Inside the brand experience

In this episode of the Xcast, Ciara Nowak, the Training and Development Manager at InVision, takes us through the significance of employee growth via training and development. Ciara covers trending topics in the training space and shares best practices for fostering a learning culture within organizations. Later, she is joined by Elisha Kessman, Vice President of Experience Delivery, who leads InVision's mentorship program. Elisha highlights the vital role mentorship plays in personal and professional development, sharing tips on how employees can benefit from mentor-mentee relationships across different disciplines.

Key Takeaways:

1. Importance of Training and Development: Investing in training and development is crucial for both personal growth and organizational success. It not only helps employees stay updated with industry trends but also enhances productivity, processes, and engagement within the organization.
2. Impact on Employee Retention and Profitability: Organizations that prioritize training and development experience higher employee retention and profitability. Studies show that employees who engage in learning feel a stronger connection and purpose in their work.
3. Designing Effective Training Programs: Effective training programs should be tailored to the audience's needs, considering their learning styles (e.g., interactive, self-paced, or lecture-based), and addressing specific skill gaps. Clear, realistic goals should be set to ensure comprehension and application of the material.
4. Mentorship as a Complement to Training: Mentorship programs are a valuable extension of training, providing personalized guidance and support. Mentors help employees explore growth areas, share experiences, and collaborate across disciplines, enhancing overall development.
5. Creating a Culture of Learning: Organizations should foster a learning culture by leading by example, encouraging employee feedback, and making training accessible. Celebrating learner successes, conducting regular sessions, and offering a blend of live and on-demand learning opportunities can significantly boost engagement.

In this episode of The Xcast, hosts Evan Strange and Michelle Bartosiewicz dive into the intersection of artificial intelligence (AI) and experiential marketing. Joined by special guest Katie Snider, VP Executive Creative Director at Salesforce, the trio explores how AI is transforming creativity and marketing, from unlocking new efficiencies to enhancing the attendee experience at events like Dreamforce. They discuss how AI is augmenting, rather than replacing, human creativity, and share practical ways brands can use AI intentionally to drive personalization, engagement, and real-time feedback.

Key Takeaways:

1. AI as a Creativity Tool: AI enhances human creativity by taking on mundane tasks, allowing creatives to focus on ideation and storytelling. It functions as a "co-pilot," boosting efficiency without replacing the human touch.
2. Fear vs. Opportunity: While many fear AI will replace jobs, particularly in creative fields, the panelists agree that AI augments creativity by offering new tools for rapid prototyping, ideation, and real-time audience engagement.
3. Personalization & Real-Time Insights: AI's power in experiential marketing lies in its ability to personalize experiences at scale, such as tailoring event content or providing real-time audience feedback to enhance engagement.
4. Intentional Use of AI: AI should be used with purpose, not just because it’s a trending technology. Brands should align their AI strategies with business goals, ensuring that it delivers value and enhances the user experience.
5. Dreamforce Preview: Katie Snider offers a sneak peek into the AI-driven innovations planned for Dreamforce, Salesforce’s annual event, highlighting how AI will create immersive and personalized experiences for attendees.

Having an epic story to tell is one thing. Making others believe in it -- and pay for it -- is another. Christy Stratton, LA-based writer and producer, joins Doug and Val on another episode of their series: Behind the Creative. 

They discuss:

• Key ingredients to crafting a good story
• Reality: Storytelling meets Storyselling
• Creative is hard; where do you find the passion

Christy Stratton is an LA-based writer/producer with credits that include “Modern Family,” “King of the Hill” and “Awkward.” The digital series she wrote and directed in her house, "Everyone's Crazy But Us," was nominated for both an Emmy and a Webby. Her most recent short film “Runt” – set in a roller-rink in 1979 -- is breaking wide on the festival circuit this summer. <> Christy was Doug's intern back in the day. His favorite!

Join us for this episode of the Xcast to learn all about the new buzz term in using ABM within the world of events for pipeline generation – aka “account based experiences.” 

Events have long been a powerful tool for amplifying brand voices and messaging, creating memorable experiences that resonate with audiences and foster meaningful connections. However, in our post-pandemic world, the need to justify event budgets has become more crucial than ever.

In this episode we explore how events can be strategically linked to the sales funnel, providing a clear path from engagement to conversion. This connection is vital for demonstrating the tangible value that events bring to the table, not just as standalone experiences but as integral components of a comprehensive marketing strategy.

