT FOOTPRINT:

EXPERIENTIAL SPATIAL PLANNING

Events are being refined—and redefined. Join one of the designers

behind the SAP Sapphire NOW and HP Discover reimaginations for

a session on designing the ultimate event footprint —from laying out

the experience you need with the space you have, to designing the

attendee journey and content delivery strategy. Learn the mistakes

to avoid, discover tips for event refreshes and get real advice on

activating space, creating a better and stronger experience—and

building the best event footprint.

Mike Ellery

Senior VP–Creative

Sparks

MONDAY MAY 6 | 4:00-4:45 p.m.

TRANSMEDIA: WHAT IT IS, HOW IT WORKS,

WHY EVENT MARKETERS NEED TO UNDERSTAND IT

As target audiences begin to interact with brand experiences across

a multitude of devices and media channels, marketers are quickly

integrating the principles of transmedia—creating interactions that

span devices and technology mediums—into their events. Learn

from a transmedia creative chief who’s worked his magic for Cadillac,

Bose, and Rolex what transmedia is, how it works and the best ways

to embrace it and apply it to your events and trade shows.

Simon Fairweather

Chief Creative Officer

EEI Global

TUESDAY MAY 7 | 10:15-11:00 a.m.

THE PRIME DIRECTIVES: WHAT ROBOCOP CAN

TEACH US ABOUT THE USER EXPERIENCE

At the crossroads of UX and experiential things can get unruly and

downright lawless. Until now. In this entertaining and informative

session, you’ll join the design minds behind experiential work

for Coke, FedEx and Budweiser as you learn through the eyes of

RoboCop how to master the Prime Directives of User Experience by

destroying myths and discovering that UX isn’t just part of the design

process, it is the process. Get ready to hunt down the bad guys and

lay down the law.

Scott Burns

Executive Creative Director

Switch: Liberate

Your Brand

TUESDAY MAY 7 | 11:15 a.m.-12:00 p.m.

Chris Douglas

Director of Digital

Strategy and UX

Switch: Liberate

Your Brand

SHORT AND SWEET:

THE VALUE OF CASUAL EVENT INTERACTIONS

Brief and emotionally resonant moments can leave greater impressions

than longer and more sustained interactions, provided their impact

can belie their brevity. Hear from the designer of experiences for Intel

and General Motors how “casual interactions” are inherently shallow

in their depth and short in their duration—but can build strong bonds

if effectively conceived and constructed. Learn tips, tricks and

paradigms for designing impactful casual experiences for devices,

installations and public spaces.

Darren David

CEO

Stimulant

TUESDAY MAY 7 | 1:30-2:15 p.m.

TECHNOLOGY TRENDS IN AN AGE OF UX:

WHAT’S HOT, WHAT’S NOT AND WHAT’S NEXT

What are the hottest tech applications in the event space, and what

will be heating up in the next 12 months? Join the interactive mind

behind experiences at the US Open, Super Bowl, CES, and Infocomm

as he jumps into the technologies you need to know about, how they

work and the best ways to apply them. From gesture experiences

and transparent LCD to mobile integration and more, consider this a

tech tune-up you’ll use well after the Event Marketing Summit ends.

Mike Schaiman

Managing Partner

Helios Interactive

| 14 | REGISTER TODAY! eventmarketer.com/summit | 203.899.8471


REGISTER TODAY!

eventmarketer.com/summit

TUESDAY MAY 7 | 2:30-3:15 p.m.

INSTANT SUCCESS: DESIGNING

‘INSTANTANEOUS INTERACTIONS’

First impressions are everything. In a dynamic event environment,

the ability to engage attendees instantaneously helps trigger an

experience that is meaningful, on-brand and measurable. One of

the architects behind “instant interactions” for Intel and VMware

will show you why people consistently interact with certain forms

of communication and ignore others. He will show how achieving

instantaneous engagement is more science than art, and articulate

how to create the right “path to first impressions” that quickly attracts,

naturally connects and invites exploration.

