October 8, 2024, 10:00 AM
October 8, 2024, 10:00 AM
A week ago, Expocruz 2024 ended, one of the most prominent commercial events in Bolivia, where brands take the opportunity to stand out and connect effectively with their audience. EL DEBER interviewed two experts in digital communication, who offered valuable advice on how to maximize brand visibility and impact during these important mass events.
Rodrigo Pereyra, community manager expert, highlighted that business fairs or events are an opportunity to show new ideas, innovate products and apply marketing strategies. “Today’s marketing is not limited to digital; It’s about creating experiences. Companies use social networks to attract clients and potential clients, since digital advertising is the most effective, quantifiable and, often, the most economical,” said the expert.
Pereyra also advised that, at events, brands should not limit themselves to promotions; They must also offer content that adds value and keeps the attention of attendees. “A brand that really wants to keep the public’s attention must know its audience well and adapt its content to the appropriate format,” he explained.
Customization is another deciding factor. Pereyra warned that One of the most common mistakes in digital communication is not personalizing messages, because it can result in a disconnection with the public. He added that in an environment where users demand quick responses and individualized attention, “the more personalized the communication, the more effective it will be.”
Pereyra also highlighted the importance of real-time interaction, facilitated by tools such as CRM, chatbots and lead managers, which allow brands to centralize public feedback and adapt quickly. Furthermore, he stressed that Collaboration between the community manager and the sales team is essential to maximize digital presence at events such as Expocruz. “What is not communicated, does not exist. It is vital that the community manager is connected with all areas to optimize results,” he added.
The expert added that visitor feedback is an invaluable tool to adjust and improve brand communication. Therefore, it is essential to analyze the comments received, both in person and on digital platforms, to identify areas for improvement.
“Listening to what visitors value or criticize allows you to refine the communication strategy, optimize the customer experience in future events and adjust the way the brand is presented to the public,” explained Pereyra.
And this approach, he continued, will not only improve the customer experience at upcoming events, but will also enrich daily interaction with the audience.
For her part, Gaby Alejandra Pozzi Angulo, specialist in Corporate Communication and Public Relations, emphasized that authenticity is key for brands to stand out during events.
“The voice and tone of a brand should reflect its identity and core values,” commented the expert. For her, It is crucial that brands maintain communication consistent with their identity to create a more genuine connection with the public.
Additionally, Pozzi suggested that an effective strategy should focus on three pillars: knowing the target audience, defining a clear message, and creating the right feeling in the audience. By following these principles, brands can create authentic and memorable communication, standing out from the competition.
The expert also highlighted the importance of prevention in crisis management.
“The best crisis management is the one that focuses on anticipating and preventing possible problems,” he noted and recommended that brands have a predefined communication plan to act quickly and transparently in the event of any unforeseen event, because with so little time remaining, acting quickly in the event of an error can protect the reputation built over years.
Pozzi also highlighted the role of corporate spokespersons, who must be trained to transmit clear and coherent messages in real time. They are the visible face of the brand, and their actions can directly influence public perception.
