How can my event deliver my brand message to the TG? What’s new? I need an out of this world experience for my audience are few of the rejoinders that an Account Director in any event management company is constantly bombarded with from her or his client. Technology and globalization has changed the rules of the game, In short we have changed the way we look at our marketing events and corporate conferences. Audiences today have too much information and not enough time to digest it. Events have to be able to crunch, disseminate and present several new and fresh ideas in smaller packages of time. Apart from the busier schedules of our audiences, event and marketing managers also have to accommodate more 2-way conversations, feedback and Q & A sessions to leverage more value from attendees.
Where Events were once a method of addressing a captive audience in an enclosed space. Events today have evidently become more useful as an explosive creative device with multiple touch points,with innovative event ideas and formats that encourage real world collaboration and conversation between you and your audience. From information sharing and entertainment the focus has shifted to driving engagement and participation.
More and more Event Management Companies are embracing the new paradigms unleashed in this era of technology, social media and smart devices on addressing issues like driving engagement, conversation, social business, Brand-to-Person and word-of-mouth marketing, as we try to keep up with the changing expectations of audiences today spread across different diaspora. If you have already signed up to these notions online, it makes more sense than ever to carry those valuable psychological insights into offline marketing campaigns and on ground business events. Which in turn create more engagement, legacy and viral content that may feed back into your “Marketing Mix”.
From a torch weldingsand sculptor to a race with 5000 Santa Clauses, from robotic dancers to holographic trade show presenters, from Bluetooth headset enabled Silent Theatres to Flash Mob events, from Open Mics to Un-conferencing, from Knowledge Café’s to crowd sourced Installation technologyis fuelling Innovationby blending the online with the offline and changing the event industry. There are way more examples of innovative event management styles, formats and conferencing ideas out there each associated with capturing more engagement, creating user-generated content and awakening imagination. Events have today become a launch pad for generating more content and a stage for 4D experience that extends beyond the conference or exhibition space.
At the core of this innovation lies the “Brand” which sends out the communication to the stakeholders,a unique mix of attributes, tangible and intangible, creating value and influence through promise and deliver an experience offeringits audience a means to choose and enable recognition within cluttered markets.
Brands are moving from the realm of intangible experiences to a more tangible ones, a slow evolution of sorts is taking place, While earlier it was about that brand equity driven largely by the Organizations owning it, The distinguishing qualities of a brand, drawn from all relevant stakeholders, that resulted in personal commitment to and demand from the brand. The Paradigm shift has moved to the “Consumers” today resulting in the humanification of “Brand” one where the consumer is attributing human traits with brands viz; innovative, seriousness, warmth, imagination, caring, etc. This is where “Brands” can help by sending out messages laced with innovative and creative packaging of communication across multiple touch points.
At the end of the day this is what a brand custodians and event managers look for, A Smile of a satisfied client or the happy roars of an excited audience…That rush of adrenaline when it all falls together…And presto you are ready for the next one.
Prateek N Kumar
CEO & Managing Director, NeoNiche Integrated Solutions