Category: Ideas

“The World Expo is a unique and unforgettable event. There is nothing like it,” says Martina Haglund, Producer at Wolttigroup.

In partnership with Business Finland, Wolttigroup organised the programme for Finland’s National Day at the Dubai World Expo October 2021. Instead of the traditional ceremonies and protocols, Finns created a show that left a lasting impression on Dubai.

“As the happiest nation in the world, we Finns wanted to bring joy and diversity to the forefront with our theme “Sharing Future Happiness.”

The programme was led by pop kantele player Ida Elina and choir Seminaarinmäen laulajat. Ida Elina performed her version of the event’s theme song. Until the very last minute, it was not even certain if permission to perform the song would be granted. The unique programme received plenty of praise and media attention.

Due to the coronavirus pandemic, the Dubai World Expo, or Expo 2020 Dubai UAE, was being held from 1 October 2021 to 31 March 2022. Altogether 25 million visitors were expected to arrive particularly from the Arab Emirates and other countries around the Persian Gulf, but also from around the world.

Haglund lead the Wolttigroup production team together with Heli Katajamäki and produced a Fiskars Group event for invited guests.

Emotional imprints from experiences

For 170 years, World Expos have been the place for launching the most amazing technological innovations of each era. The telephone, for example, was first introduced in Philadelphia in 1876, and in 2005, the humanoid robot was introduced in Nagoya, Japan. The venue of the Dubai World Expo, Al Wasl Plaza, is currently the largest free-standing dome in the world and will probably be remembered as an iconic event centre.

For Finnish companies, the Expo is a unique place to launch new innovations and to strengthen business relationships in the area. In Dubai, 120 Finnish companies were featured in the Lumi Pavilion coordinated by Business Finland. Finns presented innovations in clean technology, circular economy, sustainable energy solutions, digitality, education and travel. One of the largest partners was Fiskars Group.

Whilst the Lumi Pavilion was open to the entire audience and was part of building the Finnish brand, the events organised by companies for invited guests were carefully considered customer events. Wolttigroup worked for Fiskars Group, implementing an exhibition for invited guests where they can explore and learn new things about everyday life – from a Fiskars angle. Invited guests could, for example, create flower arrangements in Aalto vases with the help of a florist, engrave in Rogaška crystal or spin a digital wheel of fortune and win a Fiskars or Iittala product.

“We wanted to leave an emotional imprint, so we designed the exhibition to engage visitors in activities and experiences related to the various Fiskars Group brands,” Haglund points out.

In addition to providing experiences, the exhibition was a chance to meet customers individually. This is the way to make everyday business unique, and the feedback from customers tells the same story.

However, Haglund learned that the time frame for signing up for these types of events is shorter in Dubai than it is in Finland.

“We usually ask people to sign up well in advance, at least weeks before the event, but here people sign up at the last minute and don’t even cancel if they can’t make it after all.”

Professional culture of making things happen

The Arab Emirates have put a significant amount of effort into the World Expo.

“The environment and the services are unique and the possibilities to create unforgettable implementations are much greater than in Finland. For example, only five years ago there was nothing but desert where the venue is now. Now this is a city with metro lines and motorways,” says Haglund.

Katajamäki has solid experience in organising events in the Middle East, and Haglund visited Dubai beforehand to get to know the area. They found local partners through Wolttigroup’s own contacts and the Expo organiser.

“The local partners are professional and keen to cooperate. Everyone is excited to be working with Finns. The cooperation has been better than I ever expected. Everything has been done as agreed.”

However, Haglund can point out some cultural differences. Certain things are done differently. Haglund explains that, for example, working with the builders is different in comparison with Finland.

“Even though all the planning, including drawings and orders, has been done in advance with the local partner, the builders still have to be briefed about everything again on the site. In Finland, work is usually carried out according to the plans made in advance.”

“You must also be prepared to pay for everything before anything even gets started, whereas in Finland, you usually receive the bill afterwards.”

Things to remember with the World Expo

• Visit the area in advance to get to know the location and to establish relationships with the local event organisers.
• Get special knowhow about the country, for example by hiring a producer who has worked there before.
• Plan your event better than ever before, but be prepared for changes and learn to live in the moment.
• The World Expo is the ultimate for an event organiser. Make the most of it.

Want to hear more? Contact: martina.haglund@wolttigroup.fi

Taking a participant’s perspective into account and planning the emotional experience are more important than ever for a successful event. Evoking emotions is necessary for inspiring, becoming familiar and building a sense of community.

Working life has changed permanently. Hybrid work – combining remote and in-person work – is becoming the new operating model for companies.

“We want to come to the office and we want to meet our colleagues face-to-face, but at the same time, we want to hold on to the benefits of remote work: no unnecessary sitting in traffic to commute, no unnecessary rushing from place to place. Expectations for how we want to spend our time have changed,” Wolttigroup’s CEO Jyrki Aittola summarises.

Changes in expectations have also impacted event marketing as well as how and what kind of events, physical and virtual, a company ought to organise. How do you get people motivated to join different events?

“Knowing your customers very well is still at the core of everything. Companies know their own brands and what they want to communicate to their customers well, but the perspectives of event participants are even more important to success. It is important to know and understand what is significant and relevant to your own customers, what gets them motivated and what times are suitable for them. Only then can we successfully communicate the desired message to them.”

More and more people considering what they should participate in

Aittola and the employees at Wolttigroup have considered and researched how the coronavirus pandemic has changed people’s expectations for corporate events. “More and more people are carefully considering whether or not they should use their time and energy to travel to a seminar or event, or whether it would make more sense to participate in a virtual event from the remote office at home or a cottage.”

Virtual events are here to stay, and they are a good and cheap way to convey interesting and significant information to your own target group. This option lacks the opportunity to meet other people, however.

“Due to the coronavirus, we have not been spending time with others. We miss being able to physically meet other people. We have already seen this. But creating encounters through the means of an event is no longer enough. The pandemic has changed the rules of the game for corporate marketing,” Aittola says.

Evoking emotions helps drive the message home

Now the most important thing in corporate events is how well they are able to evoke the emotions of their participants. “Evoking their emotions and making them feel like the event was a really good thing, that it was worth coming and taking part,” Aittola describes.

“In planning the participant experience of an event, it is important to consider how to create a sense of community, to inspire, energise, and evoke.”

Wolttigroup’s strategy is also based on the philosophy of evoking emotions.

The indicator of success is quite simple. “We ask whether the experience was an excellent use of your time.”

Evoking emotions in events is also of utmost importance according to studies on the brain. “Studies show that when an event manages to awaken the emotions of its participants, their brains are more open to receiving information. A change in emotions opens a channel for communication, and then it is possible to impress your message in the memory of the audience,” says Aittola.

Excellent events build a competitive edge

In the autumn of 2021, we do not know how and when the world will open up. The coronavirus situation and restrictions have been very different across different countries and continents. Many countries have already opened again, and the vaccinated can travel well with a COVID-19 certificate, at least in Europe.

“Many companies now have an excellent chance to create a competitive edge for themselves through emotionally evocative events and to bring in more people to their message. It is certainly not easy, but people still miss being able to see and meet other people. We just need to create even better and more emotionally evocative events, which participants feel are worth the effort. It is possible and it sticks in people’s minds,” Aittola encourages.

