Making the Right Choices with Experience Strategy
Our industry is evolving. The way we do business is transforming. We have new events, new attractors (or even detractors) and infinitely new spaces to navigate. With the acceleration and whiplash marketers experience each day, how do we find a moment to make sense of everything?
GPJ invests in the right tools and continually refines our Strategic Experience Mapping® practice to advise and take care of your event programs. Combined with our ambitiously sharp team of strategists, our global Experience Intelligence (EQ) Dashboard is one important component of helping you unpack complexity so you can make smarter, faster decisions backed by real-time, real-world data.
By leaning into our Strategy team and tools, we can provide & support:
- Event Research through real-time data
- Audience Research with deep metrics and audience behavior
- Growth Planning for unseen opportunities or untapped investments
- Portfolio Planning to position your brand for tomorrow
Here are three client case studies* that demonstrate the value of close collaboration with GPJ’s Strategy team. *Names have been removed for proprietary reasons, but the results speak for themselves:
Use Case #1: Portfolio Planning
A GPJ client asked to gain insight into the event landscape of international events in EMEAI, aligning to their objectives to expand in the region and to understand what the best opportunities were. They also wanted to know what relevant local events existed in specific, defined countries.
GPJ leveraged our EQ Dashboard to identify suitable events and researched additional events to close gaps. To determine event prioritization, our strategy team suggested establishing criteria that allows the client to score the events, resulting in a top 10 list of the most suitable events tailored to their criteria.
Use Case #2: DEI Event Exploration
Another client asked GPJ to search for events to which they could send their internal DEIB teams to learn more about their segment, build new skills and strengthen their networks.
The client team provided GPJ with a list of events that they wanted to be scored and evaluated for potential future investment, and tapped us to find events that met their criteria. We leveraged the EQ Dashboard database to score the events, parse event formats, provide further demographic segmentation and present dozens of new opportunities that aligned to each criterion the client asked for.
Use Case #3: Speaker Research
One of GPJ’s top clients asked to conduct 3rd-party event research targeting Chief HR Officers to determine events where speaking opportunities can be secured.
Using GPJ’s vast existing dataset, our strategy team was able to search and identify key programs with the specific demographic, offering quick and up-to-date information that met the client’s objectives and criteria. We were able to provide a comprehensive list of events, dates and speaker/sponsorship opportunities.
While we are constantly receiving and inputting new data sets, it’s important to be able to draw from an established base of industry metrics to make insights quick and accessible. Those are just some of the ways GPJ’s Experience Strategy team can help you make the right choices in an infinite world. Don’t start over. Start ahead.
