In the dynamic realm of corporate incentives, the pressure is on to craft tailored experiences that transcend the ordinary, leaving a lasting impact on participants. At Strata, we thrive on such challenges, and when Citroën entrusted us with orchestrating an incentive trip for their top-performing sales executives, we knew we had to deliver something truly exceptional.
Our mandate was crystal clear: design an experience that not only forged unforgettable memories but also pushed the boundaries. With Morocco as our chosen destination, we crafted an immersive journey that seamlessly blended culture, adventure, and luxury, offering an unparalleled experience.
With meticulous attention to detail, we created an incentive trip that surpassed expectations. From the moment the participants received our pre-event communications to their seamless on-site experience, every aspect was flawlessly executed.
Achieving a 100% score on pre-event communications and on-site management was a testament to our commitment to excellence. The bespoke app we developed boasted a remarkable 90% adoption rate, providing participants with a digital companion that enhanced their journey every step of the way.
“Thank you for making the trip run so smoothly, it was excellent all round” – Citroën Managing Director UK.
At Strata, we take pride in our ability to deliver results. From destination management to programme development, delegate management, app creation, supplier liaison, and on-site management, every aspect of the journey was meticulously handled by our team.
– Customised Experiences: We tailored the programme to align with the diverse demographics of the participants, ensuring that every individual felt seen and valued.
– Supplier Management: Our trusted relationships with suppliers ensured seamless execution and consistently high standards across all aspects of the trip.
– People and Logistics Management: Carefully chosen guides facilitated meaningful interactions and ensured smooth logistics.
– Custom App Design: Our bespoke app not only provided essential information but also enhanced the overall experience, earning high adoption rates and rave reviews.
As we continue to push the boundaries of corporate incentives, we look forward to making every moment matter and creating unforgettable experiences.
What Sustainability Means to Strata…
Sustainability is a global issue and something that at Strata we recognise impacts us in a multitude of ways.
As a challenger agency, we want to be known for pushing boundaries and innovating experiences for our clients and their audiences. Making moments that matter for everyone, including the planet and communities around us. Our commitment to sustainability is leaving a legacy, not a footprint.
Becoming more sustainable is a fantastic opportunity for us to upskill, reinvent, and transform the way we define excellence.
As we transition to a more sustainable marketplace, expectations are shifting. Something that is not sustainable is very quickly losing its value and place in today’s society. As a business and industry, we need to react to that.
Sustainability in the Events Industry
Across the industry many green initiatives have been established, including the micebook Power 50 Green Champions list, highlighting the great work of the industry’s sustainability champions. I was hugely honoured to be included on this prestigious list, recognising our work driving forward internal initiatives to make Strata, and the events we deliver for clients, more sustainable.
Since being recognised Louise has continued working with our clients and operational teams to better our practices and champion more sustainable solutions for our clients. Strata has attended a number of the industry sustainability events that are now in their second or third year, such as the CN Sustainability Summit which you can learn more about here.
As we see more and more industry initiatives and events pop up, it highlights the hunger for sustainability right across the industry. They provide a much needed platform on which industry professionals can share knowledge and learnings and are hugely valuable experiences. So how can you start to create more sustainable events?
It’s our job to deliver sustainable events that inspire the audience and leave a positive legacy. ROI can be measured through set KPIs, but what about an event legacy? How do we measure this and ensure our events are successful when it comes to sustainability?
Establishing some sustainability objectives for your event is a vital place to start. What areas do you want to focus on? How will you track those and what are they measured against?
Take waste reduction, for example. You want to reduce your waste, but by how much and by when? And how do you track that goal?
The first step is to understand where your waste levels currently sit, giving you a benchmark figure to work on reducing as well as an understanding of where your waste is coming from e.g.: food waste, print, branding, or something else
Next, you need to build ways to reduce those areas of waste. Adopting a circular economy will help you understand how to achieve this. Then you must measure your waste at future events to enable you to track your figures allowing you to understand if you are seeing a waste reduction.
Adopting this process ensures your goal of being more sustainable is tangible and something you can track and report confidently to the wider business and your audience.
We all have a responsibility to learn what it means to run sustainable events, and that’s what we’re tackling here at Strata.
