PRO Case Study
Case Study: How IBM Offset the Impact of a Down Economy on Event Attendance
by Kimberly SmithCompany: IBM
Contact: Sandy Carter, Vice-President of SOA & WebSphere Strategy, Channels & Marketing
Location: Armonk, NY
Industry: Computing, B2B
Annual revenue: $103,630,000,000
Number of employees: 398455
Quick Read
When IBM had a sneaking suspicion that the faltering economy might have a dire effect on registrations for its annual IMPACT conference, it devised a plan that in addition to trying new promotional tactics involved forging better relationships with, and maximizing conversions among, those who could attend.
That strategy paid off in more ways than one, as you'll learn when you read how Sandy Carter turned a sweeping industry challenge into a long-term win for the organization.
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Comments
Great strategy! Not everyone has the team and financial resources to accomplish all these tasks but an incredible use of the internet.