Leading Brands, Agencies, and Fortune 500 Companies Share Their

Leading brands, agencies, and Fortune 500 companies share their insights about the impact of the 2020 coronavirus pandemic on the event and experiential marketing industry. InProduction thought you might enjoy this reprint…

What To Expect When Events Come Back includes insights from:

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 2 CONTENTS

THE 2020 CORONAVIRUS 01 PANDEMIC 5

02 INNOVATE OR DISAPPEAR 12

WHAT CAN WE EXPECT WHEN 03 EVENTS COME BACK 17

NAVIGATING THE 04 RECESSION 23

EXPERIENTIAL IN A 05 POST-PANDEMIC WORLD 28

06 ABOUT LIMELIGHT 30

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 3 LIMELIGHTPLATFORM.COM

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 4 01

THE 2020 CORONAVIRUS PANDEMIC AND THE LIVE EVENT INDUSTRY

The rapid and global spread of the 2020 coronavirus pandemic marked a turning point in history that future generations will study for decades to come. In the early days of the outbreak nobody could predict exactly what the lasting economic fallout of COVID-19 would be, but we do know that the live event industry was hit hard and hit fast.

“Event Marketing has stopped completely, and the horizon does not look promising for the immediate future.”

- Anthony TaCito, TaCito Direct

The acceleration of this disease made for uncertain times for all of us, but particularly for event and experiential marketers. As experiential technology experts, here at Limelight we work closely with marketers and brands across the globe, so we have firsthand knowledge of how millions of consumer events, activations and sponsorships were affected by this pandemic.

After following the initial progression of the disease and watching the swift cancellation of events everywhere, we interviewed hundreds of marketing leaders around the world and asked them how COVID-19 had impacted their business and what they expected the long- term implications to the industry would be.

With insights from leading brands, agencies and Fortune 500 companies around the world, What To Expect When Events Come Back explores what the future of live events might look like in the months and years to come.

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 5 Less than 3 months 2%

49% of marketers think that the

6-12 Months 12 Months + 39% 49% event industry will take more than 12 months to recover.

3-6 Months 10%

As the industry awaits a time when people can gather in large groups and we can hold live events once The fear of threat to life and to life more, event and experiential as we know it is overwhelming and marketers are using this time profound. With a potential vaccine to re-evaluate their marketing taking months or even years to strategies and plan for the future. come to fruition, people and businesses are left to live with no A World Disrupted control over a future that cannot be predicted.

Disruption to everyday life on such “The threat of COVID-19 to lives a global scale has never before and livelihoods will fully resolve been experienced by anyone in only when enough people are living memory. As the coronavirus immune to the disease to blunt pandemic has progressed, people transmission, either from a have been forced to stay in vaccine or direct exposure.” 1 their homes for months on end, employees must work from home - McKinsey & Company while simultaneously trying to teach their children, families and friends are unable to socialize or even meet each other, services that were always open are closed indefinitely, and healthcare systems have been stretched to the absolute max.

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 6 In a world where live events can no longer happen, event and experiential marketers are left with many unresolved Unsure 14% questions about the future of their industry.

How long will the event No industry be impacted? 19% Yes 67% Should we wait it out or pivot to virtual events?

Will it be safe to hold live events in 2020?

Are people going to turn their 67% of marketers backs on events out of fear? think that post- Can small events be as valuable as large events? pandemic, people will be less willing to How can I keep consumers safe at my events? attend live events.

When will live events come back?

When they do come back, will they be the same?

In What To Expect When Events Come Back we attempt to answer these questions.

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 7 he world of event for us as event and experiential marketing as we know marketers. Widely reported as it is over. Those involved unprecedented, the impact that in the planning and COVID-19 has had on the event Tcreation of future events and industry is exactly that. experiences now have the opportunity to reimagine what “Any work that was the event marketing landscape of the future will look like. Humans event/trade show have always craved social related evaporated interaction with other humans and live events are not going to overnight.” disappear. Virtual events cannot offer the same face-to-face social - Jeffry Caudill, interaction and opportunities for networking as their physical Gingerquill counterparts, but attendees now have added concerns around the potential dangers of being in close proximity to thousands of others. Event marketing “It has affected our strategies will need to take these fears into consideration and look experiential business at innovative ways to help alleviate signif icantly as many them. of our industry’s large-scale events Covid19: The Enemy have been cancelled That We Couldn’t and/or paused Predict indef initely.”

