We absolutely believe it does – now we have the stats and the case study to prove it.
In a nutshell, the task was to get a range of IT professionals to attend a large, 2 day live event covering a diverse range of topics and products in Sydney. The customer insights revealed that IT professionals actually attend events to meet up with their peers and colleagues – but they can’t really use that as their justification.
So we used this insight to develop a campaign value proposition for the event: “Meet the people who can help you plan your future infrastructure.”
This is classic w2fm thinking, making it incredibly easy for the audience to work out and articulate what is in this event for them. So far so good, but the real work came when the team decided to apply the value prop not just to the communications, but to the design of the event itself. Take a look at the video to see how the team executed ANZ Pulse 2010 event, and the results it generated:
In the case of IBM’s Pulse 2010 event, the results were very rewarding for everyone on the team, but it was also really satisfying for us here at w2fm to see a customer-driven value proposition executed so well – and then to return such amazing results.