MEETINGS & Events
BY TOM HALL
THE MEDIUM AND THE MESSAGE
WHEN IT COMES TO BRAND PROMOTION AT EVENTS, HOW IT’S SAID CAN BE AS IMPORTANT AS WHAT IS SAID
FOR CORPORATES, CHOOSING an agency that is sympathetic to their brand ethos is vital. But, says Matt Ede, strategy director at com- munications specialist Logistik, often agencies need to use a firm hand to give the company’s message more focus. “Businesses often want to say everything about what they do and why it’s important that you understand all of it,” he says. “But it rarely is that important, and often goes against how people learn. We’re believers of less is more, as long as it’s delivered with authenticity and personality.” The mechanism for this message deliv-
ery could be a presentation, a film, a digital interface, signage, graphics, or any number
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of alternatives. Ede adds: “It’s critical we know the potential factors that may distort what our audience will hear, regardless of the client’s intention.” Often, clients and agencies become too scientific about understanding a brand, according to events management team Smyle’s managing director, Rick Stainton. What’s important, he says, is that you do your research about what the company is going through, its values and its future vision. “For us, the end goal is behavioural change – which is tricky, as attitudes are often hard to influence,” he says. “This means the brand message has to
be conveyed properly, before, during and after the event, using various methods of communication, such as social media.” It’s all about creating a synergy between
agency and the brand, maintains event comms agency Crescendo’s founder, Russell Allen. He says that if the partnership is not a natural fit, a good agency will walk away. “Mothercare was a great client for us, because we are made up of many hard- working parents who know the importance of great service and innovation,” he says. “Meanwhile, when we worked with tech- nology brand Lenovo, we changed our work laptops to theirs, to ensure we understood their product and market stance.”
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