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Events,
what makes them so special!
José G. Aguarod @PepeAguarod
INTRODUCTION
DO WE KNOW EACH OTHER?
José G. Aguarod @PepeAguarod
INTRODUCTION
DO WE KNOW EACH OTHER?
José G. Aguarod @PepeAguarod
AGENDA
• INTRODUCTION
• EVENT TYPES
• EVENT FEATURES
• GREAT CASES
• OUR WINNER
José G. Aguarod @PepeAguarod
THE EVENT MARKET
HOW DO WE DEFINE AN EVENT?
José G. Aguarod @PepeAguarod
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.
José G. Aguarod @PepeAguarod
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.
José G. Aguarod @PepeAguarod
EVENTS
OBJECTIVES?
José G. Aguarod @PepeAguarod
COMMUNICATE
José G. Aguarod @PepeAguarod
EVENTS
OBJECTIVES?
LEARN
José G. Aguarod @PepeAguarod
EVENTS
OBJECTIVES?
SELL
José G. Aguarod @PepeAguarod
EVENTS
OBJECTIVES?
AGENDA
• INTRODUCTION
• EVENT TYPES
• EVENT FEATURES
• GREAT CASES
• OUR WINNER
José G. Aguarod @PepeAguarod
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.
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
José G. Aguarod @PepeAguarod
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
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
TYPES?
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
SOME TYPES
SALES CONVENTION
TRANING SESSION
COMPANY CELEBRATION
BOARD MEETING
ASSOCIATION CONGRESS
OFFSITE MEETING
INCENTIVE
REUNION
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
KEYS FOR SUCCESS
Ask internally: – Get ideas, sensitive issues,
history of forme events, expectations...
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
KEYS FOR SUCCESS
Understand employee motivations
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
KEYS FOR SUCCESS
Be careful with luxury level… :
– Not being enough and deceive
– Give in excess and generate misunderstandings
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
KEYS FOR SUCCESS
Ensure a good internal communication to generate motivation and to inform about event objectives
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
KEYS FOR SUCCESS
Privilege originality and human touch
José G. Aguarod @PepeAguarod
EVENTS
EVENT TYPES
José G. Aguarod @PepeAguarod
INTERNAL EVENTS EXTERNAL EVENTS
Address an internal public: employees (company) or members (association)
Address an external public: clients, press, shareholders, dealers, etc.
EXTERNAL EVENTS
José G. Aguarod @PepeAguarod
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
José G. Aguarod @PepeAguarod
EXTERNAL EVENTS
TYPES?
José G. Aguarod @PepeAguarod
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
José G. Aguarod @PepeAguarod
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
José G. Aguarod @PepeAguarod
EXTERNAL EVENTS
KEYS FOR SUCCESS
It is crucial to talk to commercial, marketing and communication departments as well as with attendants to previous events
José G. Aguarod @PepeAguarod
EXTERNAL EVENTS
KEYS FOR SUCCESS
¡Make an impact! Many publics are very used to attending events
– generarate expectations
– Provide unique experiences
José G. Aguarod @PepeAguarod
EXTERNAL EVENTS
KEYS FOR SUCCESS
Provide nice moments… never fogetting the ROI objectives of the event
José G. Aguarod @PepeAguarod
AGENDA
• INTRODUCTION
• EVENT TYPES
• EVENT FEATURES
• GREAT CASES
• OUR WINNER
José G. Aguarod @PepeAguarod
EVENTS
FEATURES OF AN EVENT
Live!!!
José G. Aguarod @PepeAguarod
The complexity of organising something (generally) quite big, for just one occasion
– Lots of different types of providers
– Lots of different professionals
José G. Aguarod @PepeAguarod
EVENTS
FEATURES OF AN EVENT
Requires deep knowledge of lots of disciplines
José G. Aguarod @PepeAguarod
EVENTS
FEATURES OF AN EVENT
Agencies (or event departments in companies) are usually small
José G. Aguarod @PepeAguarod
EVENTS
FEATURES OF AN EVENT
An organiser is made of a 10% creativity, another 10% communication expertise and an … 80% coordination of third parties
José G. Aguarod @PepeAguarod
son pequeños
EVENTS
FEATURES OF AN EVENT
AGENDA
• INTRODUCTION
• EVENT TYPES
• EVENT FEATURES
• GREAT CASES
• OUR WINNER
José G. Aguarod @PepeAguarod
INTERNAL EVENTS
SOME GREAT REAL CASES
SALES CONVENTION
TRAINING SESSION
COMPANY CELEBRATION
BOARD MEETING
ASSOCIATION CONGRESS
OFFSITE PRESENTATION
INCENTIVE
MEETING
José G. Aguarod @PepeAguarod
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.
