How will the role of events change in marketing plans?

The event had face -to -face assistance (about 40 people) and could be followed in streaming.If you have lost it you can see it here again.

Han participado: Rocio Almodovar Boal, consumer & shopper cx marketing manager en Coca-Cola Europe; Laura Gonzalvo, directora de comunicación y PR en Securitas Direct Iberia y Latam; Cristina Reque, directora de marketing Iberia en Miele; Emma Ruiz, directora de clientes y marketing en Pelayo Mutua de Seguros; y Andrés Virto, director de marketing digital en MADISON agencia.With Eric Mottard, CEO of Grupo Eventoplus as moderator.We give you some conclusions. Desde la pandemia las personas hemos cambiado y el marketing también.

Obvious tendency that was commented: understand people, entering their lives far beyond the traditional socioles, reviewing a relationship that was previously purely transactional.It works not on the audience or mass but increasingly in microsegmentation to even discover the cycles of people's lives.

“It is important to understand what people want, but also when they want to use us;The use of Aquarius, for example, has been decided by the client, who takes it as a refreshing drink and not as a drink linked only to sport, ”Rocio Almodovar.

“In Miele we try to enter their lives: with traditional methods, but also with Surveys to know how they live, asking for example if they cook or if they do sports, because if the answer is yes they will need a type of washing machine to wash those clothes,or oven ”, Cristina Reque.

"In all our 25 Touch Points with client that we have defined (calls, events, email marketing, social networks, etc.) listening has been accentuated, so much so that in some cases customers suggest products that we later create," Laura Gonzalvo.

The 2020 Event Market Study already pointed out the fact of receiving (data, assistant feedback, Leads) as a strong objective.In this, the digital boom can help.More than ever the "digital footprints" are available.Certain data, without a doubt, can be easily achieved through digital tools, websites, webapps, social networks ..., being able to turn automatically in a CRM that puts them to dance in combination with the data extracted from the events.Quanti and quali, two in one.

If the personalization of the experience was one of the most thriving trends in 2020, there is no doubt that the footprint that digitally leaves the target is and will be key in it.Without a doubt this is the new border in this world of digitalization (and the relevance of events).The sector depends on reading and understanding those footprints, and thinking experiences very adapted to profiles.The future is even the "segment of one".It is no longer about stopping in simple sociological criteria: sex, age, profession, etc.., but of true knowledge through data obtained (and related!) From events with webs, apps, webapps, digital tools and activity in social media.

For Andrés Virto, the agency voice on this table: “This time has made us walk even more towards nearby observation, which after all is what events allow and that leads us to customize more all our actions: II really listen to you and that's why I give you this or I think this for you ".

If we talk that marketing has been humanized ... there is nothing more human than an event.Within all the contact points of the marketing strategy the event is the only one that allows you to live the brand experiencing it physically and really, without tap, without screens.It is the way to make the brand a reality and transmit it with the entire organization: catering, audiovisual, decoration, veue ... every detail can be recorded in the memory of the assistant, linking the positive memory to the brand.

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“The magic of the events is that they help you work many parts of marketing according to what and how you organize it;We have 6 MILE EXPERIENCE CENTER in Spain where we do kitchen activities seeking to increase brand consideration, and this has a very high conversion rate because it is the pure brand experience, to cook with honey ”, Cristina Reque.

“The event is an interaction lever and they are that, a high, with a special dialogue value and that allow you to observe the target a lot.In addition, the climb of the event has now extended pre and post, although day D the human physical experience is concentrated, ”Emma Ruiz.

Subsequently, the event unravels, adapts and used for the brand channels, extending the message, reaching more public and responding to the omnichanel demand because “campaigns no longer start on TV and end in social media, campaignsThey are a dialectic for many ways, interaction and listening, we talk about retromarketing ” - Rocio Almodovar-“ In our Coca Cola Music Experience we work relationships with media and partnerships because it is also an opportunity for a long -term plan, not only day D, but to think about connecting before during and then through digital alloy experiences that happen throughout the year, in addition to the great content of the event and also the content that will generate those who attend, Airmedia, this is gold, ”RocioAlmodovar.

An event itself is a great digital content generator, a great extended brand message ... even temporarily, the virtualization and hybridization of events leads to extending the life of the event and allowing interaction points beyond day D, 365, 24, 24/7.

"With so many channels, it is also important.

"The content is the king of the Briefings, one of the objectives we find most, brands that want to remember their purpose, their values, with what we call 'Evento memory`", Andrés Virto.

Emma Ruiz pointed out that sponsorship is one of the great content generators for the company and Laura Gonzalvo added a reflection: “There is an opportunity related to sponsorship and choral events, I think more and more about brands with which we join this becauseThey share our same values and work in our same sense ”.

But the event had much more!To discover more commented issues, see the event here again.

Thanks to the collaborators of this event: