Important lessons from a digital cook along
Event Logic
In December 2020, the prestigious tire company Michelin combined business with pleasure in digital form. A carefully selected group of customers was informed about an upcoming product launch, and they enlisted the help of star chef Hakan Thornstrom to organize a digital "Cook along" where the meeting participants, in a relaxed and enjoyable atmosphere, cooked together -- each from their own location.
Event Logic interviewed Niclas Petersson, Event Manager at Michelin Nordic AB. In this blog post, we get to the bottom of the opportunities and challenges that characterized Michelin's digital gathering, and above all: what their most important lessons were.
"Digital meetings are a very good alternative now that it is not possible to meet in person. Both in terms of the need to share important information and as an opportunity to organize a fun activity. Then, as always, it is about learning things. We are no experts in this area, but we are learning more and more. Both which elements are most important and how to make them work."
-- Niclas Petersson
So which elements are most important to have in order in a context like this?
"First and foremost, it is of course the technology. It can be arranged through an external supplier just as well as internally, depending on needs and circumstances. Exactly how you do it is secondary, but thorough preparation is essential. If there are technical issues, some participants will leave, so it is crucial to ensure that all technology works as well as possible. Then there are several aspects to keep track of. Making sure you have updated mailing lists can be one example, sending out invitations in good time another."
How would you summarize the activity held in December -- did it go according to plan?
"In summary, it was definitely successful, albeit not perfect. We are pleased that we could meet in the best possible way given the situation. Furthermore, it was, as mentioned, educational. If there is a next time, we are clear about what we need to do to achieve an even better result, which in addition to what has already been mentioned can include the importance of getting the sales organization to highlight the event as important in their ongoing communication with customers, as well as having a thoroughly executed plan regarding the interplay between those who will speak or present during the event."
Finally, how did you perceive Event Logic's role and function around the meeting?
"Event Logic delivered what we expected, absolutely. We received good guidance and quick feedback when questions arose. So there were no issues -- we are satisfied with the collaboration."
Event Logic thanks Niclas Petersson and Michelin for the conversation and for the trust in contributing to smarter, simpler, and more controllable meeting and event planning.