2024 Event Tech Trends Unveiled at Strata’s Insight Event
Attendees at the Strata insights event, at The Ned in London last week, were treated to a preview of some of the most important tech trends which will shape the events industry in 2024 and beyond.
Speaking to an audience of event industry leaders, three key trends were showcased to help brands deliver greater results through events and marketing in 2024, by Chris Vernon-Smith, Creative Director of On Event Production Co (a subsidiary of Strata).
Tech Trend #1 – Personalisation
Opportunities now exist to personalise content to individuals dynamically, matching the mood and environment. Two examples were presented.
3D Audio Beam forming – such as the HOLOPLOT speakers used at ABBA Voyage. This beams highly directional sound to a specific audience or space. In a conference environment, the speaker could be translated into a different language instantaneously in different parts of the room.
Facial recognition – unobtrusive face recognition technology can gather attendee data with no need to scan badges or QR codes (this can be GDPR compliant). Room engagement could also be measured based on facial expressions meaning an event speaker could detect the mood of an audience through feedback from the tech, changing their energy or delivery accordingly.
Tech Trend #2 Sustainability
Two examples relevant to the events industry were presented.
PET eco-fabric – uses dye sub-printing and water-based inks to significantly reduce emissions compared to traditional print. For every roll of material that goes through the printers, 3,000 bottles are saved from ending up in the ocean or landfill.
Green mobile power – is now delivering the power output and duration to make it usable for large-scale outdoor events.
Tech Trend #3 Immersive Tech
Two ways in which immersive tech can transform event experiences were showcased.
LED film – improvements in LED resolution, power, and price point mean translucent screens on a massive scale can now add new dimensions to event spaces, product launches, and exhibitions.
The Vegas Sphere – mapped with LEDs and functioning as a giant video screen inside and out, produces video that dynamically changes throughout a show.
Giles Cattle, Director of Creative Strategy and Business Development at Strata said, “This was the third in our ‘Making Moments Matter’ Insight Series. First, we looked at globalisation, then we followed up with our Big Budget Debate. This time we gathered together experts, leaders, and visionaries to showcase the predictions and trend insights that will be shaping event brand and marketing in 2024 and beyond. It was an incredibly thought-provoking event and attendees went away inspired.”
Speakers and panel attendees also included Greg Clayton, Head of Markets, Brands and Shoppers Insights at Ipsos, Jen Bonassera, Global Events Director at Charlotte Tilbury, Kristian Cholmondeley, Managing Director at Jeep and Fiona Macnish, Head of Global Events at M&G Investments.
A full insights report from the event will be published in January and will be available on stratacreate.com.
A deep dive into shifting human behaviours within B2B and B2C markets, exploring how brands can leverage practical insights and trends to deliver greater results through events and marketing in 2024.
As we gear up to close the curtains on 2023, we’re thrilled to announce our final event of the year in the Making Moments Matter series. An exclusive, forward-thinking event that’s set to redefine the way we approach audience engagement and brand strategy in the coming year.
What’s in Store:
Join us for an immersive insights session that goes beyond the surface of trends and predictions. We’re bringing together industry leaders, visionaries, and experts to explore the practical applications that will elevate audience engagement for your organisation. It’s not just a discussion – it’s a hands-on experience designed to provide tangible takeaways.
Trend Spotting: Discover the latest trends expected to shape the global marketing and events landscape in 2024.
Measurement and data: What key metrics will be most in demand and how to leverage key data.
Technical innovations: Understand what technical innovations and production techniques will be shaping events and used to enhance experiences
Industry Experts: Hear from a range of industry experts, thought leaders, and innovators, who will share actionable insights for a successful year.
Future-Proofing Your Strategy: Understand how to adapt and future-proof your event strategies to ensure sustained success in a fast-changing global environment.
Q&A Sessions: The chance to ask the experts any burning questions you have about the challenges, expectations, and opportunities facing event leaders in the coming year.
Meet the Speakers:
Greg Clayton, Head of MBS Insights (Markets, Brands, and Shoppers) at Ipsos
Greg will give an exclusive look at the trends and insights that will shape your 2024 consumer, audience, and event strategy. You will come away with practical tools to enhance your 2024 results.
Kris has an extensive 20 years of experience working across the automotive industry in sales and marketing roles for Peugeot, Citroen, Alfa Romeo, and most recently as Managing Director for Jeep. One of his missions is to eliminate the beige; Kris works to give brands a clear identity and communicate in a relevant and enriching way for the target audience. These communications then convert interest into successful, commercial, and sustainable results.
