Event360: Sony, Jack Daniel's and HP discuss event success

Following the Five by Five session at Event360 yesterday (23 June), Jack Morton Worldwide's Mark Spragg facilitated a Q&A session with speakers from Sony, Hewlett-Packard (HP) and Jack Daniel's, who shared their views on event success.

Jack Daniel's, Hewlett-Packard and Sony on event success (Julian Dodd)
Jack Daniel's, Hewlett-Packard and Sony on event success (Julian Dodd)

Insight and opinion – what’s the difference?

Melissa Noakes, head of brand experience at Sony, explained it is about conversation and statistics. "We have to marry the two and they have to interplay. You might have a gut feeling about your statistics but your statistics could show otherwise," she said.

Jane Culcheth Beard, manager – WW programs and central EMEA events, global marketing at HP, noted: "Anecdotes become evidence when two or three people say the same thing. 

"Data is king, but there are lots of ways of collecting it," she added.

The role of content

Michael Boaler, senior brand manager at Jack Daniel’s, explained content is key to the brand's Jack Rocks events. 

"The beauty is about creating content that can be shared and enjoyed, which will hopefully encourage people to attend the next [Jack Rocks] event."  

The importance of events 

Culcheth Beard said HP is pleased with the post-event information the agencies it works with provide. "What we really love is when we get new ideas about measuring," she added.

Noakes explained Mobile World Congress is an important place to boost business. "We wouldn’t be going if we weren’t going to make sales," she said. 

She added people spend time with Sony representatives and the brand ultimately makes sales because of the experience it provides at such events. 

Culcheth Beard is confident the events that HP executes are effective. "Results show we are getting the right customers to our events," she said. 

"At HP, live events are increasingly important. We need to be very strong about what we are doing and why we are there." 

Stay up-to-date with Event360 happenings throughout the day via the Event360: Live blog.

More: Event TV: Event360 - The next big thing in experiential

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