Ghassan Sultan, CMO of TECHNIA a global Product Lifecycle Management (PLM) consultancy set out to deliver a virtual experience worth attending; his primary goal was to attract over 1,000 attendees to a virtual conference to raise brand awareness and drive sales pipeline. After a successful physical event in 2019, with significant investment in content, logistics and event space; the TECHNIA team decided to rethink the ‘roadshow’ approach to develop an experience which delivered on content and engagement whilst aligning to the brand mission for sustainability.
TECHNIA originated from a series of acquisitions – Ghassan also saw this as an opportunity to bring together the local marketing teams to drive attendance for this first truly global event. Ghassan’s vision brought together digital marketing pioneers, embedded agile marketing practices and exceeded KPIs by delivering a standout virtual experience at scale.
TECHNIA’s key objectives:
- >1,000 registrations for the virtual event
- Prove that the event could be commercialised by attracting sponsorship partners
- Create a unique virtual experience that rivalled physical events and would be sustainable with minimum carbon footprint
- Use agile marketing to bring together a cross functional global team to promote the event and unify the dispersed TECHNIA marketing teams
With the event inception in late 2019, they were ahead of the game and fully launched before global lockdown due to Covid-19.
The concept itself is simple. We wanted industry leaders across a variety of sectors to collaborate together on reimagining the future of PLM. With the focus on sustainability, promotion of the event encouraged prospects to join the conversation. Well-designed booths played host to innovative debate as some of the brightest minds in PLM shared their experiences and invaluable insight with others. It is this interactivity and engagement factor that was championed by TECHNIA and the team and highlighted the true potential of going virtual.