Maarten Schram Founder & Managing Director LiveCom Alliance Managing Director Independent Dutch Event Association
Experiential Marketing Conference 2018 October 25, 2018| Athens, Greece
A good project is born not from an ambi3on to leave a legacy, but from the will to ini3ate an exchange, even a small one, with the unknown individual that will use the item you designed
“”ACHILLE CASTIGLIONI
EUROBEST
Great ideas are special. They move us, inspire us, change consumer behavior and deliver
business-accelera3ng results. We believe these ideas should be rewarded. Because crea3vity maEers; for business, for change and for good
“
”
BEA WORLD FESTIVAL
An event is a live experience, planned in advance, in a limited period of 3me, with the objec3ve of
affec3ng the percep3on or behaviour of the audience, duly included in the marke3ng mix
“
”
BEA WORLD FESTIVAL 2017
3RD Grand Prix 2ND B2B 1ST Product/Service Launch 2ND Conven@on
AUDI SUMMIT 2017
© 2017. This survey is based on local market research results. All data are analyzed by market research agency Effectmeting. No rights can be derived from the information provided.
LiveCom Alliance European Industry Survey 2017
Budget forecast
LIVE COMMUNICATION SHARE IN MARCOM MIX
14% 37%24%
10,2% 5,4%
5,6%6,5% 13,7% 4,2%
Budget trend
NETHERLANDS
BELGIUM
SPAIN
GERMANY
ITALY
UK
AVERAGE
DECREASE SAME INCREASE
1% 57% 42%
0% 41% 59%
1% 16% 84%
9% 54% 37%
9% 56% 35%
21% 59% 21%
6% 72% 22%
7% 51% 43%
UK
PORTUGAL
14% 30% 56%
31% 42% 27%
19% 46% 35%
14% 59% 27%
21% 30% 49%
6% 74% 20%
18% 47% 36%
Number of events
NETHERLANDS
BELGIUM
UK
DECREASE SAME INCREASE
20% 19% 61%
1% 33% 66%
7% 38% 55%
- 70% frequently or periodically collaborate with other agencies - 64% expect collaborations to increase in ’17
LEAD TIMES20% clients <3 months ('16 same, '15 49%)
57% still strong tendency to improvise last minuteand 33% still last minute
60% start on time; 40% still last minute
Trends
Integrated concepts
Human factor/the conversation
- high expectations and stagnating budgets- 'doing more with less' familiar mantra- budgets too low to meet ambition / business goals- improving margins key challenge in ’17- 89% faced challenges improving margins- changing business models adversely impact profits
Growth vs return on projects
Converging marcom disciplines
- 97% face challenges finding and retaining talent - 33% encounter inadequate HR which impacts talent development and retention
Talent
2016 2017 2016 2017 2016 2017
© 2017. This survey is based on local market research results. All data are analyzed by market research agency Effectmeting. No rights can be derived from the information provided.
LiveCom Alliance European Industry Survey 2017
Budget forecast
LIVE COMMUNICATION SHARE IN MARCOM MIX
14% 37%24%
10,2% 5,4%
5,6%6,5% 13,7% 4,2%
Budget trend
NETHERLANDS
BELGIUM
SPAIN
GERMANY
ITALY
UK
AVERAGE
DECREASE SAME INCREASE
1% 57% 42%
0% 41% 59%
1% 16% 84%
9% 54% 37%
9% 56% 35%
21% 59% 21%
6% 72% 22%
7% 51% 43%
UK
PORTUGAL
14% 30% 56%
31% 42% 27%
19% 46% 35%
14% 59% 27%
21% 30% 49%
6% 74% 20%
18% 47% 36%
Number of events
NETHERLANDS
BELGIUM
UK
DECREASE SAME INCREASE
20% 19% 61%
1% 33% 66%
7% 38% 55%
- 70% frequently or periodically collaborate with other agencies - 64% expect collaborations to increase in ’17
LEAD TIMES20% clients <3 months ('16 same, '15 49%)
57% still strong tendency to improvise last minuteand 33% still last minute
60% start on time; 40% still last minute
Trends
Integrated concepts
Human factor/the conversation
- high expectations and stagnating budgets- 'doing more with less' familiar mantra- budgets too low to meet ambition / business goals- improving margins key challenge in ’17- 89% faced challenges improving margins- changing business models adversely impact profits
Growth vs return on projects
Converging marcom disciplines
- 97% face challenges finding and retaining talent - 33% encounter inadequate HR which impacts talent development and retention
Talent
2016 2017 2016 2017 2016 2017
© 2017. This survey is based on local market research results. All data are analyzed by market research agency Effectmeting. No rights can be derived from the information provided.
