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The strategic framework to make your event a true brand experience


Blending ideas, formats and solutions from different businesses, industries and cultures, can help realising relevant, immersive experiences for your clients, members and stakeholders.

“Contamination is pollution, is foodborne infections, but also mix, fusion, blend. It’s all about the point of view you’re choosing. Now at events industry it is the right time to cross-fertilise our practices picking up ideas, formats and solutions from other industries, brands and business cultures” that’s how Giulia Sarri, Creative Strategist at AIM Communication (part of AIM Group International), started her keynote speech earlier this week at the Events Club Forum, The Meet-up and Market Place for the Event Industry powered in partnership with AIM Group Prague Office, among others,

As a matter of fact, staying relevant for your stakeholders’ set is not a piece of cake. Stepping out of comfort zones and embracing “unusual” models is one of the go-to approaches that the events industry should be considering for its future. For instance, this means considering an event as a true brand experience. Such a perspective is typical of corporate events, initiatives, and projects, but not always congresses and event organizers are thinking of their solutions that way. 

“To create a true brand experience, at AIM Group we have developed a method combining a 5C strategic framework and 3 practical strategies to find out the best operational and marketing mix to make the event stand out from the crowd” explains Sarri. 

The 5C strategic framework enables to respond to easy questions regarding the social context, the competitors’ behaviour, the community’s attitude, and the target’s expectations. This framework helps a lot to find out the key message and the concept of an event or project. 

The 3 operational Content, Channel and Engagement strategies enable to create a matrix that puts together types of content, useful channels, timings, and engagement models, turning to be the pole star to follow for the event design and its marketing plan. 

Not only a “cross-fertilising” approach is useful for event agencies to better understand their clients’ business goals and offer a holistic and strategic service, but also for CVBs, suppliers and hotels. Convention Bureaux can benefit from this mindset by taking the best out of destination marketing companies and efficient services marketplaces and consider becoming an attractive and efficient destination. AV suppliers, caterers, venues, builders can embrace this mindset to act as a true partner and extension of the client’s team or the agency team. Finally, hotels can turn their offering from “simple” accommodation and event space into a unique branded living and working experience, all in one physical place. 

All in all, the best way to design strategies which are different from competitors, relevant for audiences and sustainable over time, is to be open for others’ experiences. You never know how they could spark new ideas and unusual solutions in you and your teams. 


Stay hungry, stay “cross-pollinated”! 

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