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Published by garyd, 2018-07-03 11:29:07

connect-magazine-min

connect-magazine-min

NEWS INNOVATION PARTNERSHIPS CLIENT FOCUS EVENT HIGHLIGHTS

Recent Recognition/Awards Enhance Learning at Breakouts CPG Teams Up With Maritz From Like To Love Interview Bringing Brands to Life in 2017
Pg.1 Pg.2 Pg.5 Pg.6 Pg.8

Pg.14

REALITY

AN INSIDER LOOK AT THE VIRTUAL TRENDS
THAT ARE ELEVATING EVENTS

WHYPg.10

EXPERIENTIAL

CREATES BRAND ADVOCATES

LET’S GO FROM A MOMENT

TO A MOVEMENT!

A t CPG, three decades of experience has taught us that when you connect your people, you grow your

business. The brands that are killing it in the marketplace are the ones bringing their people together in
creative ways and walking away with the greatest sales tool: brand advocates.
In-person events and experiences target your audience in immersive ways with experiential (activating
the senses onsite) and phygital (combining the physical and digital worlds) elements that evoke an
emotional response from stakeholders and strategically deliver your brand message. Once they’re
connected to purpose, your people will shout it from the rooftops.

OH, AND BY THE WAY:

At this point, the idea of “employee engagement” may seem overused, but the real question
your brand needs to be asking is:

“ WHAT ARE WE DOING TO TAKE OUR PEOPLE FROM
LIKING OUR BRAND TO LOVING OUR BRAND? ”

This edition of CONNECT can help with that. We share how experiential leads to advocacy on page 10
and walk you through the best ways breakout sessions can do the heavy lifting for attendee retention
on page 2. We’ll introduce an important new partnership (page 5), showcase highlights from our shows
in 2017 (page 8), dive deeper into ways the Nitrous Effect goes to work for your business (page 12) and
share practical ways to bring the virtual world to your event (page 14). Why are we qualified to be the
industry’s thought leader? Well, we cover that on the next page.
There’s a lot to digest in these pages as we cover the many ways CPG delivers disruptive, impactful
experiences that help top brands drive home the business initiatives that develop stronger leaders,
inspired managers and motivated team members.
Enjoy!

KEITH ALPER
CEO & EXECUTIVE PRODUCER
[email protected]
314.367.2255

CPG NEWS

IMNUDLUTSIPTLREY BHEOSNTO-IRNS-CCLPAGSSWAITWHARDS

Amidst adding a rebrand and shiny new solutions,
CPG is beginning to lose something… shelf space.

The past year has brought some exciting recognition that has cemented CPG’s
place as a thought leader in the industry and verified our dedication to disrupting
the status quo and delivering unforgettable experiences that connect brands
with their stakeholders. Here’s a look at some of the top nods in the last year:

Event Marketer Magazine’s Chief Marketer “Top 200 Special Events Magazine
“2017 It List” Non-Advertising Agency “Top 50 Event Company”

Event Marketer read, analyzed and scored for 2018” Special Events seeks to highlight event
each agency entry based on a number of companies that are “speaking a new
qualifying criteria that considered their The CM200 features editorial listings and language” as exciting new technology and
breadth of work, event exclusivity and overall coverage of agencies spanning 11 categories, trends like virtual reality, mobile apps and
expertise in the space. and CPG Agency emerged as a frontrunner even speaker formats are changing the
for B2B Experiential Marketing category current landscape of event production and
They explained the painstaking process to thanks to our client testimonials; case study playing a new role in special events.
identify the true change-makers in this submissions; high caliber, consistent work
industry: “In an era of explosive growth, we across programs and clients; innovative With a focus on continuous employee
recognized that there are a lot of shops out executions; and bold, inspiring concepts engagement and harnessing the attendee
there with a sudden ‘expertise’ in that are moving the industry forward. experience before, during and long after the
experiential, and so we were dead serious event, CPG has been recognized by Special
about checking their bonafides.” “The marketing landscape has changed Events Magazine for turning a moment of
dramatically in the past decade. Advertising impact into a movement through our
They go on to address the agency’s people is no longer driving the rest of the marketing strategic approaches to business meetings
who make it all possible: “Those tireless mix,” says Jessica Heasley, Content Director and special corporate events.
engines know no bounds when it comes to at Chief Marketer. “Non-advertising spending
creativity, strategy and know-how in order is on the rise because it speaks to the wants CONNECT  I  CPGAGENCY.COM 1
to deliver top-notch experiences for some and needs of today’s customers. The Chief
of the most demanding clients ever. The Marketer 200 helps marketing professionals
work this year was outstanding.” navigate this vibrant and fast-moving
community of agencies and gives them
insights to seek out the right partners for
their brands.”

