Case Study - Event Support

IBM - Client Profile

IBM, as a global leader in information management, is continually striving to inform and provide solutions to the enterprise need for access to the right information at the right time. Through its ECM division, it is continually looking to reach medium-large, corporate organisations with its unique range of Enterprise Content Management solutions.

The Campaign

Although IBM have run numerous events in London over recent years, these have tended to focus on Information Management rather than specifically ECM. Whilst very well attended the fact that these events took a broad approach meant that holding one solely about ECM carried risks. Recent changes to the role of ECM within IBM also meant that this was a ‘mustn’t fail’ event and had attracted speakers from the senior management level of the company. To ensure success a targeted list of companies and senior contacts was required who could be invited to this prestigious event.

The Brief

IRS was to identify the right executives, make contact and recruit them to the event. Where they were unable or unwilling to attend, IRS was to qualify their level of interest, agree alternative follow-up actions and identify if they would be able to have a colleague attend for them.

What happened

The 6-week budgeted programme was completed in 3 weeks, 150 attendees were recruited and a further 24 face-to-face meetings booked where the contact was unable to attend the event. During the course of the campaign IRS were also able to identify a significant number of contacts that could be added to the IBM mailing list, as well as update IBM on the validity of their original list.

The turnout on the day was exceptional, not only for the number of attendees but also their level of seniority. The next phase is the recontacting of each of the registered individuals, both attendees and non-attendees, to discuss their requirements in more depth and gain feedback on the event. The feedback from all at IBM was very positive and there are already plans to repeat the success.

What Next?

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