h1

I THINK IT’S CATCHING ON…

January 18, 2012

Slowly but surely, our collaborative platform for creating interactive experiences that tell client stories is bubbling to the surface in our industry, finally following trends long seen emerging in Europe since the mid-2000s.

Progressive, high-end magazines such as EVENT DESIGN and EVENT MARKETER sponsor industry shows that focus on that transition – and of course, EXHIBITOR’S Gravity Free Design Show remains for me, the Piece de Resistance – although every year I dream of attending and have not made it yet!

And what about PCMA- long the innovative leader on the meeting planning side?  Back in the 80s, the original CLC’s CMP certification program was based on the PCMA “Professional Meetings Management”; that 1985 First Edition was my own study guide when I became one of the first five CMPs in Minnesota. Today, they’ve made the leap, taking risks, experimenting with integrating digital tools, learning lounges, and changing up that old general session in their last couple national conferences.   Industry trades are a-buzz with the result of their efforts and I sense a critical mass is gathering.

The glimmer of hope came last year when our first CRV Experience garnered not only local, national and international press as well as five ISES Star Awards, but in the background, I have continued to worry and fret about the 20th century thinking that permeates our industry and keeps it mired down in ineffective general sessions and theme parties.

So I was uplifted yesterday when I attended the roll-out of the new sales and marketing efforts of Meet Minneapolis.  They have capitalized on the wave of the future; their market research and marketing plan was impressive-geared to opportunities to move forward.  Their redesign of the website clearly reflects a welcome change.  I’m looking forward to their Annual Meeting in March and to the Meeting Planner’s Seminar in April where the focus seems to be grounded in Creating the Experience.  I left that meeting charged up – committed to being a more active partner supporting their efforts.

And this morning’s Strib added icing to the cake with two feature stories.  Although the first was a report on the comeback of boating in Minnesota, its sub-theme caught my eye.  The show touts a new attraction – an indoor marina, complete with 20 boats “moored” at docks and a waterfront patio with food and live music.  The show producers certainly understand – they have created an experience that puts their Minnesota audience in the midst of a familiar dream – if only they owned a boat!  And they’ve added to that experience an opportunity to get wet with a Flow Rider ride that allows low body surfing, board surfing and wakeboarding in pseudo-waves.  Finally, amidst the lake/river illusion and the Parade of Boats, they have recreated a marine service center right on the floor.  “Fred’s Shed”, an interactive learning center offers tips on installing boat electronics, engine maintenance, upholstery repair with local marine service mechanics on hand to conduct the seminars. This is good stuff!  Although today I am not a boater, I may just have to attend that show – to learn from what they did and witness the energized crowd they will capture.

Finally, there was the “Tres geek” success story of Ralph Lauren as they embrace tech-driven digital marketing strategies- from 24-hour touch-manipulated storefront windows to iPhone apps to 4D events to a strong presence on the internet.  They too, understand.  To be relevant to shoppers, they need to be able to talk to their customers in channels where those customers spend their time.   As Ralph Lauren embraced high-tech interactive experiences, they joined Nordstrom and Tiffany’s and reaped strong sales in an industry that generally did not do so well.  A 14% plus increase in sales and 18% increase in profits is cause for celebration.

Yes, I think the world is catching on!

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: