CASE STUDY

ADOBE SUMMIT

As a leader of digital marketing innovation, Adobe Summit needed an event technology partner that could help it build an exceptional event experience. By enlisting Lanyon ConferenceTM, Adobe Summit: The Digital Marketing Conference was able to customize content, break down logistical barriers, and use detailed reporting metrics to link back to revenue goals and sales opportunities.

Here’s how Lanyon Conference delivered tools forAdobe Summit to exceed attendee expectations and achieve its event goals:

UNDERSTAND ATTENDEE DEMOGRAPHICS WITH SMART ONLINE REGISTRATIONRegistration forms with custom questions collect data that is easy to report on and concise for registration flow.

FOCUS EVENT MARKETING AND SOCIAL MEDIA TO THE EVENT WEBSITEDriving attendees to the event website via social media and email campaigns was essential in maintaining clear and consistent messaging for each audience.

ENGAGE THE ATTENDEES PRE-SHOW WITH SESSION SCHEDULINGAttendees could lock in their must-see sessions. Organizers knew when to scale session room sizes and repeat popular sessions.

LEVERAGE SESSION ACCESS CONTROL TRACKING TO DRIVE NEW SALESOrganizers could track pre-registrants and session attendance, and identify product interests among its attendee base for future follow-up.

USE REPORTING AND DATA INSIGHTSAn integrated system helped Adobe upload all of its attendee’s data into its CRM system to start tracking immediately for new, cross-sell, and upsell opportunities and deal acceleration.

info@Lanyon.com | Lanyon.com | +1 817 226 5656 | @Lanyon

EVENT TECH DRIVES ENGAGEMENT AND TRACKING OF ROI

IMPLEMENTATION PLANTHE FORMULA TO CREATE MEANINGFUL EVENTS WITH STRONG ROI

OVERALL ATTENDEE

SATISFACTION

8 OUT OF 10 ATTENDEES PLAN TO GO

IN 2014

LANYON CONFERENCETM HELPS ADOBE SUMMIT MEASURE EVENT SUCCESS TOWARD CORPORATE SALES GOALS

CASE STUDY

ADOBE SUMMIT

info@Lanyon.com | Lanyon.com | +1 817 226 5656 | @Lanyon

Using Session Scheduler is of the utmost importance in helping us deliver on attendee expectations. And, at the event, by tracking attendee participation, we can learn what products they’re interested in, and provide that information directly to the sales team. Mike Stiles, Senior Corporate Events Manager

Onsite Registration ran so smoothly that Adobe exchanged registration lines for a lounge area that was open throughout the Conference. It was one of the most popular networking areas for the Summit, making a great experience for an area that is traditionally vacant after the first day a show.

BACKGROUNDAdobe Summit attracts more than 5,000 marketing and technology leaders, and explores the latest tools and trends in the digital marketing world. Including marketing executives, directors, analysts, advertisers, publishers, developers, and social marketers, the audience at Summit expects an avant-garde experience. And for Summit organizers, that all begins long before attendees sign up.

Mike Stiles, Senior Corporate Events Manager at Adobe, believes that to be great, the event focus has to come back to the experience. Adobe Summit had to run smoother and more efficiently than attendees expected and the right technologies had to be in place to make that happen. Over the past few years, the event has relied on the Lanyon ConferenceTM event management solution to reach its attendees and to enhance the personal, onsite experience. And as Stiles has learned, never underestimate the value of the attendee experience – in one way or another it will influence the ROI of the event.

The Lanyon team consists of thought leaders in the event space. We live in a digital world, which offers us incredible new technologies to help run an event, all harnessed by Lanyon. Mike Stiles, Senior Corporate Events Manager

Adobe Summit relies on Lanyon Conference for its onsite registration, Session Access Control (SAC), housing management, speaker resource center and exhibitor resource center, as well as digital surveys that quickly provide quantitative and qualitative data. With information outlined by event organizers and collected by Lanyon Conference, data

is analyzed before and during the event to provide swift reporting on demographics and behaviors. Adobe can enter this information into its CRM, then accurately track and measure the real value of the event. The ability to compare registration data to what attendees actually did at the event, builds a map to where future opportunities lie and where Adobe can expect to see business growth.