CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA

Publication APRIL 2022 | FRI COMMUNICATION

THE EVENT: A JOURNEY THROUGH HISTORY,
A MARKETING TOOL TO EDUCATE AND FASCINATE

Dal brand alla lead generation

THE EVENT IS AMONG THE FIRST MASS COMMUNICATION TOOLS, INVOLVING PEOPLE, STAKEHOLDERS, AND CONSUMERS UNDER A MULTI-TARGET UMBRELLA. IT CREATES INTERACTIONS, RELATIONSHIPS, AND EXPERIENCES THAT SYMBOLIZE AND TRACE THE EVOLUTION OF COMMUNICATION IN ORDER TO PHYSICALLY ENGAGE THE CONSUMER AND FACILITATE DIALOGUE.

 

We are already in 776 BC when a journey begins that outlines the first event through latent images that celebrate the past and project us into today’s future. The evolution continues, and in the Roman era, the first form of people’s involvement is born, finding in the Olympics the charm of the first and strongest interaction between spectators and the stage in action. Subsequently, during the Middle Ages, the continuous birth of models referring to the event structure begins. The journey becomes increasingly diversified, evolving during the Renaissance period with the birth of grand festivals at the Palace of Versailles in honor of the Sun King.

 

 

We could hypothesize that it is precisely on this occasion that the first “event manager” in history begins to emerge. Today, we can affirm that for centuries events have been almost exclusively the emanation of institutions, with the aim of building an identity oriented towards creating belonging and self-celebratory consensus of power. In other words, events were designed to involve people in order to achieve social control. History, like all things around us, marks the inevitable change that accompanies us on the journey of life. The metamorphosis of the event then takes place with the Industrial Revolution and the spread of mass media. It is in that era that we witness the first “media events” and press conferences.

 

 

In 1851, during the Great Exhibition in London, the event transformed into a container dedicated to consumption, giving rise to a trend that would change over time and reach the present day. What we are witnessing is indeed a great change. The transition that occurs is from social control to what will be the exhibition of scientific and technological progress, emblematic of the triumph of industrial civilization. The purpose is to demonstrate the technological and cultural supremacy of Great Britain over other nations and to educate the masses in the practice of consumption. In the late 1970s, Philip Kotler included the 4Ps of the marketing mix, entrusted with the task of “educating” consumers about the use of a particular product in order to transfer the real value of a brand. Time changes, evolution evolves, and consumer society takes shape and moves towards a new phase.

 

 

In the mid-1970s, we move towards a new culture, giving a new impulse to marketing that becomes relational and focused on creating relationships and customer loyalty based on persuasion. The way companies today, with all their brand-related history, communicate directly is through the living and real contact of dedicated events. This connection, always “in person,” has been the lifeblood that has given rise to tradition. After the pandemic crisis, we found ourselves having to practically rewrite the history of what we had been up to that point. The physical event quickly gave way to the digital one, with a change of course that brought unexpected and remarkable benefits on various levels, first and foremost in terms of organization speed. The new online and partially hybrid face of event communication has shaped a framework that follows completely different rules.

 

MAKE YOURSELF COMFORTABLE: FRI TAKES CARE OF THE EVENT.

The virtualization of what used to be a dedicated physical space for everyone has become the norm. The liquidity of consumption, its rule. There are no longer limits to the actual capacity of participants wherever the event is structured.

 

 

There are many different types. What we have become accustomed to is the possibility of interacting very quickly through platforms that allow us to connect based on the topic being discussed. Formats vary from online meetings to webinars and even multi-day streaming events. The greatness of this new way of conceiving communication, in broad terms, sees virtualization as a unique opportunity to generate more interest among participants. A more plausible and qualitatively high expression of the new global communication schedule is, for example, the Virtual Fair, which encompasses all the types of connections we have available, from VR roundtable discussions to interactive chats and online meetings.

 

 
What we are witnessing is certainly a large percentage of the elimination of normal physical contact during the sharing of a dedicated event. What changes, in contrast to this lack, is an increase and subsequent enhancement of the interactive part, which will no longer be left to chance but will be managed according to a structural plan adapted to the virtual environment. Nothing will be positioned randomly. What appears to be a very important point is undoubtedly the “live” organization of what needs to happen. Choosing the most suitable enabling technologies and platforms through which to create the right connection are just a few of the points on which to leverage to ensure that the final execution leaves no room for non-interaction times.
 
 
To successfully manage and complete a digital event, great attention must always be paid to the type of format. Content, then, is the most important aspect to ensure that participants feel that the event has been expressly built around them and for them. This is the strength of the virtual event, and this is what brands need to start conceiving as the foundation of new communication. A digital event, to achieve maximum participation rhythmically and qualitatively, must establish a digital marketing communication plan that is suitable for both the target audience and the achievement of the objective. There is also an activity that specifically deals with registered participants in the virtual event and accompanies them with the right information during the established waiting times.

 

SHARE ON SOCIAL

Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117