Case Study Objective To position CCEM 2014 Conference
Case Study
Objective To position CCEM 2014 Conference as one of the best Cloud Computing Event in the Industry whilst also raising the profile of the event through marketing and raise sponsorship revenues to help towards the funding of the event Index Event Summary Analysis Recognise the challenges Best practices Feedback Way forward
Our scope of work Identifying prospective sponsors Approaching Sponsors with proposal Identifying and connecting with key decision makers Communicating the key take-away points/deliverables for corporates – Speaker opportunity, panel discussions, paper presentations in exchange for sponsorship Communication with the IEEE team members for specific queries Network with educational/ technical institutes for participation (IEEE networks in major institutes) Social Media marketing – sustained strategic periodic messages on Social Media
Setting the foundation… East West PR collated a massive data base of 200+ key decision makers from IT corporates in India (specifically in Bangalore) Used Linked. In as a major source for networking with prospective sponsors Effectively marketed IEEE on social media - FB and Linked. In (Twitter handle by Interprose) Email marketing to key decision makers and group mails to all the attendees Case-to-case address to queries from participants and sponsors Weekly calls with the client for updates (sharing spreadsheet of actionable tasks) Media relations and interaction with key spokespeople during the conference
Sponsorship Analysis CCEM 2014 – Sponsorship 25% Corporates approached : 200 Initial Response 100 50% Strong Interest 30 25% Price Negotiation 30 8% Barter Tie-up 20 7% Drop Out 15 4% Successful Conversion 5 1% 7% Scope of work; Leverage IEEE Connections; Effective Negotiation 8% 5% 50% 4% No of Corporates Initial Response 1% Strong Interest Price Negotiation Barter Tie-up Drop Out Successful Conversion
Event Summary Inauguration by Sri Ananth Kumar, Honorable Central Minister for Chemicals and Fertilizers, Government of India & Member of Parliament, South Bangalore Constituency Event Chaired by – Dr. Gopal Pingali, IBM, Dr. D. Janakiram, IIT Madras Number of Attendees – 170 Sponsors IBM, Net. App, VMware, IEEE – Cloud Computing Council, Cloud Enabled, Arrow S 3, IEEE Bangalore Chapter, IEEE Computer Society, IEEE Communication Society, IEEE Computer Society’s STC on Cloud Computing Number of invited speakers- 17 Paper presentations – 25 Tutorials - 5 Start-up Showcase Student Poster Competition Media coverage - Pre-event and Inauguration
Feedback collected from various corporates over the course of CCEM project both post and pre-event Feedback Corporates Sponsorship in exchange for speaker opportunity Huawei, Knowlarity, Sponsorship price/cost concern, Barter tie-up Knowlarity, Aditi Technologies, Startups Long-term tie-up in exchange for speaker opportunity Yahoo Dates clash with other conferences Amazon, Cisco, Knowlarity, Microsoft, Huawei, SAP, Google Speaker opportunity in exchange for participation Broadcomm, Amazon
Pointers for way forward A concrete proposal attested by IEEE – includes key notes from spokesperson or event chair, defined deliverables, definitive action in terms of visibility, feedback from previous sponsors and business opportunity Strategic approach to sponsorship - Timely approach and leveraging IEEE connections Clarity on negotiation - sponsorship slabs, barter tie-ups and discounts etc. Start-up showcase – perks for participation; special sponsorship rates for start-ups Last few weeks dedicated to drive participation and aggressive event marketing (emails, social media, media interactions and advertisements)
Thank you!
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