DIGITAL SOLUTIONS FOR MARKETING CHALLENGES

IBM Software Partner College

Opportunity

IBM have hosted several Software Partner Sales Colleges for its Business Partners (BPs) with an event taking place at IBM Southbank once per quarter and an average attendance of 100 in the morning and a 50% drop off for afternoon sessions.

A decision was made to combine the quarterly event into one large event during the first half of 2013 with the venue moved to Twickenham Stadium.

Event attendee figures needed to double from previous years in order to fill the new spacious venue and the event materials needed to reflect the IBM message of accelerating success.

Solution

Our Event 360 solution is a specially developed programme involving multiple touch points that ensures events are well publicised, well attended and well followed-up.

To make sure we caught BPs when their diaries weren’t already full, we started the conversation with them early, introducing the event via emails that linked to a dedicated event website.

We reinforced supporting materials as well – updating the existing Software Partner College website with a new look and better functionality across both desktop and mobile.

To keep channels of communication open at all times, we created a mobile app which could be used before, during and after the event.

We also messaged attendees several days before the event to confirm attendance and to post event networking sessions.

The importance of the activity was underlined by a high quality 16-page brochure that was handed out on the day.

Social media - Twitter and LinkedIn - were used to promote the event and also post live updates throughout.

Result

With 495 registrations and over 400 attendees, the event far surpassed its target of 350 registrations.

The app was downloaded 151 times with the majority of downloads on the days leading up to and on the day of the event.

Attendees tweeted about the event before, during, and after the event using the hashtag #SPCTwicks

The event scored 5/5 on the app based evaluation form.

  • "My first engagement with IBM in a long time and very refreshing to have sessions all about customer challenges not just technology."

    David Bloxham
    Softwareone

  • "My first engagement with IBM in a long time and very refreshing to have sessions all about customer challenges not just technology."

    David Bloxham
    Softwareone

  • IBM
  • Sky
  • Three
  • Yell
  • LexisNexis
  • Prudential
  • Lenovo
  • Basware
  • Ubisense
  • BBC Worldwide
  • BBC Worldwide
  • BBC Worldwide
  • BBC Worldwide
  • BBC Worldwide
  • BBC Worldwide