The 6+7 magic words of Innovative Marketing 2013 as presented at the IFEA Annual Conference on 31 Jan 2013 in Rotterdam to leading European marketers of event and festival businesses. If you like to use the presentation please contact sebastian {a.t} bigbangandwhisper.com

1. INNOVATIVE MARKETING
old fashioned?!
An “outsiders look” for
IFEA Europe Annual Conference 2013
Photo: © sxc.hu/ilco
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2. Be involved! Be Social!
Get involved @IFEAEurope
Comment, ask, share with #ifeaIM13
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3. My promise…
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4. Our Roadmap
1. Changes & Trends
2. Storytelling &
Fascination
3. Discussion
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5. World is changing…
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Photo: © flickr.com/ssoosay CC 5

6. Social Media Revolution
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Source: http://youtu.be/TXD-Uqx6_Wk 6

7. Big Bang & Whisper
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Photo: © by-studio - Fotolia.com 7

8. Top 6 Trends in Marketing Communications
LOCAL
ONLINE MOBILE &
POS &
RULES RESPONSIVE
EVENT
CHANNEL REAL TIME
CONTENT VISUAL vs
CONTEXT LONG TERM
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Photo: © sxc.hu/ilco 8

9. ONLINE
RULES 1. ONLINE
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Photo: © Yuri Arcurs - Fotolia.com 9

10. ONLINE
RULES 1. ONLINE
% of 94 % TV daily
households
with
broadband
internet 73% Internet access
connection
50% of people in Romania,
Bulgaria, Cyprus, Portugal never
used www at all
9/10 teens
are online daily!
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Photo: © Eurostat 10

11. ONLINE
RULES 1. ONLINE
TREND
• more newspapers will close doors
• their problem: content & format
IMPLICATION FOR EVENT MARKETING
• analyse target group very detailed
• focus on internet, TV, radio
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Photo: © Yuri Arcurs - Fotolia.com 11

12. MOBILE &
RESPONSIVE 2. MOBILE
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13. MOBILE &
RESPONSIVE 2. MOBILE
TREND
• technology – functionality – utilization
• mobile apps & responsive webdesign
IMPLICATION
• develop & use intriguing event apps
• make your website go “mobile”
• use mobile payment solutions
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14. MOBILE &
RESPONSIVE 2. MOBILE
• mobile event marketing
• up-to-date event info
• networking opportunities
• Socializing your event
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Photo: © sxc.hu / Lowraw2000 14

15. MOBILE &
RESPONSIVE 2. MOBILE
Further to INFORM / ADVERTISE
mobile tools:
• Twitter to CONNECT / INTERACT
– use #hashtag
• QR Codes to EXPLORE / DISCOVER
e.g. QR code scavenger hunt
• Foursquare, Qype
to PLAY / be ENTERTAINED
Added Value
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Photo: © sxc.hu / Lowraw2000 15

16. MOBILE &
RESPONSIVE 2. MOBILE
Responsive Web
Design
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17. LOCAL
POS &
EVENT
3. LOCAL
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18. LOCAL
POS &
EVENT
3. LOCAL
TREND
• increasing smartphone / GPS use
• consumers seek infotainment “on the go”
IMPLICATION
• cross channel marketing mobile / local
• offer geo tagging functionality
• social media campaigns for LOCALS!
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19. LOCAL
POS &
EVENT
3. LOCAL
• DIRECTIONS: develop a festival program map with
Google Maps & Google Places
• HOT SPOTS: create local / cultural “hot spots” related
to your event / festival for interactive social media
marketing
• GOODIES: create local marketing co-operations: “50%
off for Drinks @ Paradise-Bar”, vouchers for hotels,
public transport etc.
• INFOPOINTS: where to buy tickets, get information
about hotels, park & ride, connect with other visitors
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20. CHANNEL
CONTENT
CONTEXT 4. CONTEXT
Grace Coddington, Creative Director VOGUE, NY
i try to understand why i got 5000 facebook friends, and the
reason of why every single day i only have less than 200 likes
or comments? i should start to delete facebook contacts
perhaps.!
Sebastian Hesse, Berlin
[…] PLEASE DON'T. CONTINUE TO INSPIRE THOSE PEOPLE!
… One reason why you do not have that many comments
might be that your post does not show up on top of your
"friends" timeline. Reason for that, again, might be the time
zones. When you post, others might sleep.
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21. CHANNEL
CONTENT
CONTEXT 4. CONTEXT
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22. CHANNEL
CONTENT
CONTEXT 4. CONTEXT
TREND
• content marketing + context marketing
• communicate with right channel, place & time
IMPLICATION
• be relevant when communicating your
event / festival
• tell your story in the right context
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23. CHANNEL
CONTENT
CONTEXT 4. CONTEXT
Pre-schedule your social media posts
with a tool like Hootsuite!
Hootsuite will send your message at the
desired time to selected channels.
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24. VISUAL
5. VISUAL
“Four more years.”
4.4 Mio Likes (Jan 2013)
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25. VISUAL
5. VISUAL
TREND
• stronger role of visual communications
• increased use of videos in mobile media
IMPLICATION
• invest more resources in excellent graphics,
web design and video production
• develop simple emotional stories visually
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26. REAL
TIME
vs
LONG 6. REAL TIME
TERM
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27. REAL
TIME
vs
LONG 6. REAL TIME
TERM
TREND
• increase of short termed, flexible PR and
marketing activities flanking long term campaigns
IMPLICATION
• budget for upcoming opportunities
• include current trends in communications
(e.g. involvement of audience, flash mobs, silent dances etc.)
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28. REAL
TIME
vs
LONG 6. REAL TIME
TERM
• REAL-TIME: audience was engaged
through live streaming in real-time to
watch and follow the spectacle
• Engagement & Interaction through
various social media channels
• YouTube livestream record with an
audience of 8 million!
Red Bull Stratos, Felix Baumgartner
“The Worlds Biggest Jump”
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29. TRENDS – 6 magic words
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32. Today’s attention span
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33. Today’s attention span in www
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35. Big Bang & Whisper
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Photo: © Ed Schipul, CC 35

