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FROM THE EDITORS

How to Create Brand Loyalty Through the "Un-Event"

At the Event Innovation Forum in New York, Zach Overton challenged event and meeting professionals to put the consumer experience first.

March 7, 2017, 7:15 AM EST

Consumers know when they are being marketed to, so the challenge for event professionals is to create experiences that are authentic, personal, and sharable on social media. At Samsung, the mindset is to challenge convention when creating events by reimagining what a traditional event looks like. The result is the “un-event,” which the brand has applied to fashion shows, concerts, cooking demonstrations, yoga events, and more. What the events have in common is they put the consumer experience first. In 2016, the company opened Samsung 837, a physical location in New York’s meatpacking district that serves as a hub for the brand’s events. According to Zach Overton, 837’s vice president and general manager, the focus is on interactions, not transactions. Overton shared how Samsung has leveraged partnerships and intuitive use of technology to create memorable events.

Videography and editing: Godfather Films for BizBash

Want to hear more speakers like this? BizBash Live Florida is May 4 at the Fort Lauderdale Convention Center. For more information or to register, click here.

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