Panduit – Powering Transformation

Panduit is one of the leaders in enterprise telecommunications infrastructure hardware, and has been for over 50 years. They require a leading B2B marketing Agency to deliver their annual partner event, one of the industry’s top data centre and enterprise networking conferences, Global System Integrators Congress (GSIC). GSIC draws Panduit’s reseller partners from across Europe, the Middle East and Africa. In 2013 they wanted the event to create an interactive forum for two way conversations, improving their direct communication across the firm’s EMEA partner network. This forum also had to provide the opportunity for peer-to-peer networking, and ultimately create partner intimacy that would strengthen relationships already in place. 

Location location

Our B2B marketing specialists had to secure GSIC’s reputation as a must-attend event – an exclusive 'club' that any partner would be proud to be invited to. To do this, we needed a ‘wow’ factor, meaning location was very important.

Operationally we had very narrow requirements; with 350 delegates travelling from 35 countries accessibility to the country and hotel was key. Malta’s capital Valletta, well located, with rich historical and cultural heritage, a number of iconic venues, plus a steady economic and political environment, was a perfect option.

“Another thought provoking and inspiring GSIC. Credit to everyone involved for hosting such a professional and well-structured event.”
Delegate feedback report

“A first class event that enhanced my understanding of Panduit's leading edge capabilities in a very relaxed and pleasant atmosphere.”
Delegate feedback

Managing the conversation

With the location decided, Panduit advised on the conference content, and our work as creative and operational partner began across all aspects of the event delivery.

To enhance the sociability and networking value of the event, we introduced a spouse’s package, inviting the almost exclusively male delegate base to bring their wives on the trip. A programme of leisure activities was provided for these guests, who spent all day together, generating relationships that fuelled more effective overall networking when the two groups came together in the evenings.

Alongside a full conference set, outdoor entertainment stage and gala dinner on the iconic Saluting Battery overlooking Valletta’s historic harbour, we also created a world-class exhibition room, the ‘World of Integration’, containing Panduit’s latest advances in data centre and enterprise network technologies and satellite builds.

Technology and equipment demonstration was a key objective for the event, so we linked the World of Integration to the main conference space via a live video feed, introducing the exhibitors to the audience individually on the big screen.

We also gamified the exhibition component of the conference by issuing delegates with World of Integration passports, which were stamped by each exhibitor and could be entered into a prize draw once they were completely filled in.

“This is one of the most well-organized events I have been to….Can’t ask for more...”
Delegate feedback report

The result?

Stretching over 3 days in Malta, and with over 350 participants, this year was the most successful event we've managed for Panduit. The choice of location, the venue and the presence of the spouses were all critical to this, creating a relaxed, friendly atmosphere that was highly conducive to networking and relationship-building.

Feedback showed that delegates came away feeling inspired by the content and energised with new business prospects - the only concern they raised with us was how we are going to top it next year.

Delegate feedback research indicated that perceptions of event success reached 92% in 2012. So with a key focus on delegate experience, a key objective for us in 2013 beat this number.

In fact, the 2013 event achieved a 99% satisfaction rating, better than any of the previous events.

Here's what Gary Gould, Marketing Director EMEA had to say:

“We took time to select an agency that understood our requirements and could help us end-to-end. From a client perspective, there are two critical elements to success. The first is the creative process both in terms of approach and viability to bring ideas to life without preventable compromise, financial brakes or technical constraints. The second, and arguably most important element, is execution and how well the vision is delivered.  On both counts Bray Leino is an exceptional agency and as a result of partnering with them the Panduit brand is now elevated with a reputation for delivering a World Class event.”



Panduit - Malta

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