Creating a Community for Experiential Execs
THE NEED
AnyRoad supports brands in the CPG and retail spaces, and time and time again we would get asked the same questions around experiential strategy. At the same time, we were looking to invest in events that our target audiences would attend. It became clear that there was a gap in events and resources for experiential leaders at consumer brands.
So, AnyRoad introduced an owned event to fill the gap in the market and create a community for experiential leaders at CPG and retail brands. AnyRoad's Ignite Executive Experiential Summit aims to foster community among experiential leaders – empowering them share best practices, discuss the latest trends, and drive the experiential marketing discipline forward together.
THE SOLUTION
AnyRoad's Ignite Executive Experiential Summit aims to foster community among experiential leaders – empowering them share best practices, discuss the latest trends, and drive the experiential marketing discipline forward together. Our event takes place twice per year and touches both EMEA and the US. Executives at Alcohol, CPG, and retail brands are invited to attend each event. We've created an intimate, invite-only environment that typically includes 50-60 total attendees to foster better discussions and more opportunities for connections among our attendees.
RESULTS
Our Executive Experiential Summit Event Series quickly became the top-performing marketing channel, delivering 403% ROI after just 3 events and consistently earning an NPS score of 90+.
In addition to contributing significantly to pipeline, the community that we built in delivering these events has helped AnyRoad:
- Elevate the conversations the industry was having about the impact of experiential marketing for CPG and retail brands, helping our champions make the case internally for greater investment in events and brand experiences
- Build relationships higher up within our target accounts by delivering an exclusive, invite-only event for executives
- Expand our reach, with past attendees requesting invitations for peers in their network that hadn't engaged with AnyRoad previously
Here's what some of our attendees had to say about the event:
This event was much more than just sitting and listening to panel discussions or presentations. It was about connecting with people, learning from peers in different industries, and creating a real sense of community. Head of Brand Experiences at Heineken
The format was strong, the time commitment was ideal, and the connections & networking were great. Chief Partnerships Officer at SXSW
