This happens because people want to socialize and customers ask for smaller events, guarantees Grupo MM Full Experience
With 30 years of experience in the live marketing market, the MM Full Experience Group declares that it holds around 2,800 corporate events per year. Created by Meire Medeiros, who heads the operation as CEO, the MM is also led by the daughter of the founder, Ana Carolina Medeiros, who occupies the position of director of relationship. According to her, the agency’s core is holding 360 events.
We organize from the air, RSVP, production, all the creative part to curating the event, says Ana. According to the executive, the first quarter of the year was wonderful for the agency, which won around 15 clients, such as accounts from Galderma, Johnson & Johnson and Vivara.
For us, the first quarter was wonderful, better than the same period last year. We’ve done about 500 events so far, she says.
Ana Carolina says that the biggest challenge today is finding labor. The pandemic left a lot of damage in the events sector in relation to the workforce. It is very difficult to find professionals to work in the segment, because they have migrated to other markets. So much so that we now have a training professional inside the agency to prepare the team, she reveals.
The executive also points out that the format of events has changed and practically all of them are now face-to-face. Deliveries and customer thoughts are also different. The events are now all face-to-face, we practically don’t even have a hybrid anymore. People want to socialize. Also, budgets are more polarized, with smaller and more sliced events, she says.
One of Grupo MM’s areas of expertise is serving the healthcare market. In the client portfolio, there are 18 brands in the pharmaceutical segment.
We focused a lot on the health market, which everyone wants today. We have 18 clients from the pharmaceutical industry within the agency. Pfizer, for example, we have been serving for 18 years. They do 450 events a year with MM. The health industry holds events throughout the year, points out Ana Carolina.
Another characteristic of the agency is the steady clientele. While most live marketing companies face the problem of having to participate in frequent job-by-job competitions, Grupo MM claims that 80% of the work volume comes from clients who have fixed contracts. We also participate in tenders, but we have many perennial accounts. Today, we have around 50 clients in our portfolio, points out the relationship director.
For 2023, one of the goals is to expand operations in the incentive travel market, in addition to investing in Business Intelligence methods. With almost 160 employees, 70% of the MM Group team is made up of women, another strong feature of the agency. With declared annual revenues of R$ 250 million, the goal is to reach R$ 300 million this year.
Regarding the success process, Ana Carolina claims that it is happening naturally. Obviously, my mother is at the head of the business, but she is already starting to slow down a little, she is very active. I love what I do, so the process has been natural. I want my mother to be like Silvio Santos, I want her to go to the agency at the age of 80, jokes Ana.
