Business Challenge

IBM Australia hosts numerous proprietary events and is involved in many third party events during any given year. IBM’s ongoing challenge is to continue to deliver superior client experiences. IBM strives to gain insights into the effectiveness of its own events as well as competitors’ and third party events.

Sense Marketing Solution

A research project was commissioned to deliver actionable results for more effective event planning; increased event ROI; and improved event experiences. Sense Marketing worked with IBM’s event marketer, George P. Johnson Australia (GPJ) to deliver the market research study.

Sense Marketing engaged the services of a market research firm and assisted with the development of the questionnaire and interpretation of results. From the research findings, Sense Marketing and GPJ developed key insights and recommendations as to how IBM could improve its event experiences.

Key Results

IBM gained valuable insights into:

• The behaviour of the IT consumer
• Which industry events were most widely attended and why
• The positive and negative perceptions of IBM and competitor events
• The style of events preferred
• Specific actions to improve its event experiences