Objectives

Conceive, develop, market and execute a themed event in Toronto to launch the new Microsoft Business Solutions Customer Relationship Marketing (CRM) suite of products and solutions to current customers, prospects, existing and new channel partners, employees and the media.

Expected attendance: 350-400

Strategy

Utilize the event to:

	Educate attendees on the importance of CRM in the enterprise
	Engage attendees so as to effectively communicate and demonstrate the features, advantages and benefits of the Microsoft offering
	Generate demand from channel partners and end users

Period from conception to execution: 55 days

Tactics

Combine entertainment, atmosphere, education and interaction through a high-energy Business Insights Show followed by hands-on product and solution demonstrations tailored to each audience segment. Ensure attendees experience the “Customer Relationship” theme within content strands and onsite deliverables.

The Business Insights Show featured recognized talent dialoging with Microsoft CRM customers, Microsoft Canada president Frank Clegg, videos of customer testimonials and a live intranet-enabled real world CRM demonstration using the Microsoft Tablet PC®.

Four theatres and demonstration areas were designed and built to engage, showcase and explain the sales and service applications, the technology, and the Microsoft partners delivering the solutions.

Execution

Following an initial briefing PMW formed project team consisting of a partner executive acting in a project lead role, a project manager and technical manager. The PMW team lead the planning process and quickly engaged with the client, suppliers and other client stakeholders to flush out plans, produce detailed implementation timelines and deliverable specifications.

The following Custom Event services were provided by PMW in the implementation and execution of this project.

	Concept development
	Content development and coordination
	Hard-set stage design and construction
	Hard-set theatre and demonstration area design and construction
	Audio/Visual design and execution
	Intranet set-up and execution
	Pre-event high touch registration system including telemarketing, email and custom website
	Audience acquisition, including: direct marketing creative, list strategy, acquisition and execution using a printed invitation and online media.
	Event Management, onsite logistics and marketing deliverables
	Data intelligence gathering and reporting, segmented by audience type
	Video production

Results

The Business Insight Event was one of the most successful ever Microsoft launches in Canada. A total of 924 business executives and media attended. Attendees rated the content and execution highly.

Click here for a detailed account of the client's experience in working with PMW on this execution.