Events
Participation in events and exhibitions should be based on the strategic fit and short and long-term business value. All events and exhibitions should include an online or digital component. They should be measurable in terms of both cost vs. communications impact, as well as environmental impact.
Participation in events and exhibitions should be based on the strategic fit and short and long-term business value
- Exhibitions and trade shows should not be viewed as a happening on their own, but as one element in the marketing mix for the relevant target groups.
- The decision to take part in trade shows lands on each market. Head office will only take responsibility for very few select exhibitions with the best strategic fit.
- To a larger degree, we should arrange Scania-owned events (physical or digital) as alternatives to taking part in trade shows, in the same way we do with events aimed at other target groups.
They should be measurable in terms of both cost vs. communications impact, as well as environmental impact
- We will establish a reliable way to measure the short and long-term communication effects of Exhibitions and Events with regards to the cost and in comparison to alternative initiatives.
- We are currently analysing what sustainability means in the context of exhibtions and events, what parameters to consider and how to measure the impact.
- We will take a modular approach to exhibitions for cost efficiency, including digital elements supported centrally.
All events and exhibitions should include an online or digital component
- We should always consider the online or digital experience of an event. Fully digital events may be the preferred format for several types of activities in the future, also related to products.
Resources must be dimensioned and directed to support and reflect the shifted focus and strategy
- We need to have a clear definition of what is central, regional and local responsibility.
- Significant brand and business-building activities should be a Central responsibility, while primarily sales-driven activities are based on regional or local participation with very few exceptions.
- Our Central function should to a larger extent put effort in developing efficient tools to enable the local exhibitions and events (physical, hybrid or digital) to be performed in an efficient and coherent way.
- This will enable the possibility to use our central resources to explore new arenas/events and other target groups rather than only repeating the same ones.
Event basics
Stick to the brand toolbox
Scania pursues a single brand strategy with the goal to appear as one and the same company across every channel. Even so, the brand assets available in the Scania brand toolbox have been developed to support diverse branding and communication at events. Do not create new event specific branding devices such as new logotyp lock-ups or event decorations and illustrations unique to your event. Instead, combine typography, colours, imagery, our wordmark and symbol in a way that is suitable to your event.
Less is often more
Events hosted by Scania can take many forms. Regardless of the event you design follow the principle of less is more. This means invest in few but powerful and exclusive moments of interaction with the Scania brand. Avoid cluttering the event space and points of interaction with roll-ups, unnecessary memorabilia and branded products.
Balance the use of colour
You can use colour to inject energy and brand presence at your event. Always consider your audience and event theme/topic when choosing your mix of colour. For example, at corporate events for financial markets use corporate colures, blue, white, the tones of grey. For launch events and festive occasions consider more expressive use of colours. Be wary so that your event is not completely dominated by one strong colour. No part of Scania owns a colour and your event communication should be grounded in Scanias primary palette, using grey and blue tones as the main base. Remember that the Scania red is to be used with caution not to compete with the Scania symbol, the griffin.
Set the tone with typography
Ensure you strike the right tone in your communication by adopting the typographic expression of Scania Sans at your event. Big and bold expressions using Scania Sans Headline Bold works well when speaking about Trucks and Engines, where are Scania Sans Headline Regular is more suitable when speaking about transport solutions, alternative fuels or bus systems.
How to brief a speaker
Correct preparations are very important when planning and implementing an event. This includes choice of venue, invitations, and briefing the speakers.
Rehearsal
Rehearsals are key for a successful delivery. For the speakers as well for the technical personnel. The speakers should have prepared talking points, a manuscript, or a PPT in advance.
Schedule
An event should have both a start and a stop time that is known to the participants. By giving the speakers a schedule and a dedicated slot for speaking, you make sure that the event starts and stops on time and that all speakers are aware of when their time is.
Practical training
For important events, or if the speaker is new to the role, camera training can be very useful.
Let the speakers rehearse their manuscript or talking points in front of a camera, film the rehearsal and go through it with them. Check that the speakers' script is the right length and the performance is engaging.
Make-up
Make-up makes the face look smooth and matte. Engage a make-up artist if possible or hand out face powder to each speaker and give guidance on how to apply.