EXPERIENTIAL ENGAGEMENT BREAK OUT OF THE ORDINARY:

HOW BREAKOUT SESSIONS DRIVE
YOUR BRAND’S MESSAGE HOME

our big, annual convention is a lot more than just keynotes at KEY TAKEAWAY:

Y General Session. And while exhibit halls, networking areas
and receptions tend to capitalize on interactive fun, don’t

forget where the most learning is done at any corporate event: 5% “TEACH PEOPLE IN THE WAY
the breakout sessions. THEY LIKE TO LEARN.”
Lecture
CPG creates immersive ways to seize this prime
location and use active learning tactics to 10% Reading

get people involved. By blending 20% Audio
connections with content, we Visual
ensure that the message is

not only hitting home, but 30% Demonstration
will be retained and

evangelized. 50% Group Discussion

75% Practice and Doing
(experiential!)

90% Teaching Others

“THE LEARNING PYRAMID” BY NATIONAL TRAINING LABORATORIES

Illustrates the percentage of learner recall associated with various approaches.

“General Sessions are ideal for
inspiration or delivering information
about an organization’s results and
major initiatives, but when it comes
to learning, the magic at meetings
really happens in the breakouts.”

Steve Friedman

CPG Co-Founder, Chief Strategist

2 CPG

Breakout Session Content Design Tips: Elevate the Breakouts
at Your Next Event
We focus on 5 key factors when developing engaging Breakout Sessions
content for your audience: So, what’s the best way to
ensure your content is hitting
1. It must be relevant to their attendee path/level of expertise. home? Co-create it with your
audience!
2. It should be immediately actionable outside of the session.
By polling attendees beforehand
3. The physical environment should be welcoming to as part of your pre-conference
encourage participation. communication, you can get to
know your stakeholders better.
4. The presentation should intellectually challenge the status
quo and engage the audience. Use that information and these
tips/trends to develop custom
5. The content should be inclusive, so all attendees can relate session tracks that attendees
and share their experiences. can self-select into. Onsite, you
can even use the event app to
Breakout Session Innovation Trends: poll your audience and shift
directions to address real-time
Designing a successful breakout experience involves needs. The goal is to deliver a
checking the pulse of meeting and event trends that shape unique, impactful experience for
engagement. Here are some current, major trends that may fit each attendee, and the breakout
your sessions: sessions offer the perfect
opportunity!
» Interactivity: Focus on what people do rather than what

they hear as part of the live experience. This is key to engagement
and retention.

» Storytelling: The classic narrative structure (beginning,

middle and end) is relatable and helps attendees understand
the message easier.

» Presentation Style: Shorter, fast-paced presentation styles

like TED and PechaKucha help sharpen the focus and tighten
messages with more images and less text.

» Technology: Digital tools and mobile apps create great

opportunities for content sharing, live streaming, data capture,
networking and more.

» Take-home Value: Attendees need to generate ROI. This

is done through innovative education methods paired with new
business leads, sharing best-practices, problem-solving examples
and networking opportunities.

» Give Back: Connect your people to purpose. Introduce a

charitable activity or contest that is as helpful as it is engaging
while staying in line with your organization’s values.

» Health & Wellness: Activities, contests and sessions can

capture the attendee’s attention by promoting a healthy outlook
and disrupting their typical meeting experience.

CONNECT  I  CPGAGENCY.COM 3

TEDxStLouisWomen: November hosted the largest Illumination: Marin Mazzie headlined this premier gala at the

women’s event in St. Louis at the Peabody Opera House, setting Ritz Carlton in June that raised over $3.3 million for cancer research.

records in attendance and boasting an impressive speaker lineup.

Live !AN EVENING OF FUN
AND INSPIRATION

Pedal the Cause: In September, hundreds of riders gathered

at Chesterfield Amphitheater for the annual cycling challenge that raises

millions to fund cancer research.

GCAIVUINSEG&BEAFCFKECT: While CPG’s footprint spreads across the country, our
recurring “passion projects” in the St. Louis community
hold a special place in our office and our hearts. Check
out a few ways we helped make a difference in 2017.