What kind of events will work in 2022 and how can participants’ emotions be evoked? Would you like to learn more? Contact jyrki.aittola@wolttigroup.fi 

Hybrid events make it easy to manage the risks of the coronavirus. However, a hybrid event should not be a live event which is just streamed online. Wolttigroup’s evoker Jarkko Kivikoski tells you everything you need to know about hybrid events.

“There is no one right way to hold a hybrid event. Hybrid events are actually a cavalcade of different choices, and it is important to make just the right ones. In a hybrid event, you are building two different experiences simultaneously: one for the on-site live audience and another for the virtually present digital audience,” says Jarkko Kivikoski.

Hybrid events can be very different, from simple combinations of a live and digital event all the way to multi-location events, where a coherent event experience is created through multiple places and studios, sometimes even at several different times. “A hybrid event should not be a live event which is just streamed online for a digital audience,” Kivikoski emphasises.

The hybrid is the low-risk model for future events

“We are often asked what future events are going to be like. I always answer that hybridity will be the basic model for events in the future. It is an event’s content platform where digital recordings and content is used over and over again, both live and digital. With the help of the hybrid model, the time span of an event’s influence lengthens and more people can be reached,” says Kivikoski.

Because planning a hybrid event involves building both a live and virtual event at the same time, it is a safe model for events during the coronavirus pandemic. “The hybrid form is an easy way to manage risks. For example, you can now safely start planning hybrid events for next spring and summer, because they can be scaled in either direction as restrictions change.”

Concrete tips for organising hybrid events

Jarkko Kivikoski, who has planned numerous hybrid events, emphasises the importance of choices, planning and script in creating a successful, emotionally evocative hybrid experience.

“First, you must choose who the hybrid event is primarily made for, a live or digital audience. This choice impacts the script, rhythm, performance length, as well as breaks. Sometimes both target audiences are deemed equally important, but in such cases, it is best to organise two event experiences at different times: for example, the live event takes place first and afterward the same material is used to create a rewritten virtual event,” Kivikoski advises.

“In our experience, planning and scripting hybrid events is rather straightforward after the goal has been clearly defined: who the event is for, what emotions you want to evoke and build up, and what kind of content and what pieces are needed for the experience.”

Since the digital experience is not tied to any specific location or time, the virtual portions of a hybrid event can be cut and reorganised. “For example, we can make use of recordings by creating several real-time virtual events with the help of a presenter and interactive elements. We can thus reach a much larger audience with the same investment.”

“A good example of this is the online store event we recently organised, for which the live event has traditionally brought in 100–150 decision-makers from the field. Now 30–40 decision-makers participated in the live event and the virtual event had 1400 participants. In hybrid form, the event reached a tenfold audience,” Kivikoski says.

Remember these things in hybrid events

• Decide who the event will be built for and what parts are needed.
• Choose the most important primary target audience.
• Write separate scripts for creating the experiences of the hybrid event’s live and virtual portions.
• Be ambitious and work to create a memorable and emotionally appealing event.
• Do not settle for a event that is successful merely in terms of technical implementation. Even with an impeccable execution, you may not evoke any emotions.
• Use different methods to make the hybrid event as interactive and emotionally appealing as possible.
• Emotions can be evoked in hybrid events through surprises, variety, a grand finale, and editing.
• Avoid excessive visual spectacle when it decreases audience interaction.
• Build an experience for the virtual audience where they can feel that there are many other participants with whom they can interact.
• Invite those with experience creating hybrid events to guide you on how to succeed and avoid any pitfalls.

Are you considering organising an event? Please contact jarkko.kivikoski@wolttigroup.fi

Evoking emotions is Wolttigroup’s new philosophy that dictates our operations at all levels.

It is a state of mind that gives birth to ideas, insights and inspiration, energy, a sense of community and WOW experiences.

It is a way to stand out from the crowd.

It strengthens Wolttigroup’s story and is seen in our new visual identity.

Evoking emotions is a way to approach technology, industry know-how, event productions, project management, and sustainability.

It is way to boost brand awareness, sales, PR, return on investment and impact.

It is a way to combine history, modern hybrid event solutions, tomorrow’s virtual experiential future and ancient ways of having conversations around a campfire.

It is about friendliness, courtesy, ambition, humility and self-confidence, empathy, and good manners.

It is about memories shared over the years that bring people together and new magical moments when something simply becomes better.

Evoking emotions is applied in everything that Wolttigroup does, says, thinks and feels.

It is about connecting people and gives us a competitive edge that dramatically improves the process and end results of our work.

Evoking emotions is an attitude that will arm us with the confidence to boldly step out of our comfort zone and face new opportunities.

It is a CTE, a Call To Emotions, that will enable us as well as our clients, partners and stakeholders to gain insights and create change.

It will inspire us, move us and make us feel more.

It is the reason why we do what we do

When selecting a place or venue for a digital event, objectives and effectiveness should be kept in mind, and technology should not be the defining factor.

When talking about events conducted over a network and virtually, the discussion often turns to technology and platforms. There are numerous options for organising events in a digital format, but choosing the most appropriate technical solution is not always easy. 

“In digital events, you can think of the technical solution that enables remote participation as the venue,” says Jarkko Kivikoski, Business Director at Woltti Group. 

The selection of premises – which means the selection of a technical solution in the case of digital events – depends on the objectives, content and guests of the event. 

“To launch a car, you need a venue big enough for cars. A 1,000-person seminar requires premises where everyone can be seated. The same logic applies to digital events. Our job is to help you choose the most appropriate technical solutions for each event instead of recommending one platform for everyone.”

There is a digital solution for most needs

The unique impact of events comes from a sense of belonging and interaction with others. Even if this is not fully achieved remotely, there are functional solutions for most needs that enable an event to be organised either fully digital or hybrid, combining on-site participants and remote participation. 

“At present, companies have the greatest need to communicate with their own stakeholders and staff in a high-quality and cost-effective way over the network, allowing for an opportunity to discuss the content of the discussion and have spontaneous interactions. A lot can be done through existing channels, or an event can be organised as a webinar that allows the audience to participate,” says Jarkko Kivikoski. 

Kivikoski’s message is that a suitable platform and technical solution can always be found. However, the content and the experience of the participants still need to be the starting points when planning an event. The most important thing is to get people excited. 

“Today there is a huge number of webinars in which clearly nobody has stopped to think about what is being offered to the customers. Are we creating an experience for the customer or sharing information. If the goal is sales and customer engagement, the event should serve as a catalyst or stimulus to contact you. So it should be designed so that the seller can contact the customer after the event in a natural way and ask if he or she got the food home and liked it.” 

The contents of a digital event must be planned with particular care

The contents of the digital event require a unique kind of planning. A good rule of thumb is the 10-minute golden rule: the people participating through a stream should be activated every 10 minutes to keep them engaged and to keep the content interesting enough to follow.

The roles of the presenter and scriptwriter are even more important in digital events. Woltti Group’s Project Director Jukka Kosunen compares digital events to TV talk shows. The beginning must be exciting and there must be elements that maintain interest. 

It’s a good idea to engage participants in digital events by tailoring content and listening carefully to the needs and wishes of the participants. 

“Information about interests can be gathered from participants in advance. When people have given something, they also become more engaged,” Kosunen says. 

“Participants can also be asked to choose topics of interest from among options that are given in advance before they enter the event. This makes it possible to provide them with preferred content.  At the same time, it makes it possible to match people with others who are interested in the same things.”

