Jason Koop, VP of Business Development with Canadian Special Events, and Tim Hines discuss the evolving landscape of events, focusing on the importance of experience, content creation, and brand storytelling. They reflect on the South by Southwest festival, highlighting its commercialization and the need for genuine experiences. Jason emphasizes the significance of strategic goals in content creation and the role of micro influencers in community engagement. The discussion also touches on the rise of experiential marketing as a growing trend in the industry. They discuss the power of memorable experiences, the role of micro influencers in the event industry, and the importance of content marketing in B2B strategies. The dialogue emphasizes the need for trust-building, effective messaging frameworks, and understanding community language to create impactful marketing strategies. Jason shares insights on the challenges of adapting to change in the industry and the necessity of a long-term commitment to content marketing.

Takeaways:

• Creating unique experiences is essential for event success
• Recording events can maximize content reach and engagement
• Shifting focus from subscribers to community influence is crucial
• Brand storytelling is vital for connecting with audiences
• Micro influencers can effectively engage target communities
• Experiential marketing budgets are on the rise
• Event planners need to leverage content strategically
• The event industry is evolving with new marketing approaches. Experiential marketing creates memorable connections with audiences.
• The emotional experience at events is what attendees remember
• Micro influencers can be more effective than traditional influencers
• Content marketing requires a long-term commitment for success
• A strong messaging framework is crucial for effective communication
• Understanding community language enhances marketing effectiveness
• Familiarity with the audience is key to driving engagement
• Storytelling is a powerful tool in marketing strategy