<p><em>How to make a product presentation (launch) as effective as possible? Can a product presentation now do without an online part? Does online need an offline component? The traditional presentation format has become so familiar to the audience that it no longer arouses much interest. Users can easily find all the necessary information about the product on the Internet before the official presentation.</em></p>
<p>Cost analysis per guest is increasingly becoming a reason to shift the focus from a traditional launch to an online campaign. New formats of events with an online part and online campaigns with an offline event are emerging before our eyes. Who will win? Who will receive the most of the budget?</p>
<p>Alexey Berlov and Alexey Mochalov at the Drink&Talks event discussed changes in conducting launches from two sides - online and offline</p>
<h2>5 ABSTRACTS FOR OFFLINE</h2>
<p><strong><em>Alexey Mochalov, Creative Director, Eventum Premo </em></strong><br />
<em>Technologies today are able to solve any graphic problems, which, it would seem , should be a signal for the extinction of offline. Production companies release reporting videos like a conveyor belt, promote them by means of advertising budgets, and all that remains for the audience is to absorb content in comfortable conditions and at a convenient time. It seems to be true, but it is not .</em></p>
<h2>1. EXPERIENCE, NOT THINGS</h2>
<p>Consumer habits are changing very quickly now. For clarity, let's consider the concept of "luxury". If since the middle of the last century it has been synonymous with the image of a person with such social markers as a car, a house, a yacht, <strong>then experience is becoming a new landmark of the XXI century.</strong></p>
<p>The excess of digital content, products and services, their availability – all this leads to the formation of a new currency: sensations, experience. Returning to the topic of launches and applying the idea of experience as a new luxury, it becomes clear why the decrease in offline is not only not predicted, but, on the contrary, expects to increase.</p>
<p>Event participants are always involved in the process, all the receptors of their perception are involved. Presence allows you to influence what is happening, modifying. Watching videos on the Internet will not give such an experience.</p>
<h2>2. INTERACTION</h2>
<p>No matter what visual and auditory forms of impact are at the heart of an online content strategy, there is one detail that is missing : interaction. Experience is born in interaction.</p>
<p>Let's use the metaphor of the "Soviet service". Everyone had it in childhood, it gathered dust on the shelves for a long time and appeared on the table only 2-3 times a year, on special holidays. The image of the service conveys contemplation, not interaction. The Internet is also littered with "sets behind glass", and all the user needs is a hot mug in his hand, the reality of contact.</p>
<h2>3. FOCUS ON THE TARGET AUDIENCE</h2>
<p>The world of social media is ruled by personal recommendation and personal experience. Users trust micro-influencers, avoiding superficial advice from millionaires. Respect and a correct understanding of the picture of user expectations help a microblogger achieve a high level of audience engagement. His content is relevant, honest, and creates an army of brand advocates around him.</p>
<p>The same goes for an event. Any product launch has its own target audience, which you need to impress so that it itself wants to share information about the event. By understanding and studying the target audience, you can significantly increase the reach of the launch if you cause real "goosebumps" offline .</p>
<p>One of such projects, where absolutely every guest filmed a show on a smartphone and shared it on social networks , was the presentation of the Jaguar E-Pace.</p>
<p>The right event allows influencers to create quality content.</p>
<h2>4. REAL AND FAKE</h2>
<p>In the information jungle, we are looking for the truth. An event is the truth. The product at the launches is shown from all sides, not from one that is beneficial for the product. The participant of the event has the latest information. He becomes a new mouthpiece.</p>
<p>Scrolling through Instagram, we see hundreds of beautiful photos, angles, languid facial expressions, photographers, makeup artists, many clothing brands and brands in general, filters, retouching, and watches to choose from one photo out of hundreds. Photos and videos on the Internet, if we talk about a message to the user, are a false constructed vision presented in a ready-made form. At the event, we watch the process live. With all the wonderful errors, choosing our angle and filters. We create an opinion and try it ourselves, and do not look at the photo with the product.</p>
<p>When choosing among thousands of reporting videos on the Internet, you can set a "by views" filter to see the most popular cases. Views can be cheated, the event cannot be "cheated".</p>
<h2>5. COMMUNITY</h2>