Virtual events enable an experience of spontaneity

None of the existing digital event participation technologies can entirely replace the experience of a live event as such. 

“Three weeks from now, we will host a 3D mini-fair in which stands and other semi-fixed virtual solutions will be made. The technical side of a digital fair can be implemented fully, but the response of the participants in the new situation is another matter, no one has actual experience with it,” Kosunen says. 

The most impactful experiences arise when people actually interact with each other. If that is not possible, platforms based on 3D and game engines offer the most opportunities for a shared experience. 

“The participant participates virtually through an avatar or other character, for instance, and can choose what they do and with whom. Virtual events are not designed in the same way as games and game worlds, but they should be able to import the elements of free movement that exist in them to events.”

When selecting technical solutions, it is also important to take into account the technical capabilities of the participant. 

“If participation requires downloading an app or technical gadgets, it limits participation. In most cases, solutions need to be browser-based and can be used by everyone. That’s why the 3D environment we use at trade shows requires a good internet connection and headphones, but nothing more.”

Hybrid events are here to stay

In principle, organising an event as a digital and physical one at the same time does not require more resources than an event that is only physical. The most important thing in the content and communication of an event is to consider the ability to participate remotely.  The presentation technology of the space used in an event – displays, lights, and audio – must also be good enough to enable high quality filming and streaming of the event. 

However, pre-planning is required for the organisation of hybrid events. In a physical event, safety issues related to viruses must be taken into account, and the arrangements must be done with care to prevent infection.

Activations of participants designed for a digital event can also be an interesting addition to those who are on site. In the future, it will also be a good idea to have enough screens at physical events to see those who are participating remotely.

“It is not a bad idea to bring activating elements to physical events that occur as frequently as required for online events,” Kosunen says. 

“If it is clear that the event is attended both on site and from homes, some kind of event app is essential. It allows you to send private messages to others during an event and connect the participants no matter where they are. There are a number of technical solutions for this, and we use the ones that work the best.” 

Jarkko Kivikoski points out that digital event production is not difficult. 

“We are currently doing digital events from studio environments, from our own office studio and flexibly from the customer’s premises. The content, objectives and budget determine the way the implementation is implemented. The most important thing is to consider what the event should accomplish. Our expertise is to present the options for technical solutions, and together we  choose the best ones.”

Want to learn more about digital or hybrid events? Contact jarkko.kivikoski@wolttigroup.fi or jukka.kosunen@wolttigroup.fi

A virtual event, webinar, streaming or remote conference facilitation? Various remote solutions have already been used to hold events for many years. Find out what the different options are for organising a physical event and what to consider.

There are several digital options for a physical event, and for years Woltti Group has applied a variety of flexible digital solutions in the events it has produced.

There are a number of Internet-based tools for organising online events that can be used for both video communication and interactive communication.

Should a physical event be turned into an online event, postponed or even cancelled altogether?

When considering organising a digital event instead of a physical event – whether by streaming or, say, using virtual technologies – it is essential to answer these three questions:

1) What kind of content does the event have?

2) What technical solutions are required in its presentation and implementation?

3) How is the event to be moderated?

Events that focus on internal communications or simply on sharing information are generally easy to arrange online, while some of the benefits of face-to-face meetings are lost in online meetings with customers if the idea is to build relationships.

A lot also depends on the target group. If it is highly likely that the audience can be attracted to the electronic channel and persuaded to stay there for the duration of the event, it will be worthwhile to organise a remote event. If, on the other hand, it is unlikely that the audience can be reached without the experiences and networking opportunities offered by a physical event, the investment in an online event may not pay off.

How do you convert a physical event into a remote one?

1. Choose your space carefully

Organising a digital event is somewhat different from organising a physical event. The venue is important in organising any kind of event, but the space requirements for online participation differ from having a large number of people in one place.

Since the event is videoed, the space must be a studio-standard environment. This means a video lighting kit and a sufficient ceiling height for optimal lighting and sound.

An event can also be a hybrid of a physical event and an online event. In this case, the venue must be appropriate not only for the audience attending but also for broadcast production.

A rule of thumb is that you should not stream an event from your company’s conference room. Conference rooms are not usually suitable for online events and the firewall that protects your company’s IT infrastructure may also cause unexpected problems in streaming. It may be difficult to solve every problem in advance, and the uploading quality may vary from day to day.

2. Take streaming delays into account

When streaming video of an event from one location to multiple recipients, there is an inevitable delay of 30–60 seconds. Real-time streaming can be delivered using point-to-point transmission.

So if there is a keynote speaker whose speech is being transmitted through a computer, a point-to-point connection can be established between the main venue’s AV control system and the speaker’s computer. Those watching the event on their own devices will still have a delay in the stream.

The delay does not usually interfere with the participation experience, but it must be acknowledged if the event encourages interaction. In such cases, audio participation will not be the best option but it is advisable to apply platforms that allow for the use of chat functions, message walls, polls or word clouds for online participation.

The participant could also have two devices, one for following the event stream and the other to enable participation through an application.

3. Plan an experience for all different groups of participants

When organising a hybrid event, which some of the audience attend at the main venue, some as a group in an office conference room and some remotely using their own devices, the planning of the experience has to take all these audiences into account.

The needs of those watching the event at home and of those queueing for the toilet at the venue must be considered when planning the frequency, length and number of breaks.

In terms of the selection of technologies and the presentation of the content, the experience can be enhanced by the use of existing channels that are familiar to the participants. In an in-house event, for example, it often makes sense to use conventional tools and channels to distribute materials, even if these are not the primary event channels.

A fun way to engage those taking part via their own computer is to install a 360 camera in one of the venue seats, which allows remote participants to feel almost like they are there. Depending on its location, a 360 camera can also give viewers access to restricted or no access areas such as the front-row seat at a fashion show.

4. Moderation is particularly important in online events

Hybrid event moderators are required to be alert to various audiences. For example, stand-up comedy and communal engagement do not work the same way for individual remote participants as for those attending the physical event.

Moderators must also remember to consider and process messages and comments sent by remote participants. In addition to moderators who forward content, it is a good idea to have a moderator who reviews comments and questions posted to the message wall in advance and removes any unnecessary or inappropriate content.

It is usually recommended that hosts or moderators are in the same place to ensure seamless communication between themselves, even if the audience takes part in the event remotely. It is also important to make remote participants feel like they are part of the event.

Are you thinking of organising a digital event instead of a physical one? Get in touch: jarkko.kivikoski@wolttigroup.fi 

The need for a new office was the opportunity for the events agency Woltti Group to put its responsibility values into practice and to aim for WWF Green Office certification.

We Care: these two words sum up Woltti Group’s promise to be a company that makes the change that it wants to see taking place in the world.

Last year’s decision to move to new premises was what originally prompted us to commit to the UN Global Compact initiative and the WWF Green Office system. Sustainability aspects have been taken into account for years in our planning and implementation of our clients’ events, but there is room for improvement in our office practices.

“Turning into a more responsible company covers everything – not just our clients’ events, but also our own commitment to responsible practices in our daily operations,” emphasises Johanna Joutsen, Account Director and Sustainability Lead at Woltti Group.

The new premises put values into practice

Woltti Group had a housewarming party in February 2020. The new office space is located a stone’s throw from the old one, beside the Konepaja area at Teollisuuskatu 33.