It’s unlikely that any marketing - Jeff Bardin, Giant strategies pre-2020 included a section on what to do if a global Spoon pandemic rendered live events illegal. Nobody could predict what this year would have in store

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 8 As new rules around social distancing came into effect around the world, tens of thousands of companies had to make the difficult call to cancel, suspend or postpone their 2020 spring and summer event programs, industry conferences, tech summits, and sporting events early in the year. From the cancellation of Facebook’s annual F8 conference and Global Marketing Summit, to the NBA suspending game play, and the cancellation of SXSW to the postponement of Coachella, large scale events of companies large and small were quickly impacted in the early days of the pandemic.

South by Southwest BAFTA TV Awards Coachella 2020 Billboard Music Awards Burning Man TED 2020 Facebook’s Global Marketing The Kentucky Derby Summit and F8 Conference Cannes Film Festival Google’s I/O developer event and Eurovision Song Contest Google Cloud Next The Met Gala NBA, NHL and MLB 2020 seasons World Series of Poker NASCAR, Formula One North American International Auto and IndyCar Show 2020 NCAA Tournament Tour de France Masters Tournament Euro 2020 soccer tournament Live Nation AEG arena tours Daytime Emmys Ceremony The US Open The 2020 Olympics Wimbledon Calgary Stampede 2020 BNP Paribas Open Edinburgh Fringe Festival

From the initial postponement of spring events to the eventual cancellation of events throughout the summer and into the fall, the early days of the coronavirus pandemic proved catastrophic for many in the event industry. Many event and experiential agencies lost their entire client base overnight and tens of millions of people including event and experiential marketers were laid off in cities all around the world.

“In a few words - complete devastation. We have watched millions of dollars disappear from our pipeline and currently are doing no business.”

- Sarah Finlayson-Banasiak, The Revel Group

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 9 Did not cancel or postpone 1%

99% of marketers cancelled or postponed at least one live Cancelled or Postponed 99% event in 2020

We asked event, experiential and “Our business is based on large- sponsorship marketers around scale events, including sports and the world how the coronavirus live entertainment events, many pandemic had impacted their of them televised, with audiences business. between 2,000 and 300,000. Nearly all of our clients have either “Every single event rescheduled or canceled their mass audience events through at we had planned for least mid-August, and as a result, 2020 has been cut our business is down about 65% and canceled. Within for the year.” a matter of days we - Frank Supovitz, Fast Traffic went f rom hundreds of days planned in market, to zero.”

- Alex Burstein, XMC

“It has been crippling. As the pandemic hit, we spent the last few weeks canceling activations and attempting to recoup permit and sponsorship dollars for our clients.”

- Patrick Donahue, City Eventions

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InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 11 02

INNOVATE OR DISAPPEAR

“Our business is facing a seismic shift that will redefine experiential marketing and we’re currently coping with the fallout. We are working tirelessly to adapt our business and feel a deep sense of connection and empathy for our peers facing the same challenges.”

- Rick Cosgrove, Agency EA

Uncertainty around the future is arguably one of the most challenging professional aspects for event and experiential marketers in a crisis like COVID-19. It’s hard to plan for the future when you don’t know what the future of events will look like. We asked event and experiential marketers to tell us about the questions that kept them up at night as they navigated through the early days of the pandemic.

“Our annual event for 4,000 people is in December, so at this point, every decision we make is a complete gamble. Do we plan for an in-person event? Will international guests be allowed? What will our revenue look like? Is the time and money behind planning an event worth it, when there could be a good chance large gatherings aren't allowed, or that COVID19 re-spikes?”

- Anonymous

“How will events be reformatted to make attendees feel comfortable and safe? How do brands need to be proactive to protect themselves? How does the overall event portfolio shift?”

