Experiential Marketing Council

Council Chair »

Upcoming Meetings

Date to be decided. Please check back soon.

Featured Speakers
Russ Cline – Image Impact, President & Founder
Priyanka Somani – MSN Marketing, Promotion and Events

On Jan 1st, 2008, MSN took on the challenge to get America to lose 1 Million pounds. They teamed up with NBC’s top Reality TV show, “The Biggest Loser: Couples” and launched a program to drive excitement and awareness around MSN Health & Fitness while helping consumers get healthy. MSN will share their experience of building and launching this integrated campaign, including the interactive tour to the five fattest cities in America.

Registration

To attend in person: Email councils@thearf.org. (Please include your name, title and company.)

To attend virtually: Register online at WebEx.

OCTOBER 16, 2008 • 2:30–4:30PM EDT

Topic to be decided.

Previous Meetings

APRIL 17, 2008 • 2:30–4:30PM EDT

The Impact of the Economy on Sponsorships and Event Marketing

Financial services are one of the hardest hit sectors in the economy today. Nowhere is the pressure more intense to get the most from existing assets and programs. Hear from Royce Wolfe, Director of Sponsorships at Wells Fargo, as he talks about how he did just that at this year’s Parade of Roses.

Following this session will be an open discussion among property owners, agency professionals, corporate marketing leadership and event attendees where we will discuss the impact that the economy is having on our sector. We will discuss current impact, forecasts and remedies for all professionals in our sector.

Agenda

2:30–2:35PM

Welcome
Marc Nightingale, The ARF

2:35–2:45PM

Introductions
Dan Belmont, The Marketing Arm and Millsport

2:45–3:10PM

Royce Wolfe, Wells Fargo

3:10–3:30PM

Philips Nivea Norelco Campaign Results
Drew Livingston, TrashTalkFCM

3:30–3:55PM

World Vision Experience: AIDS Campaign
Cal Zarin, Brand Experience

3:55–4:20PM

Discussion and Q&A

4:20–4:30PM

Next Steps & Wrap Up
Dan Belmont, The Marketing Arm and Millsport

PRESENTATIONS

Philips Norelco Nivea Moisturizing System (PDF, 460kb)

World Vision Experience: AIDS (PDF, 446kb)

JANUARY 17, 2008

Reports on B2B and B2C Studies

Meeting Notes (PDF, 24kb)

Throughout 2007 the ARF’s committee for experiential marketing, led by Dan Belmont of The Marketing Arm, has been fielding a study that they conceived and funded in 2006 to develop and validate engagement metrics for experiential programs. On January 17, 2008, the ARF will released the paper and detailed its findings at its first experiential council meeting of 2008.

The goals of the study include:

• Create a valid industry-standard metric of event effectiveness 
• Uncover information necessary to improve the use of events and experiences in go-to-market strategies
• Show evidence that live brand experiences generates high levels of consumer engagement. 
• Deliver an understanding and measurement of acceptable engagement and outstanding engagement outcomes.

PRESENTATIONS

Event Engagement Tracking (PDF, 760kb)

Measurement of Engagement in B2B Trade Show Exhibits - Part 1 (PDF, 304kb)

Measurement of Engagement in B2B Trade Show Exhibits - Part 2 (PDF, 124kb)

Experiential Research: Event and Sponsorship Engagement (PDF, 1.5mb)

SEPTEMBER 20, 2007

New Perspectives On Experiential Event and Sponsorship Marketing

Come join us for a look at new perspectives on experiential, event and sponsorship marketing. Scott Hanson, CEO of Longwoods International, will present case studies that outline the unique qualities of measuring experience, ways to measure events and sponsorships in the context of brand response and other marketing communications channels. Longwoods International, based in Toronto, has extensive experience in measuring the ROI of tourism, CVB, and travel marketing and is a leader in this space.

Ruth Stevens, author of 'Trade Events and Trade Marketing', will bring her considerable experience to bear concerning the B to B perspective on engagement measurement. How does it fit into conventional trade show evaluations? Are there other perspectives out there? Can we measure the ROI of trade event marketing? These and other topics will be answered by Ruth, who brings extensive experience from IBM and other large corporate environments.

Council Chair Dan Belmont will conclude with an update on the ARF experiential engagement research project.

