Hello Antonio. First of all, tell us a little about your professional career.
I have been working in event , communication and experiential marketing agencies for 22 years. I started from the bottom implementing events as an instagram phone number data event organizer , and then as a promoter of the organizers. My role was to be on the street organizing the event and ensuring that everything was managed properly.
And since I liked what I did, I started to train and grow within the agency . From junior coordinator to senior, to account executive, to account director. And so on until my current position. Today I am managing part of the corporate segment here at 4foreverything.
A roadshow is a rather peculiar type of event. For those who are not familiar with the subject, what is a roadshow ?
Originally, this was the name given to circuits that were carried out with mobile units – English trucks, buses and office vans – that travelled around various points of the Spanish geography carrying out activations or promoting a product . Nowadays, it is any event that is replicated more or less in the same circumstances in different places, whether in mobile units, or in hotels, or in venues , in football fields, etc.
But of course, promoting the services of a bank in this way is not the same as promoting a car brand or a soft drink…
Of course. Depending on what you are promoting, you always have to think about two things. First, that in the chosen location you can find this niche of consumer that interests you. And second, that the location is focused on the product in question, is related to it in some way, or makes sense in the context of what you want to tell. If it is sport, a sports facility. If it is banking, perhaps something a little more striking.
Roadshow for Tinder, organized by 4foreverything
Since this is a traveling campaign, the issue of logistics and staff recruitment is very important, isn't it?
Yes. In my opinion, an extension of the agency must always be present at the event. Because they are the ones in charge of communication with the client. They have been present in the project from the beginning. They know how it was conceived, how it was managed, and how it is today. And therefore, they have to ensure that exactly what was agreed upon is replicated at each point .
And the rest of the team is divided into two parts. The permanent team , which manages spaces, which receives training from the client on the product or service and which has all the knowledge to transmit it to the end consumers . And then, for the more mechanical tasks such as, for example, attracting the public, local staff can be hired . This way you avoid travel, accommodation and subsistence costs.
I am in favour of having the majority of the team be permanent . Why? So that they can improve their expertise with each new event . In addition, you can give permanent employees a plan based on objectives . And for a local employee who works one day, what objectives are you going to set.
