Experiential Marketing Summit 2015 Tackled the New Marketing Landscape
May 18, 2015
More than 1,500 attendees were on hand for the he Experiential Marketing Summit (EMS), held in San Francisco May 11-13, to hear from a wide range of fantastic speakers on new topics and issues facing the industry. And, it was clear that when it comes to marketing, experimentation has never been more important.
In the morning keynote, CMO of Bacardi, Dima Ivanov discussed how Bacardi reviewed their brand and the customer experience in an effort to get back to the roots of the company.
One key component was the identification of where the experience takes place, and maintaining that consistency in the experience. He also discussed the vision of the experience being important, as well as having an understanding of the prospect you are targeting.
In the session “Influencer 2.0”, Alex Frias of Track Marketing Group, started the lecture with this statement: ‘Influencer is a dirty word.’ He also went on to review the idea of social influence as not always platform-agnostic, so platforms need to be considered when deciding on an influencer’s reach.
There also needs to be a value exchange, according to Frias, and more than just digital reach, but offline influence as well, to truly make a social mark.
During the afternoon keynote, Kevin Alloccca of YouTube, looked at what makes content explode, as it does on their infamous channel.
Like other sessions, he looked at the new generation of content feeders, and has named them ‘Gen-C’. They are looking for content that provides connections, creation and community. He also demonstrated, using popular video segments, content has to provide interactivity and an authentic experience. “Make things that people want to be part of,” he added.
The well-attended session on College Millennials, led by Seth Fishbein of Keurig and Matt Fasano of Fluent, discussed the traits of the Gen Z group (ages 7–18). With this group, the two explained, the brand experience has to be socially oriented, it must empower the target group and it must deliver value.
This group also believes that “failure is simply another shot at achievement”. By targeting Gen Z, companies can anticipate the future of consumer behavior, since this group is rewriting all the rules when it comes to purchasing.
The 2016 EMS Summit will take place May 4-6 at the Denver Convention Center. For those who work in creating a brand experience, whether in the digital world or offline, this is a key conference to attend.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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