Clothing
Avoid clothes (tops) that are black, white, or red. Don't wear anything that is striped or checked. It is best is to avoid any kind of patterns – even patterns that are a part of the material itself (e.g. in some jumpers etc.) Wear plain clothes that are one colour.
For example, wearing dark jeans, light-coloured chinos, or a skirt with a shirt or pullover in a contrasting colour is a good choice.
Neutral colours are best. Think beige, grey, light blue, or pastel.
Sound
Make sure the room from where the speaker joins the web conference is quiet and does not have any disturbing sounds in the background. You can use curtains or cloth as a silencer to improve the sound quality and reduce echo.
Light
The speakers should have the light on their face. Make sure they are not standing in front of a window (with the window behind them) as then we will only see them in silhouette.
Background
Think about what is behind the speaker. The background should preferably not be a blank white wall. Too stark is a bit formal. On the other hand, the background should not be busy or too private, like a bedroom. Something nice and simple like a study with discreet wallpaper or a company backdrop is just right, depending on the event.
Computer placement
The speakers should place their computer and webcam on a stand or on a table that is not too low. This is to avoid a worm’s-eyeview of the participant. The webcam should be at the same height as the speakers’ eyes.
Branding examples
Invitation
Communication units
Hotel
Vehicle striping
Striping on coach transporting visitors with message
Separated logotype and event copy on trailer.
Collateral
Display and event material
Flags, beach flags and other display material should be ordered from the central Corporate display material assortment via the B2B shop.
Templates for event material such as invitations, name badges, cue cards, rollups etc. may be downloaded below.
Consumables and giveaways
Select a few giveaways/memorabilia that the guest will keep instead of handing out cheap giveaways that goes in the bin (elimination of waste). It is not allowed to source Scania branded products locally.
All items shall be ordered and delivered through the Scania B2B Webshop for Business units and dealers. Log in with your XDS account to view the assortment. All employees at captive units have a view only account as default. To be able to place orders an order access is requested via ScaniaNow.
Employees at Independent Scania units need to apply for the view and order access in ScaniaNow.
Digital events
All events and exhibitions should include an online or digital component. We should always consider the online or digital experience of an event.
There are a lot of things to consider when planning and implementing a digital event, which is why we have written this guide – to make it easier for you to hold a digital event.
When planning a digital event at Scania, you should clarify the purpose and goals, and consider the needs and limitations of your target group.
What kind of event is it going to be?
Hybrid events
A hybrid event combines a physical and a virtual meeting. In other words, some participants attend the event online while others meet up live in the physical event location.
This kind of meeting is effective when informing a large, scattered group of people operating in different locations under different circumstances – at the same time.
Digital events
When an event is fully digital, all participants attend the event online on the same premises and experience the same things at the same time. This form of event is practical and effective, but as with all digital experiences, it requires careful planning and preparation to keep the audience engaged.
Virtual events
A virtual event is a multi-session online event that often features webinars and webcasts.
The most basic definition of a virtual event is an online event that involves people interacting in a virtual environment, rather than a physical location.
Choice of venue
The choice of venue for your event depends on a variety of different things, such as physical location, technical requirements, size of the event – and more.
One practical way to go is to rent a fully equipped studio, but if
that's not the right option for you, here are some practical pointers that might help in choosing the right venue:
- Is the venue large enough for your event?
- Does the venue work from a technical perspective?
- Is there enough space for the production crew and equipment?
- Is the venue soundproof? Try to avoid places with noises you cannot control, for example, a busy street outside or construction work.
- Power supply--is there enough power for the event and technical deliveries?
- Security–are there any special arrangements that need to be considered?
- What props are needed for the event?
- For example, chairs, tables, backdrops, TV screens, flowers, or other scenography
- Do you need catering? If yes, book this well in advance.
Branding of digital events
PowerPoint presentations
Use Scania templates for speakers’ presentations in order to brand your event as a Scania event.
Digital backdrop
By providing the speakers with a digital backdrop, you can give the impression that they work for the same company.
A lot of useful images are available if you log in to Scania Media Provider and search for teamsbackground.
Scania backdrop or rollups
A Scania backdrop frames the event. If a Scania backdrop is not a possibility, for example, if a speaker is in a public location, a portable sandwich board or rollup can be used.
Countdown
A digital clock on the first screen of the event that counts down to the start of the event is a good feature as it lets participants know that the event will start on time and they should stay logged on.