4 CPG

TEAMS UP WITH EVENT PRODUCTION ALLIANCE
FOR

HOLISTIC EVENT SOLUTION
This alliance offers an enhanced event experience, focused on designing and
delivering better guest experiences throughout the entire lifecycle of an event.

We hear a lot of common threads client to client: How do we show More than two companies just
up differently? How do we make our employees feel heard? How do smooshing solutions together, we
approach projects as one team, using
we drive more value out of this investment? a unique design methodology that
produces a year-round employee
Many of our clients feel like project managers to the various engagement strategy. Best yet, the client
agencies they work with, and, at the end of the day, the has one hand to hold - a team captain
right hand doesn’t know what the left is doing (or spending). to communicate and drive this holistic
event solution.
What if this wasn’t the case? What if strategizing for To learn more about how you can work with “The
your big conference or next event kicked off with everyone Avengers” of the event industry, please contact
at one table? From location sourcing to expo design, from Ellie Dupuis at [email protected].
registration to executive content development, from set design
to app development… surveys, air travel, food and beverage, pre To learn more about how you can work with “The
and post-event communication…. Avengers” of the event industry, please contact
Ellie Dupuis at [email protected]
That was the tipping point for combining
powers with our teammates at the one
and only Maritz Travel, the world’s
most experienced corporate event
management company. Our holistic
event strategy and solution is essentially
the right hand and the left hand, designing
and executing together.

As a perfect complement to CPG’s event content,
creative, production and branding, Maritz Travel has
already proven fun to work with and incredibly valuable,
saving clients 27% in total costs on average. Plus, Maritz
and CPG have alignment on one very important element:
We put the customer, and more importantly, the
customer’s audience at the center of everything we do.

“When looking for partners to help us enhance our client
and guest experiences, CPG Agency was a natural
fit,” said Greg Bogue, Chief Experience Architect, Maritz
Global Events. “This isn’t about suppliers or vendors;
it’s about working in concert to provide more
cohesive, holistic and strategic event experiences.”

CONNECT  I  CPGAGENCY.COM 5

LEADERSHIP PROFILE

FROM LIKE WHAT CRITICAL FACTORS MATTER THE MOST
TO LOVE TO TRANSFORM AN EMPLOYEE TO A BRAND
ADVOCATE?
Four Questions With
It’s part of where they work and what the company
Kecia Steelman, stands for. We take care of each other like a family.
We’ve had recent situations with the hurricanes
Chief Store Operations Officer and the fires in California and Ulta Beauty kept the
lines of communication open to everyone and that’s
WHAT STRATEGIES AND TACTICS DO YOU USE TO GET exactly what we’ve done for our team members.
MANAGERS TO GO FROM LIKING TO WORK AT ULTA TO
LOVING TO WORK AT ULTA? During the hurricanes, we found out that we had people
at the convention center (in Houston) - whether they were
First of all, we have a unique environment where people can be full-time, part-time, or management, it didn’t matter - we
themselves. Beauty comes from within and it’s about how you can rented a bus and got them out and put them and their families
express that. Any time when people can come to a place where they up in hotels with gift cards and vouchers. We didn’t have to think
can not only express themselves but also help others express twice about it. I didn’t have to get approval or permission to do that.
themselves, we start out of the gate one step ahead. It’s what you I just did it because it was the right thing to do, because they’re
do with that kind of environment that takes it to the next level. our family.

When you look at our mission and vision statement, we say that we’re We just had people who lost everything in California and we, as an
on a quest to bring the fun of beauty to all, constantly delighting our organization, have totally taken care of them. It’s not just about
guests with all things beauty, all in one place, while often rewarding coming and collecting a paycheck, it’s a family and we help take
careers for our passionate beauty-loving associates. To have the team care of each other.
members in our mission statement, and in the final point, that shows
that we value and appreciate them. They feel like they’re part of something bigger and connected to the
organization and that it’s not just a job - that’s how they become
Employees are part of the mission. We put it right front and center. brand advocates.
They are what make us unique and different from others within
the industry.

6 CPG

It’s not just about coming and collecting a paycheck;
it’s a family and we help take care of each other.

