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Events make up a size-able slice of our marketing and client

engagement strategy at Glacier.

Events give us the opportunity to shine as a world-class brand.

They offer us treasured moments to showcase our superlative products and people, and to engage with our clients and

business partners on the critical issues that impact on them as

industry professionals.

Events are invaluable touch points for our clients to feel and

experience the brand promises we make to them.

Blueprint for a world-class experience

The purpose of the Glacier Event Experience Guide is to provide important information guidelines and tips relevant to the events we host for intermediaries, business stakeholders and clients. The guide includes the various phases of the event planning as well as some relevant information relating to best practice and recommendations for consideration when planning an event.

To ensure internal synergy, a checklist is included for each stage of the event process that can be used as part of your planning.

The Glacier Events Experience Guide is to be used by sales and marketing teams who host Glacier events. This guide, in conjunction with the corporate identity guide, will ensure a consistent brand experience and will ultimately deliver a world-class event that we can all be proud of.

Key event attributes

It is important to consider and maintain the following key attributes for all events:• the establishment of strategic objectives and event-related goals;• thorough planning from concept to completion; and• a required duration, social interaction and an experience that appeals to the sense and

encourages participation.

Event categories

There are generally three categories of event types, namely:

1. Small events (Audience of between 10-25 pax)2. Medium events (Audience of between 30-80 pax)3. Large events (Audience of between 80 pax and larger)

The types of events we host include:

• Investment Seminars• Investmentment Summits• Due Diligence events• Roadshows• Product workshops• Networking events

Event governance

The integrity of the Glacier brand which is essential to our world-class organisation needs to be protected. This applies to any execution where the brand appears, including events hosted. As employees, the contract we each have with Glacier grants us permission to use the brand in our daily activities to promote the business objectives, It is therefore imperative that we comply with every guideline governing the brand The Glacier Marketing team, who are the guardians of the brand and corporate identity, should always be consulted if you require guidance, when planning your event.

EVENT TRENDS AND RECOMMENDATIONS

Here are some key event trends to look out for with the view to enhancing Glacier's current

event experiences. Some practical recommendations are also included for consideration.

EVENT TREND 1: ATTENDEE EXPERIENCE

The rise of personalisation encourages a focus on individual experience and availability of

value-added services.

Self-service kiosks for registration are gaining popularity to improve on lengthy registration

processes.

Attendee well-being is proving to be very appealing and requires creative spaces

where relaxation and entertainment is incorporated during the breaks. An emphasis on

mental wellness is growing where purposeful meetings are sought after.

Individual dietary requirements remain important for successful catering arrangements. The

move towards a health-conscious society motivates menus to be in line with new food trends.

The Drip Marketing concept is evolving which brings strategies around familiarising

attendees with the event. Content sharing, creating relationships and personal

communication in the pre-event phase adds to the experience leading up to event day.

Bleisure trends are gaining more popularity where travel and leisure are combined around

business events. Guests are looking for an interactive experience within their time allocation of

event participation.

Brain-date sessions encourage delegate participation by pre-event sharing of what learning is

desired and what information-sharing is available during the sessions. This may assist with

compiling the agenda to suit the audience better and thereby improving the event content.

Branded furniture creates branding opportunities within the event environment for sponsors

and brings an innovative, practical means of an extension of brand presence.

GLACIER EVENT EXPERIENCE GUIDE 28