- Lyndsay Merbach, Sparks

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 12 Increase 19%

81% of marketers anticipate a decrease in live events post- Decrease 81% coronavirus

As the impact of global social Some adjusted their marketing distancing intensified, brands and strategies to focus their efforts agencies were left to innovate on content and social media ways to ensure their survival engagement in the absence of live until the world returned to some events, while others completely semblance of normalcy. repurposed their operations to help build the equipment needed “Agencies that have been able to treat the influx of patients with to stay afloat are working with COVID-19. clients on digital pivots or contact- free consumer experiences as well “Since the coronavirus we've as brainstorming ideas for when shifted our strategy from direct- events potentially return post- to-consumer engagement to pandemic.”2 developing engaging experiences across social media.” - Adweek - Nick Rice, FitVine Wine “We've had to pivot our business and created Virtually Live, a suite “Because we are so connected of products that deliver brand- to the chef and restaurant stories and content for virtual community, we have pivoted some communities. We're working with of our team’s attention to offering brand side marketers, exhibit support, whether it be ensuring firms, and associations to turn our events have a fundraising content into rich experiences element or highlighting the that incorporate gamification, industry’s worker relief initiatives interactive media, simulations, in our social media efforts.” fly-throughs and more.” - Carole Coleman, Karlitz & - Christopher Kappes, Live Company Marketing

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 13 “We've steered the business “It's important to adopt a tone towards online content whilst we of voice for times like this: brands are in lockdown in the UK so that that carry on regardless can our customers have access to and will fall by the wayside. helpful/useful knowledge. Content Be kind; helpful; empathetic is even more important than ever.” and listen to your customers. - Anonymous Communicate in the right way, when the time is right.”

California-based event production - Anonymous company Choura Events quickly adapted operations to build triage During the early days of the tents and overflow facilities.3 They coronavirus pandemic, clients had helped to build four medical valid concerns about future event villages in Los Angeles which cancellations and refunds. Event in turn helped to treat huge and experiential marketers told numbers of coronavirus patients. us that by creating an action plan LA and Chicago based event and resource library in advance, production firm Upstaging shifted they could provide attendees operations from event fabrication with real-time updates as the to building clear face shields that pandemic progressed. were supplied to hospitals and healthcare workers on the front “We’ve been highly lines.4 focused on our Managing Client current customers Engagement During a and making sure Crisis they have all the resources they As the world reeled from the impact of COVID-19 and people need to get through everywhere found themselves these difficult times learning how to navigate a strange and most of our and unfamiliar new existence, it became even more important for materials and efforts companies to maintain normal do focus on them.” client communication best practices during the extended - Darya Masherava, period of social distancing. ReviewTrackers

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 14 For postponed and rescheduled timing is how we are events, a solid communication plan for attendees helped to leading our client answer potential questions conversations.” around new event logistics. Here at Limelight, we put together - Steve Randazzo, Pro email templates to help consumer Motion brands and agencies postpone, suspend and cancel their events According to McKinsey & during the coronavirus pandemic. Company, a customer’s interaction You can download and personalize with a company can trigger an the email templates here. 5 immediate and lingering effect on his or her sense of trust and “Brands need to loyalty.6 This is especially true be careful with in 2020. Clients and potential customers are likely to remember their tone and the brands that were there for message early on them during the pandemic, and hard selling and marketing efforts to make sure they may not be received well. In this are not considered article from Forbes7, we can see to be offensive or the different approaches that top CMOs used to strike the right insensitive to coming tone with advertising and other out of the pandemic. marketing efforts during the coronavirus pandemic. Tone, message and

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 15 LIMELIGHTPLATFORM.COM

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 16 03 WHAT CAN WE EXPECT WHEN EVENTS COME BACK?

