Using 'Innovation Labs' to Amp Up Attendee Engagement | Experiential Marketing Summit 2017
Here is Cramer's presentation from the Experiential Marketing Summit (EMS), the largest conference on experiential marketing. Danielle Gorman, account director at Cramer, was joined by David Polinchock, a former director of both the PwC's Experience Center and the AT&T's Innovation Lab, to wrap up Day One. Danielle and David will take the stage to the present and discuss the following session: Using 'Innovation Labs' to Amp Up Attendee Engagement Look around at many of the industry’s leading events and you’re likely to see more spotlights on the people who are driving innovation at their company. It’s a trend toward showcasing product development at events, and more and more marketers—and attendees—are seeing value in getting up close and personal with the gurus and the R&D initiatives being workshopped by their brands. Get an expert perspective from one of the founders of AT&T’s Innovation Lab and former director at PwC’s Experience Center on why brands are expanding their investments into their own labs, innovation hubs and experience centers—and why attendees are flocking to experience them. Walk away with strategies, examples and a sense of the fun and engaging experiences that can be created by tapping into your brand’s internal labs. For additional information and to contact the speakers, please visit: http://cramer.com/insidestory/cramer-to-present-at-the-2017-experiential-marketing-summit/
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Using 'Innovation Labs' to Amp Up Attendee Engagement | Experiential Marketing Summit 2017
- 1. #emslive#emslive Using ‘Innovation Labs’ to Amp Up Attendee Engagement David Polinchock Danielle Gorman
- 2. #emslive Let’s Go Open your Legos…
- 4. #emslive Where Innovation Started at Businesses INSIDE VIEW 5
- 15. #emslive
- 23. #emslive#emslive Innovation is bigger than technology 24
- 28. #emslive Hands-on Learning SxSW Sony WOW Factory
- 31. #emslive Incorporate the guts of innovation, not the output. 32
- 32. #emslive#emslive It started with a Duck.
- 33. #emslive Different Thinking New Rules Unique Environment Hands-on Learning Purpose Go beyond funky spaces and technology – use the pillars! 34 Fast Failure
- 34. #emslive Thank You 35 CONNECTGET THE SLIDES http://go.cramer.com/emslive2017 Danielle Gorman dgorman@cramer.com http://www.danielledoesmarketing.com David Polinchock http://blog.polinchock.com/ https://twitter.com/polinchock GET MORE http://cramer.com
- 35. #emslive
Editor's Notes
- Internal events - Leadership meetings, sales kick offs, employees External events – user conferences, tradeshows, brand activations? Hybrid – Partner Meetings, Ambassador parties, analyst day, pop-up events?
- New media works lab
- Executive briefing center
- Companies are investing $100M + into these spaces, never mind annual OH Permanent spaces = ample set up time and a huge allotment of space. These environments are built for small groups of 30 – 50 people. Tech focus – all the examples you see of innovation labs feature devices, headsets, 3d printers, etc. One-way presentations/showcases of tech – get David’s POV??
- These are the exact opposite elements of an event. There is never enough budget, never enough time to set up and never a way for 1,000 people to enjoy the space as intended. Fat guy in a little coat.
- So let’s take a look at how innovation is evolving. Innovation 3.0.
- Ericsson – telecommunication company Bringing experts together with customers and partners Facilitated business discussions Knowledge sharing Collaborative workshops
- Opened Atlanta location in 2015 $100M investment Includes: Driving simulators Design your ride Human Performance center Car Gallery Porsche Library with cafés near by
- What was considered innovative has significantly changed. With the experiential marketing movement, we are seeing a think-shift. Innovation is bigger than technology. Participants are engaged in experience centers, but technology is not the focus. More importantly, experience centers/ sandboxes are the new innovation lab (innovation lab = museum, gallery).
- Change management research indicates that to create real change in behavior, we need to help experience concepts and to think about them for themselves. Different thinking allowed – i.e. the emergence of design thinking, problem solving, diversity – not one-way communication and listening. Disrupt Design is a company out of NY that supports social change through design thinking. They have workshops where strangers come, drink beer and solve a problem together – like how to make vegetarianism sexy again. Could they walk them through a framework to apply to their own problems? Sure. But thinking with different opinions allows teams to solve problems faster and take away new learnings together.
- New rules – of engagement which are helping to change expectations. The way we interact with attendees to the way they interact with us needs to change and be different each time. Can they choose their agendas? Can they participate in panel discussions with executives? Stream – developer meeting that follows the unconference model.
- Unique environments – to jump start the brain and increase the chance of knowledge intake. Steelcase posts tons of thought leadership around learning design and how environments can impact learning.
- Incorporate hands-on learning but make sure it’s scales. Learning is the most crucial element of events – regardless of the type. Put your money here and if the technology can fit with meaning and scales for the audience size, then do it. Sony continues to wow and move you at the closest point.* message that tied back to their startup incubator
- Fast failure – taking risk and learning quick. If it’s 90% complete, go live. – the other 10% will take too much time and prevent you from succeeding, or will allow another competitor to get to market first. And the great thing is that Humans are forgetful and curious. Frye will get attendees again if they turn it around.
- AWS Goals: Best practices in cloud computing and updates on the functionality of Amazon’s products. How attendees absorb the content, however, is a personal decision. The brand offers a variety of session formats (including late night labs) to accommodate different learning styles Does it tie back to business objectives? Does it have meaning? Types of meetings: Hackatons, Late night labs, bootcamps, lectures
- 6 simple pieces that can be used in many different ways. It was tactile. It sparked different thinking.