International customer event for world-leading manufacturers
Our international client had been recommended Swedish Contrast to organize their next big customer event.
But what results can you expect when you move away from a traditional conference setup?
BACKGROUND
Our client is a world-leading industrial company with over 15,000 employees in 30 countries. We first met at their European headquarters in Luxembourg, where we came on recommendation to show what Swedish Contrast can bring to their annual dealer meeting.
CHALLENGE
The annual meeting is a key event for the company. It brings together retailers from all over Europe to build relationships, share experiences and gain a common understanding of where the industry is heading. At the same time, it is an opportunity for the company to show appreciation and build pride.
In previous years, the approach had been traditional, with long presentations and lots of information from the stage. But now the company wanted to dare something new. They gave us the task of developing a format to create real engagement.
SOLUTION
We started by reversing the perspective: from talking to participants to talking with them.
The powerpoint was replaced by dialogue, interactivity and experience. We developed a program format led by a professional moderator, with filmed elements from the factories, on-stage interviews, group discussions and engaging conversations. The dramaturgy was reminiscent of digital meetings where pace and presence become crucial.
For the evening, we created an activity that would strengthen the personal ties between the participants and the company. And what could be better in Spain than cooking paella together? Under the guidance of Spanish chefs, participants collaborated over the pots, with a good wine in their glasses and lots of laughter.
"This event was much more professional than it usually is!"
OUTCOME
The new concept was untested for the customer, and it was clear that there was nervousness in the organization. Especially the European sales manager who would meet several large customers during the event.
But the concerns were unfounded. Participants described the meeting as "much more professional than in previous years", and the engagement in the room spoke for itself.
The European manager was so pleased that he booked the next conference that evening - a leadership gathering for 175 managers in March. And this summer, Contrast is producing the company's next big customer event.
TYPE | International Customer Meeting
LOCATION | Barcelona, Monastery of Món Sant Benet
PROJECT MANAGER | Ola Comstedt
OBJECTIVE | Strengthen relations and cooperation with the company's customers (retailers)
OBJECTIVE| Increased dialog, trends, branding, strengthen relationships.
