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November 23, 2018
Along with CES and IFA, MWC (Mobile World Congress Barcelona) is one of the top 3 global IT/Wireless expositions. Over 2,100 global IT companies participate in the exhibition, including world renown brands like Google, Microsoft, Samsung, LG, Huawei and more. During 2018’s MWC in February, there were more than 104 thousand participants, and this number continues to grow every following year. As the 4th quarter of the year is passing by, more clients are starting to have queries about the MWC. As an experiential global marketing agency that has participated in the MWC, Eidetic Marketing will offer 5 must know tips for MWC participants.
First, Utilize your Exhibition Badge.
As a top-tier global B2B Exhibition, entrance fees should be expected to be on a high price point. During the 2018 MWC, the lowest priority entrance ticket cost roughly $900. These entrance passes can be issued at not only the exhibition hall, but also the airport. You can seamlessly receive your pass by using the QR code that you were given upon purchase. With this pass, you can also use public transportation for free during the exhibition period.
Second, Wear Safety Appropriate Gear for Construction periods.
MWC is held in the 9 halls of Fira Barcelona Gran Via, a venue that is approximately 30 times the size of Korea’s Coex. As renown as this venue is, the safety rules are strictly enforced. During construction periods, everyone involved is required to equip safety helmets and vests. However, there is no specified product or restriction on what type of equipment one is to wear. Therefore, it is possible to save money by procuring the products ahead of time. If you fail to bring your own equipment, you can also purchase the hats and vests at the exhibition hall, albeit for a higher price.
Third, Consider Transportation Methods.
Barcelona is Europe’s top 6th visited destinations. The city gets especially more tourists in February and March for the duration of the MWC. Taxi drivers may not be well acquainted with speaking English, so you should have materials ready, such as a print out of your destination and address. Other than taxis, you can also opt to use personal carpool services called MyTaxi, Barcelona’s equivalent to Uber. For those who choose to use rented cars, the driving is not as hectic as other European nations. However, during the MWC period, there are many patrol officers that focus on traffic violations. If you are caught by one of these officers, foreigners are charged 100 Euros on the spot. There are apt parking spaces in the exhibition venue itself. However, depending on the hall, this may lead to long walking distances. Therefore, it is important to understand the area and choose a parking lot accordingly. The nearby shopping mall, Gran Via 2 is an option that offers free parking on Sundays.
Fourth, Follow Security Protocols.
After 2014, Europe became more conscious of possible terrorist threats. The MWC period, in which more than 100 thousand people gather together is a time when security protocols are strictly enforced. Individuals should have their passport on their person at all times as a form of identification. Upon entry into the venue, all participants and their luggage are searched through by security officers. All boxes, bags or enclosed luggage must be opened for inspection. Visitors should also not carry any items that can cause misunderstandings (for example, toy guns or knives, etc). Through the MyMWC application, one can use their digital exhibition badge as a form of identification as well. However, due to possible issues due to hall entrance or security personnel, visitors should have their passports as a failsafe id.
Fifth, Prepare for a Foreign Environment.
Spain is a country that is not very familiar with the English language. It is recommended that participants learn basic Spanish before the exhibition. For exhibitors who are expected to need telecommunication services during the period should consider buying a local sim card beforehand. This option is more comfortable than wifi and can be purchased upon arrival at the airport. Vodafone is the recommended brand for Europe. MWC’s venue, Fira Barcelona Gran Via, is grandiose and offers many pleasant areas for business meetings. If a meeting outside the exhibition hall is needed, the nearby shopping mall, Gran Via 2, also offers plenty of stores and cafes to engage partners or clients.
Eidetic Marketing is a global event & experiential marketing agency that is based off of its LA headquarters. It has multiple branches around the world in Korea and China as well. The company has experience participating in a multitude of global exhibition and events, such as MWC, CES, Gamescom, E3, and many more. Encompassing a wide portfolio and a plethora of world renowned clients such as Samsung, LG, Tencent, Google, etc., Eidetic Marketing has successfully provided total marketing solutions on a global scale. Eidetic Marketing’s CEO, Ashley Jung, offered his insight via this article to assist other prospective marketers in understanding the MWC.
