The Future of Cultural Marketing

00:00 - 2:15 - Introduction
2:16 - 19:44 - The Importance of Culture
19:45 - 32:49 - Marketing learnings from the CCB team
32:50 - 42:20 - Team Modernization
42:30 - 45:54 - Impact of Technology on CCB
45:55 - How to carry out Digital Transformation

The Digital Transformation of the Cultural Sector

1. Culture as Union and Resistance: Madalena highlights the role of culture in crises, such as the pandemic and the war in Ukraine, highlighting its ability to unite people and provide empathy in difficult times.
2. Digital Transformation at CCB: Digitization accelerated with the pandemic, allowing CCB to offer online content and develop a robust CRM program, automation and new technologies that expand reach and efficiency.
3. Sustainability in Cultural Marketing: Sustainability is seen in a broad way: environmental, governance and quality of life. The CCB seeks to integrate culturAI values ​​with responsible practices in everyday life.
4. Creativity and Technology: The renewal of the CCB's graphic identity reflects the integration of digitAI tools and contemporary design to reach diverse audiences in an impactful and personalized way.
5. Customer Experience as a Priority: The focus is to offer an “immaculate” experience from the moment of purchase to post-event, using metrics, technology and CRM strategies to align operations with public expectations.
6. Networking and Accessibility: Madalena values ​​collaborative work between cultural and technological institutions, encouraging small organizations to take digitAI steps through simple experiences and partnerships.
7. Adaptation to Change: CCB embraced continuous innovation, reinventing itself to remain relevant, especially with the institution's 30th anniversary in 2024, using digital to transform the business model and interaction with the public.

00:00:07 Welcome to MarTech Talks The Liminal's Podcast that brings you interviews with business leaders who are at the forefront of the Digital Transformation of Marketing and Sales departments so that your business can also grow in this new technological era. As a MarTech specialist Liminal has been able to improve the marketing and sales results of several companies, ensuring the conditions for business success in the new digital era. With Liminal, you'll have access to experts 00:00:06 Welcome to MarTech Talks, the Liminal podcast that brings you interviews with business leaders who are at the forefront of the digital transformation of marketing and sales departments so that your business can grow in this new technological era. As a specialist in MarTech, Liminal has been able to improve the marketing and sales results of several companies, ensuring the conditions for business success in the new digital era. With Liminal, you will have access to experts who will analyze, design and implement marketing and sales strategies and operations. 00:00:41 All this supported by tAI technological systems such as CRM, marketing automation and analytics. Create your digital business ecosystem with Liminal. Hello and welcome to the first edition of MarTech Talks Online, by Liminal. 00:01:05 Landmark of the city of Lisbon, the Centro Cultural de Belém is one of the epicenters of culture in Portugal. Performance venue, exhibition center, congress center, the CCB has an educational and commercial mission. Our guest, in this which is the first edition of MarTech Talks Online, of Liminal, is Madalena Reis. 00:01:22 Madalena, welcome. Madalena is the Director of Marketing and Development at CCB. It dealt closely with the effects of a pandemic that particularly, and very aggressively, affected the arts and culture sector. 00:01:35 Now lead the actions of CCB, in support of the crisis in Ukraine, with the Belém-Levido Cultural Bridge, which made us very proud and also inspires us in your work. Madalena, more once, welcome and thanks for stopping by. Thank you, Tiago. 00:01:53 Thank you, Madalena. I said in an interview with Jornal Público recently that this would be the year of reunions and the truth is that we need these reunions so much, two years after an intermittent physical separation due to the pandemic and now because of the brutality of human actions with war, which we watch in a way, in short, completely incredulous. Madalena, can culture save us from these disagreements? Tiago, that's a big question, isn't it? I think culture certainly plays a fundamental role. 00:02:31 You talked about the pandemic, now you talked about this unthinkable scenario of war in Europe, right? Three years ago, I mean, none of us could have imagined that we would go through either of these two situations. Culture certainly has this role, this language that is multidisciplinary, this language that goes beyond language, right? Because it touches us all, when we speak through music, when we speak through theater, there is a language that reaches everyone. And, in fact, culture is the way we find to reach all people and it has really been the way to unite people in many moments when we do not speak the same language, but we have this language, this cultural language that unites us. 00:03:40 And Tiago already shared this experience that we recently had here at CCB and that it really was a completely spontaneous gesture that we felt impelled by. All of us Portuguese, in fact, have this immediate feeling of great welcome and we have seen this in the way we have received so many refugees from Ukraine. And we at the Centro Cultural do Bem, through culture, immediately felt a great connection with the Centro Cultural do Vive. 00:04:15 We didn't have a relationship with anyone, but this connection was immediate and we felt, just like us at the Centro Cultural do Bem, we could be in exactly the same role as the Centro Cultural do Vive. It is a cultural center just like us, which has theater, dance, music, entertainment and has been transformed into a logistics and humanitarian aid center. And it really turned from a cultural center into a humanitarian aid center. 