B-Bar celebrated its first Anniversary in India at New Delhi on 8th November 2013. The night also witnessed the launch of the very unique B-bar Wine Cellar. Bringing the wine culture to India and getting Indians more accustomed to the lifestyles of the French, the wine cellar promises to be every wine lover’s dream. As the night progressed it embalmed the audiences with many surprises. The night witnessed celebrated Dj Ravin from Buddha Bar, Paris transport the guest to a world of melodies and rhythms. Exotic dancers enthralled the audiences while later into the night guests danced to popular Bollywood numbers. The night was well attended by the who’s who of Delhi’s social circle Mr. Kunal Lalani, Magandeep Singh, Vimi Lalani, Manish Yadav, Thenny, to name a few. During the anniversary week B-bar also promises a volley of exciting offers valid until 16th November where guests get a complimentary bottle of wine on purchase of one and the same offer is valid for a single glass. Talk about extended celebrations! B-bar’s Wine Cellar also proudly showcases a collection of over 300 labels, all carefully handpicked to harmoniously blend in with the delicious array of spices used in the pan-asian cuisine. Wines from every wine producing country except China are showcased. Fine and rare collection of vintage champagne, big format champagne, 1855 Bordeaux classified cru wines all the first growths, Grand Cru Burgandies, Super Tuscans, Barolos, barberserco and unique elegant labels make the wine cellar unique in town.
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There was a time when the major focus of budgets relied mainly on distribution to score an edge. Today, in this competitive scenario, innovative marketing campaigns are stealing the thunder. It is more of a ‘pull’ strategy that the brands are looking to create so as to generate customer loyalty. The ultimate aim then becomes to retain the customer and make him loyal, such that he doesn’t settle for Product B, if Product A isn’t available. As per industry reports, more than three quarters of the money and time invested by major brands, goes towards acquiring new customers and subsequently retaining the same. From a seller’s marketplace, it has transformed today into a lively, customer-centric scenario, where a WOW factor is the buzzword. Experiential marketing effectively helps in customer retention and offers a high recall value. And if you’re lucky, this customer becomes your new brand ambassador. A dynamic step forward The convergence of experiential and digital could represent one of the most important steps forward in modern marketing. It is little secret that today’s consumers are demanding a much more personal relationship with the brands they choose, and this has been a key factor in the rise of experiential marketing. Experiential campaigns have a lot to thank the digital world for. Most digital campaigns are now seamlessly integrated on-ground. When digital and experiential campaigns are integrated, experiential gives digital the ability to master proximity, and digital gives experiential the power to extend its reach and add value for both the brand and the consumer. Says Vineet Gupta, Managing Partner, 22 Feet Digital, “There was a time when anonymity was the mantra of the digital world. Aliases were always sought after. But with the rise and rise of social media, everyone knows who you are, what you do, where you stay, what exactly you’re doing. Your opinions are being heard, broadcast and shared, and this is a make-or-break for brands. If even one consumer does not like the experience you provide him, he has all the liberty to showcase it on the social media.” The convergence of experiential and digital could represent one of the most important steps forward in modern marketing. It is little secret that today’s consumers are demanding a much more personal relationship with the brands they choose, and this has been a key factor in the rise of experiential marketing. People are now less concerned about brands violating privacy laws and bombarding them with promotional emailers, because they are engaging with brands they trust, thus the experiences are now richer and more dynamic. Competitive space, smarter consumers Every day, there are several products that are being launched. To make matters complex, there is category creation. Products are becoming congested with a lot of display information and features, making it difficult for the customer to distinguish one product from another. This environment is now forcing brand managers to find new ways to create and maintain a relationship between their product or service and the customer. This is where experiential marketing comes into place. “Customers today are more skeptical than before about mass media marketing campaigns and advertising of claims. They are more aware and have easy access to information,” adds Gupta. Integrating digital media by way of social media campaigns into experiential marketing is not as simple as throwing a link, hashtag or a QR code. The integration of digital communication needs to be seamlessly bonded to provide the brand experience. Brands are now realising the importance of creating a dialogue with the consumers to make them feel heard and validated. The integration of digital media with experiential campaigns thus helps achieve this.
