On the morning of 9th May 2018 we held our seminar titled “staying safe online- just how easy is it?” in collaboration with Technorizon UK, a member of the Spanish Chamber. The seminar was given by Ricardo Ena, the company’s UK Regional Manager. After introducing himself, he kicked off the seminar by providing some background on the subject of cyber security and its prevalence in today’s society, giving recent examples of high profile cases that have featured in the news.
He then went on to talk about each in turn of the principal online security risks and how to avoid these. For example, he mentioned that it is advisable to unsubscribe from any apps or online accounts that are not regularly used, and to consider using a password manager. He also highlighted the risks that can be associated with near field communication (NFC) that we may not be aware of, as well as those of free WIFI and the use of mobile apps.
Following this, he went on to explain how to prevent these risks. He recommended covering lap top cameras, changing passwords every few months and updating software and applications whenever possible and appropriate. He ended by speaking about Technorizon, a provider of IT security and network management solutions which have branches in Dubai, India, Portugal and Spain.
The event was well received by all who attended, who enjoyed the opportunity to be actively involved in the seminar. Following Ricardo’s talk, participants had the opportunity to ask any questions they had to clarify any doubts and to receive extra advice. After this, everyone had the chance to network and exchange their opinions of the seminar over coffee and breakfast. It was clear that all had found it interesting and eye opening, and many even left with RFID blocking card holders and laptop camera blockers.
We would like to thank Technorizon for collaborating with us on this seminar, which was well received by all. To find out about further seminars and other networking events held by the Spanish Chamber, we encourage you to visit the Upcoming Events section of our website and also sign up to our fortnightly newsletter to keep informed about the Chamber’s activities.
On Tuesday 11th October we had the pleasure of holding the seminar “Global Communication and Marketing for Business” organised in collaboration with Mindjuicer, member of the Chamber.
On this occasion, Mr. Igor Urra, Secretary General of the Chamber, gave a warm welcome to all attendees on behalf of our institution and introduced Mr. Asier Odriozola, Founder and Creative Director at Mindjuicer.
Mr. Igor Urra, Secretary General of the Chamber, and Mr. Asier Odriozola from Mindjuicer during the seminar.
Mr. Odriozola started off the session by providing an overview on the importance of business branding and offered attendees guidance on how businesses should take care of their brands by communicating the right message in the right way.
After the introduction, the speaker focused on how a brand should create a long-term relationship with its audience in order to thrive. As we are exposed to an average of 3,500 to 10,000 brand messages a day, making a difference with competitors is the best asset.
The content of this session then followed along this path in order to help participants realise the importance of understanding their audience better to identify and deliver a more compelling message. As Asier argued, the ultimate goal of any communication strategy should be to get the audience to care, engage and embrace your brand.
The event offered an overview on key branding and marketing strategies businesses can use.
Another key aspect that was brought up during the seminar was that a global communication strategy should be the same whether for a big or small business. As Asier explained, small and universal ideas are better retained as everyone understands them, so the focus should be put on how to get across the right messages regardless of the size of the company behind them.
Asier then went on to cover why the focus of any campaign should be on what the audience thinks of us as a company rather than on what the company actually is. This led to an analysis of what lies behind communication and creative processes and how the concepts of branding and positioning play a key role in defining the right strategy.
In a nutshell, branding is about the product itself, its image, its presentation to the customer and its experience. Positioning, on the other hand, is about the customers’ perception of your product or brand.
At the heart of every successful campaign lies the image that customers have of a given brand and how engaged they are with it. It is thus important to focus first on how a brand is perceived and how we can build a message that connects with our target audience and puts them at centre-stage, and then concentrate on the message itself.
After the session attendees could further discuss the topics covered by Mr. Asier Odriozola.
Asier also gave attendees a few hints to develop effective creative briefings aimed at building a global communication strategy. For instance, ask yourself what your company’s background is and what you aim to achieve by launching such a strategy; establish who you would like to connect with, and through which outlets (online vs offline; social media only; press, tv, etc.), what you want to say and how, and most importantly, why customers should believe you.
Finally, the speaker summed up what he had tried to convey during the session in the following message: any company interested in creating a powerful brand must remember that it all revolves around creating engaging conversations with your market audience. Given that markets consist of human beings, conversations should therefore sound human and uncontrived, and they should relate to what your audience cares about.
Participants could exchange their business cards over breakfast.
The event then moved on to the Q&A session where Asier Odriozola responded to questions about how we can communicate intangible products applying the tips he had provided or how a successful communication strategy was compatible with getting your message across countries with different cultures. Once the session finished, participants could enjoy an interactive networking breakfast while sharing thoughts and discussing further all the ideas covered in the talk.
Last but not least, we encourage you to keep updated on all the activities of the Spanish Chamber of Commerce by visiting our UPCOMING EVENTS section. You can also subscribe to our weekly electronic newsletter in order to receive updates on the latest activities of the Chamber!
The induction events for this years’ GEP (Graduate European Programme) continued this week, with a thoroughly engaging talk by renowned TVE & RNE correspondents Ms. Anna Bosch & Mr. Íñigo Picabea on the experiences of life as international journalists. The event was held once again at the Spanish Chamber of Commerce premises on Wigmore Street, and played host to over an hour of intrigue for our young GEP participants.
The different culture of news from country to country was the first point to be highlighted in the talk; the differences of which are further intensified in particular cities, such as London and Washington, which have their own micro-cultures. From this insight, Ms. Bosch, who has extensive experience working in both of these great cities, reminded the room that there are also distinct differences in producing news for either domestic or international consumption – the way in which information is then transformed and packaged for its relevant audience.
As a journalist, she said, you are bombarded with information. In one example of her time in Washington D.C., she recalled a time in 2006 when she had to immediately drop all of her plans upon hearing reports of Fidel Castro’s death. As it turns out, he was just taken unwell, but the frenzy of media speculation was intense.
Freedom of, and access to information was also another important point. The processes of collecting reliable data from sources in liberal cities like London, differs hugely to the ability to do the same in say, either Moscow or Caracas. These perceptions provided great food for thought for our attending GEP participants, with questions being posed throughout the talk.
One poignant departing thought was left with the audience at the end of the session, with the idea of the consequences of modern news consumption carrying with it certain dangers. With the advent of countless dispensers of news on the internet and social media, conveyed through varied biases and on focusing on specific topics, an important question needs to be asked: Are we are creating our own world of news by only accessing that we which we want, and forgetting the wider importance of everything else? Perhaps the high level of personal tailoring of how each of us receives news could carry with it the consequence of making us more ignorant, rather than the contrary.
These important issues were a great source of interest for our attendees, and we extend our thanks to our speakers for their time.
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