36. First advertisers on earth, ever
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37. Know the triggers of fascination
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38. Know the triggers of fascination
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39. POWER
PRESTIGE
MYSTIQUE
PASSION
ALARM
REBELLION
TRUST
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Photo: © Ed Schipul, CC 39

40. “If you are not generating a negative
reaction from someone,
you are probably not fascinating anyone.”
Sally Hogshead
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Photo: © Ed Schipul, CC 40

41. leading & controlling
goal oriented
showing confidence
driven & influential
POWER
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42. all about rank
promising status
setting new standards
limiting availability
PRESTIGE
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43. BERGHAIN Club Berlin
all about rank
“me in front of Berghain in the
early morning”
promising status
setting new standards
limiting availability
PRESTIGE
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44. sparking curiosity
keeping secrets
building mythology
access / in- & outsiders
MYSTIQUE
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45. sparking curiosity
keeping secrets
building mythology
access / in- & outsiders
MYSTIQUE
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46. emotions / feelings
craving for someting
using all senses
teasing & flirting
PASSION
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47. creates deadlines
defines consequences
plays with fears
distress leads to action
ALARM
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48. being different
extraordinary & unique
adventurous
breaking taboos
Advertiser: Philip Morris International
Agency: Leo Burnett
Released: October 2005
REBELLION
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49. being different
extraordinary & unique
adventurous
breaking taboos
REBELLION
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50. becoming familiar
being authentic
being consistent
repeat & retell
TRUST
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52. Visual Story
• FIGHTER
• PAIN
• STRENGTH
• DANGER
• BRAVENESS
POWER
PRESTIGE
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Photo: © Ed Schipul, CC 52

53. Solution can be found here
- develop unique adaptions
- design spinoff extensions
- seek unconventional nieches
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54. Change Perspective
for international audience
Visual Story
• LATIN LOVER
• ROMANTIC
• LIKEABLE
PASSION • MODERN
• DUDE NEXT DOOR
TRUST
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Photo: © auremar - Fotolia.com 54

55. Big Bang & Whisper
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56. Sorry for this long presentation,
but I did not find time to draft
a short one.
www.bigbangandwhisper.com
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57. Want more?
Recommended…
3 Free eBooks by CVENT
http://bitly.com/3-ebooks
Fascinate: Your 7 Triggers to Persuasion and Captivation
by Sally Hogshead
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58. Want even more?
Recommended Social Media Tools for Event Marketers:
• http://www.hootsuite.com - must have tool for social media
• https://www.twentyfeet.com - Twentyfeet offers analytics for Twitter,
Facebook, YouTube, bit.ly and Google Analytics
• http://www.conversocial.com - monitoring what people are saying about
your events
• http://www.storify.com - a great tool to curate and share the best digital
content of your event
• http://www.bizzabo.com - make your event website mobile
• http://www.eventbrite.com
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59. Sources
Please find all sources for this
presentation online at Storify.com
http://sfy.co/iDpc
For free! No registration needed!
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60. Share your thoughts!
LIVE NOW! … or later online:
• bigbangandwhisper.com
• LinkedIn
• XING
Sebastian Hesse
sebastian@bigbangandwhisper.com
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