TTG Events has partnered the Marketing Institute of Singapore (MIS) to launch the first EMS Experiential Marketing Summit (EMS), taking place in conjunction with the annual Singapore Gifts Show (SGS).
This year, the events will happen concurrently on August 28 and 29 at Resorts World Sentosa Convention Centre.
SGS, with its decade-long track record of more than 70 per cent of its attendees holding marketing and PR responsibilities, has an audience profile that could benefit from EMS, TTG Events said in a statement.
With experiential marketing concepts increasingly sought after by stakeholders in the events space, TTG Events says the co-location of SGS and EMS aligns with its approach of encompassing relevant procurement, learning, and social engagement to deliver the total experience in today’s competitive market place.
Darren Ng, managing director of TTG Asia Media, commented: “Recognising that organisations today seek more direct engagements with their customers, the ability to delight and deliver a ‘wow’ experience is (in demand).
“EMS adds even more value by allowing our suppliers, intermediaries, and stakeholders to deepen relationships and achieve mutual benefits from our expanded offerings. It is timely that we have made this education segment come alive with MIS onboard to support our audience’s ongoing professional and personal development needs.”
Roger Wang, president of MIS, added: “Experiential marketing is not new, but not well understood, although it has gained considerable traction and innovation in marketing today. With rapid changes and fierce competition brought about by technology and the internet, companies have realised that now, more than ever, they need to differentiate themselves by cultivating stronger and meaningful brand engagement to build loyalty in order to sustain product or service sales. These companies are also looking for stakeholders within the events and gifting industries that can prove their ability to handle these demands.”
EMS sessions will delve into topics such as experiential marketing theory and psychology, case studies and current trends, event management and data analytics techniques, measuring marketing ROI, influencer marketing, automation and artificial intelligence.
Attendees will also have access to the co-located trade-only 13th SGS, where they can meet gifts and marketing solution providers from the region.
This way, event marketers and buyers can capitalise on their newfound knowledge concepts at the summit, jump straight into implementation, and explore practical ideas and tangible solutions offered by the exhibiting providers, according to TTG Events.
Pointing out the various ways in which the gifts and experiential marketing spheres overlap, TTG Events noted that in campaigns, products can serve as tangible conduits to reinforce the brand.
At events, while branded gifts continue to be seen as practical keepsakes, incorporating more interactive elements to engage the audience on a higher level could help create a more lasting impression.
Frankie Chia, president of the Singapore Gifts Association, weighed in on the new demands in the gifts and premiums marketplace: “Since 2015, the gifts and premiums industry has seen a noticeable shift in the demands of buyers, stepping away from run-off-the-mill products to placing more emphasis on design and innovation. The gifts industry has also been sent into creative overdrive as companies look for ways to satisfy the demand for products that are unique in materials, aesthetics, and function.”
Custom gifts and packaging, DIY crafts, artisan goods, local flair, social enterprises, technology showcases and sustainable projects are among the types of products attendees can expect from local and regional suppliers this year.