Don Richards

Creative Director

Foghorn Creative

TUESDAY MAY 7 | 4:30-5:15 p.m.

REINVENTING B-TO-B EVENTS AND MEETINGS:

EXTREME MAKEOVER, EVENT EDITION

It’s an era of reinvention, and many b-to-b meetings and conferences

that have been unchanged for years are now getting extreme

makeovers. Join one of the architects of reinvented experiences for

Boeing and T-Mobile for a lesson in refreshing your events. Heavy

emphasis will be put on connecting with audiences in new ways—from

turning events upside down to involving attendees at every turn. Learn

how to breathe new life into the “same old, same old” events.

Chuck Santoro

Chief Creative Officer

Proscenium

WEDNESDAY MAY 8 | 11:30 a.m.-12:15 p.m.

BIG FOOTPRINTS, BIGGER IMPRESSIONS:

MAKING THE MOST OF LARGE REAL ESTATE

Big exhibits give brands a chance to create immersive environments

that leave huge impressions on attendees. The bigger the exhibit

footprint, the larger the challenge for brands looking to create a

cohesive experience for attendees. Find out how to design intimate

experiences inside huge exhibits, from creating intelligent traffic

patterns to designing unique experience/product zones, incorporating

theater and lounge spaces, and leveraging event technology and

interactives. Learn how to create supersized experiences.

Tracy Cogswell

Director of Interactive Design

EWI Worldwide

WEDNESDAY MAY 8 | 1:30-2:15 p.m.

Chris Petit

Creative Director

EWI Worldwide

HOW MUCH TECHNOLOGY IS TOO MUCH?

FINDING YOUR ‘TECHNO-ORGANIC’ BALANCE

Finding the right mix between the latest event technology and

more organic design elements is key when creating show-stopping

experiences. Learn from the designer of “balanced experiences” for

Swarovski and Ferragamo how to create event environments that are

both cutting-edge and visually inviting. Discover how to leverage the

tech solutions that work best for your audience and tell a brand’s story

in a memorable way while making sure technology doesn’t distract

from your user experience.

Irma Hardjakusumah

Principal

IH Design

WEDNESDAY MAY 8 | 10:30-11:15 a.m.

THE TRADE SHOW CHANGE-UP:

CREATING OFF-THE-FLOOR EXPERIENCES

It’s a growing trend—brands activating experiences at big trade

shows… but away from the show floor. Find out from the creative

master blaster who’s designed incredible off-the-floor experiences

for General Motors how to move your trade show experiences

behind closed doors, and the keys to creating an immersive brand

experience without the background noise.

Paul Blurton

Chief Creative Officer

inVNT

WEDNESDAY MAY 8 | 2:30-3:15 p.m.

SURVIVAL GUIDE TO TENTED ENVIRONMENTS

Creating A-plus events in tented environments is no easy task. Learn

how to bring outdoor events to life by leveraging tents in ways that

leave audiences buzzing. Learn how to incorporate A/V solutions and

conceal tent hardware. Dig into the process of conceptualizing and

finalizing designs, translating a tent concept into reality, the storing

and traveling process, installing your footprint on event day and

bringing ideas to life on-site.

Lacey Hoff

Director-Creative Services

Grand Central Marketing

SeeLun Mak

Executive VP

Grand Central Marketing

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 15 |


MASTER CLASSES

| TRENDING | INSIGHTS & IDEAS | BEST PRACTICES | UX | MICROSESSIONS | UNSESSIONS

MICROSESSIoNS

MONDAY MAY 6

3:00-3:45 p.m.

1. POP-UP DISSECTION. Learn about

pop-ups as we deconstruct the world’s

largest pop-up from this year’s Super

Bowl.

2. THE CONTAINER PHONEMENOM.

Using shipping containers at events—

from what they cost to how you design

them to the turnaround time of it all.

