HP's 'Nominations' Lead to Conference Attendance Lift - Event Marketer

HP’s ‘Nominations’ Lead to Conference Attendance Lift

DB_HP_2_2007 Ex
Brand: HP
Agency: JACK MORTON WORLDWIDE
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2007

The goals were clear: Hewlett-Packard was looking to refocus the premier conference for its Europe, Middle East and Africa regional customers, and, perhaps more daunting, reduce the event’s cost by 25 percent.

The solution was HP Technology@Work, a new, three-day conference in Berlin designed to cultivate and improve relationships with IT decision makers. To build attendance, HP’s sales staff nominated and invited customers, first in person or with a phone call, and then with follow-up e-cards. The strategy worked, as 96 percent of invitees attended, a 30 percent lift from 2005.

T@W emphasized personal, hands-on education and learning under the theme of “Building the Next Generation of IT.” Each day started with a plenary session; speakers included HP executive management as well as top brass from key customers and Nicholas Negroponte of the MIT Media Lab.

Fifty-five breakout sessions and 45 workshops gave guests the opportunity to interact with HP staffers; the company also handed off breakout sessions and workshops to partners and customers, plus offered 20 demo theater sessions. The event’s closing ceremony featured a series of entertainment vignettes, from roving street performers to an electrified string quartet, an operatic vocalist and a set by a live rock band.

Results were rockin’, too. Post-event surveys found that 22 percent of attendees would accelerate their plans to purchase HP products. Lead generation was up 250 percent over the previous year, ROI was doubled.

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