Environmental responsibility was an important theme in the design of the new space, and a key point in discussions with the architects. Attention was paid to both the choice of materials and the choice of the property itself. The environmental aspects of the building’s technology have been taken into account in issues such as LED lights, waste sorting and the building’s restaurant, which aims to minimise the amount of food waste.

“We wanted the new office to be as environmentally friendly as possible and perfect for us. There is a lot that needs to be done, but we have already worked hard to address the responsibility aspects. We brought as many pieces of furniture as possible from the old office, for example. We’re now working on reducing the use of electronic device displays,” says Joutsen.

“We also wanted the housewarming party to follow the model for sustainable events in as many aspects as possible, and we wanted to ensure that everything was carried out in the most responsible manner possible. We paid attention to reducing food waste, serving local and organic food and leaving out anything that was not necessary. We can also reuse the decorations, and the decals will stay in place.”

Aiming for WWF Green Office certification

When daily life is hectic and things keep changing, it is easier to act responsibly when everyone is given clear instructions. That is why Woltti Group decided to participate in the WWF Green Office programme, which provides a systematic model for environmental management in the workplace.

“The Green Office preparatory self-evaluation has already been carried out, and the staff are committed to the programme. The starting level was reasonable but there is also room for improvement. Our goal is to obtain the certification in autumn 2020,” says Johanna Joutsen.

“To me, the commitment to the programme demonstrates what we are as a company: a family that includes our clients. It brings us all closer as we strive to our shared goal. We put our hearts and souls into achieving great things.”

We Care also in our daily lives

Johanna Joutsen has noticed that the responsible approach has also entered her everyday life at home. The biggest consequence of the commitment to responsibility is the realisation of how the changes in the workplace values change individuals’ values.

“In order to achieve long-term changes, each individual’s values must also change. It must come from the heart. As we collectively make tangible changes that are noticeable in our daily lives, we begin to have an impact. Our responsibility efforts are then not just merely greenwashing, but each individual’s value judgment, a meaningful and valuable thing and an integral part of the self.”

“I sometimes look back a year or two and I think ‘wow’ – we’ve made a lot of progress already,” Joutsen rejoices.

The Global Compact is a UN initiative in which companies commit to ten principles related to human rights, labour, environment and anti-corruption. The Green Office is the WWF’s environmental management system that helps businesses and organisations to reduce their carbon footprint and to use natural resources in a sensible manner.

Woltti Group helps its clients to organise responsible events and impactful encounters with their customers and key stakeholders. Get in touch: jarkko.kivikoski@wolttigroup.fi 

You can now find us at Teollisuuskatu 33 – just a stone’s throw from our previous offices.

Fifteen years in the Alppila district of Helsinki is drawing to an end. The Train Factory area is to be redeveloped and we at Woltti Group decided in the spring that it was time for us to move on and out of the way of the upcoming renovation work. In early June, we gave notice on our lease and in early July we’d already relocated. 

You can now find us just a stone’s throw away from our old offices, on the other side of the street at Teollisuuskatu 33, where work is currently under way on designing completely new premises for Woltti Group. In the meanwhile, we’re based literally next door on the other side of the stairway.

We’ll be holding an office warming party in our new premises later this year. Welcome to visit us!

Need some sparring for more effective event marketing in your organisation? Drop by for a coffee or get in touch: jarkko.kivikoski@wolttigroup.fi

Instagram increases its importance in companies’ and organisations’ marketing. Check out the tips on how to create an impressive feed of photos and how to build visibility on Instagram by means of events.

In a few years, Instagram has become one of the most important social media channels, and its number of users is increasing at a tremendous pace. Five years ago, the channel was used to reach young people, but nowadays Instagram’s main users are 30-40-year-olds. 

In event marketing, visibility on Instagram has become a factor of credibility. If an event does not have a subject ID, i.e. a hashtag, or it is otherwise not visible on Instagram, it is as if the event does not exist. When seeking a suitable partner, potential customers may review the company’s Instagram profile instead of its website – the reason for this being that the Instagram profile often describes the company’s business culture more than the rarely updated website. 

Instagram is a functional method for creating a connection and influencing a target group. It is a quick channel, which does not hold the viewer’s attention for a long time with specific content. Carefully thought out and visually impressive content can however create an effect on Instagram in a matter of seconds. 

Five ways to stand out and convince on Instagram

Raise attention with visual elements

All of the company’s events and encounters with customers should certainly be utilised in Instagram’s content production. In this case, visuality and visibility should be considered already during the planning phase. Use bright colours that raise attention in the event’s visual image, programme and elements. 

The welcome drinks at the Gas Fest 2017 event were served from champagne skirts, which made guests pull out their mobiles already at the door to share photos.

Surprise the guests and save the emotions in pictures

Genuine emotions can be seen on people’s faces. The genuine excitement, surprise, emotion and joy conveyed in photos draws attention in Instagram’s flow of photos, and makes people stop at the photo. Emotional photos cannot be forced, but instead the best possible frameworks for them can be created by planning the event’s programme and showcasing. 

Tell a story in your photo feed by showing the surprised expressions of arriving guests when they encounter stunningly designed premises and by photographing the visible emotions of encounters between guests. Genuine people, movement, emotions and encounters are of interest – therefore, they should be prepared to be saved in advance. 

Use words to tell a story in addition to the photograph

Instagram is a photo-oriented channel, but a striking cover text can also draw interest and make people stop at a photograph. Emojis, exclamations and questions can be used at a low threshold: they work in this channel, draw attention and deepen the message of the photograph. 

Hashtags play an important role in supporting the message of the photo and text, as well as its ability to be found. Hashtags can nowadays also be followed, which has become one of Instagram’s most important features. 

Share the hype in Instagram Stories!

A few years ago, the Stories feature was launched alongside Instagram’s photo feed. The portrait photos and video clips of the Stories publications remain visible for only 24 hours unless they are separately saved in the profile’s highlights. 

The Stories clips are particularly good for creating the right mood, and for many the food and flower photos that once filled Instagram’s photo feed have now moved from photo feeds to stories. Stories also works well for building interaction and paying attention to followers, because it is possible to easily share stories published by others with a tag to your own profile. 

It is easier to be casual in the Stories clips than in the photo feed, and many companies that are strict about their brand publish rather roughly produced live videos on the Stories side. The requirement level is however constantly on the rise, so it is worth creating a content concept that supports the brand image for the Stories clips too. 

When you want to look professional, use a professional photographer

Since the launch of the Stories feature, an even higher quality standard is expected from the photos published on Instagram’s photo feed. The reason being that the photos published on the photo feed form the photo wall of the profile, and thus build on a constant business image and brand. 

Therefore, it is always worth using a professional photographer at events. It is clear from the photos, whether they have been snapped by a professional or a novice with a mobile phone. The photo angles of a professional’s photos are varied and interesting, the colours are correct, and the people look representable. 

It is worth briefing the photographer in detail about what kind of photos are wanted from the event and what their intended use will be. It is worth requesting for some of the photos and videos to be processed already during the same evening or the following morning, so they can immediately be published on Instagram. Even if there is use for the photos later, the audience is usually interested in them during or immediately after the event, not the following Monday.

A professional photographer is also a good attraction to get guests to pose in front of a photo wall that has been assembled with logos. Even an impressive photo wall will rarely inspire guests to take and share selfies, but particularly in their evening outfits, many are prepared to queue to be able to be photographed with other guests by a professional. 

