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id="menu-item-45004" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45004"><a href="https://br.gpj.com/who-we-are/">Sobre</a></li> <li id="menu-item-45003" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45003"><a href="https://br.gpj.com/contact/">Contato</a></li> </ul></div> </nav> </div> </div> </header> <div class="wrap" role="document"> <div class="content"> <main class="main"> <article class="post-45337 post type-post status-publish format-standard has-post-thumbnail hentry category-thought-leadership tag-eventos tag-global-portfolio-management tag-live-marketing tag-marketing-de-experiencia"> <header class="hero"> <div class="carousel slide carousel-fade" data-bs-ride="carousel" data-bs-pause="false"> <div class="carousel-inner"> <div class="fittext"> <div> <h1>Planejamento de eventos corporativos: 5 maneiras de sua marca criar experiências emocionantes em 2023</h1> </div> </div> <div class="carousel-item active"> <img src="https://i3.swiftpic.io/gpj/nToDoEx3GX0hl7hUIyG9cp8kr5oYblTtt+9L7Lx/HPc=/format:jpg;cover:1440,621/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2021/06/%E5%90%8D%E7%A7%B0%E6%9C%AA%E8%A8%AD%E5%AE%9A-5-02-1.png" class="d-block w-100" alt="" srcset="https://i9.swiftpic.io/gpj/qad9DNDGCZItv9KMat8QYlQ4B89GBlxSBKjk6YTswo8=/format:jpg;cover:1920,828/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2021/06/%E5%90%8D%E7%A7%B0%E6%9C%AA%E8%A8%AD%E5%AE%9A-5-02-1.png 1920w, https://i3.swiftpic.io/gpj/nToDoEx3GX0hl7hUIyG9cp8kr5oYblTtt+9L7Lx/HPc=/format:jpg;cover:1440,621/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2021/06/%E5%90%8D%E7%A7%B0%E6%9C%AA%E8%A8%AD%E5%AE%9A-5-02-1.png 1440w, https://i5.swiftpic.io/gpj/kF5iUmabSC1PCEIJ8P/0HmoFe4Pv4f9JbGpLkLsaDa4=/format:jpg;cover:640,276/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2021/06/%E5%90%8D%E7%A7%B0%E6%9C%AA%E8%A8%AD%E5%AE%9A-5-02-1.png 640w" sizes="100vw"> </div> </div> </div> </header> <div class="entry-content container content-wrapper"> <p>Fazer live marketing hoje é como se você organizasse um evento em que conversa com três tipos de convidados ao mesmo tempo. Um mandou fazer uma roupa especial para a ocasião e compareceu ao endereço combinado, o outro está em casa de pijama. O terceiro é aquele que acompanha pelo celular no escritório – e se conseguir vai aparecer mais tarde, para dar um abraço e pegar uma fatia de bolo. </p> <p>Essas três personas representam o presencial, o virtual e o híbrido. O maior desafio da sua marca no planejamento de eventos corporativos é dar atenção a todas. Há somente duas exigências: os convidados têm que se divertir muito e, quando o evento acabar, ficarem impactados, com gostinho de quero mais. Assim será o live marketing em 2023, com alguns desafios extras. E como atender a todo mundo que escolheu prestigiar a festa? </p> <p>1 – Eventos inesquecíveis: High Tech + High Feelings</p> <p>A primeira tentação de 2023 é<strong> </strong>usar a tecnologia, que precisa se somar a experiências sedutoras. O convidado que compareceu pessoalmente à festa deseja ir além de telas luminosas e outras pirotecnias. Aquele que está em casa de pijama pode acabar se levantando para ver o que tem na geladeira, se o seu evento não trouxer ideias diferentes, nem despertar sensações e emoções significativas. Mais do que telas high-tech sensíveis ao toque, 2023 será o ano de tocar pessoas. Para que elas se sensibilizem, sintam-se transformadas mesmo à distância. </p> <p>2 – Menos geladeira, mais calor humano e experiências maravilhosas</p> <p>Somar tecnologia e criatividade com maestria nas diferentes mídias é o que vai colocar sua marca à frente das outras. Atualmente tem acontecido quase o oposto. Cerca de 40% das pessoas que frequentam eventos híbridos de forma remota declararam ter dificuldade de se sentirem incluídas<sup>(1)</sup>. Na visão de uma empresa de eventos, qual o caminho para a mudança?</p> <p>O Cisco Impact FY23, por exemplo – conferência anual de vendas realizada em Las Vegas em 2022 para 14 mil participantes presenciais e 6 mil online – apresentou soluções arrebatadoras. Com profissionais exclusivamente dedicados a manter a energia da plataforma digital, a audiência à distância teve a chance de compartilhar histórias no ambiente físico, recomendar conteúdo, interagir com colegas e concorrer a prêmios. </p> <p>Um sistema de pontuação e contribuição coletiva permitiu, ainda, desbloquear uma doação para instituições do Terceiro Setor. O resultado é que, entre experiências inéditas, 86% dos participantes aprovaram sua interação online. </p> <p>3 – Leve as coisas para o lado pessoal, sim </p> <p>2023 será mais do que o ano da experiência, mas da personalização dessa experiência. Isso quer dizer que não basta criar ações para seus fãs. Cada pessoa tem que sentir como se aquela ideia tivesse sido criada especialmente para ela. De acordo com a empresa de consultoria McKinsey, 71% dos consumidores esperam que as marcas entreguem conexões personalizadas e 76% se sentem frustrados caso não tenham suas expectativas atendidas. No live marketing, a gestão de eventos corporativos que ajuda a despertar emoções e memórias exclusivas de marca é uma das ferramentas mais tangíveis para preencher esse vazio. </p> <p>4 – Ao lado do brainstorm, o heartstorm</p> <p>Essa conversa é sobre <em>data analytics </em>também<em>.