Technology Manufacturer Scores Big with Training Event & Expo
Sales & Channel Loyalty Case Study AUDIENCE 2,800+ technology manufacturer employees, dealers and dealer salespeople from the U.S., Canada and Latin America
“You have set the standard for the future. Your attention to detail and flawless execution made all the difference.” -Regional Vice President
OBJECTIVES Create a dedicated training event. Build brand loyalty. Foster relationshipbuilding atmosphere.
RESULTS Attendance has increased by 5 to 10 percent per year. Sponsorships continue to increase year after year.
Client Satisfaction Scores
Attendee sales increased at a faster rate than non-attendee sales following the event.
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Strategies & Tactics Strategy: Make product and sales skills training and relationship building convenient and relevant. Tactic: The client created an event just prior to a major industry trade show, near the location of the trade show, to take advantage of travel and time obligations of participants. The event included a combination of general sessions and breakout sessions along three training tracks—one for each division—and a supplier exhibit area. Some classes were eligible for credit in the client’s certification program. As they attended training sessions, participants’ badges were scanned and their names were added to a raffle drawing. Each class attended earned an additional entry. Prizes included a trip to the Super Bowl and an NBA game. Strategy: Provide opportunities for dealers to get to know the client’s products and services as well as products available from complementary suppliers. Tactic: Manufacturers sponsored a variety of activities—including a reception in the exhibit area—during the event. Manufacturers of complementary technology and communications products also participated as exhibitors in the expo. Strategy: Enhance the experience to create stronger brand loyalty. Tactic: Using a basketball theme, ITAGroup utilized stadium seating and a basketball court in front of the stage during the general sessions. Acrobatic dunkers and cheerleaders revved up the crowd, creating a high-energy atmosphere for the entire event. Former Philadelphia 76ers owner Pat Croce was the featured speaker. HTML e-mails sent before and after the event built and maintained excitement and attendance.
About ITAGroup Business is driven by loyalty. ITAGroup drives that loyalty with a comprehensive range of loyalty solutions.
ITAGroup®, the associated design/logo and Driven by Loyalty® are registered service marks of ITAGroup, Inc. All rights reserved.
We combine incentive programs, rewards and recognition, group travel and event management to engage employees, motivate channel partners and ignite customer devotion. And we rely on traditional business values like hard work, integrity and great customer service to make sure our clients are successful.
Published on Mar 6, 2012