Total 477 words used.
Genesis of Event
DHL Supply Chain, the world’s leading logistics provider, forged a long-term partnership with Manifest, one of the fastest-growing supply chain innovation conferences. As headline sponsor for the second year in a row, DHL leveraged broad awareness efforts and targeted premium engagements to captivate the more than 4,500 conference attendees comprised of current customers, prospective supply chain executives from target companies, and supply chain investors and entrepreneurs.
To reinforce DHL’s leadership position in technology and innovation across the supply chain, the company brought its orchestration campaign to life through an integrated marketing campaign illustrating the complex concept of integrating multiple technologies to work in concert within the warehouse. Everything, from booth activations to the VIP customer event, displayed tangible, interactive examples of orchestration.
Goals
- Achieve a 50% increase in attendance of top prospects and customers at the customer event over the previous year.
- Develop an in-person experience aligned with the orchestration marketing campaign and integrate seamlessly into the larger Manifest show.
Development Process
An invitation-only Las Vegas-themed event, capitalizing on Manifest’s location, offered customers an opportunity to learn Blackjack, Roulette and Craps from experts in a VIP environment on the second night of the conference, February 6, 2024. The event featured a unique 2-hour DJ set from Alan Salomon, one of the most prolific DJs in North America, along with a 15-minute demonstration on how an electronic song is formed from many parts and composed to bring all the sounds together harmoniously, further reinforcing the orchestration theme.
Attendees could also enjoy private rides on the LINQ High Roller, the tallest observation wheel in North America, to enjoy views of the Las Vegas strip from 550 feet in the air. This created a perfect atmosphere conducive to networking and memorable experiences. They could also enter to win great raffle prizes including Sony headphones, again keeping with the orchestration and music theme.
Marketing developed orchestration messaging, content and creative that resonated with the Manifest audience. This foundation was represented in all communications including email invitations, social media promotions and webpages. It also developed a separate, hidden webpage to capture RSVPs and contacts for future outreach.
Adding to the VIP feel, attendees were limited to director-level and above to provide an elevated networking opportunity and walked a red carpet to enter the event.
Results
Results and anecdotal feedback from the customer event were tremendous. The company engaged 55 contacts from 32 target companies, resulting in a 61.76% increase from the previous year. In a post-event survey, attendees noted their favorite elements were connecting with the DHL team, rides on the LINQ High Roller, the DJ experience and the fun and relaxed environment. One customer said, “I liked the whole event! From the tiny, branded details, to the DJ and the food. The ride at the High Roller was the best way to close the night.”
Nomination Title: DHL Customer Event at Manifest 2024
