LIVE MARKETING | LIVE MARKETING
Desejamos um mercado mais forte, maduro e saudável e, para isso, é importante não apenas envolver as agências especializadas, mas principalmente os clientes Desejamos um mercado mais forte, maduro e saudável e, para isso, é importante não apenas envolver as agências especializadas, mas principalmente os clientest
WILSON FERREIRA JR., presidente da AMPRO President of AMPRO thrown to the ground several times. And that's what we did." Another simple idea, but it drew the attention of the audience was an action from Universo dos Balões during the Brazil Promotion 2015. "The company built a glass room full of balloons and the visitor had one minute to find the balloon which entitled for a gift. In fact, the public was willing to make the experience inside the room. The brand was in evidence and the action was entirely with their products," recalls Auli De Vito, who organizes the fair every year. The digital way is also a path of no return when it comes to promoting the brands at trade fairs. An example is "Waze" indoor, a geolocation tool that helps the visitor to arrange the itinerary inside the fair with the advantage of receiving points at each visited stand, being able to exchange these points for products at the event exit. "The digital world is infinite and the ideas should be explored to bring innovations and new audiences to the event. This must be developed by agencies or experts in live marketing, which has expertise in the mix of tools", reinforces the AMPRO President. Examples aside, in order that any action succeeds, the experts recommend planning. "The main point of attention is which audience we want to approach, their needs and demands. Another important point is the logistics, the production work that in fact makes the delivery of the action. A keen and prepared team is essential for Live Marketing ", underlines Guntovitch. The relevance of the message is also key, according to Phoca. "What do I want to tell these people? Independent of the used live tool, the consumer doesn't want to be impacted by something that doesn't make any difference to him", he concludes.
92
Radar Magazine | Março/Abril 2016
Foto: Luciana Serra
AMPRO Globes Awards 2015, maior premiação do Live Marketing no Brasil (abaixo) e o Congresso Brasileiro de Live Marketing, realizado pela AMPRO AMPRO Globes Awards 2015 top award of Live Marketing in Brazil (below), and Brazilian Congress of Live Marketing, conducted by AMPRO