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It’s a nippy winter night but you can feel the slight warmth in the air because of all the twinkling lights strung to announce the celebrations. Everywhere you look, festivities are in order. You have to go to your far off relative’s daughter’s wedding, while your son has bought tickets to a rock concert and your daughter has plans to go to the diwali mela. Yes, it’s that time of the year again. But what do the newspapers next day read? The stage at a wedding broke, riots broke out in a concert, and someone got caught in a naked wire at the diwali mela, but we barely even raise an eyebrow. So much for big party celebrations. Why do big scale events in India always turn out to be even bigger failures? Is it because event management companies don’t care about the security of their attendees or do they just become careless and adopt the Great Indian Jugaad when it comes to maintaining security? Or should we blame it on the fact that we don’t value lives in our country? We got in talks with Avishkar Tendle, Managing Director at Natura Adventure Crew, to understand the current situation of large scale events in India. Are we really safe? EE finds out. EE: Is India ready for staging adventure themed events? How do you see this industry in next five years? I think India is at the cusp of getting big on adventure themed events, these sorts of events are already growing. Since customer engagement is the holy grail for all the BTL activities, adventure themed events are bound to be on the rise because of the ability of adventure activities to engage the audience. The next few years are very critical in ensuring that Adventure stays on a safe and an upwardly progressing path, considering there are more number of events which have adventure fused into them from making the bride groom fly on to stage to doing bungee jumping at malls, it is equally important to make sure the number of accidents don’t increase just because the total number of events have increased. EE: As communication is witnessing a shift towards events and creating experiences through them, what is the most important component of an event? Customer engagement. As I said earlier customer engagement is the key and essential component of an event, ability to engage or the lack of it can make or break a brand, it’s about creating a high impact through an experiential medium, this trend is being seen in multiple places from experiential education to experiential marketing. EE: How does the safety quotient vary with the nature of an event? I don’t think safety quotient varies with the nature of events, what changes are the number of parameters to create a safe environment, if it’s a simple MICE event on the lawns of an resort, then the parameters will be highly limited. For example, considering if there is any possibility of injury to the client due to open electrical wires, slippery pathways etc. At the same time if it’s a massive event with 10,000 people then you have those many parameters to deal with to make an event safe. Based on an event you cannot say I can only strive for 60% of the safety level, it is critical to achieve 100% on all the parameters irrespective of how many parameters are present. EE: How is safety in indoor shows different from safety in outdoor adventure events? It varies a lot, whenever we talk outdoor’s we have to take into account weather conditions, and any other factors which might disrupt the event. Is it going to be raining? Is it going to be windy? What wind zone does my venue come into? Is my structure prepared to handle those wind and rain conditions if it were to occur? How am I protecting the audience in case of any calamity? Am I equipped to handle stampede? Is my emergency evacuation plan ready? Is there a person who is going to take that call of evacuation? These are the questions we need to ask ourselves when we are into the midst of organizing an event. At the same time Indoor safety is completely different. Are we prepared in case of a fire emergency? Can we handle crowd properly? Are there more people inside the venue than there are supposed to be? etc. EE: How critical is safety addresal? Are we equipped to handle the safety needs of events? Does anyone want bad press because some participant got injured while taking part in their brand’s activity? By default safety is the most critical aspect of an event, whether it is an adventure themed event or not. Even a music concert should have safety as a critical aspect. Is the truss erected safely? Is there proper crowd management? What happens in case of fire? etc. When it comes to adventure events, safety becomes a non-negotiable aspect. Is the adventure operator qualified? What experience does he have? Who are the people managing that activity? Are they qualified? What is the equipment being used? Is it certified? Is there a log of usage of that equipment? All these questions are necessary and important. These questions asked at the right place at the right time are likely to avert a major incident. EE: Please share the safety drills and mandates followed by you for ads and films? How do you train your teams to meet 100% safety assurance? We at Natura are very paranoid about safety. We follow the dictate of “when in doubt don’t do it, or change it”. Every activity that we do, whether it is an adventure activity or an aerial performance, we will only go ahead if we are convinced that it is safe. There is always a site Manager on our events. That person is