00:04:47 And we just reached out and asked how we could collaborate with them. Because they Still try to maintain some cultural activity and manage to maintain some cultural activity. And they told us that culture really continues to be as important as all the goods and all the humanitarian aid that they are developing. 00:05:12 They really felt that the support we were sending was very important. Firstly, knowing that on the other side of Europe there was a cultural center like them, that had this empathy and that was dedicated to collaborating. And we asked where we could help. 00:05:33 And so they shared with us a list of goods, of what they needed. And we, with the goods we have at our disposal, tried to mobilize as much support as possible and collect goods that are those that we already know, which include food items, hygiene goods, some medicines, wheelchairs, radios, flashlights. And therefore receive these goods and try to get them live. 00:06:06 And they left yesterday towards the live. That's on the one hand. And on the other hand, at CCB we also organized a humanitarian aid concert to collect funding through the Portuguese Red Cross, which in turn, together with the International Committee of the Red Cross, provides this financial support. 00:06:27 So not just asset support, but also financial support, but to answer your question, culture does. Because what Ana, Bogdana and Yúlia, who we spoke to, told us in Lviv is that as important as these assets is in fact support and acceptance and the feeling that the culture is still alive and that it reaches them. And they told us, we continue to try to develop cultural activities and often with children who are helpless and for us it seems impossible, because fortunately we live in a scenario of tranquility and peace, but they continue to develop activities, that in the middle of the activities and orchestras with the children the sirens started to ring and they have to take refuge in shelters. 00:07:15 And for us it is unthinkable. We were doing a zoom, just like we are doing here, we were doing a zoom with them and they were doing this report, which is really very impressive, isn't it? And therefore, to actually answer culture, yes, culture is really a transdisciplinary, universal language and it is really what unites us. And we feel this in the actions we develop, we feel this at this moment, which is a moment of absolute maximum extremes, right? And we felt that in the concert that we later held, in which we were, in streaming and that we were actually here, knowing that on the other side we were being heard and that the music we were singing in Portuguese or English, because Ukrainians don't necessarily have to understand English, do they? Or the song that was sung here in Ukrainian, which we don't understand Ukrainian, but is absolutely universal. 00:08:16 So, yes, without a doubt, culture absolutely has this power to make these bridges culturAI solidarity and this jungle of Churchill's phrase during the Second World War, right? If we're here, right? Let's make savings, right? Let's cut back on culture because we need to invest in our military defense. And Churchill said no, if we are here to defend culture, what are we here to defend, right? Therefore, culture is indeed our essence. And therefore, without a doubt, right? We have the privilege, I don't know if it's right, of having culture as our core business, right? We are a cultural center, therefore, we have this privilege of working and acting in this area every day and of feeling that, in fact, in extreme moments that, really, I will not say that it is a saving power, but, in fact, in many moments it is culture that saves us, there is no doubt about that. 00:09:22 And so much so that culture translates into what makes us different animore, human, in short, empathetic. I firmly believe in marketing as a force for good, but firmly. Undoubtedly. 00:09:40 And at a time when, increasingly, marketing and marketing managers are being called upon to take a leadership position at a high level in organizations, because the world has changed and because, today, many of the business models that claim to be highly successful are business models that rely heavily on marketing methodologies, proximity and customer centricity, our responsibility is Still mAIor. Undoubtedly. That marketing and even business activity be used for something more than just growth, be used for development. 00:10:19 And this example is fantastic and inspiring. It's because I think that's what we all want, right? And now we are being absolutely put to the test, but it's really this idea that... that art really calls us, pushes us towards it, isn't it? This idea really of the beautiful and the good, isn't it? Of beauty in the sense of really good, ethical, correct, harmonious, right? And therefore, of harmony and peace, truly, isn't it? And therefore, I think that everything that brings us into this universe, art really has this capacity, doesn't it? It has this ability to provoke us and, therefore, I think art has this ability to provoke us and we, obviously, at CCB, also have this component of presenting the various disciplines to the public and CCB has a very transversal activity, as I say, in theater, dance, music, exhibitions, in areas of thought, right? Therefore, in the conferences we organize, in the discussion, in the criticism and in the educational area, right? Because we really have to educate, we have to provoke, we have to bring this into everyday life, first of all, let's say, in children and young people, right? And then don't let it be lost, because it's not just young people and schools that receive this education, right? It is for life outside and, therefore, not only, in fact, at that early age, during our training in schools and universities, but really for life outside and we will have the opportunity to talk about this now throughout our conversation and then internally too, in teams, right? There is, in fact, this side of purpose and vocation and mission that you just said and also this idea of ​​the sea as a force for good. But there is also a very pragmatic side, for example, and pragmatic for organizations and companies. 