The events industry must keep “changing its spots” if it’s to keep up with today’s digital-focused and communication hungry audiences, according to Felicity Zadro, managing director of strategic integrated communications agency Zadro.
Ms Zadro says event organisers need to get extra creative to draw in their audiences from multiple channels, who no longer expect only traditional means of communication. It’s all about having a 360-degree communications strategy – an integrated approach.
“It’s not just about selling tickets in the lead up to the event any more, it’s about creating a brand reputation all year round, a creative conversation with potential delegates, who want more and more at each event.
“What we’ve seen with the many events we have worked on is the need to engage with audiences via the full gauntlet to communicate channels – PR, marketing as well as social media and digital. In many cases the event needs a brand refresh – to better speak to their audience and reach new markets. The online component is crucial – such as creating online magazines and forums to keep people informed, or delivering an event program via a creative online space,” said Ms Zadro.
They say a leopard can’t change its spots; nor can a zebra change its stripes, yet Zadro knows organisational beasts must change to maintain competitiveness and operational effectiveness. That’s why Zadro has just completed a brand refresh – seven and a half years after the agency was launched (as Zadro Communications).
“We’ve taken our own advice and our 95 years of combined experience, and used all the services, strategies and tools that have been so effective and delivered results for our clients. First we took a good hard look at ourselves – where we came from, how far we’ve come, and where we want to go.
“Why? Because we want to be even better at what we do and articulate our evolution to an agency that can deliver seven strategic, creative and integrated services – strategic communications, public relations, marketing, design, internal communications, consumer insights, digital and social media.
“Just like Zadro advises its clients, having a communications road map is vital for success.
“Having a strategy is the most important thing; it enables you to let the world know what makes you different and better than the competition. And if you integrate all your communications, your brand, reputation and message will be consistent and leveraged across all mediums, which is so important in this day and age,” said Ms Zadro.