Jeff Baker, Chief Creative Officer, Image 4

4:00-4:45

1. SOCIAL MEDIA IN HISPANIC

MARKETING: ENGLISH OR

SPANISH? Approaching the Hispanic

market through Social Media—best

practices for reaching and engage your

Latino social media audience.

2. TOTAL MARKET APPROACH VS.

MULTICULTURAL MARKET. Learn

all about the “Total Market” approach,

a new trend on how to approach multicultural

marketing.

Marco Lopez, Exexutive VP, Elemento L2

TUESDAY MAY 7

10:15-11:00 a.m.

1. 7 WAYS TO MEASURE B-TO-B

EVENTS. How marketers are measuring

their meetings and trade show

programs.

2. 8 WAYS TO MEASURE B-TO-C

EVENTS. How marketers are measuring

their consumer event marketing

programs.

Matt Pensinger, Senior VP, Jack Morton

Worldwide

11:15 A.M.-12:00 P.M.

1. BRAND AMBASSADORS: 1099 OR

W2? Government agencies are putting

pressure to reclassify event staffers as

salaried employees. This is the biggest

issue facing the future cost structure

of events and you are about to get

briefed on it.

2. THE NEW STAFF TRAINING

REGIMEN.Get a handle on the latest

staffer training mix, from online webcasts

to on-site quickies to deep brand

immersion training.

Larry Hess, CEO, Encore Nationwide

1:30-2:15 p.m.

1. MOBILE MARKETING VEHICLE

COSTS.Spending on mobile tours

is up. Get your own tour—of the different

types of vehicles and the costs

of each.

2. MASTERING EVENT PERMITS.

Get some quick tips on how to secure

event permits in different markets.

Tony Amato, CEO, MRA

WEDNESDAY MAY 8

10:30-11:15 a.m.

1. THE CHANGING FACE OF YOUR

AUDIENCE: ARE YOU READY? Top

trends and how they’ll change the way

audiences engage with your brand.

2. GOING STRATEGIC: DO YOUR

EVENTS PASS THE TEST? 5 ways to

ensure your events have a compelling

strategic intent.

Chris Cavanaugh, President, Freeman XP

11:30 a.m.-12:15 p.m.

1. GENERATING SALES AT B-TO-C

EVENTS. “Transactional” experiences

are all the rage. Hear how some marketers

are connecting the point-ofexperience

with the point-of-sale.

2. TRENDS IN USING SOCIAL MEDIA.

A rapid-release lesson on what’s “next”

in connecting social media and live

events.

Matt Pensinger, Senior VP, Jack Morton

Worldwide

1:30-2:15 p.m.

1. CREATING AN EVENT APP. Is there

an app for that? Well, yes… there is.

Get a quick overview of how event

apps work, how long it takes to create

one, and what makes a great app.

2. NEW TIPS FOR DATA-

COLLECTION. Hear how to take

data-collection to the next level with

new methods for collecting, scrubbing,

measuring—and, ahem, using your

data.

Lawrence Coburn, DoubleDutch, CEO

Topical conversations created, managed

UNSESSIONS and moderated by Summit attendees

MONDAY MAY 6

4:00-5:00 p.m.

TOPIC: HOW TO CREATE BETTER, STRONGER SOCIAL MEDIA

CONNECTIONS

The more that marketers learn about social media, the better they are connecting

it with events. Join a conversation about how you and your peers are

using social media in more effective ways.

TUESDAY MAY 7

11:15 a.m.-12:15 p.m.

TOPIC: DRIVING TANGIBLE SALES USING EVENTS

“Transactional” experiences are getting big play as marketers push their

events to create tangible sales… now, not later. This conversation will focus

on how you and your peers are converting events into transactional platforms.

WEDNESDAY MAY 8

11:30 a.m.-12:30 p.m.

TOPIC: PROVING PERFORMANCE

If you can’t measure, you just don’t know. This conversation

will focus on how you and your peers are measuring,

what you’re measuring and how those metrics are

changing. Note: This is not a chat about the importance

of measurement—it’s a chat on how marketers measure.

