Case History 3
Client: Enterprise Agency
Event: Business to business workshops and exhibition
Objectives:
- To provide an opportunity for local small and medium sized enterprises to attend a variety of business growth workshops
- To provide the opportunity for Agency clients to show case their services and products
- To recruit new clients to the Agency
- To achieve maximum publicity
Key Challenges and Working with the team:
The project team included the marketing manager and director of the Agency together with the key contributing business consultants.
The team met several time prior to the event.
The key event management challenges were:
- Resourcing a suitable venue with the capacity to deliver over 20 workshops and 20+ desktop exhibitors
- Audience acquisition and on-the-day ‘footfall’
- Ensuring exhibitors would maximise the opportunity of generating new business leads
Solutions and delivery:
The following approach was agreed:
- Phoenix sourced and negotiated best rates with a suitable venue
- One room was transformed into an ‘all day’ café for participants and visitors with lounge seating and music
- The Agency database was ‘cleaned, and both emails and letters of invitation were designed and distributed. A tele-marketing campaign was undertaken to encourage attendance
- On-the-day, police cadets were recruited to distribute invitation flyers around the local market
- A large advertising banner was created and erected at the venue well in advance plus local paper advertising and PR
- Exhibitors were offered half-day training course in sales and networking
Outcomes:
- Over 200 visitors attended the event
- 25 local companies displayed information
- 20 business growth workshops took place with 80% attendance rate
- 28 new client leads were generated for the Agency
- It was agreed to run a similar event on an annual basis
- Local press coverage was achieved in 2 local weekly papers
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