The changing economic climate is sure to bring new challenges to the community of Events and Experience Marketing. We are also seeing a converging world where the lines between advertizing agencies; events companies; and staging suppliers are blurring. The trend in the last 8-10 years of traditional businesss meeting production companies pushing into 'experiential communications' has resulted in some very real challenges. Problems such as:
- Having the creative and strategic resources of the 'legitimate' agencies while still competing on a project basis for work.
- The fact that there are few 'agency of record' assignments in the events business to provide the continuity needed to perform as an agency.
- The traditional economic model that was geared toward production and the margins are realized on developing content, staging events and providing gear faces stiff competition on price from equipment companies and boutique video houses.
- At the "agency" level many of these services that had been a core (and marginable) business are considered "third party costs" and effectively commodities.
Looking at this from the other side of the equation full ‘legitimate’ agencies have been looking at events and other alternative marketing tools to supplement traditional and new media advertising that is their core business. Similarly they are faced with the need to be flexible in doing business in the project based market of Events. Problems such as:
- the human resources ready to work on an event by event basis. The fleeting nature of events does not permit the agency to “staff up” to meet the need
- familiarity with and access to key freelance or contract providers of creative services
- few third party suppliers have the marketing and branding sensitivity to be true partners in the live marketing environment.
- an unfamiliar economic model and intensive real time project management
IS THERE A SOLUTION THAT CAN WORK IN EITHER SITUATION?
We believe very strongly that there is.
It lays in the expertise of a select group experienced business communications professionals who trace their roots back to the legitimate theater, the dramatic stage - the foundation of what we now call “Business Theater”. Combined with the slide makers of decades past this unique hybrid of business and entertainment was born. On the face of it, the flash and splash of “show biz” may seem light years away from the rigors of brand stewardship and integrated messaging. However the craftspeople of the theater – directors, designers and technicians – have devoted their lives to understanding the thematic intent of an author and interpreting it for a widely varied live audience.
DESIGNCONTACT is a collection of theatrically trained creative designers experienced in the creation of 3D Brand Experiences. Together with colleagues in technical theater and production management, we are the connective tissue that brings brand messaging to live audiences. Our resources can work to the advantage of either the Marketing Agency looking to extend thier reach into Experiential Marketing, and to Production Companies looking to extend their offerings to established clients horizontally within a relationship.
Working as partners to established Advertising and Branding agencies as well and innovative boutique shops, we have supported efforts for some of the world’s most demanding brands. Most importantly, as part of this effort, the brand agency maintains the lead position, fostering the client relationship, working as the brand guardians while the creative theatrical professionals interpret their story for the unique venue of a live audience.
Our wide range of expertise in branded experiences can supplement the creative power of the Event and Production Companies as well. Our broad background in events and 3D design has supported unique opportunities for marketing events when a client is looking to break the mold a bit and stage a unique marketing event that does not fit in the traditional agency space. Our relationship at production companies has always been as an integrated member of the team.
In this economy every firm needs to expand thier reach with existing clients, and to supplement thier expertise with a creative and production partner. DESIGNCONTACT is that perfect supplement and can help build new markets and expand existing ones for both Agencies and Events producers alike.
(for more information about how this approach can work for your agency or internal marketing team - contact tony.castrigno@designcontact.com)
