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Why do people do THIS? | Blog Eventum Premo
Alexey, the main question is why this particular industry, why organizing events?
First, this is an industry with a very short time span between idea and implementation. From the idea to the moment you see a concrete solution, the live emotions of the viewer can take from several days to several months.
Secondly, there is a lot of magic in this industry for me personally: why do people do THIS? Why do they make events, go to them? Why and how does our perception of the world change when we are inside this action?
Finally, the events of recent years are the finale of a great communication work, icing on the cake. Recently, we have been doing more and more projects, which include the analytical part, strategy development, PR, and the digital part. That is, we communicate on behalf of the brand, the personal, tactile part of which are events.
The market has changed a lot. Continuing to do “just events” means not seeing much of the big picture.
Why choose you? I'm not asking you to bare behind the scenes, but if you have any personal proven methods that work, can you briefly talk about them?
Did you know that if a person does not see from birth, he does not dream?
Yes!
I didn't know before.
The bottom line is that in this case there is no material from which you can create a picture in your imagination. A bear or a mountain does not dream, because a person does not know what these objects look like. There is no visual base.
It's the same at work: if you don't have an array of data on, say, marketing in your head, then you won't come up with an idea. This is impossible, because creating something new is always the use of already existing material, this is how the brain works.
We do a lot of digging, studying, learning in order to bring something else unrealized, fresh.
This is the first thing.
Secondly, we initially built a company that can work for a hundred years. Accordingly, relationships with customers are built in the same way: long-term benefits for us outweigh short-term ones.
Thirdly, we invest a lot of time in the analysis of the client, his needs, previous experience, understanding of his business. This part of the work is often underestimated - they immediately go to the creative.
There is another interesting theory: if you put a person on a desert island and after 25 years send him a small questionnaire with the usual questions: “Are you fat or thin, tall or short, handsome or ugly?” - he will not be able to answer them, since he has no one to compare himself with.
Even if you send not a child, but a mature adult?
Yes. Hence the question: do you study related areas, somehow affect them, draw parallels with our industry?
If we talk about markets, we have been following Europe very closely for several years. And you know what's amazing? There are a lot of technically perfect cases for us to grow and grow to, but very few cool fresh project ideas. And in the huge Asian market, everything is not so technically perfect, but much more creative, bolder, more ideological. Therefore, our attention has shifted to this region.
But it is very important to understand that in order to come up with an idea for an event, you should not look for inspiration in the experience of past events, you should dig in general, look at things broadly, fully study marketing campaigns and strategies.
I will tell you one case about ketchup, which was a great success in India. The organizers addressed the audience: “Children and their parents, stop hiding behind computers and smartphones, let's meet in real life and do something kind and interesting together. We sent you tomato seeds, try to grow real fruits out of them.” These seeds were distributed in magazines and by mail upon request. Children with their parents grew tomatoes, talked about it on social networks and on the project website. At first glance, ketchup producers promoted the universal mission of kindness, unity and care for nature. But the mission was related to tomatoes, so in the minds of the population they drew a parallel with the fact that their ketchup was made from tomatoes. In the final, of course, there was a big event where the participants brought the results of their efforts.
Do you think people in Russia would come with tomatoes?
Must try! :) Personally, I would love to grow something with my child.
Tell us about internal projects.
This year we launched the Mini-MBA program. The number of seminar participants usually does not exceed the limit of 50 people. Of these, 10 are our employees, the rest are clients, partners, etc.
We perceive our team as the audience that also needs to be “pumped”. For young professionals, the prospect of growth and competent gaining experience, both practical and theoretical, is important. I would like to note that all employees holding senior positions in our company started their careers at Eventum Premo, they grew up with us.
If you and Alexander leave for six months without mobile communications and the ability to control the work process, will the company function just as successfully?
I don't understand why we should do this. We love it here! :)
But if we do leave, the company will function successfully.
Each head of the direction in the company can make a decision independently. Our participation is only needed for advice or risk analysis.
Philosophical question-reasoning: maybe it's time to pay for ideas and make tenders paid?
We have experienced this. There are tenders that are held in two stages: the first is a paid tender for an idea, the second is for implementation.
I don't think you can take someone else's idea and successfully implement it. Idea and implementation go hand in hand. For example, a person who wrote a book knows much more about this topic than a person who read it, because the author cannot fit all his knowledge on the pages.
Someone else's idea - just a dry squeeze, without a background and a sense of the desired style. Even if someone steals our idea, the implementation will be horribly inappropriate. I am sure about that.
Thank you for the conversation! I would like to end the conversation with some practical advice from Alexei Berlov.
