DIGITAL TRANSFORMATION WORLD 2019
Prior to the COVID 19 pandemic, in-person events were vital to many industry-focused organizations. As people begin to come out of quarantine, in-person events will once again take a priority position in the international business world. Far from being irrelevant, in-person events will take on a new, more precious roll than ever before. Each event must be meticulously planned, marketed with expertise and precision, and deliver on the promise of education, networking, and Return on Investment.
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Included on this page is a Deep Dive into TM Forum's premier event, Digital Transformation World. This event series included stops in France, the United States, Dubai, and Singapore. Each event had to stand on its own, but also clearly fit within the Digital Transformation World umbrella to maximize brand equity and attendee uptake.
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The 2019 Digital Transformation World brand was designed to communicate "out of the box" thinking in the technology and communications industry. Every company in the industry was in a position of evolution, fighting to stay relevant and thrive in a challenging new environment.
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Of course in-person events can no longer be just in person. All events must contain digital elements, if not a full online version to accent the live show. In fact, ALL events over the past 2 years were digital, so we've learned how to do it well.
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Included on this page are samples of the branding and creative elements of the 2019 Digital Transformation World, should you want to see samples of other years, including purely digital events, please contact me directly for a one-on-one presentation.
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ONE BRAND, FOUR INTERNATIONAL EVENTS
The communications & technology industry has been cycling through constant, often disruptive change for years now. The Digital Transformation World (DTW) brand need to communicate creative, out-of-the-box solutions across 4 countries and cultures. The logo is literally "breaking free" and each color was chosen to target specific cultural associations in each country.
JUMPING THROUGH HOOPS PHOTOGRAPHY
To succeed organizations in the industry had to be truly agile, and often had to "jump through hoops" to reach new markets and new clients. This motif was communicated through bespoke, targeted photography. This photography was accomplished by shooting parkour athletes in Nice, France. Work also included video used for outbound and onsite advertising.
USING THE ELEMENTS ACROSS PLATFORMS
Once artwork was in-hand it was applied across all platforms. This included social media posts, emails, targeted infographics, and a fully interactive website. When used correctly the campaign created a consistent, dynamic look and feel that stood out from the crowd and drew in thousands of registrations.
SOCIAL MEDIA BRANDING & TEMPLATES
One of the best sources of market outreach for events are your speakers and sponsors. Often they have larger, more qualified contact lists then you do yourself. To effectively access this resource I created templates for both, allowing participants to market themselves to a larger audience and stay clearly on DTW brand.
A FULLY IMMERSIVE MOBILE APP
Today's attendees expect modern technology to be fully integrated into any event. This includes a specific mobile app to enhance their on-site experience. To do this well, it's critical time is spent on the front end to fully investigate the UX/UI, and how to make your customers in-person visit be equally impressive on their smart phone. When done correctly each platform compliments the other, allowing the attendee to more efficiently take advantage of their time at your event.
BRINGING THE BRAND TO LIFE
Of course, the event itself is the perfect opportunity to reinforce your brand. Every touchpoint should be considered a branding opportunity. This can include stand builds, awards, signs, and stage builds. The sheer volume of these materials requires a keen eye and years of expertise.
SUCCESS IS MEASURED IN ATTENDANCE
Events are soul-crushing, exhausting, chaotic...and totally worth it...assuming you succeed. There are hundreds of moving parts in a successful meeting or trade show. My job is to take control and mastery of one very visible part of that process and ensure it's doing its part. There are few times a job is more rewarding then when you see thousands of people flock to your call. This DTW was considered a success by all measures and further increased TM Forum's brand equity in their market.