single handedly responsible for the safety of that activity. He has a checklist in his hand, every time before our system is engaged, he goes through it one by one and checks if everything is in place and ready to go. During rigging we change the systems constantly if we think there is a small possibility of risk. We change it till the time we are convinced at the risk of delaying the setup and eating into the rehearsal time. It is always better to be slightly delayed than being sorry. We only use certified equipment and keep an extensive usage logs of that equipment. So that we know if we need to replace something and when to do it. We always have a backup independent system to our main system, incase our main system fails, our backup swings into an action and avoids the accident. We always have a person certified as an internationally trained First Aider on all our programmes and we make sure all the in-house team is re-certified every two years (check out Wilderness Advance First Aid course curriculums that we attend – http://www.nols.edu/wmi/. EE: What does it take to have a good adventure infrastructure? Does it currently exist in India? Adventure Infrastructure is almost nonexistent in India, we do not have paramedic or rescue teams to jump into action in case of a calamity, even our urban ambulances are not very well equipped, our disaster management teams are a national joke, we don’t have a set of protocols and procedures in place for adventure nor do we have an audit team that can govern these policies. Currently the adventure tour operators of Maharashtra Association and adventure tour operators of India are working on such principles to be put into place but on the flip side we have innumerable destination alternatives when it comes to adventures venues. At the end of the day we have the mighty Himalayas which attract thousands of foreigners, and there are few operators who specifically cater to them and adhere to stringent international standards but those constitute about 1% of the total adventure operators. EE: What are the challenges in delivering adventure content in India? Cost is the major challenge, since people right now do not realize the sort of effort that goes into making adventure systems safe. Right now, everyone wants to involve adventure content into their event, but when it comes to paying for it, everyone wants it at lower costs, and costs are always reduced at the expense of safety.Safety is treated as an add on to an event and only taken into consideration under few circumstances e.g. when the client has larger budgets or when the client has asked for it specifically or the event manager has had a past incident and does not want that to happen again. If being safe is treated as a non-compromisable aspect of an event then the costs should be built into the budget. EE: At Natura, what is your approach to execute, conceptualize and manage adventure theme events? It depends on what service is requested from us by the event management companies. We usually sit down with the event management company to understand the client’s brief and the intention behind the event. Based on the intention we come up with an entire concept of the event, and infuse different adventure activities which align with the event. At times we even create new activities to achieve the engagement. Our operations team then gets into action and starts the preparation for the event, recon trips are done, rigging plans are created, team is finalized, and show flow is created all leading up to the setup day. Based on our experience of managing adventure themed events, we have devised another approach in which we deploy our proprietary design of the Adventure Challenge tower, which houses 6-8 adventure activities in a mere space of 50ft X 50ft, This tower has turned out to be a perfect product for the event managers wherein they can provide engagement of 6-8 adventure activities in the smallest space possible thus bringing Adventure to your doorstep in the urban environment. (www.adventurechallengetower.co.in) EE: How do you manage the regular pressures of conventional event management and blend in a high degree of safety control in it? It’s a constant tightrope walk for us, traditionally we are always taught to take as much time as possible when you are executing adventure activities. This is where Natura is very unique, since we understand the time pressures in conventional events; we have optimized our operations in a way where we achieve efficiency during setup and execution and at the same avoiding any compromise on the safety. There is a strong documentation culture and a log which everyone needs to compulsorily adhere to during an event, these internal checklists and systems enable us to a achieve high degree of safety at our events.