Jen Bonassera, Global Events Director at Charlotte Tilbury
With 15 years of experience shaping events for brands such as Burberry and Soho House, Jen’s expertise spans red carpet parties, runway shows, pop-ups, and VIP brand events worldwide.
Fiona Macnish, Head of Global Events at M&G Investments
With over ten years of experience in corporate events across both the energy industry and financial services, Fiona has managed a range of events in both the UK and Europe and now oversees a team of event professionals globally.
Discover practical applications that can transform consumer and business audience engagement for your organisation. From cutting-edge insights to hands-on strategies, this event is your gateway to staying at the forefront of trends that will shape the global event landscape in 2024.
Secure Your Spot on the waiting list:
Don’t miss the chance to be part of this exclusive event. Its not too late to join the waiting list! Secure your spot today and position yourself ahead of the curve in the ever-evolving world of audience engagement and brand strategy.
In the realm of events, creating memorable experiences is paramount. Here at Strata, a brand experience agency, we not only understand this but we take it a step further by consistently delivering the added value our clients truly expect. Here we delve into how we are proud to be setting the bar high and reshaping the event landscape.
Our approach starts with a deep dive into each client’s vision and objectives. One size doesn’t fit all in the events world, and we know and embrace that. By tailoring every aspect of an event to align with the client’s brand, goals, and audience, we ensure a level of personalisation that leaves a lasting impact.
Innovative Concepts, Tailored Execution
Adding value isn’t just about meeting expectations; it’s about surpassing them. We thrive on pushing boundaries, introducing innovative event concepts that resonate with today’s dynamic audiences. From interactive tech elements to immersive themes, we blend creativity with meticulous planning to execute these ideas seamlessly for our clients.
We understand that a successful event hinges on a seamless partnership. The Strata team becomes an extension of the client’s vision, collaborating at every step to address concerns and find solutions. This collaboration doesn’t just create events; it cultivates relationships built on trust and shared success.
Beyond the Event
Strata’s commitment to added value extends beyond the event itself by providing post-event analysis and insights, helping clients gauge the event’s impact and gather valuable feedback for future endeavours. This holistic approach ensures a continuous cycle of improvement.
Insights as a value add
At the end of 2022, Strata instructed an independent relationship RADAR report.
Relationship RADAR® is an online assessment tool designed to help businesses with key B2B relationships identify and address issues, reducing risk and uncovering growth opportunities. It provides a comprehensive measure of relationship health, going beyond a simple propensity to recommend score.
Strata were thrilled to receive an overall radar score of 6.2 / 7 which is well above the RADAR standard of 5.5%.
One piece of feedback received from clients was a desire for insights. As a result of that, we have invested significantly this year in building an insights event programme allowing us to deliver more strategic content to our clients.
In a world where expectations are constantly evolving, Strata stands firm in its commitment to offering clients the added value they expect and deserve. Through personalised experiences, innovative concepts, and unwavering collaboration, Strata isn’t just shaping events; they’re shaping memories that resonate long after the final applause, making Every Moment Matter.
Last week our Sustainability Officer attended the second annual Conference News Sustainability Summit at 15 Hatfields.
It was empowering to be in a room with so many fellow event professionals passionate about sustainability. With a selection of panels many ‘hot topics’ were covered including sustainable catering, venues, event travel, and much more.
Besides networking with industry peers and engaging in knowledge-sharing, we walked away with five key takeaways that can serve as a valuable starting point for anyone looking to embark on their sustainability journey.
Data is king – measure your event carbon emissions
Measuring your event carbon emissions is essential to everyone, otherwise, how will you know if you’ve made a difference? Benchmarking your emissions against either your own events or industry examples such as the isla report will help you to understand how sustainable your event truly is.
Remember that although 80% of event emissions usually come from the attendee travel, we must not forget about the other 20%, so measuring your energy, waste, catering, and production is essential.
We use TRACE by isla for this which incorporates all areas of event emissions.
Sustainability is complicated
This was debated slightly, as it’s important planners don’t feel paralysed by a lack of knowledge on where to start. But it’s clear that designing a sustainable event or experience is not that straight-forward. Often something that looks sustainable isn’t actually the right solution so it’s important organisers do their research and due diligence to make the right decisions. Lean on your supply chain to be the experts in their field.
