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Event Type: User Groups
Hosting a group of people with a vested interest in a cause or product presents its own challenges. Here you’ll find the resources to make your user group event a win-win for everyone.
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Online articles |
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Seven Degrees of Socialization
Sun Microsystems Inc. harnesses the power of social media to market its annual JavaOne conference, extend the event year-round, and enrich its developer community.
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Article Library (PDFs)
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Focus on the Family
Attendance soars and customer relationships flourish when Honeywell Process Solutions breaks from business as usual to incorporate families into its annual user conference.
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Marketing Smackdown
In a trademark move, World Wrestling Entertainment Inc. crafts an unforgettable fan-focused event that incorporates its television programs, magazine, live events, and Web site into one tour.
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HP's Hidden Hype
To build a community of customers for its large-format printers among emerging artists and designers, Hewlett-Packard Development Co. launches a series of pop-up art galleries with no visible tie to its brand.
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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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Code Camp: Using Events to Drive Innovation
Every time Orange S.A.'s developer partners crank out a successful application, Orange's revenue flares up like a booster rocket. To fuel the fire, Orange developed Code Camp, a three-day, around-the-clock event.
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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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Marketing Warfare
Nothing says renegade technology company like VMware's robot-war hospitality event.
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Gartner Events: Education as a Strategic Weapon
The Gartner Symposium/ITxpo uses a range of unique educational activities to attract high-profile attendees – from diagnostic workshops to consulting theater-in-the-round.
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PeopleSoft: Growing Event Attendance Through Market Segmentation
Aiming for a 20-percent attendance increase at its user conference, PeopleSoft Inc. developed a targeted-marketing promotion that segmented customers based on demographics and behavioral responses. Attendance soared – smashing PeopleSoft's goal.
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Using Events to Build Customer Community
To create a community of customers who have almost nothing in common and who are scattered across the globe, eBay invites them to a get-together with classes, parties, and even a wedding.
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