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New Delhi has forever been tainted by its ‘unorganized’ culture and for this reason, till a few back, was easily overlooked as a destination for international acts, concerts and big-crowd events. So when I heard that Canadian funny-man Russell Peters was planning a performance in the city I was immediately ecstatic. More so as my shameless hints to an influential friend were picked up and now I had a certified ticket in flesh and blood. Nothing could go wrong. Turns out I wasnt the only one who’d heard the big news. Tickets in all four cities-Delhi, Mumbai, Chennai, Bengaluru- were a clean sell out weeks in advance. What was initially a feeling of excitement quickly transcended into fear. Now, I love Delhi. But I know if you put ten or more people from Delhi together in one place you have a sure-shot recipe for disaster. This mob culture is characteristic of every event. Be it at a Bryan Adams concert a decade ago or Sunburn Greater Noida earlier this month. There is always this looming fear that someone may get hot under the collar and the whole situation might explode. Last I was this excited was when Metallica had come to Delhi last year and we all know how badly that bombed. I was going to wait for my eggs to hatch this time. As I drove in towards the Huda Grounds arena on the day, I half expected to see a frenzied crowd pushing and shoving at each other, women trying to keep their bottoms from being pinched, people scheming to avoid getting frisked or trying to slip past without a valid ticket. Little did I know, I was in store for a revelation. It was a Delhi from my dreams. Well behaved people, sharply dressed ushers, ‘queues’ for the love of God. 4500 people enjoying the show in unanimity and not one disturbing handphone, pain inducing sound of ‘OYE’ in the backdrop or single casualty in the first-aid booth (surprisingly an achievement for Delhi). Something is different here. Something that has brought forth the good side of the mob. The crowd was obedient, no fights broke out and people came and left in an orderly fashion. So after much observation and calculation, I have reached upon this justifiable formula: Act aimed at the urbane community + trained management/ushers/security + hiked ticket prices – alcohol = A possibly enjoyable event in Delhi.Peters has been performing for the past 24 years and is an international stand-up comedy icon. Though he has toured in India before, use of repetitive material thanks to the internet and being relatively less popular in the country, did not yield expected returns back then. The Notorious World Tour is evidently his biggest wager in the country. The event was sponsored by Micromax, a brand that has embraced experiential marketing tactics with complete gusto. Initially perceived as a chinese brand, Micromax is one of the few companies that has travelled up the funnel in terms of popularity. After successfully establishing itself within the rural market it is now aggressively riding on unique marketing and branding strategies aimed at urban India. “Our marketing strategy is largely driven by entertainment. We know our target audience connects with music, cinema and sports therefore we constantly invest in strengthening our product portfolio through R&D and innovative marketing strategies within this area”, says Shubhodip Pal, Chief Marketing Officer, Micromax. In the year 2012 Micromax has sponsored big music events such as Sunburn Goa, Snoop Dogg India Concert Tour, Enrique India Tour and MTV Video Music Awards. “With Russell Peters Notorious World Tour, Micromax is yet again taking a lead in bringing the best in the world to enthrall Indian audiences across the country for the first time”, adds Pal.
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The sixth convention of EEMA – EEMAGINE 2013 came to an end in an extravaganza glistening with industry honchos who shared their expertise, practically redefining the axioms of the events and entertainment industry. EEMAGINE 2013 was organized in Rajasthan and was witnessed industry gurus giving out their best. Sam Cannon, Senior Events Booker, Ministry of Sound, London, Sanjay Vazirani, Min Chang, President Asia Pacific at DAS (Diversified Agency Services) are a few too name. There were a number of sessions on topics including Industry & Innovations, The ever expanding landscape of social events and Role of Activation in Brand Building. The sessions and discussions pointed out how the arrival of Gen Y with their gadgets and social media has changed the very dynamics of the events industry. Also, it bought home the fact that an event is no longer a mere party or award function with elements of entertainment. It is now an art which has the just correct blend of entertainment, marketing and advertising. A panel discussion on ‘Advertising tells but activation sells’ highlighted the importance of activation. The discussion, exhibited effective advertising, and showed that activation will be at the core from now on for it is the strongest option among tangible media tools. Various examples were showed by the panelist which also included Cannes Grand Prix winner Dumb Ways To Die. The most important element of EEMAGINE 2013 was the EEMAX awards. The awards are indeed a boon to the events and entertainment industry as no other body looks at this platform exclusively. Leading EEMAX this year was Encompass Events with a total of six metals. The agency won one Gold, two Silver and three bronze metals. Followed by Encompass Events was Candid Marketing that managed to grab five metals. The agency was awarded five metals with two Gold, two Bronze and one Silver. A number of agencies followed on the third place with three metals including Krayon and Wizcraft International Entertainment. In addition to the enlightening sessions, Brian Tellis, President, EEMA shared his vision for EEMA in the coming year. EEMAGINE 2013 also hosted a number of delightful performances by Shiamak Davar and Ali Zafar. Pakistani Darbar Dance Umrao graced the event to enthrall the audience with her graceful performance. The convention managed to leave a mark on all the participants and it exhibited how much the industry has changed in the past few years.
