The now and then of experiential industry: Sameer Tobaccowala, CEO, Shobiz Experiential Communications
The day two of BW Applause and everythingexperiential Marketing Summit & Awards 2020 began with the keynote on 'Building the Experiential Ecosystem in India' by Sameer Tobaccowala, CEO, Shobiz Experiential Communications, who will be completing three decades in this domain this year.
He spoke about how the entire events and experiential landscape has evolved over the last three decades.
“Events earlier was just about the stage, lots of light and entertainment” Tobaccowala quoted in his opening speech.
In the journey of 30 years, it is now in the recent times only that the event sector is being treated as an organised sector and integral part of the marketing mix. He spoke about the 'now' & 'then' of events stating that the approach has changed from the bigger the better to focussing on the results and ROI.
“Result is what the client wants from his event and activation today”, he stated. It is the touchpoints that the event companies focus these days to make a difference to their brands as the need of the client is different for every single event. He further suggested that agencies need to focus on each of the audience members and personalize the message for each person.
The two outcomes of an event can either be delivering the need of the client which is essentially showcasing and executing proper output or just considering the hot leads of an event, he said
“Event has become very personalized today. It is important to think how the audience is going to get connected with your message. Transformation of extravagance to engaging is the code for these days", he added
Speaking about the rise of tech platforms which have become enablers of the new experiential, he said, "The experiential world has found engaging ways in mobile applications providing a platform for the events to grow and with it strategic planning is definitely the newbie in the experiential market."
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