experience can domore for brand growth and awareness than the same spend on blanket audience ads. You can work both sides of a brand experience - from the tease and buzz beforehand to reaching new audiences from the sharing that comes with a really positive brand experi- ence. Obviously social media, sharing apps and new technology are the base vessels for this, but you need to have a solid plan behind your campaign.”
They add that innovation, technology and off-the-wall creative engagement are helping to differentiate who is leading the pack these days. Event Strategy Group focuses a lot on creativity and engage- ment and how those things co-exist with technology, which they feel sets them apart from other planning companies.
“During the strategic planning, we like to travel 100 mph off the creative ledge. Both the clients and consumers are look- ing for that experiential differentiator in a content-filled landscape that grows more every day. It gets more and more difficult to cut through the noise and help people make a connection with a brand. They know we are trying to use their dollars to engage as much of their audience in as meaningful a way possible. This approach has allowed us to make amaz- ing things happen for our clients for more
than 15 years... we pride ourselves in the ability to create amazing experiences for brands that last long after the event is over.”
Stockton and Partners, Inc. is a full-serv- ice event planning, meeting management and destination management company, based in Philadelphia, PA that delivers expertise, superior service, qualified resources and personal commitment to every project.
“We’ve cultivated industry expertise through more than 20 years of experi- ence producing savvy, successful events and meetings for corporate and non- profit clients across a wide range of industries. We also provide destination services to clients visiting the Philadelphia region,” notes Kate Stockton, president of Stockton and Partners.
Stockton and Partners doesn’t typically look for one particular trait during their convention destination selection process, as choosing such a narrow approach can yield vastly different results from one site to the next, and from one client to anoth- er, as well. “Because we work with so many different clients on different events, the answer changes based on their needs and goals, and the objectives of the meeting.”
For those who choose destinations that are close to home, Stockton feels this can serve as a benefit to planners and attendees as they won't feel so far away from their normal life and work, and they won't have to miss out on anything hap- pening at home while attending their con- vention.
“Our core client group is based in the region, so many of them prefer to hold their meetings regionally. In this way, they can maintain access to home office per- sonnel who might not need to attend for the entire week. For our clients who are membership organizations, they need to hold their conferences within the region where their membership is based. At Stockton and Partners, we appreciate being able to keep hospitality dollars at home. We are based in Center City Philadelphia because we love the region. It is fun for us to 'show it off' to visiting attendees and at the same time allows us to engage the great venue partners we have here.”
Stockton and Partners also has observed some growing trends in the convention marketplace, including very detailed cus- tomization for their clients. “The trends for the last few years have really landed on our firms sweet spot, which has been exciting,” notes Stockton. “Meeting and
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