Les mer …


By: Anne Gry Ringen, Managing Director Oslo 

It's all about people. Together we Connect, Grow and Inspire for the Greater Good of Our World.

It's 1 A.M, and you are finding yourself on top of the bed with your laptop wide open and your smart phone literally glowing next to you. Tomorrow is the big day: The annual corporate party with four hundred invites – clients, employees and shareholders, and you H A V E  T O  P E R F O R M. Even though you delegated it HR, your head is spinning. "Will my speech be good enough?" "How will I introduce the new strategy and the downsizing of our European division without being a party pooper?" "Have I managed to communicate the company mission?" "Will our clients feel special, inspired and appreciated?" "Does this event make us stand out from our competitors or will it be  just another cocktail party?"

Your job as a leader is to motivate. To innovate. To build a culture. To create results. But the complexity, technology and new trends are just too much to bear. You need to be on top of communication and technology. Be a game changer and develop new business models. You need to consistently identify and build organizational culture attractive for talents. You need to build networks and stay ahead of trends and competition.

No wonder your head is spinning.

From the point of view of people in the event industry, no one accidentally goes to a corporate party. No one accidentally finds themselves at a conference. The people who are there are choosing to be there; they are choosing to pay attention. And yet the people that organize these events squander that attention every day. They squander it with the way they organize the trade show portion of their events. They squander it by having their vendors and sponsors compete to yell at people for their attention. Instead of engaging with people throughout the year, they tend to act like people are going to change the channel at any moment. So they up the noise level and they up the competition for attention. At your event you have to treat everyone you are interacting with as a treasured guest, as somebody who has many choices and, in this moment, has chosen to trust you with their attention.

Quality over quantity
In the event world, hosts often look at growth in attendance as a measure of success. I'd like to challenge that mindset. If you get more and more people to come, those people by definition will become more average, less fascinated, less interested, less important. You can probably make the gross numbers go up, but you can't make the importance of what you are doing go up. Perhaps one of the most important events of the year, if you are measuring money, is the Allen & Company (Sun Valley) Conference that takes place in Idaho every year. That's where Jeff Bezos decided to buy The Washington Post. If there are 3000 people there, that would be a lot. What we need from people who are creating these events is quality, not quantity. Quantity can now be bought even cheaper online. The scarce quality of the right people in the right place for the right reason - that is what an event can deliver.

Face – to – face interactions vs. online connection
What Facebook and Twitter have taught us is that we crave connection. We can learn a lot from the growth of online engagement, and we can measure how it relates to face-to-face interactions. Ultimately, online connection is a very sad substitute for the real kind. We'll take it if it's our only choice, but what we really want are those life-changing interactions that we remember and that we can build a career around. If you go to an event and you see they have set the room up with 10-top round tables and they are about to serve a banquet that is designed to feed a large number of people in a short period of time, you have just seen failure. They have tried to industrialize the process and get it over with. No one ever creates a human interaction at a table for 10. No one ever meets a stranger and starts a relationship in that sort of setting. When we start processing people instead of connecting people, we are sacrificing our biggest asset, which is this ability to make chemistry and magic happen.

The pressure of playing it safe
If you organize an incentive trip for your team or a BOD trip based on what you competitors are doing or what you did last year, you are taking a huge risk. Even hosting a breakfast seminar involves risk. Risk management in events is an important topic in event planning because failing to recognize potential problems can have a huge impact on many years of your business, including your reputation and financial stability. It can compromise your brand, bring on lawsuits, jeopardize the safety of your employees and create irreversible damage. Imagine you've planned a charity cook -off to benefit charity, and the day of the event, several of your celebrities cancel. What if you brought in a speaker whose choice of humor is inappropriate in the event's cultural context? Now what?

We deliver a large number of events every year. The ones that our clients remembers and that we hear about aren't a speaker speaking into a vast, cavernous space of people and trying to get it over with, but where—even if there are 5000 people in the room—a sense of intimacy is created by the way things are arranged, the event elements and the risks the organizer takes. The challenge is that organizing an event like that feels risky. Your boss isn't going to applaud you when start going down that road, but that is where the great work lies. One of the things you see in the event industry is that there is a pressure to play it safe. To point to the industry standard. To do it the way other people do it. Or the way you did it last time. Because the alternative is to stand up straight and say, "This might not work." And, for understandable reasons, people are reluctant to do that. If they feel insecure about their job, or if they work for someone who is risk-averse, saying, "This might not work," is scary. But my argument is that the only conferences that are actually worth going to, that are interesting enough to take the time, are conferences where something is happening that might not work. And I think when we do that, we are doing art. We are doing something new and important. Something that will make your event stand out and give you a competitive advantage.

