How Sabiá helped create an in-person and affordable event at MASP, full of real connections, networking, and lots of partnership.
In-person events have always been an important tool in the innovation and technology ecosystem, and now they must be reimagined for a world that is very different.
After all, in recent years, webinars have taken center stage and become the main space for these connections and debates. First, because of the pandemic, and then because of the convenience, economy, and many advantages they bring to participants.
However, as much as digital brings incredible benefits, they are not always enough to fill an important gap: that of real human connection.
With that in mind, Match, Sabiá, EZDevs, and iSend joined forces to create an affordable, content-rich event that would bring back that taste of an in-person event..
CHALLENGE
Connecting clients and opportunities at an engaging in-person event with limited resources and lots of creativity.
SOLUTION
Sabiá has partnered with Match, EZDevs, and iSend—companies that operate in the technology sector but take different approaches—as the strategic partner responsible for handling marketing for the event..
The team leveraged partnerships from each company involved to make possible an in-person event named with a positive and optimistic vision of the post-pandemic world:
“The Art of (Re)connecting with Technology”
And to get innovation, artificial intelligence, and digital transformation leaders out of their homes and offices on a Wednesday morning, every detail of the event would have to be carefully considered.
Pre-event
#: (Re)connecting Through Technology
The concept created by our birds“The art of (re)connecting with technology”sought to unite the sector in which the companies involved work (technology) with one of the event's main attractions, the environment in which it would be held (MASP).
At the same time, show the public how to increase business value through IT collaboration with the client and new cross-team partnerships.
Lectures that deliver value
The list of speakers was assembled with the best partners and connections from each of the companies, which ended up generating a powerhouse team.
The event featured talks by: José Pacheco, Co-Director, Master of Eng Advanced Manufacturing and Design at MIT, speaking directly from the US; and Anderson Rocha, Director of the Unicamp Computing Institute and the Recod.ai Artificial Intelligence Lab; in addition to talks with Transformation leaders from CAOA, Rosana Jamal Fernandes, Founder of Baita Aceleradora, Izabela Rubens, Head of the Startup Program and Embrace Power at Embraer, and Elvis Lima, Senior IT Manager at Carrefour Retail.
To reinforce the value of each speaker, we created specific pieces for each session, so the audience would learn more about the topic and speakers could promote it on their networks.
Digital Communication
The event promotion included a hotsite, social media assets, and segmented emails for each company, taking into account their specific characteristics, audiences, and challenges. There was also a mobilization of professionals who united with the purpose of gathering a special audience for a unique event.
During the event
Reception
Our birds' performance went beyond communication. We also took care of all the production to make the event incredible. To welcome guests, a special coffee was provided, offering the perfect opportunity for the audience to connect with colleagues and meet great people.
Extra attraction:
To make the event even more special, participants could compete for an incredible lunch at the MASP Restaurant and a Guided Tour to see the works in the museum's collection.
Making the most of the event:
The quality of the content presented was a highlight in the satisfaction survey and general feedback from the audience, which created an opportunity to generate qualified leads online from the material presented. We then created an inbound marketing activation, where each presentation was transformed into a video that could be viewed by registering on the website.
RESULTS
• Event satisfaction score was 4.7 (scale 1-5)
• Maximum capacity of the chosen auditorium at MASP
• Event held at less than 1/5 of the traditional cost
• Qualified leads from events and inbound
• Lectures generated content videos, which were used to be displayed on the website, in addition to being used on social media and emails.
The replicable model gave rise to a series of events named “(re)connect with technology,” which has already had its second successful edition.