Finally, I want to share a professional note. For a long time we figured out what happens to the attention of a person who came to the event. In the age of technology, our main enemy, our main competitor, is a gadget.
The constant diversion of the audience to their own smartphones is the problem of the organizers, the problem of communication that you build. You need to do something that will make a person forget about the smartphone, leave it in his pocket. And use it only to capture your event on camera.
Need a show. It's show time.
Vivid examples are the presentation of a new generation of SMART, the opening of the SAP Forum, Oriflame 360 degrees. People react to this! This time.
I can easily endure an hour-long lecture without distracting my attention. But many people find it difficult to maintain concentration even for ten minutes. That is why we reduce the formats of our events, speeches, videos. Conciseness is our everything.
This is two.
Finally, three. If you succeeded, if you managed to attract attention, then it's time to tell a good story. For people to stay with you, you need quality content. Today, the audience has very high requirements for the quality of stories.
Shopping: how do people do it?
Miron A., Nemkova E., Ovcharenko A., Rys A.
This report is based on a sociological survey conducted in the spring of 2006, dedicated to the study of such type of economic activity of the population as "shopping". Consumers aged 25 to 45 years who were in Moscow at the time of the study were interviewed. In the course of the study, the questionnaire survey method was used, two types of the same questionnaire were used: the main sample was obtained using a “large” questionnaire, an additional sample (the survey was conducted directly by visitors to the Shopping Centers) using a “small” questionnaire.
The main goals and objectives of the study were to identify the main types of consumer behavior that people follow when shopping, to identify the main groups of consumers, to consider the dependence of types of consumer behavior on various socio-demographic characteristics.
In other words, this study allowed to some extent to determine the "portrait" of the consumer
.
Six types of consumer behavior were identified:
1) attitude to shopping as a leisure
2) attitude to shopping as a duty
3) intelligence
4) functional
5) individualistic
6) five groups of consumers: A also
collectivist1.Functionals - collectivists, referring the process of shopping to duties
2. Scouts "collectivists, regarding shopping as leisure
3. Situational collectivists
4.Functionalists - individualists, referring the process of shopping to duties
5.Collectivists, considering shopping as a leisure activity and irrationally approaching the process of making purchases
The results of the study allow us to formulate a number of practical recommendations. It must be taken into account that the existence of different types of consumers indicates the need for a certain approach to the provision of goods and services with respect to one or another type.
The results of the study may be of interest to the management of Shopping Centers, companies that place their goods and entertainment facilities (cafes, billiards, game rooms, etc.), as well as advertising agencies. Which stores should be located in the shopping center, which consumer should be targeted, which can help attract more visitors.
Financial and credit behavior of the population
Is informal lending really "free"?
Gordeeva M.V., Guseva A.M., Karpov I.V., Chumakova S.Yu.
In Soviet times, informal social networks played a huge role in maintaining a normal standard of living for people (through support, mutual assistance, etc.). At present, the significance of social networks is somewhat transformed, as is the very attitude towards many processes and phenomena in society, in particular, towards debt and credit. Currently, bank lending is becoming more widespread, but despite this, people are convinced that lending in informal social networks is cheaper, more profitable, since it does not require the payment of additional interest and other bank requirements.
The purpose of this study was to prove that informal lending is not free, but rather has its own "social cost", which can sometimes be very high.
The main objectives of our study were:
to describe the informal lending procedure, how it changes depending on the social circle of communication.
see how borrowers reward their creditors for services rendered;
how the debt itself affects the relations between the parties to the transaction in the future.
15 semi-formalized interviews were conducted among working native Muscovites with higher and incomplete higher education with an average income in Moscow.
As a result of the study, the assumption that informal lending is paid for is confirmed; indeed, a certain “social fee” is imposed on the borrower. Also, during the study, interesting data were obtained that contradict the model put forward earlier.
People tend to borrow from relatives and friends, as they are the most reliable and trusted people.
When choosing a lender, they also pay attention to what they think of them, and relatives are the most loyal with ratings of
Along with model confirmation, new interesting data have been obtained. It is much easier for some respondents to take out a loan on the basis of the territorial proximity of a person, here it does not matter who they are. People minimize their costs. This indicates a shift in behavior patterns towards economic rationalism.
The reason for borrowing influences the lender's decision to lend, but who the person is is more important. A relative will be given a loan even for an unimportant reason. This confirms the assumption that the price is insignificant in kindred circles and high in distant ones.
Explicit payment for lending can include a “gift”, which takes various forms, material and in the form of services. People explain the need for a gift as a desire to achieve and maintain a certain reputation, which is a social payment. But it also indicated a sincere desire to thank.
