14:15 – 15:30
Faster, higher, VITER?!
Prof. Dr. Gernot Gehrke | Hochschule Hannover, André Gebhardt | T-Systems International GmbH
Stage: INDUSTRIAL INTERACTIVE
Format: Power presentation / Discussion
Track: Cultural Change
Generations of event managers have been trained in event marketing with the help of the 4 Ps (product, price, place, promotion). When it worked well, three more Ps were added (personnel, processes, physical locations) to explore the special features of the event industry as a service industry. With the VITER model, Ivna Reic (2016) presents a concept for a consumer-centered marketing approach that revolutionises the event management process by focussing on value, information, tangibles, experience and relationships.
Connectivity, data analytics and digitization: André has been bringing all these topics together for T-Systems at trade fairs and events for more than 5 years. As Strategic Lead for Corporate Events & Communities, he has consistently used the Customer Journey approach in recent years to manifest the customer perspective as the top priority in event planning. Together with his team, he developed the Dialog App to capture customer needs digitally and provide information quickly.
In terms of a customer-centric strategy, expert communities are an important building block for him. He sees the valuable and sustainable exchange between different stakeholders and thus the introduction of different perspectives as the greatest effect of functioning communities, the development of which André has been responsible for in T-Systems Experience Marketing for more than two years.