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Yash Raj Films’ Shuddh Desi Romance, which just made it to the list of Top 10 highest openers of the year, flaunted research findings to market the movie. How do you possibly market yet another romantic comedy? How do you tell the world that hey this one’s actually different? How do you grab eyeballs and also pitch the contents of your film? Yash Raj Films’ new release Shuddh Desi Romance, starring Sushant Singh Rajput (Kai Po Che), Parineeti Chopra (Ishaqzaade) and new girl Vaani Kapoor, took the survey route in a first-of-its-kind approach to movie marketing. With the help of Ormax Media, the production house went about asking 5,000 youngsters across 40 Indian cities their take on relationship, commitment, pre-marital sex and marriage. The results of the survey, which had samples taken from big cities and small towns, were used to drive home the concept of the film – “a fresh and very real love story about the hair-raising minefield between love, attraction and commitment”. Called “Shuddh Desi India ki Romantic Soch”, the research aimed to “create ownership of the three lead characters of the film by creating a resonance with their life and their issues”. It had a four-point strategy to achieve the same. 1. Intrigue: Buzz and anticipation around the research findings to set the genre expectations from the film. 2. Research: The actual research process (field and online) 3. Reveal: Revelation of the research findings and their contextualisation to the three lead characters in the film. 4. Engage: Discussions around the results, involving the lead characters and their ideologies in the film. Once they were ready with the results, the three lead actors – Sushant, Parineeti and Vaani – revealed the findings at Welingkar College (another youth destination) in Dadar. The findings were in direct relevance with the contents of the film Shudh Desi Romance. So if the movie has the characters of Sushant and Parineeti in a live-relationship, the survey results highlighted are: 72% Indians believe that live-relationships don’t end in marriage but in break-up and that 4 out of 5 parents believe that young men and women who enter a live-in relationship are “loose characters”. Again, since pre-marital sex is a big issue in the film, the research underlines that 89% of Indian parents still believe that sex before marriage is unacceptable and should not be practised while 51% youth disagreed with them. The survey added that 50% young men believe that young Indians who are above the age of 18 but still virgins, are old-fashioned and how only 33% young women agree to that. “Why we did this survey was not only to market the film but also bring out facts as opposed to myths,” says actress Parineeti Chopra. “Most people outside the country think that Indians only want to do arranged marriage but our research shows that more than 70% young Indians would rather have a love marriage as opposed to an arranged marriage. The film also tackles this confusion in our society.”
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Einstein said, “If you do the same thing twice and expect different results, then it is nothing but insanity.” Agreed. We all have a learning curve. Steep for some, not so much for others. But the truth remains that no matter what heights you plan to accomplish, or how many times you fall, you always have to rise from the foothills. And the most important thing to remember- you can never move your eyes from the prize! Experience on-the-go, on-field practice and growing wiser with each mistake made is the prelude to any success story. Today we acquaint you with a few such stories. Accomplished event entrepreneurs share with us their first ever experience of organizing an event. The first of many accolades they were destined to receive, the mishaps they could never forget, and if they were to do it all over again, how they would do it today. Rajesh Varma Claim to fame- Founder and Director, CRI Events The first ever event I organized was in the year 1993. It was a Jagjit Singh concert at Shri Fort Auditorium. Godfrey Phillips was the sponsor for the show. I was thrilled to have landed this break but also petrified as I did not have a team in place yet. I knew this event could either make me or break me. In the events industry you are as good as your last event. The prospect of landing any events down the line and the future of my career depended entirely on that one day. Needless to say, I gave it all I got. What also worked in my favour was the amazing team of stage and sound guys and the entire crew actually. And it paid off. The event was a sell out. The sad part- I did not make a penny from the event! Why you ask? Well, mostly because I was young and stupid and did not have the business sense to pan out the financials in detail beforehand. It was a ticketed event and like most such events I was to get a share from the sales of the tickets but it so happened that the sponsors, venue and artists had already reserved a considerable number of tickets for their near and dear ones. Besides them, there were several influential people who were obliged with free tickets. It was definitely demoralizing that I didn’t earn from the event after putting in so much time and effort. But I also knew that I was onto something here and this would prove to be my beginning to something great. And as a rule, since that day, we don’t do any ticketed events anymore. If I were to do the same event today then I would definitely hire the same crew without a doubt. Diligence is indispensible in this field. Back in the day we only used printed backdrops and wallpapers that have been surpassed by digital substitutes today. LED lights, 3D projection, the possibilities are endless. I would stress upon high tech visuals and an advanced sound technology. I would engage my audience on social media platforms much before the event and monetize by airing the event live. And this time I’m confident I wouldn’t go home with empty pockets. Samit