January 9, 2020

Events: Event Roadshow

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Challenge:

Our client had a limited time frame to quickly plan a series of four roadshow events in five days across four European cities. The internal team was staffed appropriately to scale to meet the demands of planning events across time zones. In addition to challenges of planning across time zones and countries, the condensed nature of four events in five days meant they needed to bring in seasoned event logistical planning experts to successfully manage the quick turn required to successfully execute these events.

Strategy:

JeffreyM’s team brought in two of their senior marketing professionals to do a comprehensive needs assessment with the client’s team. Through their assessment they found the team wasn’t staffed sufficiently and didn’t have the expertise around event logistics to enable the quick turnaround needed to support four events in five days across four countries. The JeffreyM team proposed an overall event marketing plan that included staffing, support and execution, and also included a very detailed workback schedule, event timeline and onsite support plan for packing, shipping, setup and management of demos, speakers and content, room sets as well as other onsite logistics.

Growth:

The JeffreyM event team created a very detailed workback schedule, event timeline and onsite support to ensure the events were executed as planned and completed on time to ensure they had enough time to support the logistical workload to have everything transported to the next country and setup for the following day’s roadshow event. The JeffreyM team worked with each client FTE team supporting all 4 events and separately communicated with the on-site personnel and SMEs by location to ensure appropriately targeted information and clarity of communication. Roles and responsibilities around logistical planning were clearly communicated, so everyone understood who was responsible for setup and breakdown of each area to ensure none of the 15+ surface and VR devices used for the event were missed. A communication rhythm and timeline were created for the stakeholders and speakers supporting each site. The JeffreyM team was a layer across all the players to ensure seamless execution.

Impact:

Our client was pleased with the overall results of the roadshows as well as the service-oriented attitude of the JeffreyM team and their expertise around event marketing support and execution. The field team asked to continue to engage JeffreyM as their sole 3rd party and 1st part event marketing vendor.

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