Our world will not be the same after On March 18th 2020, CanSecWest, an coronavirus, and neither will events annual cybersecurity conference held as we know them. Those who host, in Vancouver, went ahead slightly resource or plan events, as well as those before social distancing rules took full who attend them, are facing a new effect. For a conference that typically normal when it eventually becomes safe attracts hundreds of attendees, this to hold large-scale events again. With an year only three showed up in person increase in virtual elements, fewer staff, (the live event was also accompanied less resources, and the introduction of by a popular virtual version). drastic health and safety measures, the experiential landscape post-pandemic For the handful of attendees that did is likely to be permanently changed. attend8, can their experience predict what we might see more frequently in “At some point, the the live events of the future? With disposable face masks and gloves new behaviors that we available for all employees and will all have to adopt attendees, hand sanitizer stations liberally scattered throughout the will become part of the conference space, and a forehead new normal. The event thermometer available for regular temperature checks, these kinds industry will have to of safety precautions may become accept new behaviors commonplace as live events begin to that help prevent the pick up. spread of germs and “This virus could, viruses.” essentially, serve as a - Karl Vontz, Rubicon reset button for events.” Project - Anonymous

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 17 A Contactless Future

In the new world of events and experiential marketing, health and safety will be a huge factor in event creation and planning. During the pandemic we have been inundated with information around how often we touch surfaces and our faces, and how easy it is to spread disease through these actions. With people less willing to touch objects that others have also touched, we may start to see fewer touch screens and the inclusion of voice-user interfaces and facial recognition in our events and activations.

As well as hand sanitizer and temperature checks, expect there to be a focus on contactless interactions, registration, check in and data collection. When a customer can register online before the event, then check themselves in by scanning a QR code via their own mobile device, you’ve suddenly eliminated the need for contact with hundreds of people. As of June 2020, with Limelight’s software you’ll be able to create an entire registration and check in process that requires no contact between your employees and your event attendees.

“Technology allows events to be increasingly “touch free.” There are several ways that our clients may explore the uses of tech. For example, through the use of RFID, attendees can interact with content and even each other with a swipe of their wrist – no touching of surfaces or other people.”

- Kelly Kelley, Elevate Staffing

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 18 71% of marketers think there will

No be an increase 29% 6-12 Months 12 Months + in virtual 39.0% 48.6% Yes 71% events after the coronavirus pandemic

When Live Meets Virtual Is The New Normal “Future opportunities hinge around not going back to business Virtual events will not replace as usual but thinking always live events, but with the pivot to about bringing live moments virtual that we have seen during and digital moments together. the coronavirus pandemic, we It creates reach which in turn could be looking at an increase in generates better returns for hybrid events where it becomes clients. Reach beyond the physical commonplace to expect a virtual being of the event, allowing local element alongside a physical events to go international, without event. the need for travelling abroad.” - Katie Streten, Geometry With the additional likelihood of people feeling afraid to travel A successful event has relevant to attend an event in person in content that resonates with the aftermath of coronavirus, attendees and it provides plentiful including a virtual element to your opportunities for valuable live events could provide a scalable engagement. The task at hand for and cost-effective solution to event marketers is defining how combat lower attendee numbers. live and virtual events can work Your main event can also be together to include the elements supported or replaced by smaller that make an event worthwhile live events in different cities, until and memorable. We asked event it is safe to hold large-scale live and experiential marketers how events. they expect to incorporate virtual elements into their live events of the future.

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 19 We will be required to Technology that hasn’t been invented yet will change the way we market use more digital tools in the future, and as that happens and will have larger consumer expectations will mirror those changes. As virtual and augmented audiences engaging reality become more commonplace, online allowing our consumers will expect more interaction, events to reach a more personalization and more unique flavours to their live experiences than broader audience and they ever have before. obtain a new guest. However, I do think Pandemic-Proofing your we will see a need to Marketing Strategy increase how events “Our industry has been bring the experience to devastated in the short you. How do you make term, but it could be a a guest feel like they vital force in planning are there in person the future of an even through their sensory better industry—with experience? more purpose and - Jackie Cole, lululemon respect for the power of live gatherings.”9 “Where we really see the opportunity moving forward is creating experiential events that really use the technologies - BizBash that are available to enhance the brand In the early days of the coronavirus encounters. Incorporating augmented pandemic, it felt as though the event reality, virtual interactions with brands, industry had been decimated overnight. even holograms will be forced to be As we pick up the pieces and plan for included in experiences that not only the future, many event marketers have enhance consumers experiences but used this time as an opportunity to also allow for new people to tap into rethink their marketing strategy and events like never before.” plan events that could end up being - Theresa Myrill, Pop Up Mob more imaginative, more entertaining, and more valuable than ever before. But none of that will matter if attendees don’t feel comfortable attending your events. The quality and success of an event will be driven by how safe attendees feel while they are interacting in a confined space with a large group of people.

