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B-to-B Dream Team Q&A: Jonas Tornqvist of Sony Mobile

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What makes a successful experience and why humans need face-to-face interaction

What makes a successful experience and why humans need face-to-face interaction

A version of this blog originally appeared on

We talked withB-to-B Dream Teamer Jonas Tornqvist of Sony Mobile about his thoughts on the brand experience in the tech industry, what success looks like for him, and the future of experiential marketing. Here’s a little of the wisdom he shared with us:

Q: Tell us how experiential marketing plays a role in your overall marketing efforts with Sony Mobile.

JT: My area of the company at Sony focuses on Android development and other business around phones and tablets. Experience marketing gives us the chance to truly interact with developers outside their typical comfort zone. These are engineers —  super-smart people whose lives are computers. But when they’re at an event, that’s a prime opportunity to get face-to-face time and get input and feedback in a way that just doesn’t translate over email or other digital means of communication. It also gives us a chance to get direct feedback from our target audience when they’re demoing products and services.

Q: When it comes to ROI, what do you measure to determine the success of a Sony Mobile event?

JT: We measure leads and new business, of course, but partnership leads are just as important as sales leads for us. We do a lot of work with partners, matching their technology with Sony’s hardware, and that lets us approach a wider range of customers and results in a lot of new business. We know that if we met that partner at an event, we can tie the future business directly to the event itself. And it isn’t necessarily ROI per se, but the impressions and feedback we get from attendees is very important, especially when we are showcasing a new product.

Q: Why do you think more brands are investing in experience marketing right now?

JT: Everyone tries a lot of different channels, but I think that event marketing and the live experience channel is the only way you can touch all the senses. Digital and social media offer a lot of opportunities, but there is still the drive to meet people face-to-face and be part of an experience together. That’s something that is part of us as human beings.

Q: What are the most important elements of a successful experience?

JT: I think the most important part of a successful experience is the execution team. We know that planning is one of the most important parts of an event, but if you don’t have a team that is perfect for the execution, then everything falls to pieces. Having internal expectations in line before the event takes place is also really important, because it can be hard for someone who hasn’t been part of event planning and execution to have an understanding of what was actually achieved and what it gave back to the company.

Q: So when it comes to a great team, what are your favorite qualities?

JT: I value loyalty, humor, a “no-problem” mentality, people who have an umbrella perspective, and hands-on people who just get things done.

Q: Where do you see the future of our industry heading?

JT: In our business, companies will be under increasing pressure to show ROI from events. This can be a problem since you can’t always see when business hits that it’s related to an event, because of the timeframe between the two. I think, as a result, companies will be more selective as to the number of events they attend and what kind of events they are focusing on.

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