You would be hard pushed to ignore the dark clouds currently gathering on the economic horizon. So is it time for the event industry to batten down the hatches, lock in our most loyal clients and seek cover as the storm passes? Or should we play the optimist and find new creative ways to engage corporate audiences during this changing financial climate?
In tough conditions, the need for effective communication is greater than ever. A salesforce needs extra motivation, employees must be totally engaged, customers require more persuading and shareholders will certainly be seeking reassurance.
As a result, communication budgets simply can’t be cut completely. But there’s little doubt they may be dramatically snipped. And this is where the optimist’s opportunity lies. When companies decide they can no longer afford to fly all their managers around the world for a convention, then we must get creative.
Two years ago, Volvo asked Line Up to launch its C70 with an alternative to the traditional face-to-face dealer launch. So having carefully designed the content for the communication, we condensed it – literally, into a box.
“Meeting in a Box” was a visually stunning and content-rich cascade tool – a complete kit of product films, presenter scripts, presentations and CDs – which enabled 60 National Sales Companies to stage their own launch events to local staff and dealers. It was an incredibly successful and cost-effective communication tool, ensuring consistent brand and product messages reached all audiences.
Crucially, though the budget and the media changed, the outcome remained the same – ‘Meeting in a box’ was not a compromise.
More recently for car retailer, Inchcape, we’ve been tasked with rolling out a global employee engagement project to 14,000 employees worldwide. Again, we’ve harnessed the power of film as the basis for compelling global content, backed by all the elements local organisers need to stage consistent events. Pre-filmed clips of the CEO recreate the feel of a satellite link-up, yet at a fraction of the cost. And original film segments re-edited with existing corporate footage successfully bring the company’s brand essence to life.
The fact is that persuasive communication doesn’t have to bear a huge price tag. The real skill of the best production companies isn’t in venue selection, theatrical high-jinx and gala dinners. It’s in understanding audiences, clarifying messages and delivering them in memorable, emotive ways. And that means being flexible enough to adapt creatively whenever the conditions demand it.
