Objective:
Revolution Events were invited to run a series of focused industry events as an integral part of Microsoft’s Business Decision Maker (BDM) Engagement Campaign in FY00/01. The overall objective of this campaign was “to communicate a compelling vision for how Microsoft and its Partners can deliver true business value through innovative, leading-edge solutions”.
Microsoft had identified that it had a low level of visibility among non-IT executives and wanted to engage directly with BDMs from organisations employing 100 - 1,000 employees. Revolution were chosen for their expertise and strong databases in this area.
Solution: Working closely with Microsoft and their partners and agencies, Revolution created the Fastrack Forum Series of focused industry events. The series comprised twenty roadshow-style forums visiting different venues in London, Birmingham and Manchester and divided into three themes across three financial quarters; B2E (Business-to-Employee) in Q4/2000, B2B (Business-to-Business) in Q1/2001 and B2C (Business-to-Consumer) in Q2/2001.
Most events also focused on a specific vertical industry sector (Retail, Manufacturing, Finance, Healthcare or Government) with each theme culminating in a cross-sector London version.
Results:
Over seven months and twenty events, the Fastrack Series attracted over 1,800 senior BDMs from the target sectors, with nearly 10% of these visiting more than one event.
Revolution were responsible for all aspects of the event from the initial event concept through to venue sourcing, selling Microsoft partners into the event as exhibitors, marketing, on-site logistics, conference production and post-event analysis.