Lean on your supply chain
You cannot make your event sustainable on your own. You need to bring your supply chain (and clients of course), on the journey with you. You can be selective with your suppliers that are already making positive changes, but many – particularly small businesses – need support and guidance to adapt and become more sustainable. Working together and forming partnerships is the best way to tackle the global climate crisis together.
Offsetting is not the answer
With event travel usually being essential, this is a tricky area that some disagree on. But what’s clear is that offsetting is not going to be the solution to our problem. Reducing emissions is the priority and planting a tree today that will only sequester carbon in 35 years doesn’t really help.
That said, offsetting does offer other social and economic benefits and can often support the event’s legacy.
Comms are the solution
Ultimately attendees cannot be forced into something. That approach could negatively impact the event experience and detract from what most events are really about. So instead we should be communicating more sustainable options to attendees, and ‘nudging’ them towards the right choice.
Putting the most sustainable option at the top of a list, explaining why the menu is plant-based, and encouraging guests to bring their own reusable water bottles in advance are all simple things planners can do to bring their guests on the journey with them.
Sustainability is not just about the environment.
Environmental sustainability often hogs the stage at the moment due to the climate crisis. But the principles of People, planet, profit were repeatedly discussed. Bringing economic and social benefits to the table will improve your event legacy and truly make the event sustainable in every way possible. We discussed this more in a previous blog post The benefits of Sustainable Efficiency.
If you need support to make your events more sustainable then contact us today.
Mastering budget challenges in an era of global economic transformation
Join us at our next invite only insights event where Heads of Events, Marketing, Communications, and Procurement will converge to unravel the complexities of the global events landscape.
Embarking on a Journey of Discovery
The current global climate is marked by economic shifts, marketplace tensions, and a cloud of uncertainty. As budgets face the squeeze on a global scale, the demand for effective strategies, innovative solutions, and a keen ability to overcome budgetary obstacles has never been more pressing.
Keynote Insights from Industry Titans
The event is set to kick off with a keynote address that promises to provide unparalleled insights into the world of economics. The Head of Global Economics from Diageo will explore the economic currents shaping our event landscape.
A Collective Debate for Strategic Solutions
Engage in lively discussions that are designed to tap into the collective wisdom of industry leaders. As a participant, you will have the unique opportunity to dive into crowd-sourced challenges, dissecting them within small groups. These conversations will pave the way for innovative strategies and creative solutions.
Practical Wisdom from Panel Discussions
We will have panel discussions that bring together some of the most esteemed brands in the industry: Santander, Sky, and Stellantis. These industry giants will engage in a dynamic conversation about the practical solutions and answers they’ve discovered through their experiences.
Seize the opportunity to be part of an event that promises to reshape the way you approach event planning. With a diverse range of perspectives, insights from industry titans, and practical takeaways, this is an event that’s tailor-made for event professionals.
The automotive industry has always been at the forefront of innovation, and this extends to the way it engages with its audience through events. Over the years, automotive event experiences have evolved significantly, embracing technology, sustainability, and interactivity to captivate attendees and leave a lasting impact. As we look to the future, the automotive landscape presents exciting possibilities for even more immersive, connected, and sustainable event experiences.
Embracing Virtual and Hybrid Events
In the future, we can expect a continuation of this trend, with more automotive brands hosting virtual or hybrid events that combine the best of both physical and digital worlds. Virtual experiences provide a broader reach and accessibility, allowing automotive enthusiasts from around the globe to participate without geographic constraints.
Augmented Reality (AR) and Virtual Reality (VR) Integration
AR and VR technologies have the potential to revolutionise automotive events by creating highly immersive and interactive experiences. Brands can utilize AR/VR to showcase their latest vehicles, allowing attendees to explore every detail, even from the comfort of their homes. Additionally, AR can be used to gamify events, engaging participants in exciting virtual challenges and experiences.
Sustainable and Eco-Friendly Practices
With sustainability becoming a central focus for both businesses and consumers, the future of automotive events will embrace eco-friendly practices. Brands will prioritise sustainable event planning, such as using renewable energy sources, reducing waste, and incorporating eco-friendly materials. Additionally, the focus on electric and sustainable vehicles will play a significant role in shaping automotive events.
