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Best Practices in Trade Shows and Events
Conference: March 29 - April 2, 2020       Exhibit Hall: March 30 - April 1, 2020       Mandalay Bay, Las Vegas
 TUESDAY  10:00 AM - 11:30 AM
Track: Exhibits, Experiences, Events
Creative Bravery: Develop BIG Ideas and Persuade Stakeholders to be BOLD
In experiential marketing, success isn't always about always about having the bigger budget. When it comes to changing hearts and minds - and amplifying your message well beyond the event - innovative experiences are what make the difference. This session will spotlight the coolest examples of experiential marketing we've seen across trade shows and events. We'll explain why each project succeeded and outline how to transform smart insights into big ideas. Learn to:
 •  Take intelligent, informed risks in marketing your brand or product
 •  Know who you are talking to, as well as what will resonate (and even provoke) them
 •  Target specific, emotional responses
 •  Create the right team to develop ideas
 •  Convince stakeholders in your organization (or your client's company) that the bold approach is the right approach
 •  Identify key metrics and measure impact
CTSM Candidates with 5 or more years of experience may take this session in place of certain five-digit required sessions, with prior approval.

Dax Callner, strategy director, Smyle
As a strategic leader across a number of agencies, Dax Callner has over 20 years of experience developing marketing programs for some of the world's leading brands, including P&G, American Express, Facebook, GE, eBay, MasterCard, Google, Intel, Microsoft, Pitney Bowes, Motorola, Dell, Kraft, General Mills and many others. His work has included the development of multi-channel marketing campaigns, digital strategies, street-marketing initiatives, business and consumer events. Dax is also a musician who regularly performs with his original rock band, Super Jelly.

Connect with Dax Callner:

Additional sessions presented by Dax Callner:
M1056 Escape the Tyranny of ROI and Measure What Actually Matters
S2069 Beyond the Booth Thinking: Activation-Driven Event Sponsorships
M3004 Content + Interactions: A Formula for Effective Marketing Impact