00:12:33 There are studies, a study that I am aware of, even with some scientific rigor, from 2006, that demonstrates the impact on the results of companies in indicators such as the number of jobs, sales growth, productivity and very much the ability to produce radicAI innovations in companies that manage to combine art and science. So, not just engineering, not just what we think is behind business growth and innovation. EmpreSAS that combine this with art manage to have a much higher delta in several of these indicators. 00:13:15 How important can culture and art be for the development of companies portugueseSAS, Magalhães? I think precisely that Still these studies exist and in the end they somehow prove ideas that in some way some of us perhaps already have, as we already have this sensitivity or already have this intuition. Because certainly, precisely, some already have this intuition and already have this practice, right? We are not distant compartments, are we? Each one of us, and thinking on the one hand as clients, but also as individuals, right? In fact, we are not distant compartments and therefore we are as rich more as complete more, aren't we? And therefore, whether in companies, we always try to find people who are complete more, who have a comprehensive level of interests, broad more, right? Obviously there are technical areas, of course, and there is concrete technical knowledge, right? A lawyer has to have a degree in Law, an engineer has to have a degree in Engineering. Now, we're not even looking for a world that's looking for people who are closed in on themselves, who are closed on their areas, are we? We really want human beings who are complete, comprehensive, open to each other and even in the topics of leadership we actually talk about this compassionate, humanized leadership and this humanization is really done with this openness to the world and I believe personally and also in day-to-day practice that culture, art, must be part, as I said a moment ago, of the training and part of the training that we give, obviously, since the Earth-age but it must come very naturally from life on the outside. 00:15:37 Life would be very uninteresting if we only did the metro, the cake, the dodo, as the French said, wouldn't it? Which is just life, work, work, home. I mean, we weren't born, lived and died for this, were we? I mean, our life goes far beyond that and I really come back to this idea of ​​the beautiful and the good. Our life is much more complete than that, isn't it? This contemplative side, this side of individual, cultural enrichment actually makes us better people, rich people, interesting people, open people, complete people and this makes us better professionals and, therefore, capable professionals, professionAI who understand each other better. 00:16:21 People who understand others better, understand better what the customer needs, what the customer is looking for, in any area. The customer, in any area, whatever it may be and for any product, right? Therefore, we at CCB, in fact, have several products, because as Tiago said very well, we are a cultural center with cultural programming, with a meeting center, with activities also in this commercial area, therefore, we have a meeting center, we have stores, we have restaurants, therefore, this is to say that we operate in the area of marketing in several areas and, therefore, and to answer your question, without a doubt, art and culture make any professional a better professional, because will is to ensure that you are a person who is open to others and has the ability to get to know your client better, whether in any area and, therefore, Still these studies exist, and which you very well mentioned, because, in fact, this is a reality and companies are increasingly looking for people with very complete profiles and, in fact, we are not distant compartments. I think this is a completely outdated idea and more, in the day-to-day life of companies, and we talk a lot about sustainability, sustainability is absolutely on the agenda, but we talk about sustainability not only in the environmental areas, which is what I think is absolutely more implemented, but it is sustainability in the environmental area, yes, but it is also in other areas, namely in the area of corporate governance. empreSAS, and, therefore, also in the quality of life and the quality of life of those who work in empreSAS and, therefore, we have to invest not only, let's say, in what we offer to customers, but also in what we offer to each of our internal customers, who are our employees, right? And, therefore, we want employees who are, who are complete collaborators and collaborators who are, who are ultimately complete and happy doing what they do, right? An extraordinary indicator is also symptomatic, when we look at where entrepreneurship activity and technological innovation are buzzing, where the mAIor number, I don't know, of unicorns, of technological startups that now dominate the world have emerged, and we look at places like San Francisco, London, Berlin, where there is cultural, artistic enjoyment and an absolutely unique diversity, isn't it? Of course. 00:19:04 One thing is linked to the other, I believe. Without a doubt. Without a doubt, of course. 00:19:09 They really are agent provocateurs, aren't they? Without a doubt. Of course. The last two years have been terrible for this community. 00:19:19 They were agents provocateurs of their own. Anyway, years of separation. I never agreed with the term social distancing. 