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Promax&BDA launches Road Show 2005 in six US cities
MUMBAI: Encouraged by its memberships’ growing demand for more local market educational and networking opportunities, Promax/BDA is launching a new 2005 edition of its successful Road Show touring seminars event.
The announcement was made today by Promax/BDA CEO Jim Chabin.
Culling participants from the best and most popular speakers from its June conference, Promax&BDA has organised a series of intensive one-day seminar events chalk full of tips, tricks and inspiration for professionals working in electronic media. This year, the Promax/BDA Road Show will run from 18-28 October and visit New York, Atlanta, Dallas, Toronto, Chicago and Los Angeles.
“We’ve designed the Road Shows so that promotion managers will learn long-term strategies and ideas for communicating to wide and sometimes disparate demographics. Broadcast designers will be inspired by a review of the best of what works in design for broadcast promotion. Local affiliates will learn strategies for making their on-air talent famous. Cable and network promotion teams will learn best practices in combating viewer erosion and loss of allegiance. And all Promax&BDA members attending the Road Show events will also have the chance to network and discuss new trends and issues impacting the business of promotion. By increasing our members’ skills set the Promax&BDA Road Show 2005 will also help increase ratings and revenues for those companies that recognize the value of ongoing education and the association’s return on their investment,” said Chabin.
Each stop of the Promax&BDA Road Show will feature a morning “Best Practices” session conducted by Lee Hunt, one of the world’s foremost strategists for media companies. The session will have Hunt presenting an array of outstanding and adaptable practices and techniques as well as a review of the best current promotion and design work in the local marketplace.
Hunt, who has pioneered a new marketing discipline — “break architecture and audience management” — conducts training workshops for television networks in the US, Europe, Latin America and Asia. He has launched and branded networks such as Lifetime, VH1, and TNT. Hunt will also present a second morning session focusing on building a strong collaborative process for promotion executives and designers, a long-term goal of the Promax&BDA association.
Afternoon sessions will vary by location, featuring one of the following speakers: Graeme Newell, Karen Vigurs-Stack and Richard Ayoub.
Among the other topics covered in the afternoon sessions are: Combating viewer erosion and loss of allegiance to your station or network; Review of the best in design for broadcast promotion; Communicating to wide and sometimes disparate demographics; Making your show hosts and news anchors stand out from the pack; Specific techniques for building talent recognition; Promoting talent and show content at the same time, while growing ratings; Long-term promotion planning strategies; Forging local and national alliances; Combating poor lead-ins to your newscast; and Embracing podcasting and other wireless trends.
The Promax/BDA Road Show 2005 will visit New York City on 18 October with Lee Hunt and Graham Newell; Atlanta on 19 October with Lee Hunt and Karen Vigurs-Stack; Dallas on 21 October with Lee Hunt and Karen Vigurs-Stack; Toronto on 25 October with Lee Hunt and Richard Ayoub; Chicago on 26 October with Lee Hunt and Graham Newell; and Los Angeles on 28 October with Lee Hunt and Richard Ayoub.
Registration for the Promax/BDA Road Show 2005 is $299 per day for members and $600 per day for non-members.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
