Trends in live communication or
Why live communication must reinvent!

With the economic crisis in 2008 many companies have set up your employee and customer loyalty programs partially complete. So many companies did determine that this does not necessarily adversely affect the company! This assumption should be used in any way to short. For in the same period the number of mental disorders in the company has grown by leaps and bounds and the number of permanently sick and unable to work arrived at an all time high. Trend, according to a further study, Barmer GEK is rising! The company's costs will be critical to a factor. Action in this area!

In order to counteract adequately, companies must now rethink and agencies altogether. Where yesterday trivial Bespassung counted as a concept, has now ran substantive explanation. Where is realized in the past motivation at any cost and by any means, has now a new mix of zielgruppenaffiner speech and meaning to be found. Excesses such as the ERGO insurance, building society and some more are Wüstenrot certainly not the rule, but there are many actions by companies without concept and thus pointless and purposeless, and therefore only a waste of resources.

The "People First" is actually probably the first time for substantive maxim, because any increase in performance at any price history. Extrinsic motivation is a myth with many question marks. The man does not like a race car that can bring a tuning more horsepower on the road.

Who wants to motivate people today must take this seriously and give the action meaning. The fossil-competitive event "every man for himself" and "The best will win" is history! Long-term success will only be there, where empathy, credibility and usefulness takes place.

This and other issues I care for many years.

INDUKOM 2.2011

Event 3.0 - The live-communication of the future

Stop (only) funny! Entertainment and motivation - these were once the issues at stake at events. Depression, burnout, corporate social responsibility (CSR) and an altered sense of entitlement must be taken in the live communication in the future bill - it is Mario Flaschentraeger, founder and CEO of for nearly two decades in the events industry internationally established agency COMMPANY convinced. Indukom briefed e.g. community about the background of this change of thinking and what issues the live communication should actually take.

The fact that the live communication reinventing, it is Mario Flaschentraeger convinced. Background of his attitude is the fact that the fast-paced executive of technology and structural change on the one hand and the global economic crisis on the other hand, massive cuts have left in our economic system. However, the implications of his observation to not only economic, but also socio-cultural nature: "Converted have not only the economic environment, but also and above all, the general claim of entertainment companies and the individual, so the people. Where once traditional behavioral patterns determined on the basis of the education act, is now often only primarily the lustful satisfaction of individual claims in the foreground. The consumer is simply 'challenging' and 'challenging' and appreciated become substantive or merely subjectively felt before with mediocre 'zap' or plain disinterest. Hence the self-conscious consumer makes no bones about more. Submissive and civil manner - because so learned -. 'Pre-chewed' to accept is socio-cultural history, "The event expert is sure that the classic definition will be explained in terms of 'challenging' so in the future 'targeting' rather with the term, since objective Quality concepts are becoming increasingly blurred identifiable and disappear.

What has changed in the live-marketing with the crisis, no doubt, is that many measures have been removed without replacement and are now being reactivated after the revival of the economy and not again. "Many clients are in the meantime feel that live communication has become unnecessary and reduce their activities to a minimum," says the founder and CEO of the existing for almost two decades, agency, adding: "set majority since then a number of 'luxury events', such as incentives and galas, as these in the bear market may not be appropriate or 'were rated politically incorrect'.

A majority of the decisions at the time was the cost, while others, surprisingly, due to the efficiency of events questioned. "But are things really become expendable? Mario Flaschentraeger answered this question with a definitive 'yes and no':

"No, because no other medium generates encounter quality - Yes, because many measures are not targeted are leaders." It is his opinion, the problem present at all times, "because the question of the necessity and efficiency is and has always been companions of marketing, the can rarely rely on valid evaluations. The event is here today is no exception. The question of the necessity of events has since been a crucial question.