00:19:30 We had a physical distance, especially physical, but it was actually dramatic. On the one hand. On the other hand, it was also a catalyst for the innovation capacity of all of us, of all companies, organizations, of adaptation, of survival. 00:19:45 What lessons does the CCB marketing and communications team take from this period of complete Meta forced morphosis? Well, it was quite a forced learning process, Tiago. That's without a doubt, right? Because we all talk about digital transformation, right? But this was really a... The great digital transformer was Covid, because many companies really, and in the case of CCB, we also already had some projects underway, but with, let's say, deadlines, schedules, maybe a little longer. So it was indeed a great accelerator. 00:20:31 And I think that the great lesson that we brought, or that we took away from here, was this brutal ability to adapt to change. An enormous capacity to adapt to change and, if you like, almost an addiction to this adaptation to change. In other words, we have become so contaminated, in a good way, by this need that the consumer is also looking for, is also asking for quick answers and is already asking, deep down, for quick proposals to be presented, that, in some way, we always have to be presenting new proposals. 00:21:12 Therefore, it ended up being a very, very big accelerator compared to the projects that already existed, obviously, and were already underway. Therefore, this enormous capacity to adapt to change, on the one hand the capacity, on the other hand almost this obligation for us to always be presenting new projects, because it is clear that habits have necessarily changed a lot, right? Tiago spoke, at the beginning, about this issue of it really being a time of reunions, I mean, and nothing replaces reunion, right? We tried to find every possible and imaginable solution to stay together and that's what we did during the pandemic too, right? To make the programming we had available, to make this programming available online, to create more podcasts, to increase our newsletters, to make more as close as possible to our audience, because finally the artists and the cultural programming were the first, obviously, to have to close their doors, because they could not present themselves to the public, they were also the first to make themselves available to hold solidarity concerts, even if they were at home, closed, with their guitar, or on Zoom, doing concerts, each with four, five, many voices, therefore, using all possible tools, right? This is also incredible, but all the solutions were put on the table and this capacity for creativity really is indispensable and more once it is a privilege to work in this area of ​​culture where creativity is always very great, but, I say again, this ability to adapt to change and this now permanent addiction to finding new solutions is really what we took away. Addiction, attention, on the positive side, because there is also a rhythm to which we should not get attached, in other words, there was a moment when it seemed like this would never slow down and attention, human beings also have their rhythms, we need stops. 00:23:50 It's a topic that we discuss here a lot internally, which is this sometimes exaggerated pace of content consumption and we, in this case, currently here at CCB even have an exhibition at Garagem Sul, where we have architecture exhibitions, which precisely brings, in essence, an artistic residency for a radio channel dedicated to architecture, antechamber radio. And precisely we made this analogy, one of the curators made the analogy between the voracious consumption of images and the slow more consumption of radio and voice. And, in fact, this analogy is very interesting, because nowadays we consume images very quickly, because we can swipe very quickly and we consume images very quickly, but, in fact, the consumption of radio and podcasts and radio programs forces us to stop, which is also very important, we force ourselves to make that stop. 00:25:04 And that's interesting. Therefore, when I talk about this issue of the ability to adapt, which is important, which is very important to have, the ability to adapt to change, but this addiction is good to stay, but with account, weight and measure. Because there is also a rhythm that we should not exaggerate either. 00:25:23 Because at a certain point, capacity is limited. Therefore, we must also be aware of the SAS stops that are mandatory. And, at a certain point, we must also know how to do them with counting, weight and measurement. 00:25:39 On the one hand, the enthusiasm of gaining speed and realizing that we are expanding due to circumstances or because we are individually going for it. On the other hand, the notion of limits and that speed needs to be balanced in this balance speaks so well. He spoke about the importance of creativity and the various formats. 00:26:01 Anyway, at Martin there will be no noble area for creativity, I say, than branding and graphic identity. Just so you know, last year there was a rebranding initiative, to refresh the graphic identity. My question is the following. 00:26:20 Creativity and technology often... This is a technology podcast by Martin in which we look at this topic. Creativity and technology are often seen as separate territories. An analytical more, another very expansive more and there it is, precisely, creative. 00:26:42 Which means that unique, magnificent opportunities are lost to create experiences, to innovate, to increase the value of the brand, to differentiate, but, above all, to increase the relevance of brands, of companies, our relevance to our customers and to our audiences. At CCB, how have you managed to take advantage of the advantage of bringing together, at one table, in one project, creatives and technologists, technology people? Exactly. As I said, last year we felt the need to refresh our image. 