WHAT ARE SOME TACTICS YOU’VE EMPLOYED THAT HAVE GOTTEN AN HOW ARE YOUR EMPLOYEES ABLE TO PROVIDE FEEDBACK?
AMAZING RESPONSE FROM YOUR PEOPLE?
We have an open-door policy. Associates can email me or the
Everyone is important. When I walk into a store, I speak to everyone in CEO of the company directly and we follow up on every single one.
that store. It doesn’t matter if you’re the cashier, the manager, the district
manager - you treat them with a level of respect and let them know that I ask for questions and when we have town halls we celebrate when
their opinion matters. You really listen. someone asks a really tough question or asks something that might
be controversial. We thank them for asking the question because
I always seek to understand rather than jump to conclusions. You don’t we know other people in the room probably didn’t have the courage
know what happened before you walked through that door. They could to ask it. When someone has the courage to ask a tough question,
be facing something inside or outside of work. Slowing down and being we celebrate that.
observant goes a long way.
When we’re at stores, we ask for honest feedback. When you show
My style of leadership is not command and control; it’s, what can I do to that you take that feedback and do something with it, it creates an
make your job easier? What are the obstacles that are in your way? If I’m environment where people share feedback more often because they
working on the things that help make them successful, we’re successful know there will be action.
as an organization. I don’t know if enough leaders approach from
that direction. Discover more ways to inspire employees and cus-
tomers with Keith Alper’s new book “From Like to
Love” - coming later in 2018!

CONNECT  I  CPGAGENCY.COM 7

EXPERIENTIAL MEETINGS & EVENTS

BRINGING
BRANDS TO LIFE

Here’s a glimpse at some of the live
2017 experiences that CPG designed
to connect people and grow
business for your favorite brands.

“We knew our national events needed more than just AV equipment to take us to
the next level. CPG transformed our shows to an event that’s alive, exciting and
entertaining for attendees. Their exceptional team takes time to learn our company’s
focus and play an integral role in our positive ratings increase!”

“I think I probably said thank you 500 times! I know “it’s the job” but there were many
times when I knew you were exceeding the scope of the assignment and performing
because you wanted to, not because the contract said you would. I want to simply say
8 CPG thank you again.”

“This reunion will go down as the best reunion in our history... not for its theatrics, but for the
true sense of family we created and experienced in Nashville. Our team left Nashville knowing
how they make a difference in the world, the potential that exists and truly revved up to truly
keep the promise of the future.”

“ Knowing that CPG has all the details of
their work so well covered allows us to
concentrate on what we have to do, and
that’s a liberating sense of confidence.
On both a professional and personal
level, we find everyone on CPG’s team to
be a pleasure to work with and obviously
the results speak for themselves.”

CONNECT  I  CPGAGENCY.COM 9

INTERNAL ENGAGEMENT STRATEGIES GROW YOUR

CONNECT YOUR BRAND ADVOCACY

EXPERIENTIAL

W  hen you capture the attention of your audience with experiential best practices, you transform attendees into participants. Once these stakeholders are
connected to a purpose (i.e. your brand’s mission) they eagerly become brand advocates. And that’s where things really start to get interesting…

48% of event attendees say face-to-face of attendees remember stories after a
interactions are more valuable today
than two years ago.1 63% presentation. Only 5% remember statistics.2

86% HOW 88%

of event marketers said attendee EXPERIENTIAL of attendees say event apps have
satisfaction is their best gauge on a significant impact on their event
event success.3 CONNECTS satisfaction and participation.3

YOUR PEOPLE: 71%

65% of consumers said a live event helped of attendees share information and
them understand their company’s their event experience with family
product or service better.5 and friends.5

79% of brands in the next year are planning to do more experiential
programs than last year.6

10 CPG

// HOW BRAND ADVOCATES GROW YOUR BUSINESS:

Brand advocates are 4X more likely than non-advocates to share
information about products, brands, sales or stores online.12

Offers shared by trusted advocates convert at a 4x-10x higher rate.9

They talk to 2x as many people about their experience than non-advocates.11

A 12% increase in brand advocacy on average generates a 2x increase in
revenue, growth rate and market share.7

0 100

90% of advocates write something positive after their experience.10 90%

Brand advocates are 70% more likely to be seen as a good source of information by people around them. 9 70%

233% 26%

Brands doing employee Those employee engagement
engagement right enjoy 233% programs lead to 26% greater
greater customer loyalty4 annual increase in revenue4

It only takes 10% of a population holding an unshakable belief to convince the rest of
the population to adopt the same belief.8

CPG partners with top brands to design experiential journeys with actionable, measurable KPIs
that capture critical messaging, thread it throughout the experience and cascade it to the rest of
the workforce.