</em> Busque entender o que o seu consumidor deseja, crie mecanismos para dialogar antes, durante e pós-evento. Perceba as emoções que ele gostaria de sentir, o que ajuda a despertar seus melhores sentimentos. Esses são os insumos que vão moldar o live marketing com o objetivo de surpreender, personalizar e fazer de 2023 um ano inesquecível para seus fãs. Aí se constroem experiências que apenas sua marca, com características únicas, é capaz de desenvolver.  </p> <p>Mais que inteligência de dados, 2023 será o ano da inteligência de afetos, de relacionamentos. Da sua conexão com o mundo, através de iniciativas mais sustentáveis, experiências acessíveis a todos. Estratégias para planejamento de eventos corporativos que, além de entreter e promover produtos, busquem deixar legado ao planeta e à vida das pessoas.  </p> <p>5 – ESG antes de a sua festa começar: boas práticas de mercado</p> <p>Será um ano também para repensar ainda mais a relação das grandes corporações com sua agência de marketing de eventos. Muitas já têm feito isso. O atual modelo de contratação baseado em concorrência tem sido questionado. A lógica tradicional que privilegia preço, com prazos curtíssimos, inúmeras agências envolvidas e briefing vagos já começou a ser trocada por processos mais eficientes. Prazos de pagamento, que em alguns casos chegam a seis meses e podem prejudicar toda a cadeia de fornecedores dos eventos, vêm sendo renegociados. </p> <p>Na era do ESG, um dos KPIs de sucesso do live marketing é a relação que a marca constrói com os responsáveis por fazer a experiência acontecer. Times satisfeitos realizam entregas em patamares mais elevados. E isso se traduz em competitividade. </p> <p><br>Desejo a todos um excelente 2023. E Feliz Evento Novo!:) </p> <p>* Juliana Saab de R Ventriglia, Country Lead GPJ Brasil<br></p> <p>Para saber mais: Conteúdo especial sobre boas práticas de live marketing e ESG no setor de eventos: <a href="https://www.linkedin.com/pulse/um-olhar-ainda-mais-humano-estrat%25C3%25A9gia-que-vai-contribuir-para-/?trackingId=4QbtL8K6Rlp8K8c%2BZOUwPg%3D%3D">https://www.linkedin.com/pulse/um-olhar-ainda-mais-humano-estrat%25C3%25A9gia-que-vai-contribuir-para-/?trackingId=4QbtL8K6Rlp8K8c%2BZOUwPg%3D%3D</a> </p> <p>(1)Markletic, plataforma de insights para o marketing B2B<br></p> <p> #OneGPJ #GPJLatam #GPJBrasil #ExperienceEverything #agenciaquevcdesconhece #agenciademarketing #marketingdeexperiencia #eventos #liveexperience #experience #experiencemarketing #eventosbrasil #agenciagringa</p> </div> <footer> <div class="pagination mb-3"> </div> </footer> </article> </main> </div> </div> <footer class="content-info"> <div class="container pt-6 pb-4"> <div class="row justify-content-between justify-content-lg-start"> <div class="col-12 col-md-auto col-lg-3"> <a class="footer-brand" href="https://br.gpj.com/"> <span class="screen-reader-text">GPJ Brazil</span> </a> </div> <section class="widget nav_menu-3 widget_nav_menu"><h3>Sobre</h3><div class="menu-about-us-container"><ul id="menu-about-us" class="menu"><li id="menu-item-45014" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45014"><a href="https://br.gpj.com/who-we-are/">Sobre</a></li> <li id="menu-item-45016" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45016"><a href="https://br.gpj.com/what-weve-done/">Cases</a></li> <li id="menu-item-45013" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45013"><a href="https://br.gpj.com/what-we-do/">Serviços</a></li> <li id="menu-item-45015" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45015"><a href="https://br.gpj.com/who-we-are/">Liderança</a></li> <li id="menu-item-45311" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45311"><a href="https://br.gpj.com/agencia-de-eventos-transformando-sonhos-em-realidade/">Agência de Eventos</a></li> </ul></div></section><section class="widget nav_menu-4 widget_nav_menu"><h3>Legal</h3><div class="menu-legal-container"><ul id="menu-legal" class="menu"><li id="menu-item-45022" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45022"><a href="https://br.gpj.com/privacy-policy/">Privacy Policy</a></li> </ul></div></section><section class="widget nav_menu-5 widget_nav_menu"><h3>Contato</h3><div class="menu-contact-container"><ul id="menu-contact" class="menu"><li id="menu-item-45005" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45005"><a href="https://br.gpj.com/contact/">Contato</a></li> <li id="menu-item-45021" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45021"><a href="https://br.gpj.com/who-we-are/careers/">Carreiras</a></li> </ul></div></section> </div> <div class="text-end mt-6 pww"> <span class="me-2">Part of the <a style="color: inherit;" href="https://www.project.com/">Project</a> network</span> <a href="https://www.project.com/"><img src="https://br.gpj.com/wp-content/themes/main/dist/images/pww-logo_8f8f4a7f75eb5ecaf571.jpg" alt="Project Worldwide logo" height="46"></a> </div> <hr class="my-3"> <div class="subfooter row align-items-center g-3 flex-column-reverse flex-md-row"> <div class="col"> <small class="fw-light">Copyright ©2024 George P. Johnson. 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