Tuesday, August 27, 2024 IBTM World , the premier global event for the meetings and events industry, is set to return to the iconic Fira de Barcelona from November 19 to 21, and has unveiled the initial details of its innovative Exceptional Experiences programme. This year’s event will feature an exciting new addition where industry leaders will engage with participants on topics such as the transformative power of AI, the critical role of audience engagement, the importance of brand-building, the value of leveraging key data, and the advantages of crafting a marketing strategy centered around in-person interactions. Designed to present cutting-edge solutions that assist in-house event professionals and marketers in creating impactful event experiences that drive business growth, the programme will be divided into two parts.
On the first day of IBTM World, an exclusive, invite-only workshop will be held for senior executives, vice presidents, and influential leaders from various sectors. Unmatched Expertise The second day will feature the Exceptional Experiences Forum on the Main Stage, beginning with a session titled “Cre-AI-tivity as the new events game-changer: feel the fear, but do it anyway (and see the results).” This dynamic discussion, led by Lesly Simmons, Head of Community Innovation at Amazon, and Paula Medeiros, Global Media Project Manager at Palo Alto Networks, will address common misconceptions about artificial intelligence.
Drawing from their experiences, Lesly and Paula will illustrate how early adoption and proper utilization of AI can significantly contribute to business success. Following this, Lizzie Dale, VP of Marketing at WPP Plc, will participate in a discussion focused on the impact of events on marketing budgets. In a session titled “Making the business case for face-to-face: how to get more investment for events,” Lizzie and other experts will explore the findings of the latest IPA Bellwether report, which highlights the strong preference for in-person engagement among businesses.
They will also discuss how in-house event professionals have effectively argued for face-to-face interaction as a key marketing opportunity. Insights from Experts Subsequent sessions will see event leaders take the stage to examine which metrics matter most in the sea of data available to event professionals. This thought-provoking discussion, “The short-term win & the long-term gain: deciphering what really matters when it comes to measurement,” will feature event leaders sharing their personal insights on transforming data into compelling narratives that attract investment.
Following this, marketing experts will offer their insights in a session titled “Audience-first every time: attracting people to your events by listening to them all the time.” This discussion will explore how marketing professionals use insights to shape their experiential strategies, emphasizing the importance of listening closely to customers before taking any action. Speakers will demonstrate how this approach fosters engagement across all platforms, leading to a virtuous cycle of SEO, organic traffic, data accumulation, and increased event attendance.
Crafting a World-Class Experience The Exceptional Experiences Forum will conclude with Jimmy Knowles, Global Head of Experiential at Canva, and Madolyn Grove, Head of Creator Community at TikTok, who will discuss the art of brand-building. In the session “Building and expanding a world-class event brand – what differentiates good from great?,” they will argue that brand equity is the most crucial intangible asset for any business. They will share their experiences in creating robust global brand propositions that consistently build equity with all stakeholders over time.
Claudia Hall, Exhibition Director at IBTM World , said: “This may be Exceptional Experiences’ inaugural outing at IBTM World but, with our array of pioneering speakers and our dedication to alleviating the challenges faced by in-house event professionals and marketers, we know it’s one that delegates will love. “More than anything else, we strive tirelessly to ensure IBTM World provides true value for attendees. This is why we can’t wait for in-house event professionals and marketers to discover the tangible, take-home insights and solutions that will make a significant difference to their working lives, as well as elevate their experience of the show with a programme devoted exclusively to addressing their needs.
”.