Would you like to find out more about integrated marketing and event planning? Please contact us.

How to channel the right visitors to your stand?

When products are presented on 3D video and people build their professional networks on the social media, the trade fair would seem to be consigned to the dustbin of history. But that is precisely why interest in them is spiking.

”Fairs and exhibitions do well at something the other channels don’t: personal encounters. Fairs are especially effective in the B2B business. You meet your subcontractors, competitors and customers who, in the best-case scenario, came to the fair with their buying pants on”, says Woltti Group Business Director Jarkko Kivikoski.

From the company’s perspective, the fair is above all a business event. That’s why you need to meet as many of the right people as possible, and success is not down to luck but to hard work.

”When you want to build traffic to your stand, you need to think about what you are trying to achieve with the fair. After that, the rest is easy.”

Build visitor volumes before the event

When it comes to trade fairs, well planned is more than half complete. The best way to increase impact and, thereby, your sales, is to be proactive.

”It is even more effective than making a large investment in a showy stand, but not all Finnish companies have realised this yet”, Jarkko Kivikoski says.

The first step is to think carefully about who you would like to meet at the fair. Then, you need to create a compelling reason for them to attend. It could be anything: an interesting speaker, innovative presentation or VIP event.

When it comes to invitations, personal is always better.

”An e-mail invitation needs to promise something pretty exclusive to stand out. The most effective way of making the visitor feel special is a paper invitation followed up with a phone call. Companies could use this technique a lot more.”

It’s not too late to invite people on the day

Even though your stand’s visitor volumes are principally built in advance, it’s not too late to act at the event itself. On the contrary, being creative and encouraging people to visit your stand can net some unexpected fish.

”Good exhibitors tour the fair and invite people to see their stand”, Jarkko Kivikoski says.

It is easier to attract people to your stand if you are genuinely interested in them. By stepping into the shoes of the fair-goers, you can discover problems you could solve for them and make their visit that much more memorable.

”One of our customers had developed a new harbour crane loading system. They had teams circulating the fair with charger vests for mobiles, something that was difficult to do at the fair”, says Kivikoski by way of example.

Success is created by people

A company’s biggest trump card at any fair is its people. If your staff consists of two engineers sipping coffee and reading their e-mails, even the world’s most gorgeous, expensive and innovative visual display playing in the background will do you no good.

”On the other hand, even if your stand is pretty common, but your people radiate enthusiasm, the event could be a sensation”, Jarkko Kivikoski says.

The best effect is achieved when both of these aspects are in order. Since the most important objective of a trade fair is to meet professionals and stakeholders in your own field, the best fair strategies have precisely allocated budgets.

Some major global companies have completely given up exhibiting at fairs, but have increased their presence in other ways.

”They have traded the stand for an evening cocktail party and use their time at the fair to walk around inviting people to it. Important social contacts can be built by investing the fair budget in wine and jazz.”

When it comes to trade fairs, well planned is nearly done.  Contact us jarkko.kivikoski@wolttigroup.fi

From sending the invitations to the experiences shared by the participants, every event tells a story.

When planning your event, it is vital to consider the things you would like to highlight and communicate to the guests on the day. If you have a lot to say and a big product portfolio or offering, it can be easy to lose focus and end up with a little bit of this and a little bit of that. The participants will be confused by the flood of different messages and it will ultimately be left to them to figure out what the organiser meant to say with the event.

Instead of sharing everything that’s important, you should design a couple of core messages around which you can construct a narrative. Narratives are an efficient way of building brand image, since recognisable narratives leave an imprint and change the way people think and behave by evoking emotions.

”An event always communicates about the brand, and the brand defines how you look and act. But the narrative is what the guest experiences”, says Woltti Group CEO Jyrki Aittola.

Surpass the expectations built by the invitation

The event’s narrative begins with the invitation. It builds expectations and seeks to convince the invitees to attend.

“A few years ago, after sending out the invitations, we sprayed ‘clean graffiti’ with a pressure washer opposite the front doors of the invited companies to remind them of the event”, Jyrki Aittola says.

“The organiser wanted to build a closer relationship with the invitees and be the most attractive partner for them. The target group of young, experience-hungry adults was highly sought after, so it was crucial for the invitation to stand out.”

The event needs a plot arc. It is vital to live up to the expectations raised by the invitation, surprise the guests positively and leave the desired brand image in their heads.

But the narrative does not end when the guests leave. Post-event activities for reinforcing and extending the experience are vital in event communications. And you should not forget the invitees that did not show up either. If you do not include them in the experience, the invitation will remain a detached encounter with the brand, with no point of reference.

“In addition to the flashy reminder, we also created a closed social media group for the invitees. That enabled us to generate and maintain buzz that ended up reaching roughly 90 per cent of the invitees.”

The best events are talked about long after

The narrative of a particularly successful event will live on in conversations between people.

“When we had held the event for a couple of years running, we heard that the target group had started counting the days a year before the next one”, Jyrki Aittola says with a laugh.

In this case, investing in unexpected invitations and experiences really paid off, since they communicated a cohesive narrative of a desired brand.

“A brand is always an experience – it is created inside the head of the target group”, Aittola says.

“For the same reason, every event builds the brand, whether for good or ill. That’s why the brand needs to be consistent in all encounters with the target group, events included. It makes no difference whether the target group consists of customers, stakeholders or the company’s own staff.”

You can also confirm the success of your narrative after the event.

“As an acid test, you can ask the guests what they will say about the event afterwards. Was it worth it to go, and what was the primary impression left by the event?” Aittola concludes.

Would you like to tell your story through an event and make an impression on your target group? Contact us: jyrki.aittola@wolttigroup.fi

Event marketing is one of the most efficient measures for impacting purchase behaviour, but the actual impact of the event is not always reflected in direct sales.

Events are a staple of every marketing tool kit. According to experience, events increase sales and have an impact on purchase decisions. Indeed, the impact and success of events is typically measured with direct sales and leads generated.

However, it would be more important to understand how the event moves the customer along the purchase path.

“B2B events play a particularly significant role in the making of purchase decisions. However, events do not generate sales by themselves. Rather, they serve as an important meeting point in the long-term process of influencing the customer”, says Woltti Group CEO Jyrki Aittola.

Influencing behaviour generates business advantage

According to a research report published by Harvard Business Review, 93 per cent of organisations prioritise events within their marketing efforts. More than half of the companies that responded to the survey in the US said that event marketing generates more business advantages than other marketing channels.

Measurement remains a challenge, however: demonstrating the impact of events is not as straightforward as, for example, with digital marketing measures. But this does not mean that the results are not there or can’t be measured. The business advantages generated by event marketing are manifold. In addition to calculating the ROI of the marketing measure, the realisation of benefits can be demonstrated with, for example, surveys addressed to the participants.

One of the strengths of events is that they evoke emotions, which help companies differentiate themselves, build awareness and communicate their values. Sharing information and teaching skills is also most efficient during an actual encounter facilitated by an event, in which the customers can try the products or skills out themselves. Events are also a great way to generate diverse content for sharing through other channels.

“Seminars typically feature the company’s customers speaking about how they have solved their business problems with the event organiser’s products or services. While potential customers get useful suggestions for solving their problems, they simultaneously hear about user experiences and examples of the applications of the products or services”, Jyrki Aittola says.

How could the results of event marketing be measured then?