Use a compass not a map
When we create art the problem is that no one has done it before us. We can't use a map. So instead of using a map look for a compass. Create a new path based on the data you have. A compass gives you a sense of true north. What is the purpose of the event? What are you trying to say? When people leave your corporate party, and three weeks after it's over and someone asks what the party was like, what will they say? The impression of what many event planners are hoping people will say is: "nothing went wrong." I think we can do better than that.
If you are going to pay money to hire a speaker, you need to follow a few general principles. One, always have a room a little too small, not a little too big. Two, figure out how to create an environment where people will physically connect with each other early and often. And three, if you want it to feel special, then the more impromptu Q&A, live elements you can add to a speaking event, the more likely it is the audience will feel they are witnessing something special. All of those things introduce risk for you and all of those things are worth it, because that's why the audience is there: to feel like they were touched by other people and by the speaker. All too often we see mediocre projectors, incorrect use of IMAG, too big a room, and over-scheduling that lead people to feel like they are being rushed around. It's a risky project and you should know what you are doing. By outsourcing it to a professional event-planner and marketer, you reduce that risk.

Storytelling is one of the most powerful ways to breathe life into your brand and often called one of the main components of a content marketing approach. By giving your products and services an identity by capturing and sharing the stories they really are, you can take your target audience on a journey they yearn to experience.
Stories are captivating for a reason. From childhood through adulthood, we are drawn to the lessons we learn, the exciting journeys we embark upon, the knowledge we gain and the opportunity to unleash our imaginations. Telling your story through your event is a powerful way to communicate your company's brand. In Miit we focus on how creativity and passion can add value in our projects.

According to marketing guru Gary Vaynerchuk, one of the most well-known people in the digital marketing industry, people buy a feeling, never a product. Which means, at the end of the day,  your event is about creating something more than an experience. Something unique. It's about creating that piece of art.

Anne //

Les mer …

The Importance of Event Marketing And Why Your Company Should Prioritize It

By: Anne Gry Ringen, Managing Director Oslo

It's all about people. Together we Connect, Grow and Inspire for The Greater Good of Our World.  


Have you ever been tempted by a food store company giving away free bananas or t-shirts at a soccer game in exchange for a visit to the local grocery store? Have you been approached by a skimpily-dressed young woman offering samples of fruity perfume at the airport's tax free? Have you been lucky enough to find yourself suddenly surrounded by a flash mob put on by the local theater company in a crowded mall? Or have you had the privilege of visiting another country on an incentive trip? Each of these unique experiences offers a glimpse at what twenty-first century event marketing can be. 

Events are just as important as any other marketing tool in the company's overall marketing strategy. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers and employees and attract talents. Event marketing is categorized in external marketing -such as product launches, fundraisings and other 'live themed' activities with the aim to promote a product, cause or organization and internal marketing -such as employment branding and staff development through team buildings and strategic activities. At the end of the day, event marketing is a tool where the physical and the virtual paths cross, offering new options for marketing professionals to create buzz over a product, corporate strategy or service. Event Marketing strategies leave a lasting, brand-focused impression of fun by grabbing the attention of a group of people who are gathered together. If executed successfully, event marketing will provide each of them with an experience that will resonate in their minds. It is a live multimedia package with a preconceived concept, customized or modified to achieve the clients' objective of reaching out and suitably influencing the sharply defined, specially gathered target audience.


Why Professional Teambuilding Is The Most Important investment You'll make

In many companies when a supervisor says, "We're going to do some team building!" employees start re-running old episodes of The Office. It's one thing to see it on TV but getting a real-life taste of your manager mimicking Steve Carell's insanely-awkward-try-hard leadership style just isn't as funny. A Teambuilding Event should be tailormade for the target group and in alignment with the event's goal. Its purpose is to boost team performance and to improve workplace projects that involve teamwork performance. Latest research shows that team building is the most important investment a company can make for its employees. But team buildings are a lot more than pizzas and corporate picnics. In fact, the less corporate the better! It's about getting outside the comfort zone while the team has got your back, bonding and producing endorphins. Because it turns out that happiness and learning are tied very closely together. So, can anyone pull off a strategic team building? In theory: yes. In reality: No. Running an event is a complex and costly exercise so the preparation and management of every detail counts. It involves professional project management, budgeting, negotiation, HR activities, creativity and knowledge about updated research on organizational psychology. The goal is to maximize results without compromising with the budget or the planet. The way you will balance the company's image with sustainability at your next Christmas party will send out a strong, irreversible message to both employees, customers, shareholders and competitors.

There are many benefits to using an event company. Running events involves risks. Working with professional event marketers will reduce that risk, as we have the experience, network and knowledge you might lack.

Make it count. Make an impact. Let's Miit!

Anne //







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