KEEPING IT CREDIBLE The process of deciding on messaging requires honesty and frankness from both sides, according to events management agency Top Banana’s managing director, Nick Terry. He says that corporates should do all they can to avoid the concept of ‘brand stretch’, which is when a company oversteps its credibility with an audience. He gives an example of a parcel service firm: the agency chose a realistically priced hotel and “credible, punchy messages” delivered with “very little extravagance”. At Logistik, the approach to event messaging is widely varied. “We’ve turned an old school into an immersive tech-playground for developers; created enormous picnics for telecoms firms; and developed interactive museums for banks. We treat every job as individual,” says Ede. The ‘stickiness’ of an event’s message
is a yardstick of its success. “We think of the event as an experience, from the weeks building up to it, to the way you tell people about it back at the office,“ says Ede. “When you leave an event, you should feel more of an advocate of the brand than whenyou arrived. We’re dealing with perception and belief, so it’s critical we get it right.” A ‘sticky’ tagline can also be a useful tool for messaging, according to Terry. “One we’ve used before was ‘high-performance behaviour’, which is a simple phrase, but it helped employees look at what they were doing and decide whether it was in line with that maxim,” he says. “Messaging is about finding something that resonates, and building on those values. To take a famous example, Mars’ ‘work, rest and play’ tagline is eminently memorable, but in an event context, it could come to life by having an area where delegates can learn about how to ‘work smart’, a chill-out ‘rest’ area, and a ‘play’ area with fun activities.” To get this mix right, and to choose the
most suitable activities and itineraries, initial meetings should be focused but fun, according to Allen. “We like to meet at a relaxing, scenic location, conducive to creativity and thought-provoking discussion. The process of understanding their message helps us visualise how it is best conveyed in a live environment.
BUYINGBUSINESSTRAVEL.COM
“More traditional brands won’t be ready for the latest technology, and attempts to overcomplicate things can lead to complaints”
Every brand has its story, and if we have trouble getting it, then you can be sure the audience will also struggle.”
SPRINGING SURPRISES While most agree on the need for earnest pre-event discussion, there is more divi- siveness in the delivery of the message. Logistik‘s Ede says if you want to make your messages stick, you should mix up the delivery for lasting impact as well as maximising digital content. “A backdrop that surprises is important, and we rec- ommend adding video walls, customer stories and fast-paced inspirational talks,” he says. “Even the most conventional busi- nesses are looking to move away from the standard sit-back-and-listen conference.” Crescendo ‘s Allen, on the other hand, is keen to get away from distracting technology and gimmicks as much as possible, favouring message delivery via live discussions and finely honed scripts. “We try to make messages and events as clutter-free and message-focused as possible. Too many gimmicks will distract from the ultimate goal of connecting with the audience with authenticity,” he adds. Stainton adds that using technology for messaging is a matter of context. “More tra- ditional brands won’t be ready for the latest technology, and attempts to overcomplicate things can lead to complaints. Most people have smartphones, it’s true, but how they use them can vary widely,” he adds. As the events industry increases in sophistication, with greater tools in its arsenal, it is ever more important to decide on the appropriate media for getting the brand message across.
CASE STUDY
TECHNOLOGY ENABLING CREATIVITY
By NICK HART, director of corporate at events technology firm Anna Valley
AN EVENT IS A UNIQUE MEDIUM for engagement, with the potential to appeal to all the senses. Thanks to technology advancements, budget and creativity are really the only obstacles to creating an environment befitting your brand message.
Engagement involves showing and telling, which are different arts. For BSkyB’s Game of Thrones fourth season premiere, we used projection mapping to make the Guildhall in London resemble the ‘Wall of ice’ from the show. The grandiose spectacle was befitting for a world-beating show, and the event gained the attention of the world’s media, as well as being an unforgettable, immersive experience for the visiting delegates. Technology can also be used
more subtly for eye-catching, on-message touches. A simple Powerpoint presentation can be bought to life by AV-4 super high-resolution LED, which makes even the smallest details viewable on screen. We’ve used this kit on shows including The X Factor, as well as at numerous conferences and live events. Object-tagging is another way to make a message come to life and attract attention. Sensors can track any moving object, allowing projectors to map the design of your choice on to it, in real-time. It’s popular with automotive clients for making their cars come to life, but it can also be used for tracking moving objects as part of a stage set.
BBT JULY/AUGUST 2014 73
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