According to Jyrki Aittola, measuring the success of an event with direct sales is not wrong, but it is also crucial to understand the other benefits obtained from the event.

“It is crucial to always seek to change behaviours in a way that promotes business. Building and consolidating relationships through encounters can have a major positive impact on business”, Aittola says.

According to the Harvard Business Review, the majority of companies measure the impact of events with metrics that demonstrate the impact of the marketing measures at the beginning of the purchase path. The most commonly used metrics include the number of participants, brand awareness and amount of event mentions in social media.

But the results can also be measured on a deeper level. When you start calculating the direct business impact of event marketing, it is essential to create a systematic model for measuring it.

“For example, Salesforce first uses its own CRM system and event marketing software to measure the business potential of conference participants. The value is based on the nature of the customers’ earlier encounters with Salesforce”, Aittola says.

Over the next 90 days, the event is linked in the CRM system to sales made to those companies that sent a representative to the event. Thus, Salesforce is able to monitor the impact of the event through closed deals and evaluate the ROI of the money invested in the event.

There is an expensive alternative to event marketing: sales!

Even though it is crucial to be able to demonstrate the significance of event marketing on the purchase path, positive purchase decisions are rarely the result of a single marketing measure.

“Several encounters with the brand and product or service are always required. For example, Salesforce has determined that they need from eight to ten encounters before the customer is prepared to make the purchase”, Jyrki Aittola says.

B2B fairs are a good example of an event whose success is typically measured with the leads generated. Such events also tend to attract the essential people like honey.

“As an alternative to the cost of exhibiting, you could calculate how much it would cost to send the salesmen out to meet those people”, Aittola points out.

Targeted events make people stop

When designing encounters along the purchase path that influence the customer’s purchase decision, events are in a league of their own in terms of impact. People actually attending the event are investing their own time in it and thus want to take everything they can from the encounter. If you can choose the invitees, holding an event is a targeted marketing measure in itself.

Events are also efficient because they are experienced with all of the senses. There is an active two-way interaction with the participants.

“At an event, the brand comes alive and customers can experience for themselves what it represents and how it works. It is sort of a 4D experience”, Aittola concludes.

It is telling that social media companies like Facebook and Yelp also invest in event marketing and believe in the power of face-to-face encounters.

Source: Harvard Business Review, The Event Marketing Evolution – An Era of Data, Technology, and Revenue Impact

Events are powerful encounters on your customer’s purchase path. Ask us for more information on making an impact. Contact us jyrki.aittola@wolttigroup.fi

Facilitation increases event impact.

“The traditional way of throwing a B2B event is to make the guests listen to other people. You have your keynote, panel and round table, maybe spiced up with a message wall. It can work, but you can’t attract discerning target groups any more by offering the same nice content as everyone else”, says Woltti Group Business Director Jarkko Kivikoski.

If you want to offer interesting and relevant content for senior management or sought-after top experts, the best way is to lay the groundwork and then have them work together.

“When experts work together, they create content, discussions and observations that the organiser could never achieve, even with the best of planning”, Kivikoski says.

Facilitated events benefit the participants

Facilitation means directed planning in a group, frequently used in workshops. One way of making facilitation a part of your company event is to hold a workshop. At its most intensive, the whole event can consist of facilitated content. There are numerous facilitation methods available, some more suitable than others depending on the size and type of audience and their greatest benefits are reflected in the feedback given by the guests.

“We have noticed that guests feel the content of facilitated events to be more diverse than usual. In particular, the participants have given praise for the genuine networking enabled by facilitation”, Jarkko Kivikoski says.

Most guests also find “analogue work” refreshing in contrast to all the digitality: we tend to use pen and paper and draw on flip charts instead of watching slides.

Careful planning is the key to successful facilitation

In a workshop-format event, the participants create the content. But this does not mean that you don’t need to design the content, but exactly the opposite. To be interesting, the themes and perspectives of a facilitated event require careful planning according to the needs and interests of the target group. After all, the draw of such events is created by carefully chosen and themed topics instead of star speakers.

“The greatest difference to arranging a speaker- and programme-oriented event is that a facilitated event takes a lot more time to prepare. Careful preparation of the event, topics and facilitation is essential, and most of the organiser’s effort is spent on planning”, Jarkko Kivikoski says.

The core of a facilitated event consists of finding solutions to issues and challenges interesting to the participants. That’s why the subjects have to be genuinely relevant to the invitees and the facilitated solutions need to provide concrete benefits to them.

“You should always have the invitees contribute to the choice of topics”, Jarkko Kivikoski says. “A preliminary survey or interview can reveal subjects that the organising company never could have discovered on its own. You should not design the content purely from the needs of your own company.”

Participation engages challenging target groups

What types of events is workshopping and facilitation suitable for then?

“Facilitation can give genuine added value to an event with a challenging subject or target group: such as busy decision-makers or staff that are not committed to the subject at hand. When you involve people in the work, they become more committed”, Jarkko Kivikoski says.

“On the other hand, you should forget about facilitation if there is no time for its preparations and implementation, or if the most important thing is to convey information efficiently. In a three-hour breakfast seminar, facilitation can easily become a superficial post-it exercise”, Kivikoski says.

However, an engaging method can be just the hook senior managers and other busy decision-makers need to attend the event. The possibility for genuine networking and expanding one’s own horizons by working with the other participants are attractive prospects for them.

To the organiser, on the other hand, facilitation offers meaningful, diverse and collaborative content and business ideas, with the participants already invested in their development.

Three tips for successful facilitation

• Reserve enough time for careful preparations and a personal invitation process.
• Engage all guests with the event in advance by determining which topics are relevant and interesting to them.
• Create a safe space with an atmosphere of trust and motivation between the participants.

What conference is not a conference at all? Read the success story of an event for senior energy executives and decision-makers, with all of the content produced by the participants.

Would you like to know more? Contact us jarkko.kivikoski@wolttigroup.fi  

The thing about first impressions is, you only get to make one. So make it good!

First impressions are everything. This old cliché holds particularly true for business events.

A good first impression makes guests feel at ease and opens their minds to new messages and ideas. And that is an essential requirement for achieving your event targets.

”You can only make a first impression once. If you blow that, no amount of money or Michelin star meals will save you”, says Woltti Group Business Director Jarkko Kivikoski.

You have to be prepared to make an effort for the guest’s experience already in the planning phase.

”A good first impression can even redeem other blunders.”

Guests don’t like feeling lost – so notice them

At an event, the role of the first impression is to make the guest feel enthusiastic and receptive.

”Particularly in mass events, guests are often left to wander about by themselves, without anybody really paying attention to them”, Jarkko Kivikoski says.

The mistake is understandable, but a big one. A confused person is also irritated and frustrated. Your messages will not reach them effectively in such a state.

Thankfully, there is an easy remedy. Whether your event is a dinner for ten or conference for hundreds, you have to welcome every guest personally and ensure that they are aware of what is going to happen next. It is a matter of making an effort.

”The Nordic Business Forum is a great example. Even though the event is huge, employees brimming with enthusiasm greet every participant, make sure that they can find the cloakroom and tell them where to go for the programme and when.”

Transitions are the key to making an impression

Even though you can only make a first impression once, every event presents several possibilities for making an impression when guests move from one area to the next.

”It is easy to become too enamoured with your event designs. When organising an event, you should always put yourself in the shoes of the guests and think about the transitions they will encounter”, Jarkko Kivikoski says.

