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A Look Back: Top Brand Experience Lessons from 2017

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Katherine Zimoulis
Katherine Zimoulis

VP, Content Marketing

Recapping industry transformation over the last 12 months

Another 365 days have nearly passed, and the world continues rapidly changing around us. This time of year always gives me pause as I reflect on everything we have seen and experienced — both as an industry and as humans sharing this planet.

At Freeman, we are honored to work with the best clients, partners, and people collaborating to transform the brand experience industry, and ultimately — the world. Our industry and our world both have experienced a lot of growth and change over the last 12 months.

After all, this is the year that brought:

It may not be burning up newsfeeds like an impending royal wedding, but brand experience has given us plenty of reasons to raise our glasses in celebration as we continue expanding this transformative, forward-thinking medium.

At Freeman, we truly believe that brand experience is the future of marketing. In fact, our global, proprietary research proved that more than 90 percent of marketers value brand experience for its ability to deliver stronger and more compelling face-to-face interactions. To wit, more than a third of CMOs expecting to allocate 21 to 50 percent of their total budgets to our industry. Download our stat pack for these stats and more from sources around the world on the value of brand experience.

As we prepare for 2018, there are plenty of strategic decisions that show organizersmarketers, and exhibitors must be considering when it comes to that all-important budget allocation. Learn about the power of benchmarks and prepare for your most successful year yet with our personalized quiz and strategic planning resources.

And while it’s necessary to plan for the next 12 months now, we’ve already got our gaze focused firmly on the future; and we want to help you prepare for all the change coming our way in the next five to ten years. Check out our guide to the future and then be sure to read our Q&As with futurists Jason Silva and Anne Lise Kjaer for even more future-focused inspiration.

One of the biggest areas of focus for the future is the digital transformation — and that’s because we are living it right now. That’s true both in our personal lives and within our industry. Get smart on this topic with these great resources:

Feeling ready and excited for 2018? We are, and we can’t wait to see what amazing things we accomplish ­— together! Check out our predictions for corporate brand experience, exhibitors, trade shows, and event technology — and be sure to vote for all your favorites!  

Is Your Event Strategy Ready for 2018? Take this short quiz and find out!

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