Hay Group: Event marketing
How Hay Group made its conference unmissable
Every year for 28 years, Hay Group’s International Conference has brought together business people from all sectors and regions to explore key trends and debate burning issues.
But after a poor turnout in 2010, Hay Group realised the conference’s proposition was not business focused enough. To convince business and HR leaders that attendance should be a priority in 2011, amid slashed budgets and squeezed travel allowances, it needed a clear strategic direction.
With competitors also posing a threat, the challenge was to turn clients’ perceptions around and make the conference a key date in their diaries in 2011 and beyond.
Using insights and research gathered by Hay Group consultants, we helped to identify and refine the key issue facing businesses and their HR leaders in 2011: Rebuilding trust.
This became the conference’s overarching proposition, informing everything from the choice of speakers to the creative theme we developed.
To sell the proposition and drive up attendance, we took a multichannel campaign approach:
- teasing and engaging potential attendees at every possible touch point;
- making an asset of the speakers, who acted as Hay Group brand ambassadors;
- using retail sales tactics like special offers to encourage early registration.
The proposition resonated strongly with HR leaders: in a survey conducted after the conference, 84% agreed that the ‘Rebuilding trust’ theme provided the valuable insights they needed.
The conference made such a good impression that it’s become a key date in many HR people’s diaries: 86% said they planned to attend again in 2012.
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