EventoPlus - Pepe Aguarod

Events,

what makes them so special!

José G. Aguarod @PepeAguarod

INTRODUCTION

DO WE KNOW EACH OTHER?


AGENDA

• INTRODUCTION

• EVENT TYPES

• EVENT FEATURES

• GREAT CASES

• OUR WINNER


THE EVENT MARKET

HOW DO WE DEFINE AN EVENT?


THE EVENT MARKET

AN EVENT HAS...

An event is a gathering of a pre-defined target audience, who will live a

real time experience that will impact them emotionally and directly, so

that the message that we intend to communicate gets them intensely.


THE EVENT MARKET

AN EVENT IS...

An event is a gathering of a pre-defined target audience, who will live a

real time experience that will impact them emotionally and directly, so

that the message that we intend to communicate gets them intensely.


EVENTS

OBJECTIVES?


COMMUNICATE


EVENTS

OBJECTIVES?

LEARN


EVENTS

OBJECTIVES?

SELL


EVENTS

OBJECTIVES?

AGENDA

• INTRODUCTION

• EVENT TYPES

• EVENT FEATURES

• GREAT CASES

• OUR WINNER


INTERNAL EVENTS EXTERNAL EVENTS

EVENTS

EVENT TYPES

Address an internal public: employees (company) or members (association)

Address an external public: clients, press, shareholders, dealers, etc.


INTERNAL EVENTS


INTERNAL EVENTS

GENERAL FEATURES

• The most common event type (trainig sessions, celebrations)

• Usually related to HR

– Motivation

– Work efficiency

– Team spirit, internal communication

– Internal understanding of company strategy / products or services

• Frequently used to “change work routine”

– To meet new people / to enhance internal communication

– Using unusal environments

• Growing importance as companies realise the value of Human Capital


INTERNAL EVENTS

TYPES?


INTERNAL EVENTS

SOME TYPES

SALES CONVENTION

TRANING SESSION

COMPANY CELEBRATION

BOARD MEETING

ASSOCIATION CONGRESS

OFFSITE MEETING

INCENTIVE

REUNION


INTERNAL EVENTS

KEYS FOR SUCCESS

Ask internally: – Get ideas, sensitive issues,

history of forme events, expectations...


INTERNAL EVENTS

KEYS FOR SUCCESS

Understand employee motivations


INTERNAL EVENTS

KEYS FOR SUCCESS

Be careful with luxury level… :

– Not being enough and deceive

– Give in excess and generate misunderstandings


INTERNAL EVENTS

KEYS FOR SUCCESS

Ensure a good internal communication to generate motivation and to inform about event objectives


INTERNAL EVENTS

KEYS FOR SUCCESS

Privilege originality and human touch


EVENTS

EVENT TYPES


INTERNAL EVENTS EXTERNAL EVENTS

Address an internal public: employees (company) or members (association)

Address an external public: clients, press, shareholders, dealers, etc.

EXTERNAL EVENTS


EXTERNAL EVENTS

FEATURES

• Generally related to marketing / sales topics

– Corporate communication

– Communication’s marketing

• Closer to economic ROI

• Can address a number of different publics (dealers, clients, press…)

• Even though sometimes organised by sales / marketing, it has to be compatible with the communication department objectives

• Often to be communicated, son eventos a comunicar

– internally, as motivation

– Externally to the press, to get free coverage

– After the event, to clients and commercial partners

• More critical than internal events: company image is at stake


EXTERNAL EVENTS

TYPES?


EXTERNAL EVENTS

SOME TYPES

PRODUCT LAUNCHES

PR EVENTS

TRADE SHOWS / EXHIBITIONS

PRESS CONFERENCES

ETC.