3:30-4:30 p.m.

TOPIC: PREPARING FOR 2014: TOP TRENDS

Dive into an unplugged discussion on where the industry

is, where it’s headed and what you better get a grasp on

in the second half

of the year.

| 16 | REGISTER TODAY! eventmarketer.com/summit | 203.899.8471


REGISTER TODAY!

eventmarketer.com/summit

NETWORKING

Meet new colleagues and reconnect with industry peers at

the world’s leading networking events for live marketing pros

Networking Reception

MONDAY MAY 6 | 5:00-6:30 p.m.

The “who’s-who” of event marketing

mixin’ and minglin’. The biggest

users of event marketing grabbing a

cocktail. And everybody checking

out the newest products, the latest

technologies and the best event

partners this industry has to offer.

Yup, you gotta be there.

Women in Events

TUESDAY MAY 7 | 4:30-5:45 p.m.

The annual ladies-only learning event

returns with networking and education

featuring Gina Rudan, bestselling

author of Practical Genius: The Real

Smarts You Need to Get Your Talents

and Passions Working for You. Say hi

to fellow women in event marketing and

learn how to harness your talent and

passion in 2013 and beyond.

SPoNSored by:

Happy Hour

TUESDAY MAY 7 | 6:00-7:30 p.m.

Book an eight o’clock dinner reservation

so you can wind down EMS Day

2 with a drink, a few appetizers and

some great conversations with new

acquaintances and old friends. Talk up

the day’s key learnings, expand your

social circle and savor the flavor of

event marketing.

Mixology Jam Session

TUESDAY MAY 7 | 5:15-6:15 p.m.

New! Wrap up Tuesday at EMS with

an interactive session on the art and

science of mixology. Join worldrenowned

mixologist and author Brian

Van Flandern as he teaches you how

to whip up the perfect cocktail for your

events. Part Chopped, part Iron Chef,

attendees design and mix up creative

concoctions—then vote on the best.

The 2013

Ex Awards

The Best Event Marketing

Programs of the Year

MONDAY MAY 6 | 7:00-10:30 p.m.

Some call it the Oscars of event

marketing. Others refer to it as our

industry’s Golden Globes. We say

it’s the night the industry shuts

down and recognizes the best

experiential marketing campaigns

of the year. Join the industry’s best

and brightest. Cheer on colleagues.

Network with fellow industry peers

and nominees.

SPoNSored by:

by brandnetworks

Note: The Ex Awards typically sells out in

advance and requires a separate ticket

(it is not included in any conference

registration). Book your individual tickets

at eventmarketer.com/summit or reserve

tables of 10 by emailing Anu Thalakotur at

athalakotur@red7media.com.

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 17 |


NEW PRODUCTS

aND SERVICES

Demo new tools, learn about

new services and get quality

facetime with the industry’s

leading partners

One place. More than 60 partners. Hundreds of ideas, products and services. The Summit Solutions Center provides an easy

way to meet new partners, source new work and demo and test out products and services—all in one convenient location. Meet

the top partners from such categories as:

Event Technology Companies | Exhibit Builders | Attendee-Generation Experts | App Makers | Mobile Marketing Specialists

| Event Agencies | Measurement Partners | Sampling Companies | Staffing Experts | Gamification Experts | Pop-Up Store

Partners | Event Furniture | Décor and Catering | Top Venues | Event Strategists | Sponsorship Partners | Trade Show

Shops | Photo-Activation Partners | Digital Event Leaders | A/V and Production Companies | Event Agencies… and More!

A NOTE FOR VENDORS AND PARTNERS: There’s $10 billion worth of event spenders coming to the Summit and we expect

a totally sold-out Solutions Center and sponsor list. Lock in your booth or sponsorships (before there’s nuttin’ left to lock in) by

contacting Anna Lawler at alawler@red7media.com or 203-852-5681.

