About The Client
Our client is a Fortune 500 provider of hybrid cloud data services and data management. We have been partnering together for 19 years.
The Challenge
Our client needed a bold new approach to their events and meetings strategy. For them, managing a high-tech user conference internally year after year was straining resources and outgrowing capabilities. Plus, their event team lacked the industry relationships and expertise needed to effectively grow the program long-term. There was also an added layer of complexity, as senior management stipulated cost-reduction while maximizing sales opportunities.
The Solution
We applied strategic thinking through seasoned expertise and an industry-leading team to look beyond minor year-to-year incremental growth. We also developed a long-term events and meetings strategy and road map that would build a financially sustainable program and grow the pipeline at the same time. The three-year events and meetings strategy incorporated elements that would appeal to both sponsors and customers, attracting more participation from both. At the same time, cutting-edge technology was integrated, creating communities that could be leveraged before, during and after the program to increase marketing and communications.
The Outcome
At the end of year two, this client saw a:
- 41% increase in paid attendance, which demonstrated extension of reach while lowering client cost
- 61% increase in sponsorship dollars, indicating the increased value of the conference while contributing to lowering client cost
- 27% increase in pipeline sales by attendee customers, proving increased return and deeper engagement with customers
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Vision + Strategy = Growth
