Digital Manufacturing week 2022
A story on how to deliver ROI for an event
Unquestionably, one of my finest marketing achievements in DXC Technology took place at Smart Factory Expo in 2022. Read below to understand the struggles, the blockers, the solutions, and the delivery for an event marketing project that won more than new business opportunities - it put Brad on the global DXC map.
The background to the project
I want to share a remarkable journey—a journey that epitomizes innovation, perseverance, and the relentless pursuit of excellence. In 2022, within the bustling halls of the Smart Factory Expo, I spearheaded a marketing endeavor that transcended mere success; it left an indelible mark on DXC Technology and catapulted us onto the global stage.
In 2022, DXC lacked a defined event strategy due to budget cuts. Solutions experts urged a change, advocating for showcasing DXC's capabilities. A fresh approach was needed, acknowledging constraints and prioritizing ROI. Crafting a compelling event strategy became crucial to align with DXC's objectives and the demands of experts eager to engage with customers and prospects.
Defining the Objectives
Clearly outlining the event goals for justification
Understanding DXC's event process and the organization's eagerness for proactive event participation, I engaged in discussions with a Microsoft partner to explore event marketing plans for 2022. One plan suggested DXC's presence at the Smart Factory Expo during Digital Manufacturing Week 2022. With DXC's strong footing in manufacturing solutions, I initiated dialogue with DMW22's event management team, fostering a collaborative relationship. Recognizing the value proposition for DMW22 attendees and leveraging my publishing experience, I championed DXC's participation, driven by the potential for meaningful connections and impactful engagement within the manufacturing industry. This realization, coupled with the event's substantial attendee data and the publisher's extensive industry network, solidified my commitment to pursue the project further.
Why DMW22?
"The event features dedicated content theatres focused on different digital manufacturing opportunities with world-class presentations alongside exhibitions of the latest products and services including a dedicated start-up corridor brimming with entrepreneurial energy"
Budget focussed
Getting the Funding
Bringing in Partners
Bringing in Partners
Having no marketing budget for event participation, I sought alternative funding avenues. Initially, I pitched the idea to the Global Alliances Team, followed by presenting it to our partner network. After overcoming obstacles and navigating legal procedures, I secured a 50/50 spend split, with a capped budget, between the Global Microsoft Alliance team and the Microsoft MDF budget.
Bringing in Partners
Bringing in Partners
Bringing in Partners
With capped funding secured, I extended the event invitation to various manufacturing specialists across DXC to gather insights and garner support for showcasing solutions. This initiative caught the attention of partners from Dell and Formpipe, who expressed interest and provided additional funding. However, this also added two more partner ROI pots for me to manage.
Approving the Event
Bringing in Partners
Approving the Event
My last internal challenge involved obtaining approval from the event management team and the ethical leadership department for the event and our participation options. This required multiple meetings to detail each aspect of the event project, our anticipated ROI, and our engagement with many platinum partners. Despite its enormity, I overcame this hurdle through sheer perseverance.
Setting the event Strategy
Defining the Event Strategy
For any event, a comprehensive project and management plan are crucial for success. With DMW22 being supported and funded by international teams, I took on the responsibility of managing DXC's participation. This involved hands-on management within a tightly monitored budget, covering staff costs and expenses. After discussing options with the event management team, I finalized the plan based on DXC's and our partners' targets:
- The Manufacturer Directors' Forum Dinner:
- Personal introductions to 8-10 senior manufacturers
- Exclusive insight into their challenges over dinner
- SME Growth Summit: Silver Sponsorship:
- Brand exposure to senior segment of The Manufacturer community
- Interactions with £10m-£100m turnover businesses
- Coffee Lounge Sponsorship
- Smart Factory Expo: Exhibition:
- 12sqm showcase for Project Alpha and meeting space
- 2 x Smart Factory Expo: Theatre Presentations:
- 20-minute content session with attendee data sharing
- 2 xThe Manufacturer MX Awards: Facilitated Table:
- Populate table with senior manufacturers from at least three businesses at Ceremony and Gala Dinner.
The result meant I had secured a wide range of options to give DXC total coverage over the 4 days of the event.
The Event Marketing Project and Plan
Managing the Project
I took on a pivotal role in orchestrating the setup and logistics for DXC's participation at the DMW22 event, demonstrating his exceptional organizational and management skills. As the sole person responsible for managing DXC's involvement, Brad undertook several key tasks to ensure the success of the event:
- Booth Setup and Design: Brad coordinated the setup of DXC's booth at the event venue, overseeing the design, layout, and branding elements to effectively showcase DXC's offerings and attract attendees.
- Equipment and Materials Procurement: Brad managed the procurement of necessary equipment, materials, and promotional items for the booth, ensuring that all logistical requirements were met to create an engaging and impactful presence.
- Staff Coordination: As the sole representative from DXC marketing, Brad coordinated with internal teams to ensure adequate staffing for the event. He provided guidance and instructions to staff members, briefing them on their roles and responsibilities during the event.
- Schedule Management: Brad developed and managed the event schedule for DXC, including presentations, demonstrations, and networking sessions. He ensured that all activities ran smoothly and were aligned with DXC's objectives for the event.
- Vendor Coordination: Brad liaised with event organizers and external vendors to coordinate logistical details, such as booth setup, catering, audiovisual equipment, and security arrangements. He maintained open communication and resolved any issues promptly to ensure a seamless experience.