If you have any additional questions about the MWC, please contact firstname.lastname@example.org more information.
November 21, 2018
[Eidetic Marketing Insight] Drone Shows, Beyond the Technology
Marketers are pondering how to apply drones appropriately. Whether it be achieved via Drone Show or Drone-vertising, the answer may not always be clear. Whatever the answer may be, it is important to take note of the underlying essence beyond the technology.
Software to Design the Sky
Drones were originally created exclusively for military use. Of course, they are still used for said purposes, which can be noted through a variety of military advancements using unmanned aerial vehicles. However, drones encompass much more innate utility to be limited to military use. As such is the case, drones are currently being used with many different objectives ranging from filming, leisure, exploration and much more. This usage has reach a stage in which many of the world’s leading corporations make use of drones in one way or another.
The value of this aerial device is not limited to simple videography. The fact that this machine can fly adds endless possibilities and immeasurable value to the product. An example in which the value of drones was realized occured during the 2018 PyeongChang Winter Olympics. 1,218 drones lit up Korea’s night sky to create illuminating constellations for onlookers. Transforming into anything from the Olympic logo to a snowboarder, these drones created a scene which rivaled that of one created from CG technology. During the finale of the Olympics, the drones turned into the Olympic mascot and then into a starry constellation, creating a memorable scene. The press applauded this showing for its originality and deemed it as the pinnacle of Information and Telecommunication technology.
Why a live show over a recording?
Most drone show content that we view are recordings. Whether through documentaries, movies or even a youtube video, the drone shows points of views that would usually be impossible to recreate. As mentioned before, however, the value of a drone does not end there, as corporations have started to make use of drone events and marketing.
During the 2018 CES, one of the main headlines was not a new product release or a technological breakthrough. It was the live Intel drone show that was held along the Bellagio’s iconic fountain. Intel has been well known for utilizing drone marketing in many more cases such as the Las Vegas drone show commemorating the opening of the movie ’Wonder Woman.’ In this case, 300 drones were utilized in recreating Wonder Woman’s image, showcasing an event that was as memorable as scenes in the movie itself.
Drones have even spread into the unlikely category of fashion. During the 2018 Milano Fashion Week, Dolce & Gabbana made use of a drone to showcase the brand’s new product. Breaking off from the use of a human model, this divergence created more interest in the drone than the products. Some distained this action stating that this was a simple rouse to garner attention. However, in the future, people will note Dolce & Gabbana as the brand that first utilized drones in an international fashion event.
What we, as marketers, must consider is why these organizations chose to use drones. Not limited to the technology, drones created an amalgamation of both technology and emotion.
The marketer’s role: tech and emotional synergy
Drones are products that are fundamentally based on technology. The drones utilized during the 2018 PyeongChang Olympics, though light, were manufactured to withstand winds of up to 10 meters/sec and imbedded with the ability to detect and avoid obstacles. However so, despite being based on technology so heavily, the product stirred within us an emotional reaction,
The main charm of drone shows stems from the unlikely melding of technology and emotion. The drone encompasses various technological innovations such as BLE, wifi, VR, AR and many more. This seemingly cold and definite product created sentimental, human connections through a marketer’s outlook. A marketer’s view, derived from understanding the consumer, created an efficient method by which such apathetic technology was able to create a truly sympathetic bond with humanity.
It is also the marketer’s duty to truly understand and apply the embedded technology within the drone itself. However, the marketer’s first priority is to discern consumer priorities and through this knowledge, to engrave a brand in a positive light. Simply put, drone marketing’s main strength lies in the mix of innate technology and human emotion.
Many consumers already know about drones. Not only have they surfaced on the media, individuals have been purchasing these products to use as hobbies. Despite this, the application of drones in the Milano Fashion Week and the 2018 CES made headlines. This was because those individuals were able to experience unexpected beauty in a familiar environment. Drones stimulated are emotions through the imaginative design of marketers. Marketer’s must strive to create a story the resonates with consumers and through these stories, what seemed like unfeeling technology gained humanity.