I am Anna - Eventfaqs

LEAD FEATURE
F E A T U R E
Vivek Bhargava, Managing Director, Communicate 2
Kevin Cottam, Motivational Speaker
ministry took to the stage and addressed the audience
on questions regarding governmental issues. Brian Tellis,
President, EEMA, made a formal request for a meeting
with the ministry in order to engage the government.
During Khanna’s address to the audience, a suggestion
for creating a single window for government permissions
was made. After she had raised concerns about the lack
of transparency from event companies during the tender
process for government events, one of the questions
put forth to Khanna was whether the government would
consider EEMA to be a platform for the government to
check the credibility of event management companies.
Conducting workshops for the government was also one
of the major points that came out during the address.
Khanna also discussed the assessment process for tender
applications and explained the significance of having bank
guarantees as part of the process.
After the discussion, it was time for everyone to go
Aha! Click, click, click. Kevin Cottam, Director of Multi-
Disciplinary Events, Inspirational Coach/Facilitator/
Speaker/Author, took to the stage for an inspirational
session. Cottam spoke about his own experience as
champion ice skater and the motivation needed to take
that extra push.
The motivational session was followed by a presentation
by Vivek Bhargava from Ultimedia E-Solutions Pvt. Ltd.
and Contextual Advertising Pvt. Ltd. Bhargava gave the
audience a sneak peek into how digital media can be
4 September 2011, EXPERIENTIAL MARKETING 60
innovatively used to amplify the impact of a live event. The
focus was on leveraging digital media to bring an event
online and vice versa. Taking the Mumbai Marathon as an
example, Bhargava spoke extensively about how online
applications and social media platforms could be used to
support and amplify the event by not only engaging the
participants but also the non-participants.
Speaking to ExM, Bhargava showed us the power of
social media right at the convention. He revealed to
us a significant number of tweets about his speech that
had happened live on Twitter simultaneously as he had
been speaking at the convention. Talking about the trend
of combining the digital world with live events, Bhargava
said that “the way in which virtualization is happening, all
events will eventually have a virtual component to them.
However, the issue that the event industry faces in adding
the digital media component to a live event is the lack of
expertise.”
Combining digital media with a live event will amplify
the event and while there will be an increase in cost; the
increase will not be very significant. On the question of
whether he sees live events eventually turning into a full
fledged virtual event, Bhargava believes that “at the end
of the day, you cannot take away the joy of an actual live
experience.” So, how can the event industry move ahead
from here? Bhargava explained how logistics and expertise
will be a challenge and initially partnering with experts will
help address the issue.
Entertainment at its Max with EEMAX
After three days of action packed sessions, EEMAGINE
2011 ended with people letting their hair down and enjoying
the night at the Goa Marriott Hotel in Panaji, hosts of the
EEMAX 2011 Awards. When you are throwing an event for
an industry that deals in experience and throws parties for
a living, the bar has to be set high and above the usual.
EEMAX 2011 Awards was a combination of a party hard
audience, an open bar and funny man Vir Das as a host,
resulting in an awards show that brought the house down.
A total of 16 gold awards, 22 silver awards and 24 bronze
awards were handed out. The awards were spread across
22 categories - Best Signature Event, Best Sporting
Event, Best Public and Outdoor Event, Best Live Televised
Event, Best New Event or Activation Property, Best
Product Launch Event, Best Conference, Best Wedding,
Best Exhibition Design, Best CSR/Environment Initiative,
Best Road Show of the Year, Best Mall Promotion, Best
Consumer Activation Program, Best School Contact
Program, Best Product Launch Activation Program,
Best Use of Technology in an Event, Best Use of Digital
Marketing for an Event or Activation, Best International
Event, Best Internal Communication Campaign/Event,
Best Integrated Communication Program, Best In-store
Promotion, and Best Dealer Activation Program.