Made in Viande, the impact of an event steeped in trust
Case study : food industry
Need
Every year, Interbev organizes the Made in Viande week, with a focus on fostering closer relations with professionals and the public, and promoting transparency. Being keen to measure the impact of this event, the interprofessional organization decided to assess it so as to review its strategy.
Approach
The approach was based on a comprehensive methodology combining field observations, over 100 interviews with visitors and professionals, and analysis of 400 media reports.
Impact
The cross-analysis highlighted satisfaction factors, revealed areas for improvement, and showed how the messages conveyed have a positive impact on the industry’s image.
Revealing the impact of a group event, step by step
Deep-dive into the heart of the event
Four observations were carried out at various locations during the Made in Viande week. This provided an opportunity to grasp the dynamics of the event, measure audience engagement and observe the promotion of meat industry trades and know-how.
Understanding the visitor experience
A total of 70 qualitative interviews were conducted with visitors to gather their perceptions, expectations and reactions. This stage enriched our understanding of the experience, and demonstrated the event’s ability to build closer ties with the general public.
Understanding the professionals’ standpoint
40 professionals, whether directly involved in the event or not, agreed to give their impressions in interviews. Their testimonies enabled to assess their impressions and satisfaction, as well as the overall vision conveyed by the event, while highlighting the levers of engagement and avenues for future development.
Measuring impact on the public
The event generated 400 press and digital spin-offs, which were the focus of in-depth analysis. This shed light on the extent of media visibility, the nature of the messages relayed, and their role in reinforcing the sector’s image and reputation among the general public.
Made in Viande fosters ties, trust and visibility. Our evaluation shows the extent to which the event strikes a chord with the public.
Vincent Delbecque
Occurrence
Made in Viande, a stronger future
This evaluation enabled Interbev to validate the relevance of its Made in Viande event, objectify its impact and identify areas for optimization. By combining observation, surveys and media analysis, the interprofessional organization obtained strategic insights to reinforce awareness and trust in the industry.
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