The International Mobile Symposium and the future of mobile technology conferences
Introduction and brief description
During our lasts semester in AD&PRLAB, we were asked to organize an event competitive to Mobile World Congress with its own special characteristics and facilities to offer. Our team created the idea of the “International Mobile Symposium. The IMS is a unique global event for tech experts, in the field of mobile communications that aims to bring innovation in the frontline and become the most influential event, in its field shaping the future of mobile technologies. Created to take place exclusively in Athens, where democracy and modern sciences were born, the International Mobile Symposium stands out from other conferences, not only due to its high standards and services provided but also due to the fact that it is created to promote collaboration and constructive conversations among the most influential professionals of the industry.
IMS is a combination of both a trade-show and a conference, meaning that that the leaders in the field of mobile technology and communication will showcase their flagship products and renowned speakers will debate on the latest issues around the digital era, while also each attendee can have unique networking opportunities during its two-days duration (VIP members will also attend an exclusive third-day program). IMS aims to cover a wide range of topics and actions around new technologies, networking, startup-oriented events, and trade fares, which will also cover legal and moral aspects of these technologies and bring the topic of sustainability in the frontline.
5 Ws
Before moving towards the further design of the whole project, we considered the “Five Ws” in order to tell the right story to our audience. We found this method essential since it consisted of the backbone of the entire event, offering important insights and operating as a point of reference in our attempt to provide a one-of-a-kind experience.
Who
IMS is going to form a Private and Public Organization’s initiative, sponsored by some of the leading companies in technology and mobile communications, the Greek Government, the European Union, Insurance Companies, and in partnership with other technological and independent organizations. It is aimed at people who work in the Technological and Mobile Industry and targets both companies and independent professionals who want to follow the recent developments of the field, network with the leading figures of today’s entrepreneurship and most importantly spark a global conversation that will make all the participants able to shape the future of technology through sustainability and innovation.
People who will be giving speeches during the event are all going to be top professionals of the industry, working in the most influential companies that have been leading the way of modern technology for decades. Each individual is renowned through its carrier and is currently concerned, by the tech-community, as the most relevant and skillful individual to speak on each field.
By bringing in the greatest industry leaders of our time, the IMS will manage to attract people interested in mobile technologies and people working in the technological hardware and software sector. More specifically, there are two main groups that the event aims to target: big to medium-sized corporations aiming to rent space and exhibit their products or services related to mobile technologies and medium to smaller businesses or individuals that are interested in attending the event to see and experience first-hand all the exhibitor’s booths have to offer.
The ideal IMS exhibitor is defined as a company, established or developing, that seeks to be a world-class pioneer in the product or service it offers: whether it is mobile-related software, hardware, or infrastructure. It must be proud enough of its activities to be willing to showcase them in a highly competitive environment against the best of the best. It must also, be excited by all the other great exhibitors and interested in the quality of the conference speakers of the Symposium, knowing it attends a one-of-a-kind event.
What
This three-day Symposium will be hosted in ATHENS METROPOLITAN EXPO on the 7th of September. The IMS will cover a wide range of topics and actions around new technologies, networking, startup-oriented events, and trade fares. The most influential professionals are going to talk about the burning issues of the industry. Sub-events will also be taking place in three out of the four halls that will be holding events during the two days. Professionals of the field and tech enthusiast will this way be able to network with each other and tour among kiosks providing technology-related products, snacks, and coffee.
On the first day of the event, five main speeches are going to be given along with networking. The event’s guests are going to talk on topics such as Frontier Research, IoT, and AI, UX, discuss the Legal aspects of today’s technologies and last but not least, bring the importance of empathizing to the table. The second day. Another five topical issues will be discussed: from 5G to algorithms and from gaming to start-ups in the industry and a discussion for the upcoming challenges. On the last day of the event, three more speeches will take place. Corporate social responsibility and sustainability in technology, new software optimization prospects, and creativity software programs. The last event that will take place on this day, will be a Pitching Symposium.
By purchasing the IMS ticket, professionals will also be provided two meals per IMS day and transportation. The IMS will also provide its special guests with extra VIP facilities and an exclusive extra day after the main event. This special day will offer an exclusive tour at the Museum of the Acropolis, a special event at the SNFCC and lunch. With this exclusive day, the IMS implements its promise to offer its participants something more than just a conference. MS is a life-time experience constituted by its people, events, and discussions and is driven by people with a passion for innovation.
Why?
The International Mobile Symposium is the embodiment of both visualization of a better future and a great passion for innovation in technology taking place for the first time in October 2020, in the city of Athens. The IMS aims to form an annual institution of top standards on a global scale that will unite the business field of Mobile Communications worldwide, making Athens a city with a strong impact on technological progress.
When?
After research we decided that the best period to host such an event would be the first days of October, specifically, the IMS is scheduled to take place from Wednesday the 7th to Friday the 9th of October 2020. Greece is a very famous traveling destination and its summer tourist period lasts until September. We have decided that the IMS should be held in early October prolonging that period of tourism in autumn, boosting Greece’s economy and status worldwide.