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 20 63% of marketers

No will focus on new 37%

12 Months + health and safety 48.6% Yes measures when 63% planning future events

“In the interim, we are mapping a new future for experiential, envisioning how to create When it’s safe to hold live events communal experiences as again, many event marketers safely as possible. When we told us that their strategy would can collectively reunite, count include a strict focus on new on our industry to be ready.” and improved health and safety measures. - Rick Cosgrove, Agency EA

“We will need to institute many “XM has been one new procedures to assure the of the functions health safety of our attendees such as a no-handshake policy, most impacted by social distancing in the room COVID-19. Easing layouts, no buffets, pre-order and of restrictions delivery of meals to the individual attendee if we provide food service won't necessarily at all.”

mean individuals - Anonymous are comfortable “Experiential will need to congregating in large reconsider event cleanliness, groups again as that how to accommodate personal space, include more small or will take time and micro events within events and trust.” how to successfully integrate technology where appropriate.”

- Anonymous - Danielle Zenk-Tills, Push Play Creative

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 21 LIMELIGHTPLATFORM.COM

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 22 04

NAVIGATING THE RECESSION

The economic impact of COVID-19 is “During the recession in 2008, spend and likely to be felt for years to come. As budgets were analyzed and scrutinized businesses reopen and begin building more closely than ever. As marketers, viable financial models, some marketers having a plan to demonstrate value will be left navigating through their and positive ROI of activities is always a first recession. We asked event and good practice, but even more so during experiential marketers if they had a recession.” lessons they could share from the 2008 - Jennifer Best, All American recession. Entertainment “The leaner your “Recessions breed tomorrow’s market organization is in terms leaders. When you make more noise of spending, the more than you should (share of voice), given your size, you grow (market share). likely you are to ride out Many companies cut their marketing, a recession. You must be creating an uncluttered media space and a real opportunity for their ready to be flexible in all competitors. Past recessions have shown aspects of your business us that investing in marketing during a downturn is strongly associated with to properly respond to positive shareholder value, customer a fast moving economic loyalty, and long-term profitability.” environment.” - Jeff Bardin, Giant Spoon

With reduced budgets and less - Didier Bizimungu, resources, it’s imperative that we Webtivity Design understand our customers and their Solutions new challenges as we all live through another recession. Analyzing consumer data will enable you to make better decisions about the future and ensure that you understand customer and prospect behaviour and how it impacts your bottom line.

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 23 Drive Experiential Marketing with Data

Technology maximizes business efficiency, and during the recession many marketers will turn to software to help them ramp up events with less resources. Now is the perfect time to evaluate your marketing stack and ensure that you have the tools you need to create impactful events with a limited budget.

“Our focus is more on discovering new technologies and identifying how these technologies will help our clients and their events. We are actively monitoring new technologies and vendors, especially now, so that we can provide as much guidance and support as possible.” “To be determined, - Jennifer Best, All American Entertainment but one thing we're thinking about is According to Econsultancy and Adobe just 6% of marketers say technology that can they’re extremely confident in provide a solution for measuring ROI for offline and delivering customized experiential marketing.10 During a recession, proving the ROI of brand and product marketing campaigns is even more experiences, all the critical than it was before. Event and experiential marketers have while responsibly historically struggled to prove the capturing consumer impact of their live marketing efforts, and in the coming months data through digital, and years it will be imperative virtual events.” to show that you can accurately measure results, show ROI, and - Scott Finders, prove that your experiential campaigns are valuable. Saatchi & Saatchi

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 24 Capturing data from live events enables brands to better understand consumer behaviour, analyze what is and isn’t working, and build out connected consumer journeys that engage attendees before, during and after the event. At Limelight, we use consumer data to monitor how effective live marketing campaigns are for our clients, YoY. In the example below, we analyzed metrics including total leads and total opt ins, as well as cost per opt in of numerous brands that participated in 2020 Auto Shows around the world. This data enables us to work with our clients to understand which campaigns were the most effective at generating new leads and how we can lower the cost per opt in for each client.

