pilot CEO Uli Kramer in an interview with DMEXCO
Guided by the motto “From here into the future”, pilot designs communication for brands. In this interview, Uli Kramer, Managing Director of pilot, talks about the company’s exhibition concept at DMEXCO @home.
#1 Why are you attending this year’s DMEXCO @home as an exhibitor?
As a communications agency, being referred to as a DMEXCO “exhibitor” has never quite sat right with us. We see ourselves more as an idea generator and intermediary between advertisers and media or tech providers. In this role, for us it’s all about the dialogue between providers and consumers, since this gives rise to new impetus for successful brand communication.
More than ever, the DMEXCO @home concept will allow us to focus on communicating with the market and making new contacts. We also see good potential for moving our guided tours, which have been a success with customers for many years now, over to the digital world – with much greater efficiency and reach.
#2 What product / business idea will you be presenting at DMEXCO @home?
As mentioned above, just like in past years, we will not be displaying any “products” in virtual glass cabinets at DMEXCO @home. Instead, we will be present with our agency’s full range of services and revealing exclusive research results related to the coronavirus pandemic that can be used to derive valuable recommendations for brand communication after the crisis is over.
#3 Which of the features (master classes, spaces, sessions, etc.) will you be using to present this? And what form will they take (a roadshow for example)?
We will be using a diverse mix of different elements at DMEXCO @home, starting with our pilot showroom, where we will spotlight our agency’s brand and topics. We will also be giving a master class on the topic of digital corporate communication and participating in the conference agenda – among other things with the presentation of brand-new results from our exclusive “pilot Radar” series of studies on brand communication in coronavirus times. This will be topped off with a space and the corresponding Virtual Café for giving interested DMEXCO @home participants the chance to personally discuss specific topics – from digital best-ager marketing and digital screen communication concepts right through to programmatic advertising solutions – with our in-house experts.
#4 What supplementary measures have you planned (mailings, advertising, campaigns)?
At pilot, we always develop a comprehensive communication concept encompassing numerous corporate content measures when we are involved in official functions and event cooperations. In this respect, to promote our presence at DMEXCO @home this year, we have, for example, released a special edition of our agency publication PILOTSPOTLIGHT and video snippets featuring the focus topics of our digital experts. We are distributing this content both through targeted social media communication and newsletters/mailings to customers, journalists, and potential new customers.
#5 What are you expecting from DMEXCO @home?
If the digital marketing industry isn’t going to lead the way at digital industry events, who will? In a year that has been shaped by the coronavirus pandemic, DMEXCO @home is THE chance to move the successful expo and congress concept of the past over to the digital world, test new formats and means of communication, and thereby make DMEXCO built to last. We are really excited to see how we’ll accomplish this together.