THIS YEAR’S SUMMIT PARTNERS INCLUDE:

(As of March 20th)

PARTNER

PRESENTING

ELITE PREMIER PATRON

I N D U S T R I E S

ANY TIME. ANY PLACE. NATIONWIDE AUDIO VISUAL.

by brandnetworks

| 18 | REGISTER TODAY! eventmarketer.com/summit | 203.899.8471


REGISTER TODAY!

eventmarketer.com/summit

REGISTRATION

BRANDS (CLIENTS). end-user marketers at brand companies

BEFORE

FEB. 28

BEFORE

FEB. 28

FEB. 28-

APRIL 26

FEB. 28-

APRIL 26

AFTER

APRIL 26

Full conference (May 6 Morning-May 8) BEST VALUE $1,545 $1,745 $1,845

Main conference (May 6 Afternoon-May 8) $1,445 $1,645 $1,745

Additional Full conference $1,095 $1,095 $1,095

Two-day (May 6-7 or May 7-8) BRANDS $1,245 $1,455 $1,555

one-day (May 6)

CAN TEAM IT!

$995 $1,095 $1,150

one-day (May 7) $995 $1,095 $1,150

one-day (May 8) $995 $1,095 $1,150

AGENCIES (AND CONSULTANTS AND SUPPLIERS).

AFTER

APRIL 26

Full conference (May 6 Morning-May 8) BEST VALUE $1,845 $1,945 $2,045

Main conference (May 6 Afternoon-May 8) $1,745 $1,845 $1,945

Two-day (May 6-7 or May 7-8) $1,495 $1,595 $1,695

one-day (May 6) $1,095 $1,195 $1,295

one-day (May 7) $1,095 $1,195 $1,295

one-day (May 8) $1,095 $1,195 $1,295

EX AWARDS GALA May 6

TEAM

IT!

Additional Full

Conference passes

are just $1,095.

Individual Tickets ........................................................$275 each ($300 onsite, if available)

Tables of 10 ................................................................$3,000 each

For registration questions, contact Anu Thalakotur at 203.899.8471 or athalakotur@red7media.com.

Full Conference. Includes choice of Mon. a.m. workshop (see pg. 6) plus all Mon.-Wed. sessions, meals and functions;

does not include Ex Awards. The best value and most-purchased pass; gives you “all access.”

Main Conference. Includes all Mon. afternoon-Wed. sessions, meals and functions; does not include Ex Awards or

Monday a.m. workshop (see pg. 6).

Two-Day Pass. Includes all Event Marketing Summit sessions, meals, activities and functions on either Monday

(includes choice of a.m. workshop) and Tuesday or Tuesday and Wednesday. Does not include Ex Awards.

One-Day Pass. Choice of Mon., Tues. or Wed. full-day access to all sessions and activities.

Note: Mon. pass includes choice of a.m. workshop (see pg. 6) but does not include Ex Awards.

Substitutions, refunds and cancellations: Substitutions are welcome at any time. All requests for refunds or

cancellations must be received in writing. A full refund less a $375 administrative fee will be issued if the request is

received before March 15, 2013. No refunds will be granted after that date. Note: Every registration will be verified

via phone and email to ensure valid registration pricing for brands/clients and agencies/others. We reserve the right

to decline registration where we see fit, before or during the Summit. Content subject to change.

Join the Event

Marketing Institute

and Save!

EMI Workgroup

Members

get 2 for 1

VIP pricing.

Call 203.852.5693

for details.

INSTANT

SAVINGS

SHERATON CHICAGO

301 East North Water Street

Chicago, IL 60611

t: 800.233.4100

oFFIcIAL HoTeL. The Summit is pleased to offer a discounted rate of

$285/night to registered eMS attendees. Please reference the

event Marketing Summit when booking your rooms. rATe eXPIreS APrIL 4.

Reserve your room online at eventmarketer.com/summit or call the hotel

yourself at 312.464.1000 before the room block sells out, which it always does.

®

May 6-8, 2013 | Sheraton Chicago | #emschi | | 19 |

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