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Tuesday | May 14

1:30 PM – 4:30 PM
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WORKSHOP: EXPERIENTIAL MARKETING 101

Back by popular demand after a national tour spanning four cities attended by more than 1,000 marketers—and updated with 100% new case studies—our “intro” class on experiential marketing is designed for up-and-coming event marketers, or those who might be seasoned in other areas of marketing but new to this industry. In this rapid-fire afternoon master class presented by EM editors, attendees will get:

  • Perspective: Inside the rise of experiential marketing and its role in the 2019 marketing mix
  • Insights: How top brands and agencies are evolving their event and experiential campaigns
  • Ideas: Exclusive overviews of experiential strategies, event research and industry trends
  • Best Practices: What successful experiential brands and event marketers have in common
  • Check lists: The 16 core types of campaigns, the top KPIs you should be measuring, and more
  • Trends: The top trends and keywords impacting the industry in 2019
  • Examples: Steal-worthy ideas from the most expansive case study library on the planet
  • Peer-to-Peer Advice: Real-time tips and questions answered by a panel of brand-side marketers
  • Practice: A fun, collaborative workshop exercise designed to reinforce what you’ve learned
  • Presented By:

    Wednesday | May 15

    9:45 AM – 10:30 AM
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    MULTI-CITY TOURS: T-MOBILE’S GUIDE TO EXECUTING NATIONWIDE EMPLOYEE EVENTS

    Multi-city tours can seem like a daunting proposition from a budget and logistics standpoint but few live event strategies are as effective at localizing, motivating and inspiring employees. Find out how T-Mobile plans and executes its multi-city tours for maximum impact and efficiency. Go along as the team discusses its strategy for its most recent seven-city, eight-week tour that ultimately touched 15,000 employees. See how the brand communicates with, trains and motivates its frontline employees, and learn what pitfalls to avoid—and efficiencies to leverage—when planning a multi-city tour.
    Presented By:
    10:45 AM – 11:30 AM
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    THE DELL GUIDE TO UPGRADING GENERAL SESSIONS AT B-TO-B EVENTS

    General sessions are the staple of most successful conferences, but they are increasingly high-stakes games when it comes to getting—and keeping—the attention of today’s attention-span-challenged attendees. That’s why Dell Technologies approaches every general session with an eye towards reinvention. In this session, you’ll learn what storytelling strategies, content tools and A/V technologies the brand is deploying to enhance its Dell Technologies World keynote experience for more than 13,500 attendees. Learn how to strike the right balance between content, narrative and cutting-edge tech tricks to create a compelling general session that resonates with attendees. Walk away with fresh ideas you can apply to your next general session and a sneak preview of the A/V tools you’ll want at your next show.
    Presented By:
    • Dan Preiss, Senior Director, Experiential Marketing, Dell Technologies
    • Kate Crotty, Director of Production, InVision Communications
    11:45 AM – 12:30 PM
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    DIVERSITY AND INCLUSION BEST PRACTICES: PANEL AND DISCUSSION

    Marketers under pressure to find a “token” person for their next panel are missing the point. In this panel, we’ll unpack the tough and thorny questions everyone has about diversity and inclusion: what it really means, how to create authentic and effective inclusion initiatives that foster fair representation across the stage and the entire event organization and what steps to take to foster a culture—and a mandate—of inclusion across your company. Bring your toughest questions and scenarios.
    Presented By:
    • Kati Quigley, Senior Director-Marketing Communications, Microsoft
    • Lori Ann Pope, Head of Event Marketing, Global Small Business Group, Facebook
    • Shenique Coston, VP-Experiential, Empire State Development
    2:15 PM – 3:00 PM
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    EVENT SAFETY AND SECURITY: WHAT YOU NEED TO KNOW NOW

    From weather events to terror events, today’s event marketers are more responsible than ever for their attendees’ health and safety. In this must-attend session, experts will unpack a checklist of action items you can use to make sure your programs are airtight. From proper documentation to venue selection to building a chain of command to screening strategies to hiring the right people, we’ll analyze every moment of the event timeline for its potential risk—and what to do about it. Walk away empowered to create the safety plan you need, plus the contingency insights required to handle the unexpected.
    Presented By:
    3:45 PM – 4:30 PM
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    TREND OF THE YEAR: IMMERSIVE THEATER BRAND ACTIVATIONS

    Theater tricks have always been the signature of great events, but immersing attendees into a story or a scene—complete with actors, sets and elaborate narratives—takes a different strategic approach. Go inside one of the biggest trends of the year with the creative minds that produced them to understand what’s driving the trend and why consumers are craving engagements that scare them, titillate them and ask them to play more than a passive role. See examples of some of the year’s best immersive activations and get expert tips on who to hire (this Is key), how to tease out a storyline appropriate for your brand and how to make a cautious guest feel welcome in an engagement that requires full participation. And… action!
    Presented By:

    Thursday | May 16

    10:15 AM – 11:00 AM
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    GDPR, DATA AND PRIVACY BEST PRACTICES FOR EVENT MARKETERS

    It’s one of the most talked about—and most feared—topics in the event industry right now. General Data Protection Regulation (GDPR) requires that businesses protect the personal data of their customers and consumers. In this session, we will break down GDPR compliance and explain what it means to event marketers doing business in the U.S. and abroad. Learn what measures you need to take to make sure your event programs are compliant, and hear how Microsoft is supporting its global event teams. Get up to speed on the latest data privacy rules and regulations and leave with a checklist of actionable strategies you can deploy right away.
    Presented By:
    11:45 AM – 12:30 PM
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    THE NEW SHAREHOLDER MEETING

    Long-running conferences can sometimes run into long-running ruts. Sit down with Walmart’s master of reinvention to learn how his team keeps the brand’s annual Shareholder Meeting current and competitive in an increasingly cluttered space. Learn what engagement strategies and technologies the brand is deploying to enhance the shareholder and employee experience for its 14,000-plus attendees. Get ideas on how to keep your biggest annual events fresh year to year. Bonus: This chat will be just days away from Walmart’s 2019 event, so get ready for a rare preview into what’s on the agenda, and what attendees will be taking about days after the show.
    Presented By: