mlove – or how to successfully establish a brand
Thursday, July 22. 2010 | 20:08 | von Torsten Schollmayer“mlove” – what a strange and odd name I thought when I first heard about it. “It” was supposed to be a kind of conference – at least that was what I got listening to people who were involved into mlove. A kind of TED for Mobile…
This actually already shows the first mistery and magic of the confestival mlove and also explains a piece of the success story of the brand mlove:
- make people interested by not telling the full story
- design & communicate that the event is different
- approach & engage “network hub” people
- target your audience and ensure to motivate people that are willing to share
- make people feel important
Harald Neidhardt (@hneidhardt), Peter Giblin (@petegiblin), Jonathan MacDonald (@jmacdonald) and the whole international team managed to create a full 3day community event in the middle of nowhere (50 km from Halle/Saale, Germany) that was extra-ordinary & incredible inspiring for everyone participating based on that very simple rules. Of course there were many more factors, like the excellent speeches, great organisation and the ancient castle which influenced the outcome and atmosphere – but for the most impressive observation was the different approach for this event.
What you usually get when you are participating at a mobile or digital industry event is that there are some interesting speeches, most of them product or company pitches and 95% of the people at the event are consuming without participating. At mlove the share was the opposite, actually I have the feeling that everybody was sharing all the time. This behavior and motivation created the most inspiring talks and discussions I was part of as long as I can think. So what are my takeaways then? more »