00:27:20 So it wasn't so much creating a new logo or launching a new logo, it wasn't that at all, we didn't feel that need. It works, continues to work very well and is well, in good health. It was really about bringing more to a contemporary language, updated more and, precisely, Still in line with what Tiago mentioned. 00:27:41 We were very stuck in a static image and, nowadays, we actually have a language in current communication that is very more a moving language, with a lot of use of videos, animations and we had, in fact, a logo and digital communication that was stuck in a static image. And, therefore, we needed this animation and, in essence, to create an image that was capable of deconstructing itself, of demultiplying itself, of converting itself into a series of images that could also work on these video devices, of other animations, of other recreations and, therefore, we held a competition and worked with the Change is Good studio. Always in conjunction with our internal graphics office, which has an excellent team, we are fortunate to have a team in the area of ​​communication and public relations internally here at CCB, with whom we then always coordinate with external teams and, therefore, always on this bridge we refreshed the image. 00:29:01 Because, precisely, it is necessary to bring this creative component to the technological side and, in fact, to a communication that took place a few years ago with still images, photography, if you like, nowadays we are making videos all the time, small teasers, multiplications, there are countless, and in all canAI, not only in nosSAS social networks, in our newsletters, there are so many the canAI that, in fact, we absolutely need there to be perfect and in tune communication between the creatives and the technological component and, therefore, this language has to be one and the only way to do it is to bring everyone to the same table. 00:29:58 really with a very clear briefing we have a communication that is really about we have a lot of programming we have a lot of programming and really every day we have to communicate to many segments of the public because the programs are sometimes very disparate and our coloring is very more heavy and therefore we have to have many 00:30:29 heirs in the way we do it Mind you, sometimes it's not public and therefore we have to lie a lot of language but then we have to know how to please this this this communication is working the right partners and the way and here but thirdly and we have to do it the more intuitive way and posting to be intuitive really has to be through a communication that is very 00:30:59 creative way that it is cycle in the next more way and more assertive to the right audience and really as Tiago says and you can only bring together tools and creatives and technicians because nowadays this is not done by intuition and with spray and Pray not will there for that poor one thanks to that time has passed it is not will if this happens with very fun metrics and with the work done upstream what really a job 00:31:33 a lot of a lot of tuning and we quickly have to make this heard or our internal office and really with the right partners are on the side where if in this case resistant to the tool that with the work you have done the Liminal of doing it step by step step by step get it right This one this Luzia is not and therefore it is really work definitely step by step you can now it is the same rapport as will 00:32:07 making the journey on the way and that takes and that takes a long time it takes time in fact the real time of the man experience is not possible to obtain if it is not with these ingredients you did not come Madalena you know that in my opinion you have the best of Two Worlds in Marketing an effective organization Martins the classic part of strategic marketing of public relations press office of graphics EA creativity of cop hidden on the other hand the part of 00:32:40 marketing 4.0 you are there is a big emphasis on digital in training and also to visit your face to take the online and offline how to go about this journey of modernizing marketing teams and organizations we had a very face-to-face digital transformation program underway since 2019 we competed for a successful candidacy administrative agency within the scope 00:33:16 complete of 20 and therefore they were a program there is a basis for the hospital to everyone that you see in the various areas of Tuesday if you want to fine-tune this was such a difficult area even in the area of ​​the before injuries of the shows and basically what I intended with this program digital transformation well before and basically was to bring the digital impression to receive for 00:33:53 all of our SAS energies of all of our bones sediments for all the production upstream of our remaining processes that wanted the program chefs highly hat because when this for concrete aspects this translates into aspects such as computer programs that we started to use for the production of our shows for the production of our commercial events AI for the new Website for our CRM program for 00:34:27 eliminate the film during the production process That we had to move from setra and started using digitAI Therefore it has a huge length and that is the basis for people USB and that's an object and that went through recording our programs our shows from our cultural programming before shows more press will be raised across the country 00:35:04 in a partnership that we established with the general directorate of cultural heritage, equIPAMentos Portugal country and that we recorded and then presented several equIPAMentos spread across the country so we can go national to Soares dos Reis to the convent of Christ in Tomar when it was a big project that involved everyone knowing that it was transpostal, let's also