Want more ROI from your event investment? Don’t default to what’s safe; create participatory,
immersive events that shape the advocates who will grow your brand.

SOURCES 2 C hip & Dan 3 Guidebook 4 Aberdeen 5 EventTrack 6 Event 7 Harvard 8 SNCARC 9 Zuberance 10 McKinsey 11 Comscore 12 M arketingCharts
Heath Group Marketer & Business
1 Center for Mosaic School Press
Exhibition
Industry
Research

CONNECT  I  CPGAGENCY.COM 11

AGENCY COLLABORATION

WHAT’S DRIVING BRANDS TO
THE NITROUS EFFECT?

I  n 2014, the Nitrous Effect was born. Ignited WHY SHOULD BRANDS CARE?
by increased collaboration across several
agencies, it would grow to become an end- The Nitrous Effect’s mission is to save time, money and
to-end creative solution for some of the world’s top resources for brands who work with multiple agencies. Whatever
brands. We answer the top 5 frequently asked questions the project, we assign clients one hand to hold throughout the process.
of how brands like Walmart, Southwest Airlines and Virgin This eliminates the need to brief multiple agencies about projects and
Hotels land at the center of the Nitrous Effect: strategy, which lowers the risk for brand inconsistencies.

WHAT EXACTLY IS THE NITROUS EFFECT? WHEN DOES IT MAKE THE MOST SENSE TO ENGAGE THE
NITROUS EFFECT?
The Nitrous Effect is a collective of seven independent, creative
agencies who collaborate to solve complex brand challenges for clients. Any interaction with the Nitrous Effect typically starts with one agency.
Unlike the holding company model, clients have access to senior specialists When the need presents itself, our other agencies are brought into the
in a variety of core competencies. The Nitrous Effect lets our agencies
focus on their specific areas of expertise so clients receive the most WHERE CAN WE LEARN MORE?
value for their investment.
To learn more about our agencies, collaboration styles, co-created
WHO ARE THE AGENCIES THAT MAKE UP THE NITROUS EFFECT? solutions and the clients we serve, visit www.nitrouseffect.com. Be
sure to check out our video that captures the essence of what we bring
UPBrand handles any Branding, Strategy and Digital challenges. CPG to clients and the benefits of partnering with the Nitrous Effect. If you
focuses on Internal Engagement and driving impactful, live experiences. want to learn specifically how the Nitrous Effect can work for you, give
Vidzu Media captures hearts and minds through video storytelling. Special Meredith Goette a call at 314-260-4121 or email mgoette@nitrouseffect.
events like galas, grand openings and festivals are Evntiv’s sweet spot. com!
RevUnit helps companies work better through innovative software & mobile
apps. RedPeg specializes in memorable, experiential activations, including
mobile tours and PR stunts. GenieCast, our newest agency, uses live
two-way video to connect thought leaders, experts & speakers.

The Nitrous Effect™ is a unique collective of independent, specialty agencies that solve complex
brand challenges better and faster than traditional holding company and multi-agency models.

CPG UPBRAND EVNTIV VIDZU

Live Experiences, Brand Strategy, Special Events, Video,

Internal Engagement Advertising Grand Openings & Motion

& Immersive Digital & Digital Celebrity Entertainment & Storytelling

REVUNIT REDPEG GENIECAST

Software/App Experiential Activation, Interactive Expertise

Development Mobile Tours via Live, 2-Way

& Digital Marketing & Stunts Video

12 CPG NITROUSEFFECT.COM

ST. LOUIS BENTONVILLE DALLAS LAS VEGAS LOS ANGELES NEW YORK WASHINGTON D.C.

TRANSFORMING INTERNAL ENGAGEMENT

EMPLOYEE LIFECYCLE
into Employee Experience

G reat brands are built from the inside out. requires much more than implementing a one-size-fits-all
strategy. You need to take the best practices and tailor them
Obtaining Brand equity means recruiting and hiring great people, to your company’s personal culture.
inspiring them around a shared purpose and consistently That may sound like a lot of work, but it doesn’t need to be. All
recognizing their accomplishments. In return, a fully engaged you need to do is analyze a built-in framework you already know:
workforce happily produces efficiently. The Employee Lifecycle.

