AIPC Annual Conference Gratz, July 17th, 2007 Luca Favetta SAP AG Director Global Events, EMEA – APJ CHANGE PICTURE

AIPC Annual ConferenceGratz, July 17th, 2007

Luca FavettaSAP AG

Director Global Events, EMEA – APJ

CHANGE PICTURE

Events in a Business Corporate Environment

SAP AG 2002, Title of Presentation, Speaker Name / 3

Events @ SAP

26 industries (banking, automotive, chemicals, etc.)

Applications (CRM, SCM, etc.)

Global Events Team (Corporate)

Regions (EMEA, Asia Pacific, Japan, Americas)

Countries

> 150 International events per year supported


Mission

Plan, create, manage and measure world-class events & tradeshows that contribute to build the best Customer Experience on behalf of Industries and Applications throughout SAP Regions, including sales -related customer intimacy and executive events


Strategic and tactical objectives


Srategic Objectives

Develop plan, including benchmarks, processes, tools, education and implementation for corporate-wide strategic event planning

Build event planning and execution process to improve efficiency

Introduce performance tracking metrics to improve effectiveness

Demonstrate value of other marketing activities that can drive lead yield


Tactical Objectives

Deliver consistent, unified messaging through events that project company’s image as THE leading company in the Business Software Applications

Create selling opportunities (demand generation)

Create customer excitement

Increase customer/channel communication

Advertise products, solutions, services

Build close customer relationship

Help to launch new products, solutions and services in an integrated and impactful manner


Events Portfolio: Hit the Right Target with the Right Event

Lead Generation events, Classic Trade shows (Cebit, 3GSM, etc.)

Thought Leadership events Analyst Events (Gartner, IDC, etc.),Executive Advisory Councils

Partner Events

Proprietary events (Sapphire, SAP Tech Ed, Executive Events)

Road-shows

Sponsorship(Corporate Hospitality)

Incentive/Motivational Events

SAPPHIRE EMEA 2007a case study


What is SAPPHIRE?

SAPPHIRE is a serie of Regional events (US, EMEA, APJ), addressing SAP major target audiences:

Customers

Prospects

Partners

Press

Analysts

SAP employees


SAPPHIRE EMEA 2007: some numbers

Vienna Reed Messe

May 14 – 16, 2007

>8,000 registered

60,000 Sq. Meters show floor

13,000 Hotel room-nights booked directly

>100 Exhibitors


SAPPHIRE EMEA 2007: some numbers

Keynote theatre for 4500

15 Business tracks

15 thematic villages (150/200 pax theatre each)

>250 presentations

50 Events in the event

13 Executive Evening Events

Celebration night for 5000 people


SAPPHIRE EMEA previous venues

2001 Lisbon

2002 Lisbon

2005: Copenhagen

2006: Paris

2007: Vienna

2008: ??? (pitch in progress)

2009: ??? (pitch in progress)


Venue Selection Criteria



Logistic criteria

Venue Logistic capacity

Space availability

Geographical position

Hotel Capacity/Price level

Airport infrastructure/Flight accessibility

Venue imaging/positioning

Cost/budget

MICE Industry maturity

IT Infrastructure



Business criteria:

Minimal customer/attendees quota commitment

Business appeal

Overall budget

Competition positioning

Personal/Individual criteria:

Previous personal experiences

References

Personal relations/trust


Logistics venue selection criteria

Venue Venue Venue Venue Venue Venue Venue Venue Venue

Logistic capacity

Space availability

Geographical position

Hotel capacity/price

level

Airport infrastructure /

Flight accessibility

Venue image / positioning

Cost/budget

MICE Industry maturity

IT Infrastructure


Business venue selection criteria

Venue Venue Venue Venue Venue Venue Venue Venue Venue

Minimal Customer quota

commitment

Business appeal

Overall Budget

Competition positioning

Not good – score 0

Some good – score 1

Good – score 2

Really good – score 3

Perfect – score 4


Where do we get info on venues/destination


Venues information

Major International and local industry exhibitions

Industry publications

Word of mouth/reccomandation/networking

Industry Associations (events, web site, etc.)

Venue Websites/Sales calls


Congress Centers: what is important?

Complex events requires « easy and flexible space ». Strategy should drive logistic, and not the other way around

Technology is important, especially for IT companies but we normally bring in « our own technology ». Flexibility is Key

Speed of change/time in reaction


Event Trends


Event Trends in a Corporate environment Events as strategic tool

Optimization of the strategic planning process

Integration between Regional and local planning

Optimization of invested $ to get max ROI (KPIs measurement)

Outsourcing of operational/logistic management

Deeper involvement of Procurement Dept. in deal negotiation

Shorter planning window/ visibility

New markets to be addressed

Speed of change


Consequences

Needs of additional:

Flexibility

Creativity

Innovation


Dealing better together

Openess

Professionalism

Trust

Let the client understand the limits

Ground transportation Hotel capacity Parallel events Equipment Manpower in your teams Construction works in the city ….. Share experience from other

events – both: good and bad


Dealing better together

Budget:

provide reasonable and reliable forecasts

allignement between Sales and Operations

no surprises or hidden cost

plan from the beginning with a reasonable contingency in the budget

Briefing:

Customer should provide a very comprehensive briefing allowing the venue to understand the project


Partnership!


Thank you

Documents

AIPC Annual Conference Gratz, July 17th, 2007 Luca Favetta SAP AG Director Global Events, EMEA – APJ CHANGE PICTURE