9 Steps to Strategic Events
Approaching your event programs strategically allows you to be more proactive, navigate organizational challenges and drive greater value to the business. ...
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Strategy
Creative
Digital/Virtual
Fabrication
Measurement
International
Program Management
Event Production
We provide informed, experienced guidance to optimize your experiential programs.
Marc Herron
Senior Vice President, Strategy
Watch the video
Experiential Strategy is the Foundation
Experiential Strategy is the foundation of effective event marketing. It’s about using research and data to make informed decisions. It’s about leveraging key insights to deliver more impactful experiences. It’s about creating greater value for the business and the audience. Our dedicated strategy team led by Senior Vice President Strategy, Marc Herron, addresses client-specific needs and delivers insights that fuel the experiential process.
Our capabilities include:
Integrated Marketing
- Platform Development
- GTM plans
- Media Audits
- 360 Campaign Creative Development including:
- Culture moment making
- PR and Buzz-worthy
- Social and digital development
- Partnership and influencer strategy
- Media framework
- Regional marketing programs
Research and Analysis
- Stakeholder Interviews
- Experience Audit
- Social Audit
- Surveys and Focus Groups
- EventFit Analysis and Planning
- Market Locations
- Attendee Acquisition
- Sponsorship Participation
- Comprehensive Portfolio Planning
Live + Digital Roadmaps
- Event Theme
- Storymaking
- Speaker Consulting
- Keynote Content
- Expo/Experience Alignment
- Registration
- Attendee Journey
- Scheduling and Agenda Development
- Workshops
- Social Seeding
Measurement
Event Marketing
Thinking Strategically
Approaching your event programs strategically allows you to be more proactive, navigate organizational challenges and drive greater value to your business. Learn nine ways to optimize your event marketing programs and make smarter event decisions.
The Consumerization of B2B Events
A Joint Study on b2B Trends
SXSW. Burning Man. Coachella. The world of consumer events is impacting B2B events like nothing has in decades—as marketers of business-to-business events recast and reimagine their meetings and conferences to be more like B2C experiences. Sparks partnered with Event Marketer to conduct a historic new study focused on the emerging “consumerization” of B2B events.
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