We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies. You can update your preferences and our cookie policy in our privacy policy <a title="cookie policy" href="/privacy-policy/">here</a>.

Articles

Careers

People

Work

Our Story

Expertise

Planet

Contact

Blocks

marble_logo_v2_2

MARBLE_LOGO_V2_2

Instagram

LinkedIn

YouTube

Spotify

Planet & Sustainability

Part of The Marble Group

We cross cultures, continents and disciplines.

Work.

default

inherit

Amazon Web Services: Strategic Partnership

2022 Highlights

Connecting and exciting the venture capital community

Highlights

Creating the UK’s largest technology festival: CogX

Xathon: promoting diversity in the tech industry

Building a London community through immersive experiences

Celebrating 25 years of leading private equity firm - Inflexion

Redefining Global Collaboration for Taylor Wessing's International Partner Conference

All Work

Our latest news &amp; insights

Articles.

All Articles

General Footer

hero-landscape

hero-portrait

hero-primary-1

marble_showreel

Marble_Showreel

Our Expertise

We see every opportunity as an invitation to make change.

hero-secondary-3

henkel_23112022_203207_carolin-weinkopf

Henkel_23112022_203207_Carolin-Weinkopf

Our Work

Those who view the world as one big opportunity.

hero-secondary-2

tw-day-2-closing-and-montage-images-21

TW DAY 2 Closing and montage-images-21

Read our Blog

Through content, campaigns and live experiences.

About Us

The Marble Group

Home

<h3>Demystifying technology</h3>
One of the key benefits of experiential marketing for cloud-based tech companies is its ability to humanise complex technology. Many consumers are intimidated by cloud-based solutions, which can seem abstract and difficult to understand. By bringing products to life through engaging experiences, companies can demystify their technology and make it more accessible to a wider audience.
<h3>Don’t say it, show it</h3>
Experiential marketing also allows cloud-based tech companies to demonstrate the value of their products in a tangible way. Instead of simply telling potential clients about the benefits of their technology, companies can show them firsthand how it can improve their business operations and enhance their overall performance.

untitled-design-4

Untitled design (4)

<h3>Positive brand awareness</h3>
Another advantage of experiential marketing for cloud-based tech companies is its ability to create emotional connections with customers. By immersing clients in engaging experiences that evoke positive emotions, companies can build strong relationships that lead to long-term loyalty and repeat business.
<h3>Data and insight</h3>
Finally, experiential marketing provides valuable data and insights that can inform <a href="/2024/07/11/what-is-technology-experiential-marketing">future marketing strategies</a>. By tracking consumer engagement and behaviour during experiential campaigns, companies can gain valuable insights into customer preferences and trends that can help them tailor their marketing efforts for maximum impact.

cog_general-shot26

Cog_General shot26

Our live tech experiences

Empowering change makers in the tech industry with Informa Tech

Engaging Digitain's clients with immersive party experiences

Inspiring the trailblazers of the RevTech community

Uniting global tech entrepreneurs, CEOs and investors at Founders Forum

More insights for the 
tech industry

Are we asking the right questions about AI?

What is experiential marketing & how can tech firms capitalise?

5 ways for sustainable SME tech brands to cut through the noise

Wearable Technology: Ways to Improve Event Participation and Data Management

Get in Touch

expo-1623x1080

4 Benefits of Experiential Marketing for Cloud-Based Tech Companies

We decided to meet to discuss <a href="https://www.climateweeknyc.org/" target="_blank" rel="noopener">New York Climate Week</a> because on the surface, it’s an event, and we do events. Like most conversations, it ended with the core premise of all of our most important discussions, ‘how do we make change happen?’ Getting people in the room is generally agreed as the starting point and in his New York diary there are three staple moments. The first, a breakfast to launch the Fin-Erth Climate Awards. 
<a href="https://www.fin-erth.com/" target="_blank" rel="noopener">Fin-Erth</a> is the brainchild of Patrick’s co-founder Serena Oppenheim. It had modest beginnings, dinners comprising Lebanese takeout and 10-15 individuals for important conversation at home. Now it&#8217;s a curated community for women in finance, investment, policy, law and innovation who are leading the climate revolution from within. It caught the eye of astute individuals at COP 2023 and suddenly, takeout dinners have been replaced with hundreds of women meeting at COP 2024, and community gatherings year-round everywhere from Azerbaijan to Chicago.

