We must be prepared to give a creative, fast, effective and economically competitive response."
Whether it's a team building for the HR department, an annual sales convention, an institutional meeting with the public, an after-hours event, a street marketing or guerrilla action , we have to be prepared to organise all of this and much more . And by 'prepared' we mean the ability to give a creative, fast, effective and economically competitive response to any request of this type. It's clear that it's impossible to propose generic solutions for such disparate projects. What we can do is try to find common ground that can make our work easier.
Corporate forums and conventions
The first among the three types of events most requested by clients are conventions (internal event) and forums (external event) with a high number of attendees . The creative touch in this type of event is achieved through the choice of the venue and the speakers, the proposal of the show or leisure activity , or the gastronomic offer if applicable.
Furthermore, what is crucial in these cases are timing and logistics . And the general rule is “the sooner the better.” Depending on the time of year and the characteristics of the event, it can be very difficult to find a venue that meets all the requirements and is also “appetizing, fresh and different.” That is why it is crucial to ensure the availability of spaces and book them in advance . Because a good venue is everything. Clients are often willing to opt for a less creatively solid proposal, which can ultimately be adjusted and improved, but which includes a venue that aligns with the event’s needs, both practical, emotional and aesthetic .
Logistics are also important and closely linked to the choice of venue. It is essential to ensure that transport and accommodation of attendees, as well as set-up and dismantling, are physically and financially feasible .
In-person and hybrid talks and webinars
They are part of the strategies of so-called expertise building . That is, the search for a position as an expert in a certain field through the dissemination of knowledge in general or expertise in a certain area . And within this typology, hybrid events are more interesting to analyze, since face-to-face events share characteristics with any other institutional event, except perhaps for the number of attendees.
To ensure the success of a hybrid webinar , three things are needed: a powerful and interesting speaker , an appropriate and tested streaming platform , and the possibility of feedback and interaction .
The speaker is very important to retain the attention of the online audience. And the search criteria is very simple: propose speakers whose intervention you yourself have listened to until the end, both for the content and the way of presenting it . Otherwise, after 5 minutes of starting your webinar, you will be left with three distracted and yawning online viewers.
“It allows attendees to feel integrated into the process."
And, of course, it opens up avenues for feedback and interaction. The possibility of participation greatly increases the appeal of a webinar . Let's face it, we love to ask questions, so whether it's through an integrated chat, live connections (when possible), surveys, etc., but allow attendees to feel involved in the process.
Experiential spaces and activations
Finally, our top 3 most requested types of events by clients are completed by experiential activations. These are events that literally have nothing to do with what we have seen before. Here, creativity, visuals, action, in short, experience prevail . But in this article, we are not going to go into detail about the ways in which a brand can be more creative, but rather we will try to summarize some key points to keep in mind when approaching projects of this type.
First of all, the request for this project is most likely coming from the marketing and advertising department, not from events. Or at least the marketing department has a lot of weight in the decision-making process . Why? Because experiential activations, although they take the form of an event, are, at their core, advertising actions . Therefore, when presenting the project, make sure that, beyond a merely executive presentation, it is a very coherent proposal from the point of view of the discourse, brand values , that the creative concept is well explained and represented, that it builds on what the brand has been doing up to now and adds value to its current situation.
