Marketing innovations and discussions with bloggers revealed the unexpected discoveries of "Sodruzhestvo"
The "Unification" exhibition, held recently, once again proved to be a key platform for dialogue between marketing, HR, and PR specialists. The event, themed "Business Astrology", attracted over 700 professionals and provided a platform to map out paths for adapting to rapidly changing trends.
One of the highlights of the exhibition was the presentation of the "Sodruzhestvo" collection of marketing solutions. Another notable exhibit was the case presented by the company MODUM, featuring their transparent patches for men, the MODUM Men Aspect Simple. Designed to combat dark circles and puffiness, these patches sparked intense social media discussions, reaching a broader audience and promoting the idea that self-care is normal for real men.
The director of MODUM emphasized the goal of their product development: to provide a discreet and effective solution for men's skincare. Meanwhile, blogger Victoria Gruk shared her preference for a personal approach when collaborating with brands, valuing feedback after integration, especially on complex projects.
In a discussion led by the head of the contextual advertising department at Webcom Group, the importance of preparing for seasonal news hooks was highlighted. According to the speaker, users start looking for offers 2-4 weeks before the start of sales like "Black Friday". This insight underscores the need for brands to be proactive in their marketing strategies.
The key trend in events, according to the artmix.by speaker, is transforming them into a content source. This shift is particularly evident with the arrival of Zoomers, as highlighted by the head of the project department of the marketing solutions company artmix.by. The focus is on visually appealing solutions such as TikTok moments, styling, and memes.
The event was not just about presentations and discussions. The open mic session with bloggers was a first for the "Sodruzhestvo" event. During this session, bloggers discussed what makes merch desirable, ethical business communication, and the issue of night messages and calls from clients.
Ivan Zhivitsa, a media expert, emphasized that youth today consume content through social media and follow opinion leaders. He also stated that the key issue is that tone and reaction can't be seen in written communication, and bloggers receive countless unstructured requests from brands that don't understand communication rules.
Looking ahead, the next meeting of the "Unification" exhibition is scheduled for spring 2026. The director of the company providing print services, allpol.by, emphasized the importance of beautiful invitations and branded "swag" in modern marketing. Creating memorable print materials, he noted, is important to avoid indifferent attitudes towards advertising materials.
In conclusion, the "Unification" exhibition served as a vibrant platform for dialogue, innovation, and the sharing of successful case studies in the fields of marketing, HR, and PR. As trends continue to evolve and consumer behaviour changes, events like these will undoubtedly play a crucial role in shaping the future of these industries.
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