Where?
We suggest that the Athens Metropolitan Expo is the ideal place to host such an event since it is a top-standard exhibition space, with European specifications infrastructure, for conferences and events taking place in Greece. In addition to that, it is located near the Athens International Airport (“El. Venizelos”), in Spata and a 35’ commute from the center of Athens.
Budget
It was really important to create a budget plan in a way that makes sense. After splitting the event in three days we carefully went through all the things that would create real costs for the International Mobile Symposium Organization. We all agreed upon the budget limit of 2,500,000 and created a budget plan that limits the costs to approx. 740.000 EU a day. We carefully incorporated all the things that were important for the successful execution of the IMS, from PR Coverage and Tech to Decoration and Lighting.
After finalizing our partnership and sponsorship packages we had a better understanding of what kind of money we could spend and what we could cover through sponsorships and Partnerships. It was almost a collaborative process between these two stages of Event Planning.
The biggest numbers spent were the rental and the Catering Services for the three-day Event with numbers up to 55,000 EU.
Partnerships
Due to its immense size and high aspirations, the International Mobile Symposium should attract the attention of the top players in the mobile technology field, along with other strategic partners such as media organizations and governing bodies.
First and foremost, the Greek Government and the City of Athens must be considered powerful allies and be contacted with the hopes of creating a mutually beneficial relationship, legitimizing the IMS, and being legitimized by its top-tier participants. As a result, Enterprise Greece will also be contacted as an important partner with the main goal of attracting foreign investments to ensure that the IMS gains traction as a meeting point of reliable business partners and fruitful co-operation, in collaboration with the International Policy Group.
Meanwhile, a handful of media partnerships will be established from all around the globe to successfully build anticipation and later on communicate the IMS’s happenings to different audiences and countries, with various focus areas, from the general public to business or tech-focused demographics.
Transportation partners such as the Athens International Airport, Attiko Metro and Taxi Beat and Hospitality and Experience Partners like the Sofitel Athens Airport hotel will also prove crucial for the event’s participants’ stay to be consistent and of high quality as possible.
Cultural partners such as the Acropolis Museum and the Kotsanas Museum of Ancient Greek Technology will further enhance their experience and introduce them to the interesting historical background of Greece.
Sponsorships
In order to create a unique experience, the organizing team had to go through thorough research regarding the IMS’s competition and potential sponsors. We found out it was best suited that we opted for major companies and iconic technology businesses for our sponsors. Having their support can truly take the IMS to the next level.
Naming only a handful includes Microsoft, Google Apple Inc., Intel, and Huawei. In addition to them, Cosmote (the largest mobile network operator in Greece) and major insurance company Ernst and Young (EY).
Marketing Plan and Marketing Mix
The IMS’s organizing team knew right from the get-go that the tech-conference market is rather adequately saturated. The same, however, cannot be said for the eastern-European area. The largest (and more significant) competition we are going to have to face operates on a global scale but is not situated in the Balkans.
MWC Barcelona is the elephant in the room but takes place in a totally different time of the year in Spain. Other technology events we have in mind both as worthy competitors and as quality examples include the Web Summit, Futurecon, VMWorld, and CES International. Our differentiation though comes not only in the form of geographical location but in overall philosophy as well.
In order to be properly prepared for anything to come, our team created an analytical event Marketing Plan. As a part of this, we created an extensive SWOT analysis for our event, as well as for our greatest competitor.
As for the pricing of our tickets, we decided to be comparable to the top of the top in our field. This, along with the premium nature of our event and its offerings, means that the tickets will come at a premium price, with different exclusive and limited passes being offered at the same time. Also, there will be a multitude of special offers and packages that include early-bird, deluxe accommodation, VIP networking, and special Athenian experiences for the duration of the event.
As far as promotion is concerned, a project of this magnitude will have to establish a lot of marketing channels, both of its own and external media. This is why the IMS’s organizing team has decided to be as expansive as possible with its use of promotional material. We have decided to include a combination of all the tools that are available to us, starting and focusing on digital targeted advertising to reach the audience that is the most important to us.
Web Ads are going to be running for a good while internationally, with an added focus on places and demographics of special interest. Simultaneously, our media sponsors will be given exclusive information early so as to keep target demographics informed about the event and its participants. Radio and TV spots will also be used, but periodically and to a smaller extent in selected markets. Mail marketing is going to be a part of our resources and also provide constant updates to our newsletter subscribers, while direct marketing will be utilized mainly in the city of Athens and tech hubs all over the world in the form of brochures and publicly placed posters.
We will show an emphasis on public relations, having a dedicated PR team to utilize top tech influencers, and engaging with their audiences. Government officials will be contacted and connected with c-level management of our sponsors, partners, and participants.
Furthermore, the IMS will produce its own content to be uploaded to its website and YouTube channel leading to the conference. There, topics to be covered during the conference will be introduced and key speakers will be interviewed to build anticipation.
