HOW WOM EMPRESAS MADE A SPLASH AT ETM DAY 2025 (AND WHAT'S COMING IN 2026)

There’s a very easy way to go unnoticed at Latin America’s largest networking event: say and do exactly the same things as every other brand, but with a more polished presentation.

In 2025, we had two specific goals for EtM Day: to relaunch WOM Empresas, moving away from its previous name “WOM Negocios” and to build its social media community (LinkedIn and Instagram) from scratch. All of this was part of our role as a Platinum Sponsor, providing official coverage of the event, where more than 60,000 people visited us over the course of three days. It’s a setting where, every year, more and more brands compete for the same attention, in an industry where many messages get lost in the noise. We didn’t have a problem with exposure. We had a problem with what to say with that exposure.

It’s no secret that, in telecommunications, the conversation is always the same: coverage, speed, and connectivity. It was precisely this analysis that allowed us to stand out in the category: connectivity is no longer a promise. It’s a minimum expectation. What a business needs from its phone company isn’t to be told repeatedly that it has a signal, it’s to have the complexity taken off its shoulders. That’s where we found our idea, the one that today is the brand’s promise to its customers: while everyone else was talking about connectivity, we decided to talk about ease. “In a world where everything is difficult for businesses, your phone company doesn’t have to be.”

We approached our participation as a platform, not just a booth. We hosted panels with WOMers and guests like Romi Capetillo, Dakota Miranda, and María Prieto. We also featured a live podcast and Chris Bannister’s masterclass, “AI: Friend or Foe?” We brought ten entrepreneurs from different parts of Chile, each with their own free booth, and connected them to the region’s largest entrepreneurial ecosystem: real value networks, not just brand presence.

We positioned WOM Empresas as one of the most visible brands at EtM Day 2025:

• PR Value: +CLP 126 million and Ad Value: +CLP 42 million.
• 13 media appearances — TV, radio, print, and digital — reaching over 1.5 million people.
• 53 social media posts, 280,519 unique users reached, and 4,921,516 total views.
• Engagement up 289% on Instagram and 397% on LinkedIn, compared to content not associated with the event.

We didn’t just get coverage; we achieved engagement levels far higher than the rest of our own content. But this experience also revealed a limitation: Entel beat us to the punch by announcing its partnership with EtM Day days before we did. They got the first headline, not us. That’s why, for EtM Day 2026, we decided not to repeat that mistake: the conversation no longer begins on the day of the event. This year, it starts 100 days in advance, with Daniel Daccarett, founder of EtM, kicking things off. This way, we ensure we’re the first to announce that we’re the event’s official network.

On the other hand, we don’t repeat what worked, we scale it up. We gave away booths to entrepreneurs and provided real space for women leaders at It’s WOMen Time, now with different hosts at each stage leading up to the event. We set explicit and ambitious digital goals so as not to leave the outcome to chance. And we’re committed to being a brand that matters to people and female entrepreneurs, not by having the best booth, but by believing in the value of helping more companies thrive.

So… why did we choose to keep talking about “ease of use” rather than “connectivity” at a technology and entrepreneurship event? Because connectivity is what any telecom company promises. Ease addresses a real pain point for the companies and entrepreneurs attending EtM Day: running a company or business is already difficult enough on its own. That’s why we decided to solve a real problem rather than repeat a technical feature that, more often than not, nobody cares about.

Do you want your brand to lead its category in 2026? Let’s get in touch.

See you this year at EtM Day 2026.

Felipe Guerrero Maturana.
Partner and Creative Director.