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Driving savings and efficiencies with a double conference

Case Study

 

Industry: Finance

Service: European market forum and global sales drive kick-off

Location: Budapest, Hungary

Objective

Following a business merger, a banking software company was looking to communicate its new strategy and product messaging to key audiences. Firstly, the client wanted to reach 300 new customers across Europe, in order to drive sales of newly launched products. Secondly, they needed to share the same strategy with 400-strong global sales team members, provide sales training and further insight of the recognition program for the year ahead, overall motivating all sales attendees to sell more.

Challenge

The company appointed CWT Meetings & Events to deliver two exceptional events. Both required keynote and breakout sessions, exhibition space, and networking opportunities with the software company’s executives. The event brief was to deliver a memorable, flawless attendee experience with high level production values and five-star service.

The CWT Meetings & Events team offered end-to-end solutions and was responsible for the entire program. Services included venue sourcing, contracting, attendee and payment management, event production, content creation, gala dinners and onsite delivery. All this was provided with one point of contact for the client, making the whole process simple.

Solution

The team’s solution was based on a co-located program,  with the customer event hosted from Monday lunchtime to Wednesday lunchtime. The sales staff event took place from Wednesday lunchtime until Friday mid-afternoon. This was to  drive efficiencies for the client’s own staff who were attending both events, and to consolidate spend with local suppliers, increasing savings.

After a thorough search across a dozen European destinations, the historic five-star Corinthia Hotel  in Budapest, Hungary, was  selected as the event location.

"As well as being a historic, cultural city, Budapest offers excellent value for money. We have long-standing supplier relationships and global buying power that enable us to negotiate savings, driving  substantial discounts compared with the client going direct” said CWT Meetings & Events account manager.

CWT M&E provided specialist attendee management software to allow both groups of attendees to register for the event and accommodation. It allowed attendees to select preferred breakout sessions and scheduling meetings with the host’s executives. Onsite, attendees were able to access the latest web-app technology with details of the agenda, sponsors and networking occasions. A special guest, ex-government secret security service officer was invited to provide a speech, motivating all attendees. 

Impeccable event production, from lighting to set design, ensured that the keynote presentations from the CEO were clearly communicated. Sponsors were present to secure new leads in partnership with the software company. Customers were made to feel valued with an invitation to a nearby train museum for a casual evening reception, in the style of a local Hungarian market, complete with local beers, wines and entertainment.

As the successful customer event drew to a close, CWT Meetings & Events deliberately engineered a move up-tempo to start the global sales event. Top production values including staging and high quality audio visual equipment ensured that company leaders could present various strategies and recognize success across the team. An interactive sales training exercise gathered colleagues into cross border teams to drive networking.

The wow factor was provided by a gala dinner, creatively  designed by the CWT Meetings & Events team, with a Harry Potter experience. This was hosted again at the railway museum –  complete with a Hogwarts Express - where annual incentive scheme winners were announced and rewarded in front of their peers.

Results

More than 800 customers and sales staff attended the events. Feedback from the sales teams showed excellent product knowledge scores following the training and many commented it was their favorite global sales event.

"The client was delighted that both events ran smoothly, the  experience for customers and staff was top quality, and this freed the client to concentrate on delivering their own messages to the attendees" said CWT M&E account manager.

During the planning process, budget savings were requested.  CWT Meetings & Events was able to deliver the quality experience requested with budget reduced by 12 percent. Additionally,  through cost avoidance and negotiation, savings of 18 percent of total final spend was secured. Savings were equivalent to 130 percent of the management fees applied to deliver the project.

Quick facts

  • Attendance passed expectations
  • 88 per cent of customers scored the event experience excellent or good and 90 percent  would return the following year
  • The number of targeted sales leads from the event was over-achieved
  • Budget reduced by 12  percent
  • Savings were  equivalent  to 130 percent of the  management  fees applied to deliver the project

 



"Running two major events back-to-back was a massive undertaking, both for us and the client, but it paid dividends both in terms of time and costs saved. As the entire events solution was delivered by CWT Meetings & Events,  the client could relax, knowing it was all being carefully planned,  managed and monitored under one roof.“
CWT M&E account manager

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