During the conference, representatives from well-known market players shared their effective BTL campaign cases.
On 7 September, the conference discussed promotions, giveaways and loyalty programmes.
Kirill Kadyvkin from emg: Communication Agency talked about how to win the hearts of both children and parents by means of branding and proper collaboration in the case study: "Dirol and Minions are launching a prank system". Alyona Sidorova, account director of Deep Creative agency shared her experience in Unconventional approach to BTL-promotion and told about the case of toilet paper promotion during the lockdown period. Natalia Golikova, account director of Action, told how to conduct a product tasting, completely abandoning the promotional staff in the case for Milka. Sergey Kalyuzhniy, Creative Director of CreativePeople, told how to use gamification to attract users to sign up for the loyalty program and make purchases using the case of S7 Airlines in a difficult for airlines 2020 year. Also on this day Dmitry Pertsov, Creative Director of digital agency Nectarin presented the New Year case of Oriflame: "Marrying image and performance with the best men in the form of brand personages".
The 8th of September was dedicated to the discussion of the cases, focused on the Point of Sale incentives and striking examples of merchandising.
On this day a discussion on "Peculiarities of cooperation between supplier of promotional materials and the end customer" was held involving Yuri Slutsky, General Director of "Oasis", Stanislav Shtrikh, Director of "Shtrikh Ru", Andrey Afonin, General Director of "BLB-Corporate Gifts", Vladimir Mazur, General Director of Portobello. Dmitry Tselischev, Head of merchandising department of BEETL told about optimization of the merchandising process by using photo-recognition system in the case study: "Efficient work with the shelf. Merchandiser or photographer. How to make an employee really work with the shelf?”. Anastasia Verbovataya, account head of Panda Digital agency, shared a case study for SPLAT #ForDistant&CloseOnes and ideas on how to get closer to the consumer during the pandemic. Sergey Kiselev, from BEETL, shared information about the risks for the self-employed and individual entrepreneurs in the session: "Safe Partnership: Client and Agency”. Gemma Pinkhasova, Head of Promo/Inventions at POS Media Russia told how to effectively highlight a new brand in the category of cleaning products in the case study: "WOW In-store Support for New Product Launch".
On 9 September, on the final day of the conference, speakers shared event marketing cases.
Natalia Golikova from Action told how to run a live event and ensure a high-profile finale in the case study: "Barney. World Records". Veronika Varakina, Account Manager at the marketing agency CLEVER marketing, told about how to implement an event in the age of "cancellation", to change 2 platforms in 3 days and successfully complete the task of attracting a new audience in a case study, "Event marketing of a federal brand using integration into a mass event as an example".
All 3 days the guests were also attracted by presentations at the exhibitors' stands, product consultations and effective networking.
Industry partner: Association of Communication Agencies of Russia. Project partner: Flexpocket.
The organiser would like to thank participants, speakers and guests of the event. See you next year, 6-8 September at IPSA 2022.
IPSA & PSI Russia 2021 international exhibition of the promotional industry is the leading professional B2B event of the promotional industry, which is a traditional meeting point of producers and suppliers of promotional materials with representatives of advertising agencies, large corporate customers and distributors from all over the country. Exhibition website: www.ipsa.ru
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