Grab a seat at the table with a group of Women in Events who are running the show on the agency side of the biz. In the following Event Marketer Q&A, industry powerhouses share their best career decisions, the trends that have their attention, how their respective organizations differentiate themselves and what it’s really like to be a leading woman in experiential marketing. They also weigh in on impactful growth strategies, improving ROI and why the small details matter.
Read on for hot tips and hot takes from marketing mavens in hot pursuit of the next big thing in events from Patti Dukofsky, VP at Interactive Entertainment Group.
What do you do and what do you offer?
I proudly stand at the forefront of experiential marketing with Interactive Entertainment Group. From seamlessly integrating next-gen holograms into brand activations to bringing sports enthusiasts closer to the action with our immersive simulators, we provide cutting-edge interactive experiences to our clients on a national scale. Every aspect of an experience, from its gaming visuals and leaderboards to its external appearance, can be customized, enabling our clients to align our offerings with their event objectives.
We have been privileged to collaborate with a diverse clientele including Fortune 500 companies as well as the country’s leading creative agencies and DMCs.
Here’s a snapshot of our extensive client portfolio: PepsiCo, Nike, NFL, Morgan Stanley, Wells Fargo, Meta, Microsoft, and Adobe.
An industry trend that has your attention?
I’ve been particularly intrigued by experiences that blend gamification with a larger-than-life sensory appeal. These high-tech spectacles are designed to make attendees feel like the main character in an unfolding narrative. By placing the individual at the heart of the experience, we’re creating a profound connection between them and the brand. This personalized approach ensures that attendees not only remember the event but also foster a deeper, more positive association with the brand for years to come.
How can the industry do better at generating event ROI?
What event type has seen the most growth in 2023?
The most significant growth I’ve witnessed in 2023 is within sporting events, particularly through strategic sponsorships. A standout example is our Human Claw activation at the Super Bowl, linking fans directly with sponsor Frito-Lay. This immersive experience, where participants dove into a pit of Frito-Lay snacks, not only created an unforgettable interaction but also ensured that next time these fans grab a bag of chips for a sports game, they’ll reminisce about this unique experience. The impact of activations like these is exponentially magnified through social media impressions, extending the reach and reinforcing the brand connection far beyond the event itself.
What are you most looking forward to in 2024?
I’m genuinely excited about the looming advancements in Artificial Intelligence (AI) and Augmented Reality (AR). AI promises a heightened level of personalization, adapting events in real-time based on attendees’ preferences and histories. Meanwhile, AR has the potential to transform venues from static spaces into dynamic, interactive realms, overlaying digital interactions onto the physical environment. Together, these technologies ensure deeper engagement, offering experiences that resonate long after the event concludes.
