With a menu of Salt Lake restaurant and bar recommendations under our belts thanks to Thursday night’s Dine-Around, we rested up and embarked on the final stretch at EMS. Rob Pace, senior vp-marketing and events at HP kicked off Day Three of the show with an inspiring morning keynote on how the 75-year-old company is using events to keep its iconic brand fresh and relevant for new audiences. Pace talked about how HP, under new leadership, put consistent guidelines in place in advertising and marketing to give the company’s overall messaging a consistent look and feel.
“When you don’t have the discipline, every little region and business group thinks that they’re making it better by changing it. That’s very confusing, and you start to lose that synergy across the board,” Pace said. He went on to discuss how the brand wanted to strike a balance between its consumer and business audiences, using the success of the Sundance House, Presented by HP, at the Sundance Film Festival as an example.
“It is one of the deepest engagements we’ve had. Things that I find maybe aren’t that compelling from a corporate events perspective really engaged people,” Pace said. “I’m kind of the grumpy old man of events sometimes and with this idea I was like, OK, whatever, you guys have fun, and I was amazed by the number of people that became extremely passionate about it, and that to me was really an essential learning, which was: understanding the varied audience that are at the festival.”
Attendees mixed and mingled during a short morning break and then it was back to the program with a stacked schedule of more than 27 sessions to choose from. Some sat in as Chrysler talked about how it evolved its data and analytics strategy. Others took notes from Subaru as it explained its methodology for increasing dwell time at trade shows and events. The Cosmopolitan Hotel shared how it took its marketing airborne with United Airlines. And millennials and GenXers faced off in the first-ever generational smack down that revealed, once and for all, that there really isn’t too much of a difference between these generations, because older generations are adapting to the tools and sentiments that influence millennial lifestyles today.
After a delicious lunch break (by the way, thanks Grand America Hotel for the amazing food. You didn’t get those five diamonds for nothing!) the day wrapped with more sessions and, at 4:30, handshakes and hugs as folks skipped the taxi line and instead hopped on a free shuttle, complements of Visit Salt Lake, to the airport.
As we set our sights on EMS 2015, May 11-13 in San Francisco next year, we wish our friends in Salt Lake a fond farewell and extend our warmest thanks for being such a great host city.
Here, the best quotes from Day Three of the event. See you next year!
“Define success. Establish key metrics. Execute methods that drive those metrics. This formula always, always works. It always pays dividends.” —Michael Curmi, Head of Experiential Marketing, Chrysler
Holding ticketed events: “My goal wasn’t to make a profit. I wanted to fill the room. So it couldn’t be too high so as to set a barrier.” —Lily Yao, Director-Consumer Marketing and Events, Bravo
“Anything we were doing was meant to be fun and interactive. That’s what made the fans turn into influencers.” —Praveeta Singh, Senior Director-Marketing, NBC Sports
“What has really amazed us about this entire experience is we’re dealing with the airline ceo, and to have them wait in line to participate with us is an incredible accomplishment.” —Robert Howell, Vice President, ignition
“I can recall events that were just beautiful. They were stunning. We had done all this work and we had the ceo come out, there’s a nice follow-spotlight, it’s a grand entrance; the ceo gets up to speak and sucks the life out of the room. And we all turned to each other and thought, we did all of this, but we forgot the actual art of verbal communication.” —Andre Shahrdar, Executive Vice President, Barkley Kalpak Agency
“We look at industry practices, we go to our competitors’ events and other industry events and analyze what they’re asking—the questions in the event survey. We ask why would they ask this in a survey, because, if they’re smart, they’re pulling data out of every single question they’re asking.” —Mike Stiles, Senior Corporate Events Manager, Adobe