Clean Tech Media Award 2010 in Berlin:
More than 1,000 distinguished guests witnessed the most important German
Environmental Award at the Berlin Tempelhof Airport in 2010, such as environmental technologies
specifically directed and combined with entertainment, a unique
Public presence can achieve. (Photo: Ulf Büschleb)


It is the question of motivation! Motivation to more or better work. Motivation to win a customer and held - Keyword loyalty. Motivation to identify with his employer in the future. Motivationn to buy a product or sell, and many other more. "For this reason, he sees no alternatives to events. In his opinion, live communication in times removed from the people living, working and communication processes THE link between where 'alienated' operators. "These include not only customers, but also, and especially the employees, partners and suppliers," said the native of Frankfurt, adding: "With appropriate planning, creating things, what other media assets and activities not really - that emotion."

When asked what has changed, Mario Flaschentraeger first notes that the types of measures could be put to the test, and even should - that form and content. "Especially the economic crisis, a series of motivational deficits has made clear. For example, the renowned Gallup found the Institute of Germany in 2007, a staggering low of 13 percent - of employees, a 'high level of emotional attachment' to the company, "says the event manager to report and emphasized that, given this value during the crisis Short-time working, wage cuts, layoff, fear, etc. would have hardly improved.

But why the effect of live communication will ever doubt? According to Mario Flaschentraeger, companies today need fewer ask the question whether an event is the right way, but what kind of event. "Many events in the past were 'nice to have' and not 'must have'. For doubt there are definitely themes - especially the cost-benefit analysis, business properly, but often incorrectly assessed or evaluated. Hardly any event with the exception of the Tupperware party is likely to generate within a short time, a measurable return on investment ", according to his estimate. His observation to make companies engaged in professional and strategic event marketing, their actions in question in any way. On the contrary: This build itself into the crisis their activities at the expense of traditional marketing budgets.

The future of live communications Flaschentraeger Mario sees new event topics. He is convinced that the importance of live communication, so the events will increase in the broadest sense. Where companies in the past events mostly elitist for small groups of employees, mostly from the sales or management level or initiated for customers who will continue in his opinion, and establish, ideally, entirely new types of events that depend on large parts of company staff. Mario Flaschentraeger explains: "This is not the annual company party meant. Because companies are under increasing problems with motivation in all areas (Gallup survey) on the one hand and face health problems of entire hierarchies. So Burn-out may already be one of the biggest health problems in Germany. "Further, he says among other things A study of the health insurance technician (TC) in 2009. This determined that stood for eight out of ten people under stress. Every fifth family suffer health consequences of stress and sleep disorders to heart attacks.

According to the representative study of TK, FAZ Forsa Institute and states that are the main causes of workplace stress and rush deadlines. In addition, many of them to despair, therefore, be accessible by modern means of communication around the clock - especially executives. A good third of the 1,000 respondents felt strongly exhausted or even burnt. This is also reflected in high absenteeism: So according to the study were the people in this country last year on sick leave for almost ten million days due to so-called burn-out symptoms. Thus some 40,000 workers were absent throughout the year in the office or on the bench because she felt burned out. According to information of a charge by the Hamburg Institute for burn-out prevention (IBP) was in the process it disturbing that the number of burn-out sick leave within the last five years has increased by 17 percent. Not only managers were affected. According to the study of people suffer from constant pressure, compared to less harried, more than twice as often from heart and circulatory disease, the most common cause of death in Germany. Also, back pain and headaches, infections, mental health problems and sleep disorders, and deadlines are. In addition, many of them to despair, therefore, be accessible by modern means of communication around the clock - especially executives.

The summary of Mario Flaschentraeger: "It seems clear that the event in future issues of today and tomorrow are less entertainment and motivation to increase sales, but the prevention and corporate culture. Issues, which have so far accepted only individual companies and are here only for some future hierarchies necessarily apply to all levels. The conference themes and activities are then called Corporate Social Responsibility (CSR), conflict management, value-oriented management, fulfillment and success in the design of processes of change, stress and self-management, burnout and disease prevention, nutrition and sports programs. These are issues of social relevance. Both companies and agencies must align their focus on this in the future. Anything else would be a denial to the changing tasks in live communication. "(Cr)

The purest form of madness, it is
leave everything as it was and hope at the same time,
that things will change.

Albert Einstein, 1879 - 1955
Physicist and Nobel laureate