The death of event experiential marketing

By El Kwang on 18/10/2016

Direct from IMEX America 2016 in Las Vegas - Timo Kiuru, CEO of The Unthinkable, started the knowledge session with a statement, “Welcome to the death of event experiential marketing.” Kiuru, recognised by Connect Corporate Magazine as a “40 under 40” industry leader, has strong events experience from being the creative director of events such as Samsung Galaxy S6 events in Barcelona and Paris. He was also the event director for Helsinki Fashion Weekend and Nokia World Abu Dhabi.

He further teased the audience with a new term “Digiperiential Marketing”. In other words, the merger of digital and experiential marketing; an online and offline strategy that supports each other.

The digital impact

Using data collected from the target audience, planners can create a journey of digital experience before, during and after the event. For example, event agencies could use augmented reality floor plans as a design and idea communication tool.

Many alike Flight Centre Travel have started using virtual reality, giving travellers an immersive simulation of a destination experience to influence their buying decisions.

Augmented reality has been predicted to affect the business events industry like it has with architecture and interior design industries. Biz Events Asia recently experienced the augmented reality of the Nihonbashi Bridge during a recent visit to Tokyo. That gave a more in-depth understanding of the significance of the bridge to the Japanese people.

Mixed reality, which means virtual and augmented reality without the use of the headset, will make its impact on the events industry soon. The homepage of Magic Leap website clearly demonstrates the future of mixed reality.

Data collection will be the key to successful businesses. Event planners can capture sensory and behavioural data onsite to gain better insights and be better at measuring the return of investment.

There is also a predicted increase in technological innovations like robots. Technologies have better mathematical and decision making capabilities than humans which may threaten employment, however it is the human’s gift of ideas and empathy that will see technology creating more jobs the way Uber does.

Experiential marketing will have a stronger future when working with the architecture industry. For example, the new class of sustainable, multi-functional convention centres like ICC Sydney that aim to develop a brand new multi-sensory event experience that etches a memory.

Event planners are encouraged to be open to unpredictable changes that may lead the trying of many ideas to true innovation. “Do something that has never been done before,” said Kiuru in his closing remark.


  • Biz Events Asia’s Singapore-based editorial and production team members are present at IMEX America taking place in Las Vegas from October 18 to 20, 2016.
  • Biz Events Asia is one of the official media partners of IMEX America 2016.
  • 3,250 companies exhibiting, with 24 percent that booked bigger spaces at the show. Asia Pacific saw a seven percent increase in participation.
  • Over 1,000 meeting professionals attended Smart Monday, powered by MPI with 66 education sessions arranged.
  • The 3rd PCMA Business School was held as part of IMEX America’s Smart Monday. The latest MBA-level education course is titled “Make your ideas stick with persuasive presentation skills”.
  • Selina Chavry, Global Managing Director of Pacific World, gave Biz Events Asia an exclusive face-to-face interview on how the topic of sustainability should extend to sustainable partnerships and a sustainable workforce.

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