Ultimately we created two VIP sub-brands. One for C suite exes called Business Innovation Group, and one for practitioners called Business Innovation Lab. Once we had created the look and feel of both sub-brands, we worked with Optimizely to devise and deliver a range of events for both audiences ranging from small, hands-on, practical events for the practitioners to high-end, VIP, exec events with top-rated guest speakers and keynotes. Working with sales, an account-based marketing approach was used for key accounts to ensure maximum engagement.
High attendance figures across all events with some fabulous feedback post event. Rory Sutherland’s keynote was clearly a highlight for the Business Innovation Group – we were over-subscribed for it – was it him, or the incredibly glamorous location, or the amazing content? We like to think it was a heady combination of the lot.