Personalisation and Customisation
The future of automotive events will be marked by personalised and tailored experiences. Brands will leverage data and analytics to understand attendees better, curating content and activities that align with individual interests and preferences. Personalised event experiences will enhance engagement and foster stronger connections between automotive brands and their target audience.
Interactive Test Drive Experiences
Test drives are an essential part of the automotive event experience. In the future, we can expect to see more interactive and innovative test drive setups, incorporating advanced driving simulators and immersive environments. This allows potential customers to experience the thrill of driving without leaving the event space.
Live Streaming and Social Media Engagement
The power of social media in automotive events will continue to grow. Live streaming of events on various platforms will enable brands to reach a wider audience and create buzz around their latest offerings. Social media engagement will play a crucial role in building anticipation and fostering a sense of community among attendees.
The future of automotive event experiences is an exciting blend of technology, sustainability, and personalised interactions. With innovation as its driving force, the automotive industry is set to redefine event experiences, leaving a profound impact on enthusiasts and customers alike.
In the ever-evolving landscape of marketing, businesses continuously seek innovative ways to engage with their target audience. Pop-ups and event marketing have emerged as powerful strategies to create memorable experiences and build brand loyalty. However, like any marketing approach, there are certain do’s and don’ts that can determine the success or failure of these endeavors.
Define Clear Objectives: Before diving into any pop-up or event, define specific and measurable objectives. Are you aiming to boost brand awareness, launch a new product, or build customer loyalty? Clear goals will guide your entire marketing strategy.
Know Your Target Audience: Understanding your audience is crucial for creating an appealing event. Research their preferences, interests, and pain points to tailor your event to their needs.
Choose the Perfect Location: Location is key to a successful pop-up or event. Pick a spot with high foot traffic, aligning with your target demographic. Consider co-hosting with other complementary brands to amplify exposure.
Create a Memorable Experience: Offer an immersive and interactive experience to captivate attendees. Utilise technology, storytelling, and sensory elements that resonate with your brand image and message.
Promote Effectively: Leverage multiple marketing channels to generate buzz before the event. Utilise social media, email marketing, influencer partnerships, and local advertising to create anticipation and attract a larger crowd.
Capture Data and Feedback: Use the event as an opportunity to collect data and feedback from attendees. Gather email addresses, conduct surveys, and encourage social media sharing to expand your customer insights.
Follow Up Post-Event: Don’t let the momentum fade away after the event. Send personalised thank-you emails to attendees and continue engaging with them through follow-up marketing campaigns.
Overwhelming Attendees: Avoid overwhelming your guests with too much information, excessive marketing materials, or pushy sales tactics. Keep the experience enjoyable and light-hearted.
Neglecting Brand Consistency: Ensure your event aligns seamlessly with your brand identity and messaging. Consistency is key to reinforcing brand recall and trust.
Ignoring Logistics: Poor planning and execution can tarnish the entire event. Have contingency plans, manage queues efficiently, and ensure staff is well-trained and knowledgeable about your brand.
Overlooking Permits and Regulations: Failing to secure necessary permits and adhering to local regulations can lead to legal troubles and jeopardise your event’s success.
Forgetting Social Media Interaction: Encourage attendees to share their experiences on social media by creating shareable moments or organising photo contests. Social media engagement can amplify your event’s reach.
Neglecting Accessibility: Ensure your event is accessible to all, including people with disabilities. Pay attention to wheelchair access, interpreters for the hearing impaired, and any other accommodations that might be needed.
Leaving Sustainability Behind: In this environmentally conscious age, incorporate sustainable practices into your event planning. Minimise waste, use eco-friendly materials, and consider supporting a charitable cause.
Underestimating Post-Event Follow-Up: The work doesn’t end when the event does. Analyse event data, assess its impact on your objectives, and use these insights to improve future marketing strategies.
Pop-ups and event marketing are potent tools for creating memorable brand experiences and forging lasting connections with your target audience. By adhering to the do’s and avoiding the don’ts, you can ensure your events are successful, leaving a positive and lasting impression on attendees, and driving significant results for your business. Remember, thoughtful planning, creativity, and genuine engagement are the pillars of effective pop-ups and event marketing.
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