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Six Takeaways From a TEDx Event: Experiential Marketing Done Right

by Magdalena Georgieva  |  
March 14, 2012

Those of us who spend any significant amount of time watching online video are likely smitten with the inspirational TED talks. But what do we know about the local TEDx events? I am glad to report that they are equally enchanting and offer great lessons in experiential marketing.

If I had to use one word to describe the TEDxSomerville event I attended in early March, it would be "purposeful."

Everything there was intentional—from the event logo, stage design, and curated art to the bands playing, sponsors, and the organic soy milk offered along with the coffee and tea. Those elements came together to build a holistic experience that helped attendees truly connect with the content and people around us.

Such sense of purpose is what transforms an OK event into a fantastic performance. It conveys a strong message that lingers even after one leaves the event. Here, I will point out six elements of the TEDxSomerville (TEDxVille) event and present how they came together to build a memorable experience.

1. Content

First, let's look at the event's mission: to celebrate sustainable community and creative economy. The talks reflected that theme as speakers shared stories of social change and engaged citizenship in the form of developing local rooftop agriculture, contextualizing behavior, de-paving roads, exploring music, and more.

In preparation for the event, presenters were asked to simplify their presentation slides to the maximum and use images and graphics that can help the audience better understand the presentation's core message.

Marketing takeaway: Create a theme for your event and ask presenters to adapt their speeches to that vision. Doing so would be your first step toward uniting attendees by providing them a holistic experience.

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Magdalena Georgieva is an inbound marketing manager at HubSpot, a marketing software company based in Cambridge, MA, that makes inbound marketing and lead management software. Reach her via

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  • by Cathy Burrell Wed Mar 14, 2012 via web

    Thanks for this inspiring article! I don't attend many of these events, probably because I find them so corporate...but your article gives me hope that in the future creativity and sensitivity may transform them completely. The points you make about using local art,musicians and suppliers make so much sense. I guess it's like the old saying:"If you're going to talk the talk, you had better walk the walk!"

  • by jose Lezama Wed Mar 14, 2012 via web

    Event Marketing is getting subliminal.
    Is TED following the "Enchantment principle", if they do they are right on track.
    Well structured post congratulations

  • by Laure Godfrin Thu Mar 15, 2012 via web

    Thanks Magdalena for the inspiring post :) I would looove to attend one of the TEDx events... In the meantime, your post gave me nice ideas to test for my next conference!

  • by Dustin Day Thu Apr 12, 2012 via web

    very good post, thank you!

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