<p>We want to be part of the community, part of the story, part of the common experience. At the event, we are part of what is happening, when watching the video, we are the audience. No matter how many times we watch the entire live broadcast of Alfa Future People, we will not become part of the music festival. No matter how many times we watch ads for running shoes, it will not make us part of the run community. No matter how many times we like the video with the presentation of the car , we will not be the first to feel it, live.</p>
<h2>5 ABSTRACTS PER ONLINE</h2>
<p><em><strong>Alexey Berlov, Partner, Eventum Premo </strong><br />Classic methods of interaction are becoming obsolete. Customers expect brands to be easy to access. The reduction in print media circulation and the departure of the audience into the digital field have been talked about for many years. Fashion shows in the classic behind-the-scenes form are outdated, brands are busy looking for new formats. Creating and conducting a standard 45-minute show of a collection involves too much money, time and interaction.<br />The coverage of the event is limited by the number of square meters and seats. And the product from the catwalk, as soon as it hits the shelves, becomes obsolete. At this moment, online appears on the horizon and saves the situation.</em></p>
<h2>1. COVERAGE AND COUNTING</h2>
<p>It is the launches among all types of events that will change the most. They are designed for maximum coverage, and <strong>only the online format can provide access to an audience hundreds of times higher than the number of participants.</strong> Its additional advantage is statistics. Unlike classic launches, the online audience is considered better, which puts offline at risk.</p>
<h2>2. ONLINE IS MORE THAN A STREAM, HASHTAG, AND REPORTING VIDEO</h2>
<p>It seems that it is enough to add a stream to the event, and the coverage is organized by itself. Is this true? Videos from concerts, performances, presentations, and the opening of showrooms often show the number of views less than the number of participants in the event.</p>
<p>Sometimes the magic works, which greatly depends on the budget for promotion and on the format preferences of the audience. Participants in an offline event behave in one way, and viewers in an online way behave in a different way. Two strategies, two projects in one, two customer journeys.</p>
<p>Making an online part of an event doesn't mean editing and posting a reporting video, coming up with a hashtag for it, or streaming. Regular reporting videos serve as a business card of the working group rather than reflect the event.</p>
<p><strong>Here are</strong> <strong>some successful formats for organizing a stream:</strong></p>
<p>The first show from Alexander McQueen streams in 2010 gave strong feedback, but soon the audience got used to the new format, and interest subsided.</p>
<p>To revive interest, the organizers resort to new tools, such as the OFF-WHITE show on chroma key.</p>
<p>Or the Spring/Summer 2020 show by Jacquemus in a lavender field in Provence.</p>
<h2>3. COLLABORATION TO REACH</h2>
<p>For the correct and effective implementation of an online strategy, you need a channel. Brand channels have few subscribers and their activity on the network is low, which makes it difficult to promote. Therefore, the strategy of placing videos only on the brand channel is ineffective.</p>
<p>What did BMW do <strong>as part of the Coachella festival</strong>? The company turned to the headliners, together with them created an author's print on the car, handed over the cars to influencers who went to the festival, creating the necessary coverage. This is how BMW got an organic connection with the festival, getting into the audience and reaching. Effective and simple.</p>
<h2>4. Separation of audiences</h2>
<p>Events will not die, but they will be greatly transformed. The main audience for football matches is not the one sitting in the stadium. Therefore, when organizing a launch, companies should create not one, but two events. One is for an offline audience, the second is for an online audience, each of which will take into account and use different strategies for retaining interest and attention.</p>
<p>One of such projects, where two audiences were taken into account, was <strong>the Night Flight Show vol.2 for S7 Airlines.</strong></p>
<h2>5. NEW COMPETENCIES </h2>
<p>Specific skills include:</p>
<ul>
<li>make not videos, not events, but stories;</li>
<li>create a visual sequence that is impossible to tear yourself away from ;</li>
<li>stimulate stream viewing, create fast videos.</li>
</ul>
<p>There is such a paradox of success. The reasons and resources that brought us to the current point cannot lead us to a new peak. It's like a rocket stage. To continue developing, you need to reconsider old principles and start experimenting. Try new things. Make mistakes. Feel fear that it may not work. Take reasonable risks. Feel that there is no one to consult, but do. </p>
<h3>Let's summarize</h3>
<p>An advertising video will cost an average of 5-10 million rubles, and the amount for organizing a launch can reach up to 50 million rubles. What if we consider the launch as a source of content and combine the event with the creation of a commercial?</p>
<p>To do this, organizers need to change their mindset and think not only in terms of logistics, but also in terms of content creation. And if they don't learn how to organize the online part, then digital managers will start building scenery.</p>
