Event Marketer Spring 2022 - 72

OSONG
BRAND: HERE Technologies
CURRENT TITLE: Specialist-Experience Marketing
DREAM TEAM TITLE: Manager-Experience Design
WHY WE WANT HER: For her background in
sports that is not only a differentiator in the b-to-b
space, but that allows her to look at all customers
as potential fans to create deeper connections.
They say no two pathways into events are
the same, and Nadine Osong's story begins
on the soccer field, where she worked in
sponsorship marketing and planning for
the likes of D.C. United, Manchester United
and Major League Soccer. Her roles
focused on the execution of sponsorship
agreements, but they crossed over into
events as she headed up grassroots initiatives
like targeted community tournaments.
It all clicked.
" What I love
the
about events
is
people you meet-
in my case, from all
over the world and
from different backgrounds.
They're so
excited to be at this
place, at
this event,
in this moment, and
you know that you
had a hand in creating that for them, " she
says.
A move to Berlin would open up the
door to a new opportunity at HERE Technologies
as an event project manager that
allowed Osong to stretch her wings in the
space. HERE, which provides map and
location data technologies, solutions and
products to an array of OEMs, from car
manufacturers to supply chain and logistics
behemoths, activates all over the world.
" Before I started here, I really had no
idea just how much location plays a role
72
EVENT MARKETER SPRING 2022
that event.
The team also manages the CES program,
which is one of the brand's biggest
events of the year and is anchored by a
two-story, 1,600-square-foot installation
offering a journey of use cases, product
showcases and experts at every turn. The
entire booth kit is reusable and customizable
and relies on natural light to improve
energy efficiencies.
" As a company, we're working on a
sustainability summit with our suppliers
in hopes that we can have a discussion and
in our lives and almost everything that we
do-most people don't, " she says.
The team Osong works on manages
incentive programs and events for top sellers,
as well as a proprietary event, Directions,
that was growing pre-pandemic and
continued an upward trajectory amid the
pivot to virtual. " We want you to learn
about us and what we can do, but really, we
want to share what other people out in the
world are doing with location, " she says of
determine what best practices they have,
and what we're seeing, to push forward, "
she says. " For us, it's not just working with
our partners but how we can encourage
our attendees to be sustainable as well and
make that part of the program. "
For Osong, one of the biggest challeng " With
location technology, it's easy to describe it as going from
point A to point B, but there are other use cases that are more
abstract. We create these experiences to tell each of those
stories. What you see on the outside will be reflected inside. "
es in b-to-b and in her space, in particular,
is catering to a variety of roles and industries.
It's one of the reasons the team zeroed
in on the user experience as it pivoted to
virtual, avoiding the
urge to try to recreate
the in-person experience.
" Working
in
location technology,
we may be engaging
the cto, the ceo, the
cmo, a product manager
or a developer.
There are a lot of different
personas that you're trying to target
and different buyers across a lot of different
industries, " Osong says. " You're constantly
trying to figure out what they need and
how you're going to communicate a clear
message that resonates with everyone. "
One strategy that worked well for the
team: getting more voices involved, and
creating more opportunities for attendees
to participate in the content and conversation.
Not surprising, coming from a globe
trotter like Osong. Welcome to the Dream
Team.
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Event Marketer Spring 2022

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