Magazine: ‘When you communicate, think about your brand and not your company!’– Péter Geszti

RaM Colosseum was the venue of Péter Geszti’s GPS 2.0 marketing seminar for SMEs on 9 November. Mr Geszti started out by saying that no matter how big a company is, it needs to do brand building and to communicate. The communication expert introduced the stages of image creation and talked about the right logo design. He made it clear that one of the most important aspects of brand building is which communication platforms the brand will use, as the image must suit the tools used.

Péter Geszti
creative director
Grund

Péter Geszti’s view is that traditional advertising is becoming obsolete, and in the future the bigger part of marketing budgets will be used for influencer marketing. Surveys have shown that word-of-mouth can realise twice as big sales as traditional advertising. The expert stressed that only honest and credible relationships can work: if the influencer ‘forces’ to brand on themselves, the cooperation won’t be successful.

Noémi Juhász
influencer marketing expert
Bug TV

Noémi Juhász, influencer marketing of Bug TV talked about the general key elements of a campaign, and spoke about the factors based on which the best influencer can be chosen for the purposes of a certain brand or campaign. Successful cooperation requires a detailed concept, based on which the influencer works; each video and post must be evaluated, whether it meets the objectives or not.

Television personality Nóra Ördög is one of the most popular influencers these days. She talked to the forum’s participants about the things she checks before starting a cooperation – credibility is always a priority. She only works with brands her family really uses. Ms Ördög makes sure that campaign goals and brand expectations are set clearly, and she wants to be able to use her ideas freely for achieving these.

In the third part of the seminar the topic was relevant and efficient content making. Mr Geszti told: those posts will work which have content that makes users share them, which makes them play or make a comment, plus those that contain a video. He stressed that brand-related own content must be made.

Nándor Kovács
head of digital
Wavemaker Hungary

Nándor Kovács, the head of Wavemaker Hungary’s digital division gave a presentation about content creation, mentioning important things such as not bothering customers with advertisements of a product that they have already purchased. He added that local, precise targeting and storytelling give real strength to advertisements.

Tamás Jobbágy
head of research
Wavemaker Hungary

The final part of the seminar was about the strategic steps in planning a campaign. Péter Geszti used the rebranding campaign of Update to illustrate the main principles. Tamás Jobbágy, head of research at Wavemaker Hungary gave a presentation about what should precede campaign planning: research work. He gave an insight into the main research directions, methods and the fields where these can be utilised. //