In the last interview of the Adnews series on Live Marketing, the guest is more than special: Heloisa Santana, President of AMPRO (Promotional Marketing Association). In the conversation, she spoke about how she sees the scenario in Brazil today, what she finds most interesting about the topic and even how she sees future possibilities.
Check out Heloisa Santana’s interview:
1. How does AMPRO see live marketing, in terms of trends and post-pandemic times?
Heloisa: Live Marketing is live communication, comprising all actions, events, activations, incentive campaigns, promotion stimuli and campaigns that take place live in the relationship between the consumer or shopper and the brand, product or service. And nothing is more current than providing positive and memorable experiences in this relationship, whether physical or digital, isolated or integrated. While the pandemic provided us with a rapid development of digital solutions, it also helped us to value physical experiences even more, so much so that we had a strong resumption of one of the main tools of Live Marketing, face-to-face events and trade fairs . We are observing that the market is recovering the pre-pandemic rhythm with many learnings and evolutions, in terms of creativity, innovation and quality in the implementation.
2. Can you mention and describe in general lines a live marketing action that you consider a successful case?
Heloisa: In 2022 and 2023, we observed several initiatives: activations at major music festivals (LollaPalooza, Rock in Rio); Cultural turn of 2022 in São Paulo; 2023 Carnival; actions at points of sale combining promoters with digital MPDV and promotions combining the best reward redemption experiences. And so many other actions, recognized at the 2022 Ampro Globes Awards.
3. Does AMPRO have action plans to further develop or stimulate the development of Live Marketing in Brazil?
Heloisa: Certainly. This is the role of the entity, which completes 30 years in 2023. Among the initiatives, there are projects in the work Committees formed by specialists in several areas, such as Incentive Marketing, Trade Marketing, Knowledge and Academia, Human Relations and Institutional Relations and Sustainable. We have sought to regulate the Live Marketing activity in the country, creating channels of expression with municipal, state and federal bodies. We organize various events, courses and training sessions to support members and the market in issues related to the day-to-day activities of branches; we produce guides and reference materials, such as the Best Practices Guide for Live Marketing, Reference Guide for Values, public notice models, infographics, surveys, among others.
We seek to contribute to market awareness, such as the creation and wide dissemination of the Campaign Somos ESGotados, which addressed the main challenges of agencies in their relationship with their customers. We had positive cases in 2022 with this campaign. And we can mention other initiatives that contribute to the sustainability of Live Marketing, such as Denuncio+, a channel created for the communication of abusive practices in the sector, which can count on the institutional intervention of AMPRO.
4. How does AMPRO see the importance of diversity within this environment?
Heloisa: Fundamental, in fact, we look at representativeness, where one of the pillars is diversity.
We can cite some recent initiatives, such as the concern to compose our board and diverse Councils, with good female and male representation; diversity and inclusion in the jury and categories of the AMPRO Globes Awards, the biggest Live Marketing award in Brazil, organized by AMPRO; training focused on ESG and the relationship with partners that also have the same value.
stay tuned here Adnews! Because for us, leaving the obvious is as obvious as creating and transforming.
The post Heloisa Santana reveals Ampro’s vision of Live Marketing appeared first on ADNEWS.
