In-person Event on Innovation and Technology: The Opportunities of the Post-Webinar World

How Sabiá helped create a face-to-face and economic event at MASP, full of real connections, networking, and a lot of partnership.

In-person events have always been an important tool in the innovation and technology ecosystem and must now be rethought for a world that is very different.

After all, in recent years, webinars have taken the spotlight and become the main space for those 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: real human connection.

With that in mind, Match<IT>, Sabiá, EZDevs and iSend came together to create a cost-effective, content-rich event that would bring back that taste of an in-person event.

 

THE CHALLENGE

Connecting customers and opportunities by means of an interesting in-person event with limited resources and a lot of creativity.

 

THE SOLUTION

Sabiá joined Match<IT>, EZDevs and iSend – companies that work in the technology sector, but with different approaches – as a strategic partner responsible for the marketing of the event.

The team leveraged partnerships from each company involved to enable an in-person event named after a positive and optimistic view of the post-pandemic world:

 

 “The art of (re)connecting through technology”

And to get leaders of innovation, artificial intelligence and digital transformation out of their homes and offices on a Wednesday morning, every detail of the event would have to be thought carefully.

 

 

Pre-event

#(re)connecting through technology

The concept created by our birds “The art of (re)connecting through technology” sought to unite the sector in which the companies involved work (technology) with one of the great attractions of the event, the environment in which it would be held (MASP).

At the same time, showing the public how to increase business value from IT collaboration with the customer and new cross-team partnerships.

 

 

Talks 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 super team.

The event featured talks by: José Pacheco, CoDirector, Master of Eng Advanced Manufacturing and Design at MIT speaking directly from the USA; and Anderson Rocha, director of Unicamp’s Institute of Computing and of Recod.ai Artificial Intelligence Laboratory; in addition to talks with CAOA Transformation leaders, Rosana Jamal Fernandes, Founder of Baita Aceleradora, Izabela Rubens, Head of Embraer’s Startups and Embrace Power Program and Elvis Lima, IT Senior Manager at Carrefour Retail.

 

 

To reinforce the value of each speaker, we created specific pieces for each session so the public would know more about the topic addressed and the speakers could promote it on their social media.

 

Digital Communication

The event was promoted by means of a hotsite, pieces for social networks, targeted emails for each company, taking into account their particularities, audiences and specific challenges. Mobilization of professionals who came together in order to assemble a special audience for a unique event.

 

 

During the event

Reception:

The performance of our birds went beyond communication. We also took care of the entire production so the event could be amazing. To welcome guests, a special coffee was made available at a time when the public had the perfect opportunity to connect with colleagues and meet cool people.

 

 

Extra Attraction:

To make the event even more special, participants were able to apply for for an incredible lunch at the MASP Restaurant and a Guided Tour to discover the collection of artworks available.

 

Making the most of the event:

The quality of the content presented was highlighted in the satisfaction survey and general feedback from the audience present, which generated an opportunity to create qualified leads online from the material presented. We then created an inbound marketing activation, where each talk was transformed into a video that could be viewed upon registration on the site.

 

RESULTS

• Event satisfaction score was 4.7 (scale 1 – 5)

• Maximum capacity of the chosen auditorium of MASP

• Event held for less than ⅕ of the traditional cost

• Qualified leads at the event and Inbound

• Talks generated videos of content which were used to be exhibited on the website, in addition to being used on social networks and emails.

• The replicable model gave rise to an event series called “(re)connecting through technology”, which has already had its second edition with similar success.