ON POINT ARTICLE
THE POWER OF ‘CONTAMINATION’: HOW TO MAKE YOUR EVENT A TRUE BRAND EXPERIENCE By Giulia Sarri, Creative Strategist at AIM Communication (part of AIM Group International)
Blending ideas, formats and solutions from different
initiatives, and communication projects, and few times
businesses, industries and cultures, can help realising
congresses and event organisers are thinking of their solutions
relevant, immersive experiences for your clients, members
that way, which instead could add values to the projects.
and stakeholders. Contamination is pollution, is foodborne infections, but also mix, fusion, blend. It’s all about the point of view you’re choosing. Now at events industry it is the right time to crossfertilise our practices picking up ideas, formats and solutions
Contamination is pollution, is foodborne infections, but also mix, fusion, blend
from other industries, brands and business cultures, it is the
To create a true brand experience, at AIM Group we have
right time to blend and enrich our approach and services.
developed a method combining a 5C strategic framework and 3 practical strategies to find out the best operational and
As a matter of fact, staying relevant for your stakeholders’
marketing mix to make the event stand out from the crowd.
set is not a piece of cake. Stepping out of comfort zones and embracing “unusual” models is one of the go-to approaches
The 5C strategic framework analysis enables to respond to
that the events industry should be considering for its future.
easy questions regarding the Company, the social Context,
For instance, this means considering an event as a true brand
the Competitors’ behaviour, the Community’s attitude, and
experience. Such a perspective is typical of corporate events,
the Citizens/target’s expectations. This framework helps a
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| July 2022