- On-Site Management: Throughout the event, Brad was present on-site to oversee operations, address any logistical challenges, and ensure that DXC's participation proceeded according to plan. He remained accessible to staff and attendees, providing support and assistance as needed.
Staff Management and Engagement
Managing People you only just met
Managing a team of 22 people over 4 days at DMW22 presented a multifaceted task. It involved orchestrating schedules, ensuring smooth operations, and maintaining high team morale throughout the event. Responsibilities included assigning roles, coordinating shifts, addressing any challenges that arose, and fostering a collaborative and productive environment to optimize the team's performance and achieve the event's objectives.
Pre-Event Logistics Management
Event Set Up
Setting up the DMW22 event entailed coordinating multiple tasks within a tight timeframe. This included arranging logistics for the Directors Forum, overseeing stand build and setup, coordinating barista coffee services, organizing the Dell mini stand, and arranging seating in the coffee area. Despite the time pressure, I successfully managed to execute these tasks within 24 hours, ensuring everything was in place for a successful event.
Team Duties
Assigning team duties at DMW22 was a micro project in itself, requiring meticulous planning and coordination. Managing a team of 22 individuals from DXC, Dell, and Formpipe involved delegating key responsibilities such as stand management, speaker slots, scheduled meetings, scanner data collection, food options, dress codes, meeting space allocation, demonstrations, and filming. Providing firm guidance and ensuring each team member understood their role was crucial for the event's success.
WhatsApp Management
Utilizing WhatsApp to manage everyone at DMW22 involved maintaining real-time communication and updates on key timings and logistics. Additionally, sharing photos, images, and stats via the platform kept the team informed and engaged. This approach facilitated seamless coordination and ensured that everyone remained on the same page throughout the event.
DXC at DMW22
DMW Dinner Forum
Stand at Smart Factory Expo
Stand at Smart Factory Expo
10 enterprise-size manufacturer customers and prospects attending a 3-course dinner to discuss the digital transformation journey with the DXC team.
Stand at Smart Factory Expo
Stand at Smart Factory Expo
Stand at Smart Factory Expo
A stand designed and built with the notion to showcase our AI solution but also offer a face-to-face meeting room for customer and pre-booked prospect meetings.
Coffee Lounge Sponsor
Stand at Smart Factory Expo
Workshop Seminar Sessions
A brilliant decision to sponsor the adjacent networking lounge for extra seating, and to bring in our own Barista service to turn it into a coffee lounge with data scans.
Workshop Seminar Sessions
Workshop Seminar Sessions
Workshop Seminar Sessions
2 x seminar sessions to showcase DXC expertise with a pre-selected audience to hear about the core manufacturing solutions.
Growth Leadership Summit
Workshop Seminar Sessions
Growth Leadership Summit
27 invaluable face-to-face meetings with our industry specialist as part of the growth summit for pre-registered customers
MX Awards
Workshop Seminar Sessions
Growth Leadership Summit
Entertaining 2 tables at the MX awards with core DXC customers, prospects, and partners for fantastic networking opportunities.
Post event Marketing
Inside Sales
Inside sales were enlisted to convert leads generated from DMW22. Their role involved following up on leads gathered during the event, nurturing relationships with prospects, and guiding them through the sales process. This approach aimed to capitalize on the event's momentum and maximize the conversion of leads into valuable opportunities for the company.
The Return on Investment (ROI)
Lead Generation
Pipeline Sales Opportunities
Pipeline Sales Opportunities
In total, DXC had 127 customer-facing meetings over the 4 days, with 508 scans across our various event projects
Pipeline Sales Opportunities
Pipeline Sales Opportunities
Pipeline Sales Opportunities
In the aftermath of the event, £60 million in pipeline opportunity has been generated thanks to the connection at DMW22.
The Legacy
Pipeline Sales Opportunities
The Legacy
DMW22 was a core case study for other teams in the DXC business to follow and understand the value of ROI from events.
Reference from the board
High Praise
"Brad did an outstanding job coordinating all the logistics for the Digital Manufacturing Week in Liverpool."
People/Clients
"He was on point in terms of gathering intel on clients, their relationship with DXC, and brokering warm introductions. He ensured that all DXC personnel were prepared for their client interactions and were comfortable with each other (which is particularly challenging to do when we are a remote first organization). He had the right DXC representatives at the right locations and there was never a moment where the booth or a client inquiry was unattended or unheard."
Events at DMW22
"Brad's curation of events for the team was extremely well done. The Roundtable dinner on Tuesday night was an incredible opportunity for DXC to host and facilitate conversations about the industry with a multitude of clients leveraging Chatham house rules to ensure that everyone felt comfortable to contribute. The insights shared were invaluable, would love to see Brad and DXC coordinate more of these events in the future. The Booth setup and partnership corner with Dell and Barista stand were inviting, well-branded, and great setups to invite clients to come chat with the team. The MX Awards was also a wonderful opportunity for the DXC team to engage with clients - we were able to celebrate an important win for one of our clients Leonardo and build strong connections with their delegation as a result of Brad's thoughtful planning for the event."
Media/Branding/Social
"Brad really went above and beyond in terms of social media and branding and awareness - he encouraged all DXC participants to regularly update social platforms on how the event was going and share key take aways. He also coordinated a videographer for the event who will be creating some post event content that I look forward to sharing with my clients and network."
"Brad's efforts and contribution to the event were vital to its success - and are necessary to keep up with our competitors”
Briana-Rose Sekulic -Senior Managing Partner