Customer: Major Business Solutions Vendor
Challenge:
1500 sales executives from all over the world gathered together in Dallas to participate in an annual company meeting. Here, the company would be launching their new marketing positioning and presenting the 2006 sales plan. This was an enormous investment in time and money, and incurred a significant opportunity cost - a global sales team not actively engaged in sales for 3 days. The event owner needed to ensure that time was spent wisely. His specific objectives were to make sure that the sales professionals from 4 continents and various vertical markets understood the new positioning and were comfortable applying it in their target markets. Also, this was a unique opportunity for the sales team to bond and exchange knowledge so he also wanted to create excitement for morale and team-building. This company had used nTAG in the previous year’s event, and had been very pleased with the system’s ability to collect data on attendance, networking and event satisfaction. For this event, the company relied on nTAG to collect even more information and to make nTAG a key element for analyzing event ROI.
Solution:
Pre-event, the event owner and the nTAG team met to discuss the objectives of the meeting and how nTAG could assist in designing an event to ensure the client would meet those goals. The company used nTAG’s event ROI methodology to determine the quantifiable results desired. During the event, nTAGs were used to monitor and measure awareness and comfort levels at the beginning and end of the event and then compare results to determine if learning took place. nTAG was also used to encourage survey responses and networking, via games and contests. Because of nTAG’s ease of use for surveys, automated tabulation and real time capabilities, the event owner could determine event results almost immediately. This helped to measure event satisfaction. Also, since nTAGs were used the previous year, he could compare both events quantifiably, to track improvements and for better decision making in the future.
Results:
Overall, the event achieved the quantifiable ROI objectives of learning and morale-building. The results showed that after the event the sales team acquired knowledge on the new positioning and were significantly more comfortable applying it to their target markets. The event owner used the results collected by nTAG throughout the event, along with nTAG’s reporting capabilities and ROI methodology to demonstrate event value to his colleagues and senior executive team.
