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Rearchitecting and Redeploying Your Event.
Great events don't stay great by themselves. They need continuous improvement, new features, and sometimes, a complete overhaul. Read about powerful makeovers that breathed new life into old events.
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Online articles |
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Adapting National Events for Regional Audiences
We plan to create a scaled-down, one-day version of our national three-day conference and take it on the road as a series of regional events. Are any other companies doing this?
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Article Library (PDFs)
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Four Ways to Renew a Stale Event
Is your event in a rut, still relying on old ideas and tactics that worked once upon a time? These four strategies will steer you clear of stagnation.
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Back in the High Life
With distributor relations strained and a new parent company at the helm, Miller Brewing Co. reinvents its annual distributor convention — to barrel-busting results.
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Using Corporate Events to Drive Innovation
Northrop Grumman Corp. retools an obligatory technical-development event from a bare-bones science fair to a strategic innovation showcase.
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HP's Accidental Event
To help customers feel like company insiders, HP transforms its trade-show-affiliated customer meeting into an annual, standalone event – now worth $33 million.
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CA's Strategic Reboot
CA Inc. redesigns its annual user conference to regain customers' confidence after a corporate accounting scandal. Its strategy? Offer customers and partners insider information, executive access, and a commitment to change.
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Saving Customers One Event at a Time
For three years, AgVantage Software Inc. failed to attract a single new customer. To rebuild its reputation and rejuvenate customer relationships, AgVantage redesigned its annual user conference.
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Relaunch
After a dismal product launch, Compuware Corp. shifts its target audience from executive-level decision-makers to the software developers who actually use its products, creating an interactive customer event complete with hands-on education.
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