In 2013, RSA Security joined the Outsourced Events fold looking for support to help them run a series of one day roadshows for partners and customers across the EMEA region. It was predominantly designed to follow the launch of two new products but also served to reconnect with the channel as it was the first event in several years for the RSA team. Given the success of the event series, RSA wanted to repeat it in 2014.
The objective for 2014 was to build on the 2013 series by increasing attendance at the events as well as taking them to the next level. This was successfully achieved by adding a sponsor area, as well as designing and building a central RSA stand and using large signage that created immediate impact and served to accentuate the brand.
Centrally controlling the management of the series was key as this meant that the brand and messaging was consistent throughout. It also meant that costs savings could be made by using economies of scale as well as “road showing” the sponsor stands and the RSA booth, rather than building new one’s in each location.
Working closely with the field marketing managers and teams, a buzz was created around the event series and although the messaging was consistent, the collateral was in the local language and met the local needs.
Attendance across the events increased by 55% year on year, 96% of attendees found the summits extremely useful with some good conversations about future projects being held with the local sales teams.
To find out more about conference organisation from Outsourced Events, speak to Denise Sharpe on +44 020 8995 9495 or email email@example.com
Delegates over all 6 locations
Increase in attendance y-o-y