say across the country, of course, more once the big loser will run 00:35:31 big lift for this project also occurs first because we were already making humans more feel good about this company but to answer your question there Hi and we already had this project underway and therefore we were already highly motivated to for this topic of digital transformation from the moment that everyone receive is involved it's easy more we are feels 55 employees is not the 00:36:04 from the moment everyone is involved, not that they give more easy now you see yourself obviously will will be 30 years old next year so much evidently many practices internet mind opens up the ways of working we have to all be on the same page when it comes to concrete projects the director makes the work very more easy isn't it 00:36:32 and when we have also done a pilot, we help to channel the efforts and help guide our work in the specific case for this area of ​​marketing. Yes, it is true that thinking about what we say and focusing on what our end customer is and what is really the case has also been our objective. 00:37:05 our customers every day is very much mAIor the competition is very mAIor to our pay an idea years ago you know there was a ticket sales service it was us it's for us now imagine us We were not born to have a service but it was we were born to do this is truly our Core Business this is Costa let's make will be willing for everything else we have to seek to seek the best partnerships o 00:37:36 best partner to thank the best partner process the process is the best past the loss of one of the personalities more we need and I think always the focus the created between always focus on that one my client and not having any shame talking about the client the average a certain terror me we have to talk about culture we don't have to skip any we already have to talk about problems we are talking about also it's always the regions it's not just talking about always it's that they are all created I have 00:38:08 what to think from the moment I have a client who wants to buy tickets for shows where he wants to rent a meeting room due until the doctor makes the first request his cancer has to be immaculate all the way from the moment he made the decision and what is the pilot like vision how does he think I am so far will who made the CV bought the ticket will to the show the purchase of the ticket has to be Spectacular will the aspect is not mine 00:38:34 ticket time all the interactions I had with me the newsletter I realized the following that I realized that it was that type of programming that was how do I continue and with it the visit is the way that it arrived without knowing where to park the car parked what I am parking the car or wanted to see from demore by public transport how this experience went and how can one know how to press it was open no 00:39:01 it was open and the conversation entrance is like anxiety how did it happen afterwards to correct the excess of shows how is it that sAIu of the show from the first minute to the last we want to know this information all this experience has to be Immaculate and what can I cover I continue to watch and what appears on the recording all the information is power this go to the women this go to the center of the rivers how did I know that 00:39:27 the radiators center day how did you get the information how did you ask for a proposal how did you receive a proposal how did room rental happen how did I have that experience to come and spend the meetings how did you receive a proposal how did you go about coming here how did you leave afterwards how will we actually have it and how will it become how do we continue to interact with it how did you leave afterwards how do I recommend it 00:39:53 to other clients and how do I keep bringing him in like this we can't give ourselves away Information is power all these patients I want to know everything about each one of these patients so much this is what we have to prepare for every day and our focus has to be on the client and on Castro Amazon and therefore as you know about the Macro of digital transformation and ours and we are funneled into the play Mariane and the song Xperia And that's where we have to 00:40:24 be there every day because that's what will keep company once and with continue to see every day now this has as Tiago knows I took that we have learned a lot of steps and a thousand activities to leave and we continue to recover knife EA here that we have in recent times and we have received I believe that we have to make a leap enough time let's go to the big enough but this is where we have to continue to 00:40:55 to grow here in fact we have to continue to grow without a doubt then in some points that mentions the moments the bosses and the moments of truth I met in this already nation and the objectives of how suddenly an experience or part of an experience that we divulge indifferently the smallest in the entire journey can ruin a relationship in its entirety 00:41:24 to measure these points and to control the points it is fundamental technology first material first understand what is happening and what we believe will be the future reality and then technology that allows us to collect all of them have real time without knowing people have Martin's Technological core robust and very interesting with CRM the routine ethics system Martin's machine automation a mobile application that I believe will be 00:41:55 launched in the future in the wrong a website about seven modern interactive and all of this integrated and he said indication that the key just an air of at the bottom of the information data that we want to use drag to create a friendly experience more more one and better for our customers how this martec development strategy has contributed to the growth of the CCBsa what results have we already been able to see how these platforms