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Live marketing believes that it will not be warmed up with hybrid events
Clio Ashcar Jr, Helosa Santana and Bazinho Ferraz share their expectations for 2023
The promotion, events and activations group may have been the ones that suffered the most from the unprecedented and serious health crisis and, therefore, any air that blows in favor is a relief. The sector already celebrated in 2022 the return of activities, mainly on-site activities, but there is still a long way to go to reach previous levels.
The optimism order. And if you have to face new challenges, that’s fine too, as the live marketing folks have discovered that digital works for some stock performance. So let’s get to work. See below the opinion of some leaders of the segment.
Read the full version here.
After three years seriously affected by the pandemic, 2023 will be the first year in which we will have 12 full months to create face-to-face and digital experiences. We are very confident that it will be a transformative year and more adapted to the new reality of work and consumption. It will be a year that we will have activations as a great approach strategy, loyalty and engagement. AKM is increasingly investing in multidisciplinary professionals with on & off experience, and in differentiated technologies focused on performance and results. The economy reaches consumption, but it does not reach creativity. We must be prepared to always bring the best creative and efficient solution to customers. 2023 will be a year of great brand experiences. Clio Ashcar Jr., son of Akm PerformanceIn order to grow in 2023, amid so many possibilities for omnichannel communication, brands must strategically direct the points of contact with their customers for conversion. The integration between entertainment environments (web3, social networks, games and interactive) and shopping environments (liveshops, e-commerces and marketplaces) allows for the construction of communities, customization of content and offers, more efficiency and increased sales. We also see the adoption of ESG practices as crucial to the sustainable growth of companies. Directly influencing society’s consumption habits, environmental and social impact initiatives should influence the brands’ business strategies. Bazinho Ferraz, CEO and Founder da B&Partners.co The Brandtech Network“I believe that it will be a year focused on carrying out high-performance experiences and promotions. In 2022, the market returned with full force, adapted and invested in new consumption trends. The interaction between the physical and the digital will be one of the indicators of event performance, combined with well-defined KPIs, which allow measuring results and learning about the investment made. The public is euphoric for living these experiences, thus requiring well-elaborated communication. With the Holding Clube projects, in 2022 we were present at Lollapalooza, Rock In Rio, and we also developed an event with DNA N 1 focused on the World Cup We are optimistic with the planning for 2023, which already starts with Camarote N 1, in Rio de Janeiro, and we will continue with an intense agenda of experiences over the following months. Juliana Ferraz, partner, business and PR director at Holding ClubeThe year 2023 brings us hope, but also apprehension. Unfortunately, major issues such as the war in Ukraine, the new strains of Covid, mainly in China, and the high rate of inflation that affects Europe and the United States are still not clear and fully resolved. Here, in Brazil, we have a new government and the discussion of the transitional PEC, among other matters. Therefore, at the beginning of the year, the only certainty is that it will be a complex year. We took advantage of 2022 to make an adaptation of the branch in the hybrid model format, developing the use of new management tools and improving the operation. For 2023, we are focused on finding solutions for our customers that help sell products and services. Fernando Guntovitch, CEO da The GroupWe observed that 2022 was the year of recovery for the sector. We have seen many actions implemented by the various live marketing verticals. Many of them are face-to-face, such as Lollapalooza, Rock in Rio, regional events throughout Brazil, in addition to the strong investment in commemorative dates, Black Friday and the World Cup. Including, when we look at one of the entity’s assets, the Ampro Globes Awards, we see the reflection of this, with 438 campaigns entered, a historic record in these 22 years of the award! For 2023, we envision a year with more prosperity in business. Heloisa Santana, CEO of Ampro (Promotional Marketing Association)
(Credit: Katka Pavlickova on Unsplash)
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