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Django Éditès : Crise de l’événementiel 2020: comment rester positif au cœur de l’attente ?

L’article a été initialement publié sur Linkedin Pulse  le 9 Juillet 2020.

Auteur : Marc Irondelle, directeur éditorial de l’agence Django Editès

 

L’événementiel est l’un des secteurs immédiatement touchés par les effets du confinement. Du jour au lendemain, tout s’est arrêté, tout s’est annulé. Certaines entreprises ne s’en relèveront pas. A la veille de la grande coupure estivale, tandis que la reprise se fait toujours désirer, comment rester positif quand on est acteur, direct ou indirect, de l’économie de l’événementiel ? C’est la question posée à différents interlocuteurs du marché qui, chacun à leur manière, gardent espoir même au cœur de la tourmente.

Directeur du développement Grands Comptes chez FC2, Thomas Brzutowski se souvient des premiers instants du confinement : « Le 11 mars, on a vu nos plannings d’événements se vider… Mais cette crise sanitaire — du jamais vu, il faut le rappeler — touche tout le monde sans distinction, nos clients mais aussi nos concurrents. Pour autant, nous ne sommes pas restés à nous lamenter et nous avons agi immédiatement. » Parallèlement aux mesures de préservation de l’entreprise, l’action commerciale se poursuit, car les clients s’adaptent à leurs nouvelles conditions de travail avec de nouveaux besoins : « Pour nos clients, explique Thomas Brzutowski, nous avons imaginé de nouvelles façons de prendre la parole, avec des types de message particuliers, des mises en scène réglées au millimètre pour garder l’attention des salariés à distance, et des interactivités pendant l’événement. C’est créatif et motivant. On ne peut pas faire de conventions ou de séminaires classiques ? Alors inventons un genre nouveau ! »

Savoir produire des solutions nouvelles

Réactivité, créativité et services ultra personnalisés sont les atouts des acteurs de l’événementiel en temps normal, et encore plus en ce moment. Com à l’écran, société de production audiovisuelle parisienne, fournit beaucoup de contenus lors des événements qu’elle organise. « Faire un e-séminaire pourrait sembler simple, à première vue, témoigne Tristan Valès, l’un des deux producteurs-fondateurs ; mais on est loin de la réunion en visio-conférence où l’on ne fait que connecter 50, 100 ou 200 salariés. Nous, ce que l’on produit pour un e-événement, c’est comme une émission de télé avec une partie technique conséquente pour la diffusion et la réception, et une partie éditoriale avec un fil conducteur très particulier adapté au distanciel. Et, naturellement, pour créer du rythme, nous produisons des vidéos, elles-mêmes tournées dans des conditions spéciales. Nous nous sommes adaptés et nos clients apprécient. »

Peut-être plus dans l’événementiel qu’ailleurs, le maintien du contact avec les clients a été le point vital de l’activité des entreprises. « J’ai passé beaucoup de temps à téléphoner à tous mes clients pour prendre de leurs nouvelles, savoir comment ils s’organisaient, comment ils faisaient face, raconte Julie Blay, responsable commerciale Entreprises chez MyComm, une agence spécialisée en événements liés au sport. Non seulement, l’opération que nous avions prévue pour eux était annulée mais, quand c’était un grand prix de F1 ou un match de rugby, par exemple, nous ne savions pas non plus si ce serait reporté… Donc, le dialogue maintenait le lien au cœur du confinement, en attendant de pouvoir refaire des propositions. »

Lancer sa marque en plein confinement

Et que dire des nouveaux opérateurs de l’événementiel qui sont apparus juste avant le 11 mars ? Nouvelles agences, nouveaux traiteurs, nouveaux lieux… À moins de viser le long terme (et d’être en capacité de le faire), la situation peut être très compliquée. Domaines & événements a pourtant fait le choix de se lancer malgré la crise, et a profité du confinement pour peaufiner sa stratégie.

« Nous sommes une société de gestion de domaines événementiels qui dispose déjà de 4 lieux dans l’Ouest parisien, pour des événements privés comme des mariages, ou corporate, précise Nicolas Tommasini, l’un des 3 fondateurs. Face à l’adversité, aux reports et aux annulations que nous avons enregistrés, nous avons pris ce temps de réflexion imposé pour accélérer notre modernisation en termes d’outils, avec la mise en place d’un ERP et d’une vraie démarche RSE (Responsabilité Sociétale des Entreprises) autour des thèmes de la santé, de la gestion de l’eau sur nos domaines, du recyclage des déchets, de l’accessibilité handicap et de la valorisation des produits locaux. »

Si Domaines & événements reste optimiste, c’est en partie grâce à la confiance qu’elle a dans ses lieux d’exception, mais aussi parce qu’elle estime pallier l’absence d’opérateurs professionnels d’espaces événementiels mixtes :

« Avec cette crise qui épuise les propriétaires, ajoute Nicolas Tommasini, nous pensons que c’est le moment de leur proposer des schémas de professionnalisation en développement de produit, de gestion ou de franchise qui visent à multiplier le type et le nombre d’événements. Notre ambition est de devenir la première société de gestion de domaines et d’organisation d’événements mixtes. En ligne de mire, ce sont de nouveaux rendements que nous prévoyons pour des domaines existants, voire de nouvelles perspectives pour des lieux qui ne sont pas encore exploités. »

La force éternelle du contact réel

Si l’événementiel est durement touché, le besoin de se réunir physiquement pour partager un grand moment d’échange reste présent. D’aucuns se sont risqués à parler de révolution du marché de l’événementiel au profit du digital. Thomas Brzutowski n’est pas d’accord : « Pourquoi avoir peur de la fin de nos métiers ? C’est une crise, c’est vrai, mais cette remise en cause est très exagérée. Nos métiers évoluent, ce qui est normal. Mais on va continuer à vivre, à se parler, à se rencontrer… La force d’un événement tel que nous en organisons est de stimuler la réflexion des participants et leurs cinq sens. On ne fera jamais mieux que le contact réel, ne l’oublions jamais. »

Verra-t-on un séminaire sur l’événementiel pour débattre des atouts d’une convention digitale versus convention classique ?… La date n’est pas encore fixée !

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