Social Media
Publicity Plan
Our publicity plan will roll out as shown in the picture. Even so, it is important to note that it has been organized in that way so that key dates are emphasized, like the pre-event anticipation build-up or the period before early bird tickets become available.
Social Media are going to be running non-stop until at least a few dates after the event has taken place. Other modes of advertising, however, will be used interchangeably at different dates in order to reach different audiences and avoid unnecessary costs. Influencer marketing and sponsored content is to be used simultaneously only at specific times, so as to not cause fatigue or boredom to loyal audiences.
Agenda
Sponsorship packages
While creating the Event we also thought about what sponsors we would like to have to cover expenses and collaborate with. We aim at Brands with a high reputation in the Tech Community such as Google, Apple, Microsoft, Intel, Huawei, IBM, Adobe, Cosmote, and many more.
Our dream is to create something special with IMS for and with Greece and collaborate with big brands to birth a Tech Symposium that is going to be respected all over the world.
To connect with our possible Sponsors we created Sponsorship Packages that were a perfect match for any kind of big Brand to cover the expenses of the IMS while making it a win-win deal.
We created three sponsorship packages: The Sponsorship Package for Brand and Services Recognition, The Food and Beverages Sponsorship Packager, and the Tech and Production Sponsorship Package. All three of these Packages have the Platinum, Gold, Silver, Bronze option, and this way we can attract more sponsors and cover more expenses. For example, the Platinum Package for Brand & Services offers full PR Coverage and Exhibit hall Spaces, VIP tickets, and more.
Sponsorship letter
To contact the sponsors we created a personalized Sponsorship Letter where we invite the brand to get in touch with us and consider following one of the sponsorship packages to finally collaborate with IMS.
Graphic Materials
To make a great press release for the IMS we decided to follow the quality over quantity path and create a Strong Series of Graphic Materials (Poster, Flyer, In house booklet, Banner) for the Event and really make it stand out to attract possible crowds.
The only information that is highlighted throughout the press release is the IMS logo and the Barcode that people can scan to find more about the event on the official site. The colors are mostly blues and pinks on white fonts and clear Texts with the basic information such as the Names of the Speakers and the IMS logo and barcode.
Only the In house booklet is more detailed and also includes the whole IMS schedule so that any guest can easily navigate through the event. On the back cover of the booklet, we picture all the partners of the event to show that this is a collaborative work.
Website
For the website, we agreed upon a simple template that is to the point. We avoided many colors and focused on the iconic blue and white colors of the IMS logo. When logging in the first thing somebody sees is the homepage. There someone can read more information about the Event and See all the Guest Speakers and the Brands they work for or represent.
On the Homepage, there is also a Map with the location for the event and the Time and Date.
By pressing the MORE button someone can directly find how to buy tickets for the event online. We also created a second page which we called “Get Involved”. There we created an easy way for brands to get in contact with us and to show interest in collaboration.
Press Release
A press release is required for any similar event since it contains all the essential information that one has to acquire in order to get a first image about what is actually about to take place. Our press release aimed towards raising awareness about what is to be expected from the IMS. It also summarized the organizing team’s vision coming to life, regarding their initiative.
Covid-19 Cancellation and rescheduling
In order to make sure that no risk is posed to the health and safety of all attending parties, the IMS will cancel its first installation and automatically reschedule for the fall of 2021.
For this to be executed properly a lot of caution is needed. Thankfully, our experience in last semester’s Crisis Management Lab provided us with the key tools and skills to face and resolve this unprecedented situation as smoothly as possible. This is why the IMS will assign clear roles and responsibilities to different people as soon as possible and avoid sharing information hastily or without legal guidance.
Before the cancellation is even announced, our event managing team will examine all signed contracts and insurance to check for a “force majeure” clause to allow all parties to be relieved of any liability, while assuring other parties that contracts will be honored and deciding on a refund policy.
Our overall stance is to treat all parties with an opt-in/out mentality, meaning that all speakers and attendees can either choose to participate in next year’s event or simply step away, receiving a full refund. Obviously, all major stakeholders will be notified of the IMS’s intentions before any public announcement is made.
Vendors, exhibitors, speakers, attendees, and media will be notified through e-mail the minute the final decision is reached. The cancellation statement will be shared through the event’s own channels. At the same time, it will be made sure that our messaging is consistent and delivered through specially designed templates and our refund policy will be communicated. Last but not least, an FAQ page will be set up on the IMS website in order to clear any misunderstandings.
Post-cancellation, the IMS will regularly update all stakeholders every 2 weeks on how things are progressing and commit to a transparent operating timeline. Health risks will be addressed honestly, and the financial aspect will be covered as well.
Finally, the IMS’s organizing team will work to bring in new assets to cover for the inevitable losses of the event and optimize inside organization, aiming for an optimal 2021 event.
Our team is called Creator Conspiracy and is made up of:
Finally, we have to thank our mentors Betty Tsakarestou and Athina Fradelou for their precious guidance throughout the whole process.
