Case STUDY #4: Visual Marketing & Retail Design

Management & Moderation of AI, Web3 & Metaverse Conference

GOALS

A European Visual Marketing/Merchandising Association, a preeminent entity in crafting holistic retail experiences, aimed to make a significant comeback post-COVID hiatus with its 45th Conference on Visual Marketing & Retail Design. Themed “Retail MetaSenses,” the conference focused on integrating emerging technologies such as AI, Web3, Gamification, and the Metaverse into the retail sector. Hosted at the Vita Design Museum close to Basel, this event was poised to redefine industry standards.

Revitalize the Association’s Event Series

To re-engage the community with the association’s initiatives and showcase resilience.

Engagement of Members and Sponsors

To renew interest among existing members and attract new participants passionate about retail design and visual marketing and to attract and secure sponsorships.

 

Future-Proof the Association

To ensure the association remains at the forefront of industry discussions, maintaining relevance and sparking continuous dialogue.

Budget Adherence

To efficiently manage costs associated with venue, marketing efforts, and speaker engagements.

Execution Strategy

Speaker Engagement & Contract Management

Conducting interviews and overseeing speaker arrangements to curate a compelling lineup. Negotiating and managing contracts with speakers, venues, and suppliers.

Project Oversight

Detailed project planning and tracking to ensure timely completion of all event facets.

Sponsor Relations

Actively engaging potential sponsors, aiming for partnerships that could extend beyond the event.

Budgetary Oversight

Comprehensive budget planning to ensure financial viability.

Marketing Material

Collaborating with the design department to create marketing materials that resonate with the event’s theme.

Event Day Management

Providing on-site support for participants, sponsors, speakers, and managing the technical and logistical aspects of the event.

Event Moderation

Facilitating the event to ensure a smooth flow and engaging experience for all attendees.

Outcomes

The conference achieved remarkable success, marked by several key achievements:

High Attendance

The conference welcomed up to 100 attendees, featuring inspiring keynotes, insightful talks, and valuable networking opportunities.

Foundation for Future Events

Established a solid groundwork for upcoming events and sponsorships, setting a new benchmark for excellence.

Membership and Sponsorship Growth

The intensive marketing efforts led to an increase in association memberships and sponsorships, broadening the community and support base.

Positive Industry Reception

The event garnered positive reviews, reinforcing the association’s status as a leader in the retail design and visual marketing space.

This use case exemplifies a strategic and multifaceted approach to implement an event management project to foster the organizational revitalization, supporting the association’s commitment to innovation, community engagement, and the sustainable growth of the retail design and visual marketing sector.

 

The numbers

The conference proved to be a resounding success, with the association observing significant enhancements in member and sponsor engagement, increased overall interest in the merge of visual marketing/retail design and future technoloigcal trends, improved interactions, and strengthened viability.

  • Higher Engagement – 90%
  • More Interactions – 77%
  • Higher Viability – 85%

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