Software AG's 4th 'Business Innovation Forum'

Requirements
Software AG, the global leader in business process excellence, runs an annual event for customers and carefully selected prospects. This event is called the ‘Business Innovation Forum'. There have been a series of forums running for the last three years and Marketing Options International (MOI) have been the partner of choice to ensure each event is a success.

The fourth ‘Business Innovation Forum' took place on Tuesday 3rd November 2009. As with the previous events the objectives were to enhance existing relationships with customers, engage with more senior contacts in each organisation, cross-sell key products and positively influence stakeholders including press and analysts.

For the fourth forum a unique venue at Mercedes-Benz World was chosen. This meant that the event could kick start with corporate hospitality that would provide excellent relationship building opportunities from the outset.

Challenges
As the ‘Business Innovation Forum' is an annual event it is important to ensure that unique elements are added each year. The content and speakers need to be both relevant and interesting to the audience, and it is also important to find an innovative venue with corporate hospitality. Whilst Mercedes Benz World is a fantastic venue, its location is outside central London. This meant that MOI had to provide transport to and from local stations to ensure this did not deter attendees.