It sounds simple on paper, but stimulating employee engagement

HERE ARE THE MOST IMPORTANT WAYS TO ENHANCE YOUR EMPLOYEE EXPERIENCE AT EACH LEVEL:

RECRUITMENT: Promote your culture and values right When you’re announcing a new direction, for instance, We reworked the recognition ceremony for Ulta Beauty
off the bat to ensure your talent pool is filled with diverse you may want to forgo “trickle-down” messaging and to keep it interesting, entertaining, on pace and fun.
applicants who would immediately fit into your culture. bring your people together for an announcement
instead. That’s how we helped Caleres reimagine MEASUREMENT: “Not everything that counts can be
Don’t be afraid to get creative here. For instance, we’ve engagement experiences to announce a big counted and not everything that can be counted counts.”
helped clients like Amazon produce “pop-up” events strategy shift. - Albert Einstein
in their targeted communities. These live events
shattered recruiting KPIs by creating a compelling way Face-to-face meetings like this demystify the C-suite Employee engagement is a complex measurement
for prospective employees to understand the and create a degree of transparency that didn’t much bigger than productivity. When measuring internal
culture before applying. previously exist. engagement, it’s important to include subjective and
RECOGNITION: People are most engaged when they objective variables through tools like surveys and
ONBOARDING: Ideally, onboarding will feel valued and contributory. Because of this, genuine data analytics.
reaffirm the culture your new employee believes recognition is a powerful tool to enhance your
he or she is joining. internal engagement. At CPG, we developed the EQ or Engagement Quotient
which we use for brands like Butler Manufacturing and
First impressions are a huge determinant of Southwest Airlines at the start and end of engagement
engagement, so make your employee’s first day count. campaigns to assess the value/ROI of their investment.
Get them working with the team and customers right
away, saving the formal training for later as ENGAGEMENT AND MOTIVATION: We tend to work
a “graduation.” much harder when the value we produce directly
impacts our environment. Use this to your advantage
When Panera Bread wanted to move the onboarding by intentionally aligning employees’ work to the
experience out of the “boardroom” and into the “dining company’s vision. This helps form an emotional
room,” CPG banished all PowerPoints in favor of connection to your organization.
interacting directly with the customers as part of the
training process with a breaking bread ceremony Also, consider bringing people together in a meaningful
as graduation. way. Designing an immersive and fun experience that
reinforces your culture is how we help brands like Jimmy
DEVELOPMENT: You get better results from creating John’s and Sport Clips give their employees a jolt
experiences in the way your employees like to learn, of motivation.
stretch and grow.

At its core, what brings about engagement—at any stage in the lifecycle—is creating experiences that improve or advance belief.
Invest in unique experiences that leave employees believing that their engagement matters beyond the numbers.

And when all employees are doing what they love in the best way possible, it’s then that you harness the CONNECT  I  CPGAGENCY.COM 13
true value of an engaged workforce.

THE FUTURE IS NOW EVENT PRODUCTION : ELEVATING EVENTS WITH

VIRTUAL REALITY, AUGMENTED REALITY AND ARTIFICIAL INTELLIGENCE

W hat does the future of your event look like? While we may be a few years off from arriving in driverless cars,
CPG has seen attendee engagement results skyrocket where technology trends such as VR, AR and AI have

become a main staple of corporate event planning.

VIRTUAL REALITY

Computer-generated environments where participants interact
with images that simulate the real world

• Create vivid, immersive demos or tours to engage expo attendees
• Place non-attendees in the real-time experience with immersive 360° presentations
• Design mobile-first VR content to create intrigue and amplify pre-event communication
• 75% of the Forbes World’s Most Valuable Brands have created some form of VR or AR

experience for customers or employees. - Virtual Reality Brand Power Index

SEE IT IN ACTION: has begun implementing VR into their employee training programs all across

the nation, enabling trainees to experience real-world scenarios and situations, such as cleaning up a mess in

an aisle, dealing with crazy holiday crowds and setting up displays.

A PRACTICAL VR TIP FROM : In the expo hall, brands can utilize a 360° VR experience that
showcases plans for a new store or concept, allowing them to experience it and submit reactions and feedback

in real time.

