Digitalisation is a necessary touchpoint to create exciting and engaging events. This is the starting point that Synapsy, as an event agency, decided to build on to increase its offer, opening up to the digital communication world. The agency was born in 2014 by a bringing together several professionals working in various communication industries. Synapsy started mainly working in events organisation. However, over the years, the company started branching out to other sectors. Mr. Davide Mazzucchelli (in the picture), CEO and founder of both Synapsy and Synapsy Mice, told us more about his companies.
What moved you to branch out in the digital communication industry? What are your main goals clients-wise?
We have always seen digitalisation as a natural evolution of our work, a new channel with countless possibilities, as well as a significant and stimulation touchpoint to realise new projects, but most of all to better engage and target the public we work with. This market is showing a very high percentage of growth. In terms of our relationship with our clients, first of all, this allows us to broaden and complement our offer. Working in this industry makes us improve ourselves and optimise our operations on a daily basis while producing completely measurable outputs.
How do you integrate these two worlds? What solutions and services do you provide to your clients?
We build competence. Yes, it would have been easier to merge Synapsy with an agency specialising in digital marketing. However, we firmly believe that training our people is a much better option while supporting this process by hiring specialised professionals. We have to merge the online and offline world, and we want to do so by providing our group with a number of skillsets. Events are one of the last types of ‘analogue products’ in the communication world. They are the last frontier of the ‘physical’ world. It is precisely thanks to the ‘physical’ nature of events that we can move online as well, both through social media and through live streaming. Or even by leveraging new apps dedicated to each event, which are usually presented with a teaser campaign during the weeks or days leading up to the event. Compared with the past, today we can count on a high volume of data and information, which can guide or choices – sometimes in real-time, too – when it comes to our communication strategy and content planning up to the tiniest detail. Throughout this process, social media can guarantee a vast real-time audience, which goes beyond the event per se.
What are the clients’ requests in terms of events results? How can you leverage digital technologies in this sense? What are the main technologies your company uses?
Surely one of the most interesting aspects is gathering and managing data and information. Starting from the events desk, using a chatbot, to marketing automation campaigns, which help track the audience’s behaviour and interest towards our proposal. We don’t just provide our clients with figures and results – we also give them emotions. Working in entertainment, we expect our work to live beyond the night of an event. We want guests to ‘bring it home’ thanks to the emotions they’ve felt.
From your perspective, what can an events agency obtain from the digital world?
Streamlining, an increase in visibility, reliability – and in some specific cases, the guarantee of conversions, which means sales. These are all paramount aspects to get a good return on investment in an industry that, starting from this year, will amount to more than half of a company’s marketing expense. We want to capitalise on digital technologies to turn our clients into authorities, when they entrust us with their communication projects. Actually, we make it so that the client becomes a leading voice and source for information. What used to end up with the finishing of an event has now become live content, which keeps on circulating on the web and on social media.
In an increasingly fluid world of communication, like the one we live in, how is the relationship between agencies and companies evolving? What are the keywords for this relationship?
Companies often want to have a single interlocutor – someone who can guarantee a turnkey product or service, so that the relationship can start out and then grow with the perspective of becoming a partnership. We believe that bringing creative solutions to the table, reliably executing them, and being transparent when it comes to budget management are all paramount for creating trust. You always need to keep in mind that, thanks to more and more widespread information, our audience knows more – and is then more demanding, thorough, and a little distrustful. Today, the real challenge is played on credibility and trustworthiness, two human-centric aspects, which envisage a person as an individual capable of governing a situation and relationships. Everything else falls into the ‘work tools’ category.
Let’s make a comparison: how could today’s digital technologies be applied to an event organised five or ten years ago?
It doesn’t make much sense to compare today’s tools with the ones we had ten years ago. Even just five years ago – we had much less performing technologies available, compared with the ones we use today. The world is changing quickly and drastically. An event organised ten years ago would be similar to one organised today, because live entertainment hasn’t fundamentally changed – and it won’t. People have always put on shows and entertainment events of various kinds. What has changed is the way we organise events, of talking about them, and on turning them into a viable option in the long term.
What’s next for the agency’s growth? How is its positioning going to change?
After consolidating our communications and event production divisions, in 2017 we established Synapsy Mice, the agency’s business travel spin-off. In 2019, we will invest in digital communications to integrate and complete our growth. We have hired specialised staff that will bring great results, and we are training our people so that they can concentrate on this specific sector, applying their expertise to events. This will remain Synapsy’s core business for at least the next two years.
Can you tell us about a significant case history about the agency’s new approach?
We recently organised a communication project for H&M, which entailed a very strong integration between events and the digital world. Our client wanted to promote their new capsule collection, created in collaboration with a famous fashion house. Drawing inspiration from 80s pop culture, we created three large cubes that resembled one of the 80s’ most iconic objects: the Rubik’s cube, the colourful plastic toy that drove an entire generation ‘crazy’. We enlarged it by about 100 times, we replaced the plastic ‘faces’ with many small LED screens, and we engineered everything to allow the rotation of the various faces of the cubes, so that the contents projected on them were visible from any position.
The succession of films, images, and icons from the 1980s, or about the brands themselves, captured the attention of anyone passing by. We created dedicated pages on main social networks and facilitated the interaction of users by creating a photo set especially for them. In fact, inside one of the three cubes you could try on the pieces of the new collection and have your photo taken, and then post it on your profile with a dedicated hashtag. The ‘Be Pop, Be Popular’ claim is a clear reference to the artistic and social trend that marked those unrepeatable years, and it contributed to bring even more visibility to this activity.
Written by: adcgroup.it