Our guest, EJ Oelling, shares firsthand insights on navigating these changes and leveraging events to accelerate the sales cycle. Key takeaways:

• How experiences can speed up the sales cycle.
• The concept of Account-Based Experiences (ABX) and its impact on business outcomes.
• The role of events in brand strategy and their evolution over the years.
• Insights into structuring an Events Portfolio under an ABX strategy.
• Current trends, including the role of AI in enhancing event success.
• Practical advice for integrating account-based marketing into your events strategy.

Get ready for an enlightening conversation on maximizing the impact of your events in B2B marketing. Grab your headphones and join us! 

In this episode, Senior Creative Directors Val and Doug explore how to craft and tell a good story from master Chicago storyteller, Jacoby Cochran. 

 They discuss:

• Engagement: How effective storytelling connects emotionally with audiences.
• Preparation: Practice techniques and physical delivery to improve storytelling performance.
• Authenticity: How emotions and personal experiences make stories relatable and impactful.

A writer, educator, and storyteller, Jacoby Cochran is the award winning host of City Cast Chicago, Chicago's favorite daily news podcast! The podcast was named Best of 2021, 2022, 2023 by the Chicago Reader and Chicago Magazine calls it “the essential Chicago podcast.” You can also catch Jacoby on Chicago's stages, TVs, and radios. As a performer, keynote speaker, and workshop leader, Jacoby has partnered with corporate clients (Google, Spotify, AT&T, Chicago Bulls, Best Buy, Samsung, Kohl's); academic institutions (DePaul University, City Colleges, Syracuse University); and non profits (The Moth, Boys & Girls Club, American Writers Museum). Find him at @cobycochran and jacobycochran.com 

What is creativity, where does it come from and how can I get some? This episode: "What do Sting, Stan Lee, Franco Dragone and Steve Wynn have in common?" They've all worked with John Masse. On this episode of the Xcast, Doug and Val have a spirited chat with creative journeyman, artist and performer John Masse to understand how creative is vital to everything in life.

What happens when you put two InVision employees from totally different generations, backgrounds and functions together in a mentorship program? Barriers fall, differences fuel refreshing insights, and the outcome creates a two-way street of career inspiration and lifelong learning. Join Doug Binder, Senior Creative Director, and Emma Hardy, Associate Producer, as they delve into their mentor-mentee partnership, and share valuable advice for anyone looking to embark on their own career mentorship transformative journey.

They Cover: 

- How to navigate an evolving mentor-mentee relationship
- The importance of clear expectations, open communication, and regular meetings
- Goal setting, resource sharing, and leaning into a continuous learning mindset

"Can events actually be sustainable?" Event professionals have pondered this question for years. While we've come a long way to reducing the environmental impact of events through various green practices, we're left to wonder if events can truly be sustainable. 

Our panel of experts, led by InVision's Strategy Director Evan Strange, Executive Creative Director Molly Hodge, and Creative Director Michelle Bartosiewicz, share valuable insights and explore actionable strategies to make events more eco-friendly. Former VP of Marketing at Oracle and sustainability advocate Paul Salinger also joins the conversation, highlighting his journey and emphasizing the integration of sustainability into corporate event planning for a greener future.

Synergy between the creative minds that conceive groundbreaking ideas and the technical wizards that bring them to life is the driving force behind captivating brand experiences. Join us as we delve into the insightful conversation between industry experts Jude Braunstein and Doug Binder, exploring the key lessons and strategies at the core of this collaborative journey.

They Cover:
- The importance of  trust, transparency, and alignment of goals between creative and production
- Balancing Creativity and Practicality
- Human-Centric Engagement

Listen now and don’t forget to rate, review and subscribe to the InVision Xcast to stay fresh on the latest industry trends, technologies and insights.

Over the past 18 months, marketers have rapidly transformed their channel mix to develop alternative ways of influencing their key audiences. These changes have been driven by the evolution of audience needs and expectations in changing times – audiences who have all become digital natives.

What's at stake? Earned Engagement – planning for and measuring how we earn the attention of our key audiences in changing times.

You will learn:

• What is the "Engagement OS" system and how it delivers earned engagement 
• How the Engagement OS can help position your brand to best engage your customers 

In Part 2, Laliv and Michael continue with the conclusion of their podcast conversation, where they delve deeper into measuring the ROI of communities and quantifying their revenue impact, tips to learn how B2B brands can ensure the longevity of their communities, and guidance for those looking to start their own.