Total Leads By Brand

16,169 15k

11,285

10,430 10k

6,675 6,080 5,568 5,437 5k

2,818

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 0k

Opt In By Brand %

Brand 1 - 65.92%

Brand 2 - 69.45%

Brand 3 - 54.70%

Brand 4 - 56.92%

Brand 5 - 89.42%

Brand 6 - 84.54%

Brand 7 - 90.13%

Brand 8 - 43.14%

Brand 9 - 95.76%

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 25 Our AI driven predictive behaviour lists, etc. Metrics models will ultimately help our clients to close the loop on became important to their marketing campaigns and company decisions optimize to improve ROI. We’ll be able to compare the value of large and how money was events vs small events and help budgeted.” our clients to optimize their future campaign strategy. Particularly - Tavi Fulkerson, The after COVID-19, when budgets for events are tighter, attendance Fulkerson Group is lower, and there's a higher demand for quality leads, data will At Limelight, we use the be the one defining factor that Experiential Digital Maturity drives decisions. Model to help brands like BMW and Kellogg’s use data to prove “The 2008 recession the impact of their experiential marketing campaigns. By provided an following the framework, we help emphasis on data their teams to capture data from their live events, integrate with collection. Events their existing marketing stack, had an increased and analyze campaign data to understand what is and isn’t need to produce working. If you’d like to find out demographics, more about using software to help sales leads, mailing prove experiential ROI you can download the model here.11

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 26 LIMELIGHTPLATFORM.COM

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 27 05 EXPERIENTIAL IN A POST-PANDEMIC WORLD

Savvy marketers know that experiences “And while it still may be true that Gen are one of the most powerful marketing Z and millennials crave experiences tools at their disposal. Experiential as part of their consumer journey, the marketing is fun, it engages with coronavirus pandemic is changing people, it makes people remember your when, how and where agencies brand, and if you’re lucky, it will yield a can reach the right audience.” 12 healthy number of future customers. - Adweek It's an effective way to build brand awareness and customer loyalty, while Although events will no longer be simultaneously being fun to execute. planned in the same way that they were Experiences will continue to be around before the pandemic, experiences will long after the impact of COVID-19 has undoubtedly continue to be an effective passed. marketing channel. As technology changes and we factor in additional As the spending power of Millennials measures to ensure the health of continues to rise and Generation Z consumers at our events, we have enters their prime spending years, these the opportunity to plan powerful and are the consumers that will determine unique experiences that continue to how we as marketers interact with them delight consumers. in this decade and beyond. The future of event and experiential marketing When it is safe to do so, there is likely will now not only be defined by new to be a surge in demand for new and technology and the generations that improved experiences, so now is the have grown up with the internet and time to make sure you are ready, be social media at their fingertips, but proactive and plan for a future of also by the impact of the coronavirus experiential marketing that embraces pandemic and the permanent changes the new version of normal. that it has already made to our industry.

“While it’s tempting to focus on loss during this period of abrupt change, we would be remiss to overlook the opportunity. Upheaval breeds innovation. Transition provides space and perspective to reevaluate and reprioritize. We didn’t choose a time of reckoning, but we can benefit from its impact.” - Rick Cosgrove, Agency EA

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 28 LIMELIGHTPLATFORM.COM

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 29 06

ABOUT LIMELIGHT

Be Ready for Events Coming Back

Limelight can help you get the data-driven insight you need to improve your future experiential marketing campaigns and get better results.

