Digital Exchange

Creative Breif

Chatsworth Products (CPI) was used to participating in several trade shows a year. At this point, the global pandemic showed no signs of slowing down, changing the way businesses operated. CPI had tested participation in an online event through a well known source. Unfortunately, the experience was not what the company expected with low traffic and unengaged attendees. The solution was to put on our own customer event where we could cover the topics that were most important to our customers, engage them with various forms of content, and have the opportunity to speak directly with attendees.

Tools

• 

  Swoogo

• 

  Visual Studio Code

• 

  Photoshop

Challenges

• With the pandemic having people work from home, users were getting webinar fatigued.
• Shelter in place restrictions limited us in securing a rented space, hiring a crew, and getting all needed employees together.
• This was to be a full scale event and I was the only member of Marketing with the skillset to build out the event.

Results

• To keep our audience engaged, we simulated a live event with 2 main tracks, all keynotes had a live Q&A at the end with the presenter, and we included panel discussions with industry experts.
• For location, we repurposed our main trade show property and had it setup at our vendor’s location.
• I drove the project forward by leaning into the strengths of the Marketing team in order to spend the majority of my time developing the platform.

Event launched with 2 tracks, 4 keynotes, 3 panel discussions, 12 features, and a library full of additional resources.

Marketing arranged for the company’s main trade show booth to be setup as the environment for the Project Manager’s videos. This provided a familiar, yet high quality location for our Product Mangers to speak to and demo their product lines. For video, we hired a production company to produce the keynote presentations.

I partnered with other members of the Marketing team to lock down key topics with supplemental information for each product line, handle the project management of the video production company, and coordinate the panel talks. As a result, we were able to offer our audience various forms of content (articles, videos, games, etc.) for each topic to help keep their engagement in the event.

All in all, these partnerships allowed me to focus the majority of my time executing on all the needed deliverables. While there was little time for external testing, the event launched with no major issues and was well received by both event attendees and CPI’s leadership team.