“We produce brand experiences from concept through execution with a strate- gic and comprehensive approach,” says Matt Blank, event marketing strategist for Event Strategy Group, a global brand experience agency that creates a variety of memorable and entertaining events of all shapes and sizes.
“Our 360-degree collaborative process eliminates the stress and missteps that are often inherent in event planning and execution,” he continues. “Our compre- hensive approach includes four distinct focus areas: plan; create; manage; and measure. This allows our clients to remain focused on their overall business objectives, while we ensure on-point strategy and execution.”
When seeking out a convention destina- tion for a client, Blank notes that it is high- ly important to keep the process simple, so Event Strategy Group handles every- thing - from looking for the perfect site, city and venue to negotiating hotel rates
and room blocks on their client’s behalf. This process involves numerous consid- erations to ensure that the client gets exactly what they want and need, includ- ing such details as "the availability of power by a swimming pool, the number of restrooms available for women, the contingency plan in the event staff is union and goes on strike," to name just a few possibilities, notes Blank.
"Normally the client will give us an idea of what destination they’d like to target - or avoid. Using the previous years’ data, as well as goals for the current and following years, a lot is considered during the plan- ning. This might include: airlifts; the des- tination’s walkability; as well as the weather patterns in the area. We like to give our attendees the best experience possible while they are outside the venue, so going that extra step for them pays dividends in their post-event surveys.”
To Event Strategy Group, one of the ben- efits to a planner of choosing their
“hometown” as a convention location has to do with the help it can give their budg- et. “Transportation savings allows repur- posing funds for things that can help drive objectives. It also allows a focus on cool, local experiences that they may not get to enjoy otherwise. Being embedded in your own city or region, you are privy to a deeper sense of what makes it unique."
He continues, "However, the best part of being able to plan locally is the ability to work with partners with whom you have long-standing relationships. It makes for a better experience because you have more trust that they will deliver the expe- rience you seek to achieve.” Event Strategy Group also notes some upcoming trends they are seeing in the convention and event industry, notably brand loyalty. “Brands are looking to make a deeper connection with their consumers to promote more sustainable brand loyalty. Experiential marketing spends are going up every year and the well-planned, live - or live to viral - brand
The Wildwoods Convention Center in Wildwood, NJ attracts a range of conventions, trade shows and meeting groups each year, along with consumer shows, SMERF markets and sports-related functions.
42 May June 2015
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