Indeed, one way of looking at events is as a series of first impressions. Transitions include the entrance, going to the party area, or finding your seat and getting food from the buffet. Each transition can be used to create new enthusiasm for the guest.

”If you want to organise a good event that tells a story, you have to identify the parts that will leave an impression. Transitions are the points at which you can change people’s attitude to your message and goals – one way or the other.”

Charm your guests again and again

A guest’s feelings for the event are created and consolidated by a chain of first impressions. Identifying the transitions and creating surprises will generate memories and stories that people will share from the event.

1. The invitation creates a framework for the event and for what the guests can expect.

It can be compelling or not.

1. The basis for the first impression is created by rational factors. If parking or finding the venue is a challenge, the first impression has failed, and vice versa.
2. Emotions reinforce the rational impression. Even if the rational part works, you can achieve a weak first impression at best if human interaction and positive emotions are lacking.
3. Because every transition creates a new first impression, you need to keep looking after it. It is not enough to give guests a great first impression of the event – you have to repeat the feeling at every turn.

Would you like to charm your guests? Contact us jarkko.kivikoski@wolttigroup.fi

Sponsorship can be an effective way of reaching your audience in a relevant manner. The most important thing is doing it in the right way.

Unfortunately, many companies never manage to climb up from the first and less effective steps of the sponsorship ladder. Master the art of Sponsorship by watching our videos and climb the ladder to effective sponsoring methods, says Woltti Group CEO Jyrki Aittola.

Why is sponsorship worth it?

Today’s audiences are fragmented over many different channels and media. No single marketing channel is capable of covering all target groups any more.

Sponsorship can be an effective choice in this situation. In sports, culture or any other field, the subject of sponsorship is something that its followers are passionate about. Through sponsorship, a brand can reach precisely the right audience, at the moment when it is at its most passionate.

What can go wrong?

Sponsorship is too often based on the brand’s own logic, and the message disrupts the passionate relationship between the sponsored subject and its audience. Even though it may achieve a good level of visibility, this method does not create impact, but rather annoys the audience.

Effective sponsorship is not just about financial support and visibility. Presence, logo visibility and ads are easy to buy and measure, it is true, but they don’t make for effective sponsorship.

What is the key to effective sponsorship?

The key to effective sponsorship is the joint creation of something new by the sponsor and subject, something that would not be otherwise created. Sponsorship that creates effective added value requires commitment and participation by the brand being sponsored.

But what does the creation of effective added value actually mean? Here are five examples of new and impactful things built in collaboration by sponsoring companies and the subjects of sponsorship.

1. Dutch financing company ING and Microsoft collaborated to bring the skills of 17th century Dutch artist Rembrandt van Rijn to life by digitally creating a new Rembrandt painting. Watch the video:

2. American soft drinks giant Mountain Dew and star skaters sponsored by the company created an unique VR experience, in which fans could experience skating through the eyes of their idols. Watch the video:

3. Finnish insulation pioneer Paroc and Woltti Group brought a portable sauna experience to the FIS Nordic World Ski Championships 2017 in Lahti, for which Paroc was one of the sponsors, letting people watch the games from the comfort of the sauna. Watch the video:

4. Dubai’s national airline Emirates and it’s footballing air hostesses entertained the fans of HSV, sponsored by the airline, with their fancy footwork before the start of the game. Emirates has used the same entertainment concept for a variety of sponsored sports events and clubs. Watch the video:

5. British pharmaceutical company GlaxoSmithKline joined forces with Formula 1 team McLaren to study and improve the team’s performance through data collection and analysis. Watch the video:

Effective sponsorship is a brand alliance

To achieve effective sponsorship, two brands must ally to build something new. Watch the presentation given by Tango Brand Alliance’s Anders Lindén on the subject at Woltti Group’s inspiration day:

Want to hear more about effective sponsorship methods? Contact us: jyrki.aittola@wolttigroup.fi

Sustainability: why not organise your event more responsibly, if you can?

Corporate events are irreplaceable and unique for both personnel and customer relations. The flipside of these positive effects is that they are also a burden on the environment. That’s why companies should seek to learn to organise their events as sustainably as possible.

”Every company needs a sustainability strategy for events. I think event organisers should help their clients to implement their events responsibly”, says Woltti’s Business Director Jarkko Kivikoski.

Change takes time

You don’t need to achieve total sustainability in a single step, and if you do, chances are it will only be skin deep. Replacing disposable cups and plates or using furniture made from recycled materials can catch the eye but, in the big picture, their responsibility footprint is negligible.

From the company’s perspective, it is enough to take sustainability into account when organising events. When you make your sustainability truly transparent, the results will follow slowly but surely. Act first, talk about it later.

”Every company’s strategy will be different, depending on which aspects of sustainability their ideas and values are focused on. The work starts with identifying those areas of your events in which responsibility can be most effectively developed and utilised.”

Catering and location have the greatest impact

In light of the news and the recent environmental report published by the IPCC, environmental sustainability is the most pressing aspect of sustainability, and this also holds true for events.

”By now, everyone has realised that this is something we have to work on, in events as well as everything else.”

In the field of environmental sustainability, the most evident areas are food, drink and travel. Addressing these aspects will most often create significant impact automatically. Favouring closer locations, local food and easily accessible premises will save on unnecessary transport costs. That won’t save the world by itself, but:
”If you can do things sensibly, there’s just no reason not to.”

Be smart and consider the community

Sustainability has is a social as well as environmental aspect. The impact of an event on its surrounding area is not to be neglected. Social responsibility is improved by leaving the money in the community.

”Festival bracelets are a good example. You could get them cheaper from China, but if you source them locally, you can trace how they were produced, where the money goes and what the employment impact will be.”

Social sustainability can also be emphasised in the choice of venue. If the choice is between a company that supports children’s sports and one that pours all of its profits into the pockets of shareholders, clients are often prepared to tip the scales in favour of the first one.

”People are asking these kinds of questions more and more. Companies prefer service providers that emphasise social sustainability in their operations.”

Creativity does not require waste

The third aspect of sustainability is economical. Creativity and impact are key considerations in organising an event, but you shouldn’t spend recklessly.

”Both event organisers and their clients should use the company’s money like it was their own. You shouldn’t pay for dancers, for example, if they don’t create any impact.”

Partners are paying more and more attention to the ways in which companies address issues of sustainability. Because communicating sustainability reliably is difficult, it’s better to show than tell.  That’s where events come into their own.

”Customer events are fantastic opportunities to communicate about sustainability, because they translate words into behaviour. Events are the interface between responsibility and action.”

Would you like to know more about the sustainability strategy for events? Contact us: jarkko.kivikoski@wolttigroup.fi

In this world, only two things are constant: people and change.

While a tad cliché, this really sums up why companies that want to be successful have to organise events for their key stakeholders.

”No matter how digital the world gets, our need to meet and engage with other people will never go away. On the contrary, all companies share a need to build, maintain and consolidate relations with key people”, says Woltti Group COO Jyrki Aittola.

The digital world is the driver of new business now. The flipside of this is that spreading false information is cheaper and more efficient than ever before. It also erodes confidence in honest information: more and more people are questioning the communications of governments and companies.

”All business is based on trust, and the most efficient way of building it is meeting someone face to face.”