have been 00:42:24 used has been decisive for you know how to become better your audience after saying that all this explanation I just gave wouldn't exist if we didn't have the concentration with gusto responding very directly because there it is in the we have we had of we knew it was for here we want to move forward now feel is that on the days when it's not possible we don't we don't have 00:42:56 doing this with Excel maps collecting is impossible we have a program to receive us which is the program is a card is a usage program The novelty is a series of advantages of course making we were supported and buried Nextel it is impossible we had the vision to continue to grow in this program and then we are creating a feasible monster for example is that congratulations are characterized to to to our to our 00:43:28 AI let me know that we are creating a those who have practiced a series of nixau creation automatisms that are programmed create it is only possible to do with the face system this format is not and that if you feel you feel that if you stand out any developed from level to level and if on the one hand and then to the growth that is made in the formations that we are doing and we are going that teenager Ah okay but it is not that we have established it is with the pair and 00:44:03 step we did very well our now we've come this far we now what do we want to know more nothing now we want to create certain automatisms and I'm going to say that the theme of automatisms and we started we want to generate Still more automatisms for this ambition [Music] all of this will possible to support in technology because otherwise making mistakes clinging to this role is 00:44:32 impossible non-compliance and we at CCB will be characterized walking we saw a series of skills that forgot about the tetra charge and generally from the moment we start working with Lucco and sharing our SAS we in fact do it in partnership with said to separate our SAS hands of the scientist is to believe dancing here we will go down that doesn't erase this way and this real no continue we are here for us legs but no one has to speak to 00:45:04 truth it's not so much we have we have doubts we share it with you and we're growing isn't it and we're also provoked widely This work forms a partnership with a very rich profile and has been very stimulating because it really is what allows us to go that always little by little from September and it develops new areas and even new areas of new business areas I would say that think vo that not only stimulating but in reality active acid quite decisive in this 00:45:35 in this development that says everything is always okay but it can't be done overnight, in fact we have to have a website, we don't have it for two years, right? 00:46:14 digital transformation which is the organization the process that people do how it is used and how we make the lives of those who work for our clients easier so that people are Freed to appear more expectations to Innovate in to have a freedom also to put pressure on customers in the best way digital transformation is not just this is not just the implementation of technology will be not only 00:46:44 replace old successes and perhaps cAIxa to send cargo digital and modern technology is not the light digital transformation to impact the trapezoid and the business model the way we create the deliver and capture market value a this how the CCB has looked at digital transformation as impactful in the south your business model digital transformation has to ISO 00:47:14 quite an impact particularly in the areas of air not only in cultural training but also in issues of employees concepts of progress and meetings this is because we managed to capture more business the appealed going to the park another of what will cool down before we have to talk we run these tools particularly through here also that what you think is cold that it is not only we don't run from these 00:47:53 tools to capture business more already through our website and go to various developments through the CRM Tools and this application than will to be launched as I already said but also through the functions that we present at the congress center and meetings and very famous models Iris affects during the academy I don't know Progress and meetings we already do sales to make people contract the virus it affects but now 00:48:31 It's obviously a big part of our day-to-day agenda and we don't know how it's been normalized yet. In this matter, nothing replaces it and we started talking about it at the beginning of our conversation. 00:49:02 but perhaps it would be impossible to bring a congressman from Australia, he prefers a very logical point that could not be unexpected at the last minute, ok It's normal for him to appear now, he no longer appears to stop in the poorly presented square, no he really appears with a completely unique quality, he does not appear in a horizontal format, he appears in a vertical format, in other words, there are countless ways to make this presence completely active and with 00:49:36 that there is a next one is completely different, different follow-up and that the mind is a more-value and that it is not sun penetrating this person it seems that someone just talks to us on television to give back the much and we here a certain Regaste have developed a lot in this area to value the events in ISO format and what we feel there is also a lot to grow covered in the mouth if 00:50:10 a lot also concerns cultural programming in terms of presentations, also shopping, we help with let's say in this of these mechanisms because going back to the example of the repair we did now in the blonde to the Cânion for transposition to the skin laugh the fact there is a connection when we are we are here we are being heard there is no other point that really next year we will celebrate 30 years of city we don't 00:50:46 