LiveCom Alliance European Industry Survey 2017
Budget forecast
LIVE COMMUNICATION SHARE IN MARCOM MIX
14% 37%24%
10,2% 5,4%
5,6%6,5% 13,7% 4,2%
Budget trend
NETHERLANDS
BELGIUM
SPAIN
GERMANY
ITALY
UK
AVERAGE
DECREASE SAME INCREASE
1% 57% 42%
0% 41% 59%
1% 16% 84%
9% 54% 37%
9% 56% 35%
21% 59% 21%
6% 72% 22%
7% 51% 43%
UK
PORTUGAL
14% 30% 56%
31% 42% 27%
19% 46% 35%
14% 59% 27%
21% 30% 49%
6% 74% 20%
18% 47% 36%
Number of events
NETHERLANDS
BELGIUM
UK
DECREASE SAME INCREASE
20% 19% 61%
1% 33% 66%
7% 38% 55%
- 70% frequently or periodically collaborate with other agencies - 64% expect collaborations to increase in ’17
LEAD TIMES20% clients <3 months ('16 same, '15 49%)
57% still strong tendency to improvise last minuteand 33% still last minute
60% start on time; 40% still last minute
Trends
Integrated concepts
Human factor/the conversation
- high expectations and stagnating budgets- 'doing more with less' familiar mantra- budgets too low to meet ambition / business goals- improving margins key challenge in ’17- 89% faced challenges improving margins- changing business models adversely impact profits
Growth vs return on projects
Converging marcom disciplines
- 97% face challenges finding and retaining talent - 33% encounter inadequate HR which impacts talent development and retention
Talent
2016 2017 2016 2017 2016 2017
© 2017. This survey is based on local market research results. All data are analyzed by market research agency Effectmeting. No rights can be derived from the information provided.
LiveCom Alliance European Industry Survey 2017
Budget forecast
LIVE COMMUNICATION SHARE IN MARCOM MIX
14% 37%24%
10,2% 5,4%
5,6%6,5% 13,7% 4,2%
Budget trend
NETHERLANDS
BELGIUM
SPAIN
GERMANY
ITALY
UK
AVERAGE
DECREASE SAME INCREASE
1% 57% 42%
0% 41% 59%
1% 16% 84%
9% 54% 37%
9% 56% 35%
21% 59% 21%
6% 72% 22%
7% 51% 43%
UK
PORTUGAL
14% 30% 56%
31% 42% 27%
19% 46% 35%
14% 59% 27%
21% 30% 49%
6% 74% 20%
18% 47% 36%
Number of events
NETHERLANDS
BELGIUM
UK
DECREASE SAME INCREASE
20% 19% 61%
1% 33% 66%
7% 38% 55%
- 70% frequently or periodically collaborate with other agencies - 64% expect collaborations to increase in ’17
LEAD TIMES20% clients <3 months ('16 same, '15 49%)
57% still strong tendency to improvise last minuteand 33% still last minute
60% start on time; 40% still last minute
Trends
Integrated concepts
Human factor/the conversationAtypical formats
Efficiency/reduction of costsReliability
Immersive digital experiences
- high expectations and stagnating budgets- 'doing more with less' familiar mantra- budgets too low to meet ambition / business goals- improving margins key challenge in ’17- 89% faced challenges improving margins- changing business models adversely impact profits
Growth vs return on projects
Converging marcom disciplines
- 97% face challenges finding and retaining talent - 33% encounter inadequate HR which impacts talent development and retention
Talent
2016 2017 2016 2017 2016 2017
“Once the Experience Economy has run its course, the Transformation (Purpose) Economy will take over”
Pine & Gillmore
COMPASSION
COLLABORATION
CONVERSATION
COMMUNITY
CONTENT
CONSTRUCTIVE
CREDIBLE
CONTAGIOUS
CREATIVECREATIVE
Sincerity is key and only possible from authen3city.
It’s a co-opera3ve process, brands and people need each other to effectuate purpose.
It’s interfusion, the superla3ve degree of interac3on, an intensive dialogue between people and brands in
order to reach maximum impact for both.
Brands services people according to relevant informa3on, regarding the world of the brand or the
product and only with added value.
It’s not about maximum reach, it’s about maximum influencing people
Purpose only gets valuable when people mark ac3vi3es from brands as valuable.
It’s all about making an enduring difference in the lives of a person, only then it turns into purpose.
Model by Kees Klomp, 2015.
Target audiences do not longer exist, this is only invented to put people into a box. It’s about which do
you consider to be part of.
I believe that live encounters do build a stronger future in all societies and industries, especially in this digital day and age.
get phigital
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