"This is a year of growth, consolidation and professionalisation of the events sector".

The spacious and modern offices of SOMOS Experiences hidden under a discreet entrance between industrial buildings are home to an agency in a continuous process of reinvention and growth. At MarketingDirecto.com we were able to visit them to talk to César González, CEO of SOMOS Experiences, with the aim of delving into some of the main actions that have led the company to experience this significant progress in recent months. Such evolution is taking place within a framework of recovery of a sector that was notably affected by the consequences of the COVID health crisis. "I believe that any doubts about our sector are over. It has been a year in which we have returned to a volume of business equal to or higher than what we had before the pandemic and, above all, a year in which the sector continues to grow and consolidate. Experiential marketing is a trendy channel. This is shown by clients and brands, so it is a year of growth, consolidation and professionalisation of the sector," explains César.

This positive dynamic has driven them to achieve more challenges than they had set themselves at the beginning of the year. "The objectives we had set ourselves for the first half of the year were 100% achieved, so we are very satisfied. I think this is the result of our work, our commitment and, why not say it, also a bit of luck, which is necessary in life".

In addition, for the second half of the year, César explains that they see it as a "six-month period of consolidation in which to tie up everything achieved in the first half and on a business level we hope to close it with some icing on the cake". All of this, with a view to working on the ESG and structure internally, "with the focus on people, who are our main asset", he concludes.

Hand in hand with the latest marketing trends

The events sector has always been linked to the spirit of innovation, close to trends and positioned as one of the most effective ways of creating experiences capable of resonating with consumers. However, there has been a recurring debate about whether there were accurate ways to measure the effectiveness of the actions developed within this field, offering quantitative results.

Despite this, it seems that the precision in measuring effectiveness is increasing. "I do think it is important to comment on an analytical methodology that has been included this year, which is the AEVEARoX. We are a sector that has been criticised for being very difficult to evaluate the ROI that brands have, and this year we have implemented a methodology that allows us to have tangible data for our clients," he explains.

At the same time, this impact comes at a time when experiential marketing is becoming even more relevant, becoming one of the most important trends. "I think it is a trendy channel. The value it brings to each of the brands and their activations is very important, and I think that within this experiential marketing we cannot be too far away from what society is, because in the end it is the clients of our brands who demand these trends, such as everything that has to do with sustainability, the environment, equality...", concludes César.

Link to video: https://youtu.be/eZntrVfXk_Y