ROAD SHOWS / TOURS

OPENINGS

CULTURAL EVENTS / SPORTS

TECHNICAL CONFERENCES WITH CLIENTS


EXTERNAL EVENTS

KEYS FOR SUCCESS

Get deep knowledge about attendants:

– identify the target public

– Understand their profiles and expectations in order to adapt the event program

– Establish how will the event get to the objectives for each possible public


EXTERNAL EVENTS

KEYS FOR SUCCESS

It is crucial to talk to commercial, marketing and communication departments as well as with attendants to previous events


EXTERNAL EVENTS

KEYS FOR SUCCESS

¡Make an impact! Many publics are very used to attending events

– generarate expectations

– Provide unique experiences


EXTERNAL EVENTS

KEYS FOR SUCCESS

Provide nice moments… never fogetting the ROI objectives of the event


AGENDA

• INTRODUCTION

• EVENT TYPES

• EVENT FEATURES

• GREAT CASES

• OUR WINNER


EVENTS

FEATURES OF AN EVENT

Live!!!


The complexity of organising something (generally) quite big, for just one occasion

– Lots of different types of providers

– Lots of different professionals


EVENTS


Requires deep knowledge of lots of disciplines


EVENTS


Agencies (or event departments in companies) are usually small


EVENTS


An organiser is made of a 10% creativity, another 10% communication expertise and an … 80% coordination of third parties


son pequeños

EVENTS


AGENDA

• INTRODUCTION

• EVENT TYPES

• EVENT FEATURES

• GREAT CASES

• OUR WINNER


INTERNAL EVENTS

SOME GREAT REAL CASES

SALES CONVENTION

TRAINING SESSION

COMPANY CELEBRATION

BOARD MEETING

ASSOCIATION CONGRESS

OFFSITE PRESENTATION

INCENTIVE

MEETING


INTERNAL EVENT

FERROVIAL CONVENTION - GLOBAL EVENTS - SPAIN

The challenge:

To impact its cross-cultural multi-national managers.

To show them the innovation potential of the company.

To share with them the company vision and philosophy.

Everyone is welcome!

The Key: the Cube

An original set in the shape of a giant cube of 22 meters each size, where an immersive projected communication would envolve everyone.


https://www.youtube.com/watch?v=YAel7D96A5g

VIDEO A different convention

INTERNAL EVENT

COMPANY CONVENTION – FERROVIAL – GLOBAL EVENTS - SPAIN


https://www.youtube.com/watch?v=YAel7D96A5g

INTERNAL EVENT

SALES MEETING HEINEKEN- MOVE AGENCY

The challenge:

To convince attendees of business potential of SOL beer. To provoke marketers to take action in their country. To create a unique business event, that will touch, inspire and move people.

The Key:

The recreation of the Mexican Revolution to transmit the values of SOL.


https://vimeo.com/110594393

VIDEO SOL SALES MEETING

INTERNAL EVENT

SALES MEETING – HEINEKEN – MOVE – THE NETHERLANDS



INTERNAL EVENT TEAM BUILDING – ING BANKING – D SIDE - BELGIUM

The challenge:

ING wants to become Preferred Bank in 2015 & wanted their employees to adopt this strategic vision. The company wants to prove that it is a top employer

The key:

The idea “Going for 2015″ => a symbolic number 2015 as key objective and a real challenge: walk or run all together 2015 km during a group building event for a good cause (Unicef) and set a real world record.



VIDEO TEAM BUILDING ING BELGIUM

INTERNAL EVENT

TEAMBUILDING – ING – d SIDE - BELGIUM



EXTERNAL EVENTS

SOME TYPES

PRODUCT LAUNCHES

PR EVENTS

TRADE SHOWS / EXHIBITIONS

PRESS CONFERENCES

STREET ACTIONS

ROAD SHOWS / TOURS

PROMOTIONS

CULTURAL EVENTS / SPORTS

PUBLIC EVENTS


EXTERNAL EVENT ROADSHOW - EUROPEAN CHAMPION’S LEAGUE TOUR –UNICREDIT - TBWA

The challenge:

To leverage UniCredit’s UEFA Champions League sponsorship to reach and engage a wider audience of both existing and new consumers.

The key

The Trophy Tour could be visited in five different markets. The Tour enabled people to experience the “UniCredit Walk of Champions” a unique football exhibition

The highlight of the visitor experience was reaching the celebration balcony where they would capture the moment with their personal Trophy Picture.



