FROM THE EDITORS

Story Making: Turning Passive Customers Into Active Storytellers

At the Event Innovation Forum in New York, Khaleed Juma explored how event and meeting professionals can turn audiences into content creators.

January 4, 2016, 7:15 AM EST

The driving force behind events is no longer in the hands of the event organizer; power has shifted to the attendees, forcing planners and marketers to provide interactive experiences that turn guests into content creators. At the Event Innovation Forum—New York, Khaleed Juma, Mosaic's creative director, shared a new approach to the “4 Ps of Marketing”—and how the philosophy can be used to turn consumers into active participants. Juma explained how industry professionals can embrace these marketing principles to transform audiences into storytellers, effectively co-creating a brand message.

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