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?

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

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

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

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

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

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!
jg@eventoplus.com
#pepeaguarod

EventoPlus - Pepe Aguarod

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