Five new pieces of wisdom
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Fernando Alonso Sanz (Pernod Ricard)
“If we get an emerging band to participate in a party with our brand and that these images go on MySpace, the brand can get a million and half visual impacts. In the measurement of our actions, we always include a section on online visibility.”
Renato de Bino (FIAT)
“Internet grows in the marketing mix because, in addition to allowing a good control of the return, it is an interactive tool. But the real interaction is provided by events… If we do only a few events, we are lame in our interaction. If we want to be a friendly brand, experiential marketing is essential and especially events.”
Margarita Lozares (Repsol)
“We need strong agencies. We know all agencies outsource, but an agency that outsources too much can be problematic. The proposal is very pretty, but the risks when we come to implementation, when there are three levels of middlemen.”
Frank Schulz (Volvo)
“We work very well with procurement, it´s a constant dialogue: if you involve them and are transparent, if you explain your work, if they attend events and see the results, then the relationship is much better. One thing is to see the numbers and another to see what´s behind the numbers, the impact on the audience.”
Monica Cuatrecases, Whirlpool Spain and Portugal
“Events have been increasing in quality and quantity in our company, and represent approximately 25% of the marketing budget.”
