Integrated Systems Events Managing Director Mike Blackman took part in the latest edition of Zoom Brands in Barcelona on 20 January. This annual brand communication event is organised by the Catalan Audiovisual Cluster in collaboration with business association Foment del Treball, in whose headquarters it is being held. Blackman will be taking part in a panel discussion on the role of events in brand communication.
Entitled Events & Brands, this edition of Zoom Brands was aimed at advertising professionals, communication managers, corporate communication managers, marketing managers and professionals in the audiovisual sector in Catalonia. Its aim is to to reflect and analyse innovations and disruptive trends in the audiovisual, communication and advertising landscape.
More and more brands are choosing events as a way to promote themselves and to communicate the values they want to be recognised by. Events allow brands to connect with their audience and to improve customer loyalty, becoming an unique and genuine experience that will remain in the participants’ memory. And because brands only get one chance to make a first impression, events must be impressive and original; this applies even more so currently, as the acceleration of digitalisation has highlighted the importance of face-to-face experiences.
Conversely, conferences, events and meetings have become a powerful tool for audience members, who establish an emotional bond with the brands and with other people with similar interests, fostering a sense of community. Events help to segment the brand’s target audience, since attendees have an existing interest in the brand to be willing to participate in this collective experience. If the event is truly amazing, the attendees will share it on social media, contributing to the communication and positioning of the brand.
Although creating a good brand experience is essential for success, this is not the only aspect to consider. Content is often supported by technology through system integration companies, who offer innovative AV solutions for staging the most well-known events.
Joining Mike Blackman on the panel at Zoom Brands was Carlos Henao, Marketing Director at Sono Team, the largest systems integration company in Spain.
The roundtable was moderated by journalist Pipo Serrano, who is Head of Innovation and New Business at Broadcaster Group. It was livestreamed in English on the ISE website.