bij Robeco Mei 2016 Lambèr Korsten Head Global Branding Robeco 1 1929 International asset manager Rotterdam The Netherlands Rotterdamsch Beleggings Consortium We service a wide range of ID: 527847
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Event Management bij Robeco
Mei 2016Lambèr Korsten, Head Global Branding Robeco
1Slide2
1929
International
asset
manager
Rotterdam
, The Netherlands
Rotterdamsch Beleggings ConsortiumWe service a wide range of clients including pension funds, central banks, insurance companies, retail and private banksand consumersAssets under management: 268 bln EUR (Dec 2015)We believe strongly in sustainability investing, quantitative research techniques and innovative investment techniques.
2
RobecoSlide3
The Investment Engineers
3
Robeco
A
n analytical approach from the start
A passion for data
Very rational First CEO RauwenhoffSlide4
International operation
4
RobecoSlide5
Brand status
5
Robeco
Retail NL : High Fair
Wholesale NL : High High
Institutional
NL : High High Wholesale Europe : Fair Low Institutional Europe: Fair Low Brand BtB Asia :Fair Lowname
proposition
awareness
:
awareness
:Slide6
FundBuyer Focus, Q4 2015: Brand preference
6
Robeco
Number 11 in Europe of 291 Fund GroupsSlide7
Robeco Brand circle
Brand origin: with Dutch entrepreneurial roots, research has been in our DNA since 1929.
Business descriptor describes the business we are in.Brand positioning describes how the brand differentiates itself from
our competitors in the market
.
Proof points: storylines about our key investment strengths that support our brand positioning. Visual
style: a recognizable visual style to increase the consistency of our communications. 7Slide8
Cautious Pioneering
8
We
strongly
belief
that being an Investment Engineer requires us to combine a pioneering spirit with a cautious approach. This ensures that we best serve our clients’ interests.
Pioneering spiritWe are passionate
about
challenging
conventional
wisdom
in
everything
we
do,
which
enables
us
to
launch
ground-breaking
strategies
. We
were
one
of the first
investors
in
emerging
markets
,
have been at the
forefront
of
quantitative
and
sustainability
investing
since
the 1990s
and
were
among
the first
to
use
factor
investing
.
Cautious
approach
Research
is the
bedrock
of
everything
we do
and
we
insist
on
rigorous
risk management
and
use
a strong team approach.
This
makes
it
possible
to
generate
superior returns
for
our
clients
without
compromising
on risk.
If
we
can’t
prove
it
, we
don’t
launch
it.Slide9
Building a specific ‘visual language’ with blue wireframes
9
.Slide10
En dat
trekken we dus internationaal door..
10
VISUAL STYLESlide11
Aim: total consistency, in colors, visual style and wording
11
Branding can be perceived as pretty
b
oring…Slide12
Hoe passen evenementen
hier nu in?
12Wat is
een
evenement?Roundtables
MasterclassesRoadshowsOne / two / three day eventsSponsored events, met verschillende gradatie qua sponsorshipEn dan zijn er nog culturele verschillen…. Conclusie: one size fits all won’t workSlide13
Omgevingsfactoren
13
Is het
voldoende
nuttig
?Slide14
Omgevingsfactoren
14
Is het
voldoende
nuttig
?Mag het vanuit de compliance optiek?Slide15
Omgevingsfactoren
15
Is het
voldoende
nuttig
?Is het bijzonder genoeg?Mag het vanuit de compliance optiek?Slide16
Omgevingsfactoren
16
Is het
voldoende
nuttig
?Is het bijzonder genoeg?Mag het vanuit de compliance optiek?Concurrentie drijft de kosten op
Wat kost
een
ex-
regeringsleider
van
een
Europees
land
voor
een
toespraak
van
een
uurtje
?Slide17
Uitgangspunten
voor een
Robeco
evenement
17VISUAL STYLEHelder doelAansluiten op klant verwachtingenKwaliteit org. logistiek , detailscontactpoints
Merk
consistentie
qua
vormtaal
Basis is het
eigen
Robeco
verhaal
Kritische
evaluatie
achteraf
Content
distributie
na
het
evenementSlide18
Event specialisten: oog
voor het (schijnbaar onbelangrijke
) detail
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VISUAL STYLE
Wat
moet je absoluut weten over een stoel?Slide19
19
Het
verschil
tussen
top of flop zit hem in een stukje stofSlide20
Brand guidelines for Robeco events
March 2016Sena Cetinel, Conny Wegerif, Sophie van Wel
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Guidelines for marketers: #1: Key
elements for a Robeco event experience
Our brand positioning: ‘Cautious Pioneering’ shows in the stories, presentations, content and physical appearance.