José G. Aguarod @PepeAguarod
https://www.youtube.com/watch?v=YAel7D96A5g
VIDEO A different convention
INTERNAL EVENT
COMPANY CONVENTION – FERROVIAL – GLOBAL EVENTS - SPAIN
José G. Aguarod @PepeAguarod
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.
José G. Aguarod @PepeAguarod
https://vimeo.com/110594393
VIDEO SOL SALES MEETING
INTERNAL EVENT
SALES MEETING – HEINEKEN – MOVE – THE NETHERLANDS
José G. Aguarod @PepeAguarod
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.
José G. Aguarod @PepeAguarod
https://vimeo.com/110590892
VIDEO TEAM BUILDING ING BELGIUM
INTERNAL EVENT
TEAMBUILDING – ING – d SIDE - BELGIUM
José G. Aguarod @PepeAguarod
EXTERNAL EVENTS
SOME TYPES
PRODUCT LAUNCHES
PR EVENTS
TRADE SHOWS / EXHIBITIONS
PRESS CONFERENCES
STREET ACTIONS
ROAD SHOWS / TOURS
PROMOTIONS
CULTURAL EVENTS / SPORTS
PUBLIC EVENTS
José G. Aguarod @PepeAguarod
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.
José G. Aguarod @PepeAguarod
https://vimeo.com/111630996
VIDEO ROADSHOW UNICREDIT
EXTERNAL EVENTS ROADSHOW - EUROPEAN CHAMPION’S LEAGUE TOUR –UNICREDIT - TBWA
José G. Aguarod @PepeAguarod
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
José G. Aguarod @PepeAguarod
https://www.youtube.com/watch?v=Ilvqw7smrQU&feature=youtu.be
VIDEO JAMESON FILM FESTIVAL PROMOTION
EXTERNAL EVENT
STREET ACTION – SHACKLETON - SPAIN
José G. Aguarod @PepeAguarod
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
José G. Aguarod @PepeAguarod
https://vimeo.com/110344122
VIDEO ANNIVERSARY OF NORMANDY
EXTERNAL EVENT PUBLIC EVENT - ANNIVERSARY OF NORMANDY – MAGIC GARDEN - FRANCE
José G. Aguarod @PepeAguarod
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.
José G. Aguarod @PepeAguarod
https://vimeo.com/110594378
VIDEO SMART TEST DRIVE
EXTERNAL EVENT
PROMOTION – SMART TEST DRIVE - BBDO LIVE - GERMANY
José G. Aguarod @PepeAguarod
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”
José G. Aguarod @PepeAguarod
https://vimeo.com/121883599
VIDEO Product Launch S4
EXTERNAL EVENTS
PRODUCT LAUNCH – SAMSUNG S4 - SWITZERLAND
José G. Aguarod @PepeAguarod
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
José G. Aguarod @PepeAguarod
https://vimeo.com/121885320
VIDEO Product Launch to Press Porsche
EXTERNAL EVENTS PRODUCT LAUNCH TO PRESS - PORSCHE 911 – VOK DAMS - GERMANY
José G. Aguarod @PepeAguarod
AGENDA
• INTRODUCTION
• EVENT TYPES
• EVENT FEATURES
• GREAT CASES
• OUR WINNER
José G. Aguarod @PepeAguarod
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
José G. Aguarod @PepeAguarod
AND OUR WINNER IS…
José G. Aguarod @PepeAguarod
Thank you so much!
#pepeaguarod
José G. Aguarod @PepeAguarod