EMC at The Balmoral
Objectives
Create an event that allows EMC2 to informally network with current and perspective clients in Scotland. The event needs to allow EMC2 to communicate important business messages to both clients and staff whilst enjoying an entertaining and enjoyable evening
Strategy
1.Create an event theme that is different from other EMC2 events and is interesting to a wide range of people in their client base
2.Use the contacts and talent available to Logan Sports Marketing (LSM) to help attract people to the event and give it credibility
3.Use the talent and event theme to link back into EMC2 business objectives
Implementation
•LSM carried out a comprehensive venue search and negotiated the best possible rates on behalf of EMC2
•LSM created an event theme based on the ‘Future of Scottish Sport’ with particular references to team spirit, winning mentality and delivering under pressure
•LSM utilised our network of contacts to recruit sporting celebrities Gregor Townsend, David Sole and Kenny Logan to attend the evening and form a panel. Whilst Gabby Logan was recruited to host the event and Chair the panel discussion
•LSM created the event running order so that there was the correct balance of informal networking, speeches from senior EMC2 management, topical discussion, Q&A session and interaction with the sporting celebrities
•LSM managed the event budget and ensured that the event came in on budget with no hidden extras
Evaluation and Results
1.Over 80 people from the 100 Invited agreed to attend the event. 60 of these were customers
2.Ross Fraser, the Regional Sales Manager for Scotland, and Adrian McDonald, Vice President - UK & Ireland, both enjoyed the event and felt that it was a great platform to interact with both EMC2 staff and customers
3.Senior management received positive feedback from the sales team and the event was deemed a success both as a way of rewarding and building relationships with current and new customers
4.EMC2 have asked LSM to devise a national events programme for 2009