unnamed-1-2

unnamed (1)

A dinner with UNICEF Innovation, partners, and 40 women who work at the intersection of climate and finance is the second of his bookings. The Plastic Symposium at NYU follows, an unpacking of the science and links between the chemicals in plastic, health and the fundamental cost to our livelihoods. It sounds quite a lot like this all happens through painstaking strategy, but Patrick’s approach is less one of powerpoints and more one of instinct. Fin-Erth can rightfully have lofty aspirations because once upon a time, so did its established brothers and sisters. ‘What’s the process for this?’ is a question he hates. ‘All great things don’t have an immediate roadmap but a strong sense of self.’ he says, ‘No distinct business plan, it’s just sitting down and figuring it out. The goal is actually simple: get people in a room, build trust, unlock solutions.’
Climate and <a href="/2023/04/17/how-can-we-ensure-sustained-success-for-female-founders">championing women</a> are the common thread within these projects. It’s the potential of the <a href="https://www.fin-erth.com/#climate-awards" target="_blank" rel="noopener">Fin-Erth awards</a> that excites him. Women behind the scenes in climate, he explains, get zero PR oxygen. They work in tough verticals that aren’t media polished but who are doing the real heavy lifting in making climate change happen. So these awards are about them, celebrating their achievements and spotlighting the work that doesn’t usually get airtime but needs profiling if it is to win the interest of the world’s key holders.

unnamed-2

unnamed

This will be Patrick’s third year at New York Climate Week where his main goal is ‘simply’ to help raise the agenda on the challenges posed to the climate, at a week long event that functions to gather the best minds for the task. It’s not that simple really, is it. Big challenges need big motivators and he’s got them: two girls, 8 and 4 years old who are growing up in ‘an unfair world’. A world where ‘the odds are stacked against you as women. And we’ve got to try to do something at least to fix it.’ 
This brings us back to the beginning, how do we make change happen then? People have become desensitised, says Patrick, and organisers forget that the ways to make anyone feel anything is to dial back to the sensory details. How does a room smell, whose voices can be heard, what message is the atmosphere sending? Creating emotion is the fundamental most important thing about an ‘event’ and compelling anyone to care that it happened, to remember it afterwards. ‘I believe in human capital&#8217;. He concludes with:

image

One of Patrick&#8217;s many hats is as Chief Content Officer at The Marble Group. To work with <a href="/people/patrick-keogh">Patrick</a> and our team, drop us a line with the project you need help on.

Get in touch

In conversation with Patrick Keogh on the eve of New York Climate Week

Madrid is a city built on relationships. Whether in an intimate tapas bar or a bustling market, the essence of Spain’s renowned food culture lies in sharing &#8211; the sharing of food, of conversation, and of experience. This is perhaps best exemplified by ‘sobremesa’, a tradition so cherished it has its own name (and no direct translation in English). Sobremesa is the custom of lingering at the table after eating (generally for hours on end!), enjoying the company of loved ones, and savouring the moment beyond the meal itself. The practice underscores the value of simplicity in human interaction, the beauty in the gathering.  
Some of the most memorable moments unfold in a cramped corner of a humble no frills taberna (see: Spanish pub) that’s been family-run since 1802. My Spanish friends tend to gravitate towards unpretentious local spots over any extravagant establishment, as the warmth of both atmosphere and company makes any flashy detail irrelevant. It seems there’s a focus on creating something real and meaningful, rather than something merely designed to impress.
Beer brand Estrella Damm’s recent campaign ‘Mediterráneamente’ (Mediterraneanly) features short films that celebrate Mediterranean life, highlighting leisurely meals, family gatherings, and picturesque settings, while scarcely showing the beer. It’s not about pushing the product, but about becoming part of the lifestyle. 
In the world of experiences, it’s easy to assume that complexity equates to impact, but often the opposite is true. The real lesson lies in harnessing authentic emotion and transporting people to a lasting feeling.