Well thought through
:
one should also feel that the event and its content have been well thought through, with a careful build-up and a purpose. Nothing is ad hoc, nothing is
accidental – we don’t do surprises, unless intended. Accessibility: a specific characteristic of events is that everything happens in real life, with real people and real interaction between people. The brand is also experienced from this perspective. Although it is not specifically described in the brand story as such, Robeco is fairly down to earth – which could be considered a trait of entrepreneurship in the Netherlands (or even Rotterdam). This cultural phenomenon makes us, The Investment Engineers, surprisingly approachable.Wireframes and colors: wireframes should be an integral part of the decoration, stage set-up and event production features. And of course dominance of the Robeco colors turquoise and white.Integration: ideally the event is an integral part of all marketing communication aimed at the segment we are inviting, e.g. integration with media partnerships, advertising campaigns, etc.21
Examples of integration with media partner (Bloomberg and FT) and advertising campaign Slide22
Guidelines for marketers: #2: PREPARATION
22
Robeco
We are the Investment Engineers. That means we do our homework before we start anything. That goes for products as well as events. We want to make sure our guests ‘feel’ the preparation that went into an event. Nothing
is ad hoc, nothing is accidental –
we understand that the devil is in the detail. So we make sure that everything, even the smallest detail, is well thought through.
A successful event depends on good preparation. Make sure that Marketing, Sales and also CMO are represented in your project team. A marketing communication plan is a good format for setting down and assessing your theme, objectives, target group and budget. Don't forget to discuss which regulations you need to take into account with the local compliance officer beforehand (link to Bribery policy). Be transparent about costs and fees, towards both Sales and clients. Make sure that the Central Purchasing department is involved in large purchasing processes (>EUR 25,000) (link to Central Purchasing).Slide23
Guidelines for marketers: #3:
INVITATIONS23
Robeco
A
key condition for presenting Robeco in the right light is that all forms of communication are created in accordance with the Robeco corporate style (link to
Brand online
). The logo must of course be visible enough.The Clang email program has a standard template that can be used to create communication concerning the event. This ensures that communication related to all Robeco events worldwide looks the same. Studio can help you find a suitable image, or with the layout of certain elements. For questions about Clang please contact the Marketing Action Desk.
Examples of invitations in the Clang-templateSlide24
Guidelines for marketers: #4: PROGRAM
& SPEAKERSEvery event has its own story and message. However, all our events have one implicit message in common: the brand message of Cautious Pioneering. A
strong belief that being an investment engineer requires both pioneering and caution in equal measure. A pioneering spirit since the very
beginning, and we
have consistently based our investment decisions on thorough research and sound risk management, assuming a long-term view, focusing on achieving responsible capital growth
. Make sure content, line-up and speakers fit with that brand message.
We’re not interested in celebrities and we believe that the environment should allow people to speak freely. This accessibility is demonstrated at events, where investors mingle with clients and the overall atmosphere could be best described as intimate.Participants should leave Robeco events with new insights, knowledge and contacts. Internal and external speakers should be specialists in their field and their presentations should help answer questions related to the central theme. Find a theme that aligns with the Robeco brand (sustainability, research, thought leadership, innovation, etc.). For inspiration, have a look at the articles published on Robeco.com and consult the CMO department. 24
Accessibility: a specific characteristic of events is that everything happens in real life,
with
real people and real interaction between
people.Slide25
Guidelines for marketers: #5: LOCATION
DECORATIONThe brand platform consists of many features like the wireframes and imagery that characterize our advertising. These are 2D, but can also come alive during events. Some examples are the dome around the stage during the Robeco Outlook, the stage of the World Investment Forum and simple things like wireframe lamps. Challenge
yourself to come up with 3D examples of wireframes and make them come alive.
Make
sure that as many decoration elements as possible are in the Robeco colors. Turquoise and white should be dominant and used for large elements such as the stage, for
example, but
also for lanyards, pens, serviettes, beer mats, badges, etc. Wireframes should form an integral part of the decor, stage set-up and event production features. Also consider integrating brand materials like product advertising, the corporate movie or other audiovisual materials that have been produced, if of course this is in line with the message that the event is intended to convey.25
Examples of 3D wireframesSlide26
Guidelines for marketers: #6: THE DAY OF THE EVENT
The human aspect is what really makes the difference during the day of the event. Fully committed colleagues that are up to date on who our guests are. Who make sure everyone in the room experiences a warm welcome. And make sure everyone participates in the conversations. Nobody is standing alone in a corner. And colleagues only group together when the last guest has left the building.
Make sure that Sales and Management Board members are informed about all of the attendees. This will enhance the guests’ feeling of being welcome and facilitate interaction.
Always
have a dry run (for the technical aspects too) with the moderator, internal speakers and sales as the audience. Check presentations (consistency in headings, fonts, etc.) and finalize and optimize after hearing all the speakers’ stories.
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Guidelines for marketers: #7: CONTENT DISTRIBUTION
A Robeco event shouldn't end when the guests leave. All of the content created (presentations, interviews with speaker, short films, etc.) should be shared, and rolled out as widely as possible. An example of this is the Time2Read that
was produced after the World Investment Forum.
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Tot besluit…
…in event management, it’s all about the details!
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