Well-organised events make brands stronger

Having key people convene for a meaningful and well-organised event can be like a new business card, and happy participants spread the word far and wide. A well-organised event brings many benefits to a company.

1. It helps create new business relationships and maintain the old. Shared experiences take the customer story forward.
2. It communicates the company’s values and attitudes.
3. It reinforces the brand image and trust in the brand. By organising a meaningful event, you can put your money where your mouth is.
4. It gives the company the undivided attention of a great number of important people for hours. That generates a lot of leads and contact opportunities for salespeople.
5. It builds new contacts between the company’s customers, also reinforcing the company’s own business network.

Events are efficient sales channels

From a marketing standpoint, company events are a part of marketing communications just as much as newsletters, social media campaigns, TV commercials or newspaper ads. Like any other form of communication, events also compete for people’s time. That’s why a crucial part of event design is making sure that the invitees will genuinely feel that what they see and hear will help them.

”Compared to other communications channels, events have the advantages of duration and interactivity. An event is also experienced with all of the senses, which is something that cannot be said for other communications channels.”

In other words, there are plenty of points of contact, if you only know how to use them. In practice, this means that your people have to look after the guests actively.

”Having your salespeople laugh around a glass of wine by themselves just won’t cut it”, Aittola says.

Events pay for themselves

Holding an event costs money. But it also pays for itself many times over: nothing generates sales contacts like an event. To meet 20 customers, a salesperson has to spend days making appointments, going to them and meeting the people. At a well-designed event, they can meet the same number of people on the same day in one place. Even though the one-off investment is larger, the overall sales costs are actually lower.

”Business meetings have their own routine and motions: you make the appointment, talk about the weather, get to the point and wind down. At an event, you can break the mould and get more out of the other person.”

Match your guests to your purpose

On an individual level, the greatest power of events is in building trust and consolidating relationships. On the company level, this reflects directly on business goals. Even the most charming spectacle put on by a company serves a strategic purpose. Your events have to support your goals, and you need to draw up the guest list accordingly.

”But events are not just about closing deals in the short term, they are about building long-term success by maintaining and consolidating relationships. Trust is vital for all business, which is why you need to invest in it.”

Want to know more about creating human contact? Contact us: jyrki.aittola@wolttigroup.fi

In 2015, European e-commerce giant Zalando bought a local inner-circle fashion exhibition called Bread & Butter and converted into an international trend festival open to all. Why would they do that?

To answer that question, Woltti’s CEO Jyrki Aittola goes back to an age-old management gripe about the high price of marketing. “If you complain that marketing is expensive, what are you really saying? You are inferring that attracting customers is expensive. It would then be more accurate to say that marketing is bad, since it cannot attract customers profitably. Instead of saying that a measure or channel is expensive, you should say that it’s bad or non-functional. That will bring you to the real challenge: how to make your activity or channel good and appropriate?” says Aittola, challenging companies to rethink their attitude to marketing costs.

Zalando is just an online fashion outlet for the digital age. Why does a digi-giant need an event? Its bread and butter is in digital marketing and sales.

The digital age calls for physical experiences to leave a lasting impression

“Digital communications miss out on a lot. You cannot see the recipient’s expression, gestures, body language or other non-verbal communication, so there is a big risk of misunderstanding in digital communication. Simply having met and seen your digital counterpart does a lot to build understanding. You have trust, and when you do, you are better able to interpret the digital messages of the other”, Aittola says.

“If personal meetings and experiences had no meaning in the digital age, business travel would be gone. Instead of decreasing the importance of encounters, the digital age has made them more important than ever. Trust and understanding can only be built through meetings with your counterpart.”

“What goes for individuals, also goes for brands. We can hardly remember anything about digital discussions or events. But we remember our experiences, tell stories about them and spread the word about things we have actually experienced.”

“It’s hard to imagine compensating for a failed face-to-face meeting with a digital experience, but a poor digital experience can always be repaired with great personal service. Many complaint cases can testify to this.”

Brand experience builds trust

In the digital age, brand experience is a multi-channel, or rather channel-less thing. It has to deliver everywhere, at every encounter and in every event. And it needs to leave a lasting impression.

Zalando did not convert its bought Bread and Butter exhibition into a sales channel, but as an experience-based lifestyle festival to spread the word of fashion trends and help fashion enthusiasts get in touch with the brands they love. After all, festivals are not just about fashion, but also about music, food and fun – building connections and trust.

Zalando made a considerable investment in this. In September 2017, the three-day festival attracted a crowd of 30,000 in Berlin and millions of online viewers. So, we are talking about a bigger thing than Finland’s mega event Slush.

“The secret to Zalando’s success is not about just providing the right products for the right price online, fast deliveries, good customer service and hassle-free complaint processing. That’s just what you expect from any online shop today. The brand experience is created by exceeding your customers’ expectations. For Zalando, the entertaining and unexpected Bread & Butter festival was an experience that surpassed expectations, and whose message to the target group, precisely tailored for the brand, will spread to their peers”, Aittola says.

Would you like to know more about why meetings that exceed expectations are meaningful for brands in the digital age? Contact us: jyrki.aittola@wolttigroup.fi

Decreasing the costs of events takes skill. How do you lower costs without diminishing impact?

Here are 8 tips on reducing the costs of your event smartly.

1. More impact with the same price. Big and showy set-ups don’t guarantee impact. You should rather focus on shifting your investment from flashy settings to impressive content and activities that generate impact in the hearts and minds of the participants.

2. Repeatable concepts. For small events in particular, it’s worth it to build a concept that you can reproduce from one event to the next. You can then reuse the same structures, props, technology and visual image, which lowers the cost per event.

3. Pick the right time and duration. The timing and duration of an event have many effects on cost. For example, is it worth it to arrange your event so that it covers the customers’ natural meal times – lunch and dinner – which you then have to serve? How late will the event end? An after-party after 11 p.m. doesn’t normally generate any benefit, but will put a deep dent in your wallet.

4. Pick the right location and venue. An event held in an exotic and exclusive location will be sure to pique your customers’ curiosity, but you will have to set everything up from scratch, which costs money. Why not choose a location where you can build an impactful event with less work and cost? You will also have to arrange transport to a remote location, adding to the expense.

5. The invitation process has a big cost effect. How to get the desired number of the right people to come? A well-planned and engaging invitation process will answer this question and save a lot of your money at it. Participants who are not relevant to your business are an unnecessary expense. Alternatively, if only half of the invitees show up, you are paying 50% extra.

6. Don’t save in the wrong places. A small saving in the wrong place can end up reducing impact and increasing your costs by a significant margin. When looking for savings, you need to look at the big picture instead of shaving a little bit off everything. Which elements should be kept or cut? What are their mutual effects on each other and the event’s impact? Saving in the wrong place can jeopardise the whole investment, and it often comes down to the little things.

7. Subcontract well. Organising an event requires solid project management and diverse purchasing expertise. What is the correct price for each element and level of quality? Where can you get them from? Timely purchases and familiarity with the subcontracting network will save both money and time.

8. Decide a budget and stick to it. There are a thousand ways to build an event. What are your goals and how much are they worth investing in? That decides your event budget, which you should stick to. Then you can sit down with your event provider and discuss the best and most impactful solutions for achieving the desired impact with your budget. Choosing the right budget is the single best way of saving on event costs.

Want to know more about setting up a cost-effective and impactful event? Contact us: jukka.makela@wolttigroup.fi