AUGMENTED REALITY

Computer-generated images simulated into a real-world experience

• Scan images or codes in print to trigger 3D images, contact info or videos
• Create interactive event maps that show nearby restrooms, breakouts, food options, etc.
• Send mobile alerts via location-based AR to notify attendees of nearby activations
• There is a 135% increase in a buyer’s likelihood to purchase when they see an AR version

of a product, and participants value AR products 33% higher than those without. - Layar

SEE IT IN ACTION: In 2017, released an AR app called “Ikea Place” that allows users to virtually

place furniture throughout their home to determine whether they like the furniture before they decide

to buy it.

A PRACTICAL AR TIP FROM : Amp up breakout sessions with AR by sending your attendees
on interactive scavenger hunts where they can win prizes and upgrades that can be used throughout the event.

14 CPG

ARTIFICIAL INTELLIGENCE

The simulation of human intelligence by machines

• Serve as virtual concierge for all event details and attendee FAQs
• Use problem solving & logic to gamify the event matchmaking experience
• dPaetrasopnaattleizrensattendee experience with machine intelligence that uses event
• 55% of event attendees made a connection using an AI matchmaking engine that

they say wouldn’t have happened otherwise. - Eventbrite

SEE IT IN ACTION: After the success of their mobile app’s Order & Pay service,

implemented a chatbot feature, giving customers the ability to order, pay and tip baristas with
simple voice commands.

A PRACTICAL AR TIP FROM :
Implementing AI matchmaking engines gives your

attendees logic-based recommendations of who to

network with and what events to attend, tailoring the

experience to their unique needs.

Your brand has the power to create a lasting impact on your attendees. Don’t miss out on practical ways to add
VR, AR and AI to your next event and create “Belief Through Experience.”

This technology is a game changer for turning attendees into true
interactive participants at corporate events, and it’s transforming
engagement in a way that didn’t seem possible just a few years ago.
These immersive, multi-sensory touch points are playing a big role in
connecting brands with their people and elevating the experience at
work, live events and throughout all communication.

- Keith Alper, CEO & Co-Founder, CPG Agency

CONNECT  I  CPGAGENCY.COM 15

BABY SHOWERS ST. PATRICK CENTER CHARITY FUNDRAISER
FRIENDSGIVING

NITROUS EFFECT FLOAT TRIP

HOW WE CONNECTED
OUR PEOPLE IN 2017

When we weren’t finding ways to engage our clients’ internal stakeholders,
we were setting our sights on our own agency. In 2017, our employee-led
“Values Team” organized some exciting ways to bring our team together.

CPG CHALK WALL HALLOWEEN

16 CPG

THIS GUY

10 THINGS YOU DIDN’T 3 7
KNOW ABOUT ME CONNECT  I  CPGAGENCY.COM 17

When he isn’t “Takin’ It to the Streets” (or a nearby MICHAEL
wedding reception), Michael is a favorite among CPG TAYLOR
clients as their account’s “one hand to hold.” ... A hand,
mind you, that has been washed many times over.

SENIOR ACCOUNT
DIRECTOR

1   I’m married with two kids (5 year old and <1 year old)
2   My house was built in 1906
3   My dad was the stage manager for the Doobie Brothers
4   I have a huge sweet tooth and little self-discipline about it
5   An unnamed CPG colleague and I once crashed a wedding in our hotel while
traveling – we have photobooth proof…
6   I do some of my best work at airport bars 
7   Every night before I leave the office, I make a to-do list for the following day
8   I’m slightly compulsive when it comes to washing my hands
9   I can pack a week’s worth of clothes in one carry-on
10   I only have one kidney, and just recently found that out (TMI?)

1
8

2 10
5 4

9
6

Panera Bread Family Reunion

For over a decade, CPG has served as the executive producer
for Panera Bread’s biennial Family Reunion, watching and
helping them grow from hundreds to thousands of franchisees.
CPG works closely with Panera Bread executives to develop and
execute an experience focused on the Panera family culture.
Our top-to-bottom production includes event branding, set
design, entertainment, video, website design and so much more.
Having produced the past seven Reunions, we too feel like part
of the Panera Bread family.

WE CREATE BELIEF THROUGH EXPERIENCE

CONNECT YOUR PEOPLE CPG designs disruptive, impactful experiences that connect top
GROW YOUR BUSINESS brands to the ideas that drive critical initiatives and grow business.
More than just lights and sound, our experiential solutions inspire
action and create brand advocates out of your people.

c p g a g e n c y. com


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