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Overview

Siemens Financial Services (SFS) is a division of Siemens that offers financing solutions to its B2B customers. Siemens financing specializes in electrification, automation, and digitalization. They meet bi-annually for a global motivational sales event to discuss past performance, future objectives, and upcoming technologies and opportunities. They needed a B2B event marketing strategy to make the most of this important event meant to set the stage for the upcoming business year.

Siemens worked in close collaboration with Pace Creative to develop a brand and the concept for the 2017 sales event – first identifying a theme that would unify the entire event, then developing a content marketing strategy and an event marketing strategy. Our event marketing plan outlined all the assets need for all marketing channels. We developed the content and design for all the event’s marketing materials. The event’s success resulted from the consistency of the event messages and the overall branded experience.

2150%

increase in engagement

200

attendees

1

standing ovation

Challenge

Siemens Financial Services organizes sales events every 18 months and wanted to organize a one-of-a-kind event based in B2B event marketing strategy that would resonate with the sales team.

  • How do you brand the event in a unique and memorable way that engages all employees about the new SFS business goals?
  • How to develop an event strategy to increase engagement amongst attendees?
  • How to create a concept for the event that will resonate with attendees?

Solution

B2B Event Marketing Strategy

As part of this overall strategy, Pace Creative crafted all facets of storytelling and marketing around all marketing communications channels used to promote, engage, attend, and participate at the event – providing a unique experience for the attendees. The unified brand messaging was key to ensuring the event success!

Event Concept

SFS chose ‘Beyond The Inflection Point’ as the theme – reflected in the brand which symbolizes SFS progressing beyond any conceivable boundaries. Proximity was set at centre stage; signifying SFS’s strive towards greater engagement within other verticals of Siemens company.

Achieving a Unified Brand

We embraced Dubai’s distinct magnificence in our art direction for the event, integrating it into every piece of collateral so that inspiring experiences could be shared amongst attendees. The sales event invigorated and motivated all who participated!

Event Opening Video Strategy

Kickstarting 2018, the dynamic team at SFS embarked on an inspiring and motivating journey towards success. With help from our creative animation video, we were able to capture their collective effort as they set off for a year of change and progress!

Integrated Event Collateral

To create a unified and branded event, we crafted 150 tailored PowerPoint presentation slides along with custom-branded table tents, pull-up banners, name badges, Dubai fact slide shows as well as welcome table signage. Additionally, our team coordinated printing and delivery for all items; the standout of which was a magnificent stage backdrop tailored to this special occasion!

Result

  • During the event, employees showed tremendous appreciation for the dedication, hard work and creative vision that made this event an unforgettable success.
  • They saw a 2150% increase in engagement with nearly 200 attendeess
  • The event received 1 standing ovation.
  • SFS hired Pace Creative to help with the theme and collateral for another event in April 2019, the Intergrowth Conference.
  • SFS and Pace Creative continue to work together on more B2B event marketing strategy projects and nurturing initiatives such as executive presentations, video storytelling, and apps needs analysis to add value as opportunities arise.
  • Testimonial: “SFS staff immensely enjoyed the event! The event collateral and video were professional and stunning.

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