Day two of EEMAGINE 2009, the three-day convention by The Event and Entertainment Management Association (EEMA), saw sessions that took on important topics concerning the events industry, such as ‘A Global Perspective of the Event Industry’ and setting up guidelines for the industry.
EEMAGINE 2009 is currently on in Agra with NDTV Profit, eventfaqs.com and exchange4media.com as partners.
Day one saw an annual general body meeting of the Association, where the media was not allowed. Following this meeting, Michael Menezes, President, EEMA, said that over the years, the number of members of the Association had substantially increased.
Day two day began with Sanjeev Pasricha, General Secretary, EEMA lighting the ceremonial lamp and welcoming the audience. The band ‘Dfrn Strokes’ then took the convention participants through a team-building exercise, titled ‘There is no substitute for teamwork’, where everyone orchestrated music through synchronised drum beats.
Among the highlights of the day were the sessions with LV Krishnan, CEO, TAM Media Research, and Kolja Dams, CEO, Vok Dams Gruppe of Germany. Dams presented a keynote address on ‘A Global Perspective of the Event Industry’ through video call, and spoke about some of the trends that were defining the industry’s growth.
According to Dams, the key important trends in the events and entertainment industry circled around the issues of measurability, authenticity, the cutting down of budgets due to the economic recession, and digitalisation. He concluded by saying, “The future of advertising lies in below-the-line (BTL) and experiential marketing. Everyone needs a face-to-face experiential experience, and that is where the future of this industry lies.”
Krishnan stressed on the need for a separate measurement system for the events and entertainment industry, a debate that took centrestage at the convention.
“The key important question is – what do you want to measure? That is the question that needs to be cracked. Individuals and organisations are most of the time not sure of this before they jump into measurement,” observed Krishnan.
He further said, “Secondly, one has to be able to accept and be honest about where the results might go. The results are often unpredictable and can show what the company may not expect to see. What reflects in the final result is the kind of communication you have with the audience, and this comes up in the metric.”
“It is also important to look at what is hidden behind the numbers and be patient as changing consumer habits take a long time. In television, measurement has helped broadcasters and advertisers to plot their way forward in a much better way,” he added.
Krishnan took up the case study of ‘Neilson Outdoor’, a measurement tool to capture the effect of billboards and outdoor media and advertising. “Global marketers are increasingly seeking a measurement system for the event and experiential industry, and I think it is the need of the day,” he said.
Kaushik Roy, President for Brand Strategy and Marketing Communications, Reliance Industries Ltd, along with Sabbas Joseph, Director, Wizcraft International Entertainment, discussed the positioning of the events and experiential marketing industry in the next session, coordinated by anchor Brian Tellis, Chairman of Fountainhead Events.
Roy spoke about the importance of branding and how the fact that advertising agencies being associated with companies as brand partners could help them, and how award functions should be marketed and branded better. “Even malls can be designed in a certain manner. Families come together to spend their time there, and the way in which a mall is designed can make a huge difference to this,” he noted.
Joseph spoke about the need for having guidelines. Film advertisers had a clear set of these, he said, adding, “These guidelines may or may not be accepted by the clients, but we do need a roadmap about what it is that we really want.”
The day’s sessions concluded with the ‘GenNext Perspective’, through presentations made by employees of EEMA’s member companies. Some of the points that emerged involved marketing local events and festivals like Diwali and Independence Day more than Western ones like Rose Day and Mother’s Day; the need for financial transparency with the client; and involvement with the brand strategy and in engineering its core communication.
EEMAGINE 2009 convention commences in Agra