In the midst of the Covid emergency, Adam Hall, with a noteworthy twist, confirmed its plans with new hires in important roles in the group. A few months later we had the pleasure of interviewing Kati Eismann, the Group’s new Global Marketing Director, who is excited to prove herself in this new challenge.
“I started my professional activity more than twenty years ago in the music industry, always as Marketing and A&R Manager (Artists and Repertorire ed) of bands like Tokio Hotel – Kati tells us during a video call also with Monica Gennarini, Adam Hall Marketing Coordinator for Southern Europe. – After ten years in the world of music, with labels such as Warner, Universal and Virgin, I thought it was time to test myself in different situations: so I moved to marketing and sales in the fashion and entertainment sectors ( where the experiences in music production have proved very useful) at brands such as Eastpak and Endemol. Finally, I held the role of Managing Director at Idols & Brands and Client Service Director at Mindshare. The challenge in Adam Hall is exciting, it is a great opportunity since it is a really large group that deals with many brands, and this is new for me, not having to focus on a single brand but carry out the marketing of such a complex group. ”
Connssioni – What exactly does your role in the Adam Hall Group includes?
KE – I am Head of the Global Marketing Team, with worldwide operations. The goal will be to develop all the brands of the group, with particular attention to the incidence of each in the various geographical areas where we are present. The main brands, LD Systems, Cameo and Gravity, have grown a lot in recent years, but the market is constantly evolving: my task will therefore be to support the management of the Group in proposing its solutions in today’s market.
C – What’s the focus of your strategy?
KE – We need to say that the strategic marketing plans have been radically revised because of the covid emergency. Our brands are able to cover all needs in the industry of installations and entertainment, from sound to lights to accessories: we want to offer the best possible development to the truly competitive products of our brands, but with attention to market demands. . At the moment, given the needs of social distancing, we are working in particular on products for Unified Communication and remote meetings.
C – The story of Adam Hall is mostly related to live events, but this is not the best time for this sector.
KE – It’s true, many events are at a standstill, but this break gives us the opportunity to better prepare. There is a great change taking place, the health emergency requires new formulas such as remote or hybrid events, that we also tried to offer with our round tables on the Web, or the presentation of the news planned for the PL + S in Frankfurt through interactive videos.
The world of live events remains fundamental, because people cannot do without the energy and experience of a live concert: they will take place with different methods, and in open spaces, and we want to be ready for this new type too. of event.
C – Is your marketing at this time diversified for different geographical areas, given the differences in the incidence of Covid-19?
KE – Currently yes: for example we have slowed down operations in some areas in consideration of the emergency they are going through, although we are aware that, for example in Europe, the live events market represents the sixth largest source of income, moving several billion euros. At this time, the products that have the greatest response in sales are those for UC and lighting, as well as accessories explicitly designed for sanitation; also in the “live” environment, including the new, special UV lamps for disinfection.
C – In general, from your point of view, how much has the health crisis affected – and will affect – marketing strategies, even in the long term?
KE – The impact was important and it was necessary to adapt, which is not easy for large companies, which “maneuver” more slowly than others. However, optimistically, I think that this crisis also represents a chance to change a few things for the better. The needs dictated by the emergency have prompted the management of many companies to look beyond, to seek new paths, to renew themselves, also and above all in terms of ideas. The real and only “recipe” to get out of the crisis, however, will in my opinion be the solidarity between people, states and institutions. Only a strong supportive attitude will lead us out of this crisis.
This post is also available in: Italian