IBM Engages Finance Pros at Sibos 2010

In 2010, IBM was looking to establish itself as the leading adviser to financial services firms. In order to drive awareness around its value to this audience, their presence at Sibos needed to challenge financial industry executives’ assumptions about how to manage their businesses.

In addition, IBM wanted the exhibit to showcase their global experience, technology expertise and their body of cost-effective methodologies that enable financial services firms to create sustainable revenue growth.

GPJ’s solution was the IBM Engages Finance Pros at Sibos 2010, a collaborative event marketing mix of in-booth programming, high touch technology, speaking engagements and discrete meetings.

Using IBM’s existing “Smarter Questions” campaign, the exhibit messaging provoked visitors with questions about their own organization’s readiness for a changing industry landscape. IBM experts were on hand to answer these questions by discussing actual client examples of IBM solutions.

To help IBM’s experts influence client actions with speed and greater reach, sophisticated tools – including touch screen technology, tablet PCs and QR codes – were integrated into the environment’s design. Attendees were given more hands-on access to IBM content than ever before.

This alternative approach to “show and tell” event marketing marked a significant improvement in IBM’s lead generation. Attendee capture was a 78% increase year-over-year and the 2010 experience yielded more qualified visitor contacts than 2008 and 2009 combined.

Sibos 2010 also enabled IBM to create new intelligence-gathering capabilities and metrics via the integrated technology and presentation environment. The most notable was a "Content Request Shopping Basket,” which turned IBM's eLiterature requests into a near real-time fulfillment and tracking system for sending onsite content to attendees via their email accounts.

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