Learn More

Call Toll free (US/Canada) 1-877-888-5458 / Toll 416- 760-8091

Email [email protected]

Mailing Address 379 Adelaide St W Main Floor, Toronto, ON, M5V 1S5, Canada

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 30 Case Studies

BMW

As a company with experiences happening all over the country between multiple agencies, different regions, several brands and hundreds of dealerships, BMW needed to take back control of their experiential marketing. After Kellogg’s running auto shows, test drives, sponsorships and dealer events, Kellogg’s wanted to drive more they were left with limited data people into their Family Rewards or quantified results and the data program, but they also wanted to wasn’t tied to any of their systems understand how successful their or CRM. Different departments marketing efforts in this area were. and regions were left working They were ultimately looking for with manual and non-standard a more data-driven approach to processes with little data security, their marketing, experiential and which all came with high costs sampling campaigns. By working and no easy way to know if their with Limelight, they were able campaigns were even working. to drive awareness and increase signups to the Kellogg’s Family By working with Limelight, Rewards program, with results in BMW were able to capture and one campaign over 5x higher than consolidate data across all of their the previous year. Kellogg’s are consumer experiences in multiple now seeing similar results across regions. Their teams could build brands like Cheez-It, Pringles and scale the digital assets they and Eggo, while simultaneously needed for their experiences, all gaining valuable insight into the on one platform, and they could performance of their marketing control costs and consolidate efforts. fragmented budgets by using a single technology. Now, the data They can use the valuable data- they capture at their experiences driven insight they get from each can be integrated into their campaign to continually improve existing systems and CRM in real- their experiential marketing efforts. time, so teams across regions and In the future, as customers collect departments can analyze each points and earn rewards, Kellogg’s campaign to see what is working can view all campaign data in one and what isn’t. They can automate place and understand what is and and personalize all communications isn’t working. This will help them to to follow up with their leads and improve with each campaign and customers after each successful continue to drive brand awareness, experience. signups and customer loyalty.

InProduction • 800.999.5278 • www.InProduction.net • @InPoEvents 31 SOURCES

1. COVID-19: Implications for business, McKinsey & Company, 2020, https://www.mckinsey.com/business-functions/risk/ our-insights/covid-19-implications-for-business

2. With Events On Hold, Experiential Agencies Use Their Skills to Fight COVID-19, Adweek, 2020, https://www.adweek. com/agencies/with-events-on-hold-experiential-agencies-use-their-skills-to-fight-covid-19/

3. They were supposed to build stages for Coachella. Now they’re building coronavirus triage tents, Los Angeles Times, 2020, https://www.latimes.com/entertainment-arts/music/story/2020-03-30/coronavirus-event-companies-coachella- pivot-covid-19-testing

4. Upstaging, 2020, http://www.upstaging.com/faceshields/

5. How to communicate event cancellations and postponements, Limelight Platform, 2020, https://www. limelightplatform.com/blog/how-to-communicate-event-cancellations-and-postponements

6. Adapting customer experience in the time of coronavirus, McKinsey & Company, 2020, https://www.mckinsey.com/ business-functions/marketing-and-sales/our-insights/adapting-customer-experience-in-the-time-of-coronavirus

7. How Top Marketers Are Navigating Advertising And Management During COVID-19, Forbes, 2020, https://www.forbes. com/sites/martyswant/2020/04/07/cmo-tracker-how-top-marketers-are-navigating-advertising-and-management- during-covid-19/#68dd0316283b

8. What’s it like to attend a conference - in person - in the age of COVID-19, Fast Company, 2020, https://www. fastcompany.com/90482788/what-its-like-to-attend-a-conference-in-person-in-the-age-of-covid-19

9. From the Desk of David Adler: What Could Be Next? 2020, https://www.bizbash.com/production-strategy/opinion- experts/article/21127139/from-the-desk-of-bizbash-founder-and-chairman-david-adler-what-could-be-next-after- covid19

10. The Definitive Guide to Experiential Marketing, Limelight, https://www.limelightplatform.com/experiential-marketing- ebook-guide

11. The Experiential Digital Maturity Model, Limelight, https://www.limelightplatform.com/experiential-digital-maturity- model

12. Adweek Together: What Experiential Marketing Will Look Like After Covid-19, Adweek, 2020, https://www.adweek. com/brand-marketing/adweek-together-what-experiential-marketing-will-look-like-in-a-post-covid-world/

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