PRESENTATIONS

Longwoods Presentation: To obtain, please contact Scott Hanson at shanson@longwoods-intl.com.
EMarketing Strategy Presentation: To obtain, please contact Ruth Stevens at ruth@ruthstevens.com.

MAY 3, 2007

The Power of Sponsorship Integration

Special Half Day Meeting
We’re dedicating a half day meeting to an important subject – Integration of events and sponsorships into the overall marketing program. Although Integration is crucial for establishing a personal relationship between the target and our brands, it often remains an elusive goal. How do we really define it? What is the process for consistently achieving it? We ask you to bring your questions (and hopefully some answers) to this interactive forum seeking to build on our current knowledge of this critical area.

You will hear first from a panel of client-side managers of advertising, media, and events and sponsorship who will discuss their path to integration – organizational structure, planning, execution and measurement – how it works today and what they would do to improve upon it.

Experts from media, creative, and sponsorship and event agencies will then discuss how they do it today, and what has to change to achieve real benefits from integrated marketing efforts.

We have also invited David Hessekiel, President of the Cause Marketing Forum. As we build integrated sponsorship programs we naturally think about sports and entertainment. David will speak to us about the benefits of cause marketing and the importance of Cause in a balanced portfolio.

Please join council chair Dan Belmont along with our invited guests to understand why sponsorship integration is essential and how you should deliver.

DECEMBER 12, 2006

Impact of "Engagement" on Events and Sponsorships

LOCATION: Cisco, Building 9, 260 East Tasmna Drive, San Jose, CA 95134

How are Event and Sponsorship activities being impacted by the industry’s movement toward “Engagement” marketing?

Many big advertisers are focusing on marketing activities that better engage consumers with their communications, and, ultimately, their brands.  Much of the buzz concerning engagement marketing practices has centered on new media such as user-generated content, online communities such as MySpace, viral video sharing, etc.  Yet event and sponsorship budgets are soaring, and major marketers are expressing their enthusiasm over the opportunity that events afford to get close to their customers and prospects.

Join the ARF and a stellar panel of industry experts to understand how engagement thinking is impacting the events and sponsorship industry.  Representative from such leading experiential agencies as Carat, Free Car Media, Jack Morton, The Marketing Arm, and ProMotion will share their thoughts on what advertisers are looking for from events, how this is changing, and some of the ways they are adapting. 

JULY 25, 2006

Research Proposal for Measuring Event Effectiveness

Learn about the industry-leading study measuring the level of engagement created by live brand experiences. The ARF principles for measuring engagement were reviewed and debated.

Chaired by

Dan Belmont, Millsport

Speakers

Don Diforio, The ARF
Nihal Mehta, ipsh, Inc.

MAY 18, 2006

New Thinking in Branded Entertainment

Chaired by

Dan Belmont, Millsport

Speakers

Dan Belmont, Millsport

Council Chair

Dan Belmont – The Marketing Arm and Millsport

In addition to his role as president of the Marketing Arm's sports division, Dan overseas the central agency resources for this Omnicom agency network that plans, executes, and measures across the emotional channels of sports, entertainment, events and promotions through recognized agency brands Millsport, Davie-Brown Entertainment, USM&P, and IPSH. The Marketing Arm’s seven hundred person team deploys brand strategies across thousands of events and properties each year on behalf of global brands.

Prior to joining The Marketing Arm, Dan was the founder and President of Carat’s home for specialized communications services. In his six years at Carat, Dan has launched as many businesses that now fall under the Carat Specialist Communications banner. Through these launches, and the acquisition of Velocity Sports and Entertainment Marketing, Dan built the foundation of a global experiential strategy for Carat’s Parent, Aegis. In addition Dan was also responsible for Car ’s business-to-business, direct marketing, and technology marketing efforts.

Dan is seen as an advocate for the event and experiential marketing industry and a pioneer exploring new processes and metrics for experiential programs. He is a Founder and Executive Director of the Technology Experience Marketing Strategy Council, a board member of CEMA, and most recently, has been appointed Chair of the Advertising Research Foundation’s Experiential Marketing Council. Dan’s reputation has earned him a spot on TradeshowWeeks list of the Most Powerful People in Event Marketing and on the cover of Expo Magazine which featured him as the pioneer who introduced experiential marketing to the agency world and integrated communications planning.
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