Connection Over Complexity

veronika-hradilova-tngqhdq6kaa-unsplash

veronika-hradilova-tngQhdQ6KAA-unsplash

Spain is also a nation where stories come to life through a rich tapestry of centuries-old festivals (fiestas) and traditional celebrations. With a variety ranging from lethal bull runs and a 20,000-person tomato food fight, to giant papier-mâché figures and even men dressed as devils leaping over babies (yes, <a href="https://www.theguardian.com/world/2023/jul/15/leaps-of-faith-the-spanish-festival-where-men-jump-over-babies" target="_blank" rel="noopener">you read that right</a>), one wonders how these strange and spectacular events have stood the test of time.
Perhaps because they’re more than just events; they’re <a href="/brand-experience-agency">immersive experiences</a> that embody history, cultural identity, and the spirit of community. The stories are woven into the fabric of Spanish life, and the celebrations have endured through generations because they resonate on a deeper, emotional level, and foster a sense of belonging to something bigger. A great experience is in how it makes people feel, and the power of feeling welcome should not be underestimated.
The fiestas are largely rooted in historical tradition, yet their timelessness today can teach us how at the heart of every successful event is also the ability to transcend the present. As Gabriel Garcia Marquez once said &#8220;Life is not what one lived, but what one remembers and how one remembers it to tell it.” The beauty of experience is sparked by the shared moment, but is crystallised in the memories that are passed on.

Storytelling and Legacy

san-fermin-pamplona-navarra-2y68fp9tzrq-unsplash

san-fermin-pamplona-navarra-2y68FP9tZRQ-unsplash

Although running for your life from a bull and attending a London dinner party might seem worlds apart, at their core they share a common thread: the magic of human connection. In an age of shrinking attention spans and immediate engagement as a key metric, beneath the surface of our digitally dominated lives lies a deeper need for exactly that. 
Although the UK may be a different landscape, the philosophy I came to know and love in Madrid is universal. The Spanish approach serves as a reminder of the value in slowing down, embracing simplicity and prioritising substance over show. The culture demonstrates how an experience can be used as a backdrop that allows life, energy, and conversation to flourish. The essence of a memorable experience isn’t found in grandiosity and glitter, but in the bonds that are forged and in the story that lives on.
Spain&#8217;s deep rooted storytelling inspires us to ask the “why” and not just the “what” when designing an experience. In the UK’s fast-paced, competitive market, this can help to set us apart from the often fleeting, trend-chasing, superficial nature of many contemporary events today.

We are a global
strategic experiential
marketing agency.

We’re a global
strategic
experiential
marketing agency.

We work with innovators
across tech, finance
and professional services.

We work
with innovators
across tech,
finance &
professional
services.

Our job is to
turn gatherings
into moments, and
moments into legacies.

Our job is to
turn gatherings
into moments,
and
moments
into legacies.

Part of the world's
most creatively optimistic
agency group.

Part of
the world's
most creatively
optimistic
agency group.

Work.

We cross cultures, continents and disciplines.

Articles.

Our latest news & insights

We are a global strategic experiential marketing agency.

We’re a global strategicexperiential marketing agency.

We work with innovatorsacross tech, finance and professional services.

We work with innovatorsacross tech, finance &professional services.

Our job is toturn gatheringsinto moments, and moments into legacies.

Our job is toturn gatheringsinto moments, andmoments into legacies.

Part of the world'smost creatively optimisticagency group.

Part ofthe world'smost creativelyoptimistic agency group.

Work.

We cross cultures, continents and disciplines.

Articles.

Our latest news & insights

We are a global
strategic experiential
marketing agency.

We’re a global
strategic
experiential
marketing agency.

We work with innovators
across tech, finance
and professional services.

We work
with innovators
across tech,
finance &
professional
services.

Our job is to
turn gatherings
into moments, and
moments into legacies.

Our job is to
turn gatherings
into moments,
and
moments
into legacies.

Part of the world's
most creatively optimistic
agency group.

Part of
the world's
most creatively
optimistic
agency group.