we can certainly not continue to present ourselves in the same way we presented ourselves 30 years ago, a cultural center is obliged to position ourselves 30 years ago in a different way and therefore for the past thirty years it is evident that our programming the way we present ourselves 00:51:20 we are on our schedule, it is a meeting center, soap, always shows, it is clear that I run the mechanisms and the digitAI tools that they are at our disposal, if it is correct and without stridency with what was already done in real time, Logan, in this, this is what denies creatives and technicians, there are countless ways to do it, but what I can guarantee is that will will not be the same as it was before, it cannot be the same as Karen and Still well there are great 00:51:54 professionAI to do what these Conquest happens to and therefore launch next year if will gives for its 30 years I'm sure it would receive will positioning the sister restaurant will be there will be I'll tell you in the back of the head samba will get me the result in the presentation of our programming for the references for The shows playing regions because that's how it has to be that's what the public for us and that's here 00:52:25 that's where we're going to have to be and Pinheiro is in principle we work every day and that's why and fortunately Portugal has great professionalsAI in the area we have excellent professionalsAI in the technological area and in the creative area before us with everything we've already advanced which is this is another way and we have PAI I need this exercise we are preparing the coiSAS more 30 years old and therefore is 00:52:58 let's take everything you're learning and put it through to get here and to present ourselves in a different way that this program expects of us to walk like that and in the end always remain this responsibility cannot be an example of what is best done in Portugal this level of a brand of an institution in the role at the forefront of what are the trends in this brand and also of events like 00:53:40 impossible experiences personalized interactive events displayed about everything that require the intensive use of technology and the end of the barrier between what is physical and digital my last question Madalena is running to the success stories that have had this example how cream is an entity in the cultural area that does not have the size of the CCBi small more can enter this world and 00:54:12 start taking the first steps also in your own digital transformation in creating these impossible experiences that we have been talking about and I think that very honestly the topic of digital must be on the agenda of all institutions and all companies and all organizations today and it is clear that we always have the topic of 00:54:46 costs of investments that are necessary but this is sometimes a false question and I sincerely advise that I can give because many times people also tend to associate it with being would be because it is an institution obviously national preference also to have the first one we basically have this that we have one for our 00:55:13 knowledge is public and some a great asset is not mind not own revenues is not we want own revenues but and to give a word of encouragement small more institutions that do not ever moralize thinking about paying out of pocket the Funds or at least access to this investment capacity because digital exists let's say for all formats and all forms digital in precisely 00:55:47 this great more-value is not the part what I would say is to start by doing experiments the more Baby Steps is not to start by doing experiments and start sometimes clients show to listen to parciAI show to listen to their interlocutors their peers I think that networking is very valuable, I don't know if it suits us, we do a lot of networking with our partners with the artists with whom 00:56:17 we collaborate with the clients with whom we pay the companies with whom we collaborate, the networking and with all the exams that have been given by the stakeholders contest developed is always very gratifying and in fact the one who gives us Sports and let's say this this motto is valid for a mAIor institution or for a small more institution as much as they would My advice would be to start by doing a small more experiment and start with 00:56:49 their peers and starting in a network than normal is always having some fear of the First Experiences I saw no one likes to do the things they do and therefore it is always good to start with partners the peers and that helpers apatar is what we can also realize losing our aspirations share our SAS ambitions and okay what are our pAI and we do that with partners with customers and And then when the public and so we have 00:57:25 managed to develop and have income that I think networking is always a good solution for Tic Madalena Thank you very much it was a tremendous pleasure in our conversation she wants to come here I thank you for the support you have given it is a great pleasure to see being with you and sharing experiences and You will continue to share with the known face here also the growth and development of our constant work How good 00:57:55 thank you very much my daughter, thank you it was the first edition of the online mastectomy of lemon the injunction is a Portuguese company the first Portuguese company that I am in strategic consultancy and operations martec we have been supporting organizations like CCB how can you see it taking to the form of Marketing and sales through Marketing strategies and technologies like CRM automation says like this mesh screen in markdown what we want to do the 00:58:25 continue to bring interviews with those who are on the front line of digital transformation Marketing and sales departments so that your business can also grow and Enter this New Technological Era thank you very much Hey Hey [Music]