A BLEND OF OLD AND NEW
EMC Inform (annual information infrastructure event for Fortune 500 company)
Objective: To introduce a fresh agenda format to excite delegates and bring them closer to EMC
Strategy: Create a sensory experience to generate excitement for the event and the EMC brand
Tactics: Colourful open plan exhibitor booths that encouraged greater interaction between participants and delegates; Theatrettes – featuring audio headsets for participants – that allowed for surrounding activities to continue throughout presentations and create sense of action; De-Dupe Zone Booth featuring red ‘Stop’ sign theme which was carried throughout event and was supported by ‘police’ who marshaled delegates to the booth.
Results: A buzz was generated throughout the two day event with over 1500 people attending the 3 city event. Over 25 sessions were held and 25 partner sponsors exhibited paving the way to facilitate leads for the world’s foremost developer and provider of infrastructure technologies, services and solutions.
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A TOWN LIKE CA
CA Expo (largest annual event for Global IT Management software provider)
Objective: Create an environment that facilitates networking and encourage lead generation for CA Partners, while creating energy and vitality – at the heart of doing business with CA.
Strategy: To make the current partner village component zing by rendering a community feel by recreating a town centre for the Partner Village delegates to bring them closer to the CA brand.
Tactics: As delegates entered the village and got passports stamped, they could sample a variety of different foods, visit juice or coffee bars, rest on a park bench or lounge, or, visit the local Internet Cafe.
Results: In creating a community feeling, delegates experienced core CA values and were brought closer to the brand in terms of what it would be like to partner with the firm. Overall, registrations were 25 per cent higher than the previous year; the buzz the Partner Village generated continued long after the event had ended.