Several years ago, Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide, authored a presentation on the changing fundamentals of marketing. In his presentation, Graves explained that the traditionally recognized 4 Ps of marketing are now the 4 E’s of marketing.
Product is now Experience
Place is now Everywhere
Price is now Exchange
Promotion is now Evangelism
Graves was addressing the world of traditional agency advertising, but I think the shifts that he identified apply directly to face-to-face marketing, as well.
Experience. We’re about two decades past the “build it and they will come” mentality of exhibit and event marketing. Creating a structure or even a destination isn’t enough. Today, it’s about creating environments that generate personally relevant brand experiences and that invite guests to become co-creators of a marketing program.
Everywhere. Events don’t take place in a vacuum and what happens on a show floor shouldn’t stay on a show floor. Tradeshows, meetings and events need to be accessible through other channels like virtual platforms, SMS, social media, websites and video. Your customers and prospects are in all of those places. Your event should be, too.
Exchange. Old school of thought: we can use this event to control the message or to impress the market with some big-time chest-thumping. New school of thought: meetings, trade shows and events provide valuable opportunities for us to hear what’s on the mind of our clientele. Savvy event marketers create opportunities for visitor interaction and for guests to share their thoughts. Dialogue rules.
Evangelism. It’s no longer enough to generate leads or even to sell new business. Converting the guests at trade shows, meetings and events into a virtual sales force that will promote your brand and your products for you – that is the new endgame.