Our Experiential Lives Melinda Kendall Senior Vice President, d Freeman

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Expectations are driven by experience.

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Consumer Trends in the Experience Economy

Customer Service

Mobile Technology

Big Data Segmentation

Millennials

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Customer Service Consumer Trends in the Experience Economy

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Mobile Technology Consumer Trends in the Experience Economy

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On-the-Go Content This year, mobile phones will overtake PCs as the way people access the web. eb.

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Retail Apps

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iBeacon Bluetooth low-energy Replicate GPS inside buildings

Push notifications Contactless payments Customer data (visits, lingers) 1:1 relevant promotions

Second Screen

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Big Data Segmentation Consumer Trends in the Experience Economy

Big Data Recommendation engines

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Customized News

Customized Experiences

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Target Audience Persona Digital Communications Usage • Internet Savvy, but not always very tech savvy • Primarily communicates via email and face to face • Prefer paper communication • Leads an always on, working 24/7 lifestyle • Is often in meetings, so he relies on his mobile phone and sometimes text message to stay in touch • Heavily supported by admin assistant, Franny

Driving Concerns & Questions • • • • •

The political and labor environment Staffing level and meeting the needs of the community Budget constraints Maintaining or achieving a work/life balance Retirement and what’s next

Buying Behaviors

Fred – Experienced Chief Denver, CO Age: 53 Moderately educated, educated worked his way up the ranks. He is a family man, living in the community he serves.

“I am the CEO of my fire department. My job is to keep my people safe, the community happy and the department on budget.”

• Strong brand loyalty • Influenced by external factors such as purchasing committees, his lieutenants, and neighboring departments • He is the approver, not always the researcher. Has a good perspective of the marketplace

Tasks at Conference • Leadership topics – Management and business (CEO) topics apply to him. Not just looking for fire service but other models that could apply to him • Would like to meet other Chiefs that are in similar situations and have same sized departments • Looking for best practices • Visit with specific suppliers, or suppliers he could not see anywhere else

The Story Fred has worked in the fire department for over 30 years. He attends FRI every year. In his limited free time, he plays golf or rides his Harley. However, he spends most of his time working, setting the strategic direction for his department and meeting with elected officials.

Millennials Consumer Trends in the Experience Economy

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Millennials 18–30 years of age 42% of workforce

Millennials Digital natives Content creators and users Used to participating in marketing Crave adventure Healthy lifestyle Seek peer affirmation But also similar to other generations American Millennials: Deciphering the Enigma Generation Based on research from Barkley, Boston Consulting Group, and Service Management Group, 2011

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Participating in Marketing

Twitter

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Participating in Advertising

Lame.

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Success and Status Matter

American Millennials: Deciphering the Enigma Generation Based on research from Barkley, Boston Consulting Group, and Service Management Group, 2011

What Millennials Want from Events Incorporation of the latest technology Making sessions shorter and more meaningful Utilization of smaller groups in meetings Create excitement in virtual community through social networking sites pre-event What the Millennial Generation Prefers in Their Meetings, Conventions and Events PCMA Education Foundation, May 2012

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Affiliation with a cause is more important to the Millennial generation than to any previous generation.

Experiential Marketing

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“People will forget what you said, people will forget what you did, but p people p will not forget g how you made them feel.” Maya Angelou

“Experiences are the new luxury good.” Will Dean

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Stimulating the Senses Experiential Marketing

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Inspire Experiential Marketing

Wind Works Campaign

American Wind Energy Association

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Building Community

American Academy of Physician Assistants

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Beach Cleanups Ocean Minded

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Oyster Shucking

Int’l Boston Seafood Show

Handyman Olympics

National Apartment Association

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Setting a Mood Experiential Marketing

Wake Up & Laugh with Us! Laughter Yoga combines g group p laughter exercises with yoga breathing techniques. It’s a refreshing g reminder that it’s okay to be silly. Silly is good.

Dr. Madan Kataria, the “Guru of Giggling”

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Engagement on the Show Floor

Immersion

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Participation: Games

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Making Connections Consulting sessions Campgrounds pg

Intimate Engagements Docent-Led Tours

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Content Marketing Focused Education

Content Marketing Office Pavilion Classroom Live demonstrations

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Content Marketing Heart Rhythm Society The EPIcenter

American College of Emergency Physicians

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Learning Lounge 2.0 PCMA

Central Hub Illuminations Lounge Playroom Innovation Zone Connections Corner Social Zone

Central Hub PCMA

Informal networking Great for sponsorship opportunities

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Playroom PCMA

Idea Wall Video Wall

Innovation Zone PCMA

Mobile app hackathon Attendee wish list Presentation area

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Social Zone PCMA

Social media live feeds Meet-up options through mobile app

Our Experiential Lives Melinda Kendall Senior Vice President, d Freeman

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