Genius Progetti presents IN | GENIUS in an interview with E20 Magazine

Genius Progetti presents IN | GENIUS in an interview with E20 Magazine

Read the recent interview in E20 Magazine on our new digital event hybrid solution IN | GENIUS here.

Interview with Genius Progetti CEO Matteo Giusti

We’re an agency ever-hungry for innovation and ready to devise new formats to keep up with the current times and contingent situations. As such we’ve developed a new digital events team and the creative hybrid solution IN | GENIUS. We hope that this continues our success as one of the fastest growing Italian companies in the last three years as listed by the National Business Review ‘Il Sole 24 Ore’ ‘Growth Leader 2019′ award.

How has Genius Progetti grown over the years?

In 26 years we have expanded with services aimed at completing the customer experience at the highest quality level. In fact, we can count on a consolidated network of partners who guarantee supplies, assistance and reliability.

Today we are a production company for fairs and events, while keeping the true heart of the agency alive with creativity and design, which represents the guiding factors for all our divisions. The mission remains to create tailor-made events drawing on many years of experience in many sectors with world-leading companies.

A bit about Genius Eventi

In 2018 we wanted to create a company that was dedicated to private events based in Florence. The choice of the Tuscan city was born out of the strategic geographical position and to separate our private and corporate events. The region is in fact, a World known destination for weddings, in addition, Genius Eventi is in strong development for the organization and management of the fashion events that gravitate around Pitti Immagine.

In your opinion, what are the pluses that distinguish you in offer, services and customer management?

We consider ourselves a boutique agency that adapts its business and organizational structure also based on market and customer needs. That’s why important brands such as Kohler, Ferrari and Gruppo Concorde have been working with us for more than a decade.

An agency is made up of people. How would you describe your team?

The company has made significant investments in hiring new talents for an international project management and creativity team. For example, we have included two new key figures in the organization to consolidate this strong growth: an HR manager and a business analyst controller. We have made some of the most technologically advanced events in recent years. Internationally, we help brands create memorable experiences that increase brand loyalty.

Tell us about 'IN | GENIUS', the new digital service you’ve just launched?

At the beginning of the Covid-19 health emergency, we understood that there would be a big turning point in our industry and we did not wait for things to return to normal. We created a task force for digital events and developed cutting-edge solutions that took into account what it really means to participate in an event.

We have thus created an alternative for brands to maintain a relationship with their customers or distributors, putting safety first and the result is ‘IN | GENIUS’, a hybrid alternative capable of optimizing the know-how acquired in 25 years in the field of operational marketing with solutions that best combine the aspects of online events with those of traditional events.

‘IN | GENIUS’ guarantees diversification thanks to creative digital solutions, such as powerful platforms with cloud technology, virtual exhibition stands and online events supported by a real ‘offline kit’, such as our backdrops supplied to the speakers and the #StayinGenius boxes.

Download the press release

What elements did you include in the project to make it attractive on the market?

What we did was bring the conference, the meeting or the launch of a product directly to the participant in the form of a live virtual event of one or more days and with downloadable content, but we wanted to add a tangible aspect directly to their home to enhance the feeling of participation: the #StayinGeniusBox.

We need to think of this kit as a bag for participants in an event, with personalized T-shirts, gadgets, printed materials: everything you would receive at a conference is delivered to you at home.

Statistics confirm an increasingly scarce attention to virtual events, due to 'screen fatigue'. What solutions have you thought of?

We have developed a system to guarantee a virtual and interactive experience at the same time. The goal is to transform the viewer into an active participant, through surveys and personalized content based on their answers. Each participant is rewarded for his participation with access to special content such as concerts or live cooking sessions.

People should be as enthusiastic about attending a digital conference or virtual launch as much as a real one. We overcome this ‘fatigue’ trend through a fun loyalty program that stimulates participation and an offline box that guests are happy to receive. Social distancing can still be an opportunity for networking and a memorable experience.

What do you have in store for the future?

These months of lockdown have led us to re-plan and reorganize many of the events that had been cancelled. The future is about starting again also putting into place alla of the measurements for safety.

Already from the first days of July, but especially from September until the end of the year, we expect to recover the assets lost in the second quarter. I see 2021 optimistically more serene and potentially prepared to start organizing activities again.

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