VIDEO ROADSHOW UNICREDIT

EXTERNAL EVENTS ROADSHOW - EUROPEAN CHAMPION’S LEAGUE TOUR –UNICREDIT - TBWA



EXTERNAL EVENT STREET ACTION – JAMESON FILM FESTIVAL - SHACKLETON- SPAIN

The challenge:

Generate awareness

The festival is already well known, so they need to create something newsworthy

The key:

Re-create an ephemeral drive-in-cinema in the street


https://www.youtube.com/watch?v=Ilvqw7smrQU&feature=youtu.be

VIDEO JAMESON FILM FESTIVAL PROMOTION

EXTERNAL EVENT

STREET ACTION – SHACKLETON - SPAIN


https://www.youtube.com/watch?v=Ilvqw7smrQU&feature=youtu.be

EXTERNAL EVENT PUBLIC EVENT– COMMEMORATION D-DAY - MAGIC GARDEN - FRANCE

The challenge:

Create an act of remembrance

The key:

The beaches of Normandy

A combination of archive films with war veterans, volunteers, music and speeches



VIDEO ANNIVERSARY OF NORMANDY

EXTERNAL EVENT PUBLIC EVENT - ANNIVERSARY OF NORMANDY – MAGIC GARDEN - FRANCE



EXTERNAL EVENT

PROMOTION – SMART TEST DRIVE - BBDO LIVE - GERMANY

The challenge:

Bring product benefits to the widest possible target audience in the most innovative manner

The key:

The smart fortwo electric drive converts electricity directly into driving fun.

Developing a spectacular live game: smart DJ, the first navigable turntable in the world.



VIDEO SMART TEST DRIVE

EXTERNAL EVENT

PROMOTION – SMART TEST DRIVE - BBDO LIVE - GERMANY



EXTERNAL EVENT

PRODUCT LAUNCH – GALAXY S4 – HEIMAT - SWITZERLAND

The challenge:

To present the Galaxy S4 highlighting its Visual feature

The key:

A game “beat the machine, keep staring at the S4 during 60 minutes to get one for free”



VIDEO Product Launch S4

EXTERNAL EVENTS

PRODUCT LAUNCH – SAMSUNG S4 - SWITZERLAND



EXTERNAL EVENT PRODUCT LAUNCH TO PRESS - PORSCHE 911 – VOK DAMS - GERMANY

The challenge:

To confirm the significant status of the most important model

The key:

The reveal, where the onlookers were transported from the hangar onto the tarmac on a mobile grandstand. There, they experienced the choreography of 13 Porsche 911 and 3 Albatross jets synchronised precisely to the second



VIDEO Product Launch to Press Porsche

EXTERNAL EVENTS PRODUCT LAUNCH TO PRESS - PORSCHE 911 – VOK DAMS - GERMANY




AGENDA

• INTRODUCTION

• EVENT TYPES

• EVENT FEATURES

• GREAT CASES

• OUR WINNER


LET’S VOTE

1. FERROVIAL CONVENTION - GLOBAL EVENTS – SPAIN

2. SALES MEETING HEINEKEN / SOL BEER - MOVE AGENCY - THE NETHERLANDS

3. TEAM BUILDING – ING BANKING – D SIDE – BELGIUM

4. ROADSHOW - EUROPEAN CHAMPION’S LEAGUE TOUR – TBWA – EUROPE

5. STREET ACTION – JAMESON FILM FESTIVAL - SHACKLETON- SPAIN

6. PUBLIC EVENT– COMMEMORATION D-DAY - MAGIC GARDEN – FRANCE

7. PROMOTION – SMART TEST DRIVE - BBDO LIVE – GERMANY

8. PRODUCT LAUNCH – GALAXY S4 – HEIMAT – SWITZERLAND

9. PRODUCT LAUNCH - PORSCHE 911 – VOK DAMS - GERMANY


AND OUR WINNER IS…


Thank you so much!

[email protected]

#pepeaguarod


mailto:[email protected]

EventoPlus - Pepe Aguarod

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Transcript of EventoPlus - Pepe Aguarod