Garg Claim to fame- CEO, E-factor Entertainment My first event was thirteen years back in the year 2000 at Jaipur. We were a team of four people and the client was Smirnoff. When I look in hindsight I often wonder how a group of young and inexperienced newbies managed a relatively big-league account such as Smirnoff. Well, the answer lies largely in the fact that we were true to the client and, most importantly, true to ourselves. We were given a budget of Rs 42,000 to wine, dine and entertain a party of 140 people. So we got started by calculating what was expected from us and whether or not we could deliver it. It was our sheer transparency with the client and our promise to get him maximum for his spend. Numbers did not matter to us then as it does not matter to us now. Our focus since day one has been to deliver a memorable experience through our events and we retain this ideology till date. What has changed in so many years is how we package our stuff. In the year 2000, besides us, other companies were taking shape like Wizcraft, DNA, Encompass and Percept. We did not want to be part of this rat race so made the switch towards social events and began carving our niche there. Today 70% of our work includes social events with the rest being a mix of corporate and other miscellaneous events. Our team consists of 40 top professionals from the industry who try and create a ‘touch and feel’ experience with each event. Be it constructing an air-conditioned glass-house for a day wedding during the monsoons or mimicking the insides of a submarine through a 360 degree projection to create the experience of partying underwater, for us challenging the impossible is the ultimate high. Rajeev Jain Claim to fame- Director, Rashi Entertainment The events industry does not operate on the number of people you have employed or how old you are in the business. It runs on the passion you exude and the promise you display. In the year 1999 I was approached by the Dainik Bhaskar group to organize an event celebrating their launch at Ajmer. We were a team of 5 and had to make arrangements for a crowd of over 70,000 people. So we hired 50 local guys. It was a free-for-all event and Jasbir Jassi and Richa Sharma, at the prime of their career, were scheduled to be performing. The turnout at the day exceeded 1 lac people. Ajmer had never witnessed an event of such expanse before. It was surreal. We immediately knew we had been launched into the market. Let me tell you, it’s not easy to manage a crowd of 1 lac people. It makes the head spin. Entire cities sometimes comprise of fewer people. But we had major support from the State police and the government. We were spanking new in the business and had outsourced our light and sound arrangements. They did an immaculate job as per the standards at the time. If I had to organize the same event today, I would erect a multi level stage with 3D mapping and make intelligent use of lights using LED backdrops and Xenon projection. A major challenge we faced that day was that people had to wait for hours before getting into the stadium, also security and safety posed a looming threat. Technology has advanced tremendously over the years. We now use RFID cards (similar to that used to enter and exit train/metro stations) that prove to be time-efficient and are very cost-effective in mapping logistics. To tackle security issues we mainly use Mozzo barricades unlike the feeble fencing used at the time. Since our first event together we have been managing Dainik Bhaskar’s launches, conclaves and power dinners. We truly have been partners in each other’s growth since then.
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When it comes to marketing events using Twitter, planners go all out to experiment with this medium of engagement. As digital proliferation increases, Twitter is becoming a great addition to the event marketing mix in a big way. Here are top tips to get the best out of an upcoming event and ensure brand amplification. Harness Twitter’s power of a social medium:Twitter, at its core is a social media.This means that it requires more than a constant stream of updates like: “Registration is now open”.Using this medium to ensure a dialogue and encourage responses from the audience will be a winning strategy. Co-create content with key personalities: Another form of engagement can involve the active participation of key personalities speaking or performing at the event. Once a status is posted about the presence of a speaker or performer, that dignitary can follow-up with a Tweet of a one-liner or conversation starter. This makes the engagement more personalised. Building up the engagement: Before the event too, Twitter can prove to be a great tool for grab eyeballs. Running promotions and contests to include free passes giveaways as prizes, will generate more interest in the event. Another strategy can also be to post updates about the setting up stage, and even posting photos of that. This can bring about a more personalised touch with the audience following updates of the event. Live engagement:Including Twitter in the live event experience is the biggest engagement strategy. Creating a hashtag for the event exclusively and mentioning repeatedly about it live, can create more amplification of the event. Re-tweeting interesting posts by audience, and thanking them for their Twitter mentions also builds greater engagement. Also, including a live Twitter stream on screen, post censoring, is one of the most brilliant ways of using Twitter. In fact, speakers and performers can also be encouraged to react live to these Tweets. Post event engagement:By saving the hashtag, one can download an archive of the tweets using special applications after the event. This will allow for the instant details of the event to be an ongoing conversation post event as well. Besides, this will be a great tool to share with sponsors to showcase how many times their brand was mentioned via Twitter.
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