The emotional connection
Amidst all digital communication noise, physical events are a unique opportunity for marketers and managers to match their message with the stakeholders. More and more, event marketing is becoming experience marketing. In essence, it comes down to building a personalised relationship. As a result, the impact of an event goes far beyond the mere transfer of information. Experience marketing guarantees strategic social contacts between the participants. You take your participants on a personalised trip by taking into account their specific interests, likes and dislikes. You create an atmosphere of mutual respect. In short, you always keep in mind that you're collaborating with people who are not only rational, but also social and emotional. In the end, virtual and real-life experience come together. We constantly trigger two-way communication with our target groups via social media, via chat boxes on our websites, and via all other, often mobile, media throughout the customer journey. At an event, you can also create an emotional connection with the participants.
Networking via the convention app
Unilever applies these basic principles of a contemporary special event not only during customer-oriented events, but also for its internal communication. For Unilever's latest worldwide Purpose Implementation Workshop in Rotterdam, advertising agency Pubmarket! developed a high-performance convention app all participants could easily download. Via the app, the participants could consult the programme, the participants' list, the room layout and the convention documents, but also, and more importantly, discuss things with the keynote speakers and the other participants. Interaction, posting comments, voting for alternative proposals, seeking contact with other participants: everything could be done in real time via the convention app. Since it was an internal meeting, the app confidentiality was a major issue. Pubmarket! made sure all information was secured and remained 100% at an internal level. The post-evaluation indicated that almost all participants had downloaded the app and had intensively used it, but also that it had been a great tool for mutual networking. It shows how online and real-life can seamlessly blend together.
Integral convention support
Pubmarket! did much more than just the app for this high-level workshop. It all began with the event invitation and the interior decoration of the congress hall. The badges, roll-ups and info panels were made by Pubmarket! We also took care of the creative PowerPoint presentations with lots of images and sounds. The presentations were shown on a very special sixteen-metre wide screen. A four-headed Pubmarket! team took care of the video and sound production during the event.