proposal for smart focus mobile world congress 2015 in barcelona_checkmate

Proposal for SmartFocus Mobile World Congress 2015 in Barcelona

v Summit Party

v Private Dining Experience

your brand, your event, your move

Proposal for SmartFocus

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1 Table of Contents Page No. 2 About Us 2.1 Checkmate 3 2.2 Event Management Services 4 2.3 The Team 5 3 The Client SmartFocus – ‘Internet of Everything’ 7 4 The Brief 4.1 Private Dining Experience i Description of the brief 9 ii Analysis of the brief 10 iii The idea behind our solution 12 ii Proposal / Solution 13 iv Production: venue, décor & detail, use of ibeacons 14 iv Logistics 17 v Strategic Partners 24 4.2 The Party i Description of the brief 28 ii Analysis of the brief 29 iii Proposal 30 iv Production: venue, detail, use of ibeacons 31 v Guest Journey 40 vi Logistics 42 5 SWOT Analysis 46


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6 Marketing Strategy Marketing Plan – Private Dining Experience i Product, price, place, promotion, people 47 ii

iii Pre, During, Post Invite

47 48

Marketing Plan – The Party i Product, price, place, promotion, people 49 ii Pre, During, Post 49 iii Press release 49 iv Press 52 v Social media 54 7 Risk Assessment 7.1 Private Dining Experience 59 7.2 SmartFocus GLOW Party 61 8 Budget 8.1 Overall Spend 63 8.2 Private Dining Experience 64 8.3 SmartFocus GLOW Party 66 9 Summary and Success Criteria 68 10 Appendix Appendix A: Other venue ideas 69 Appendix B: Bespoke menu idea 71 Appendix C: ISO 20121 Event Sustainability Management System 72 Appendix D: Showstoppers Press List 73


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About Us

Your brand, your event, your move CHECKMATE have been creating and organising world-‐class event solutions for clients since 2010. We believe in providing a seamless service and working in partnership with our clients to deliver a stress-‐free, enjoyable event experience. We undertake all event management services and believe every event should be unique and memorable, whatever the budget. We have the capability to create legendary experiences wherever in the world it may be, from private parties to award ceremonies, fundraisers to corporate extravaganzas. We work closely with all our clients and are known for bringing the personal touch to every event we organise. Our success has been built on our ability to apply great customer service whilst delivering the latest creative ideas and technology in events … proving your product is ‘the new black’. From venue sourcing and event management to branding, set design, catering and entertainment, we offer everything you need to deliver the ultimate WOW! Factor.

Welcome to the party!


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Event Management Services


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Meet The Team

Lacky Ahmed Lacky is currently working as a Legal Assistant/Office Manager. She is very enthusiastic about working in the events industry and loves the organisational and creative side. She has assisted in handling events in London ranging in size from 30 -‐ 500 people, including company award ceremonies, conference events, and stakeholder workshops. In her previous roles, she has coordinated with colleagues from her employer’s US office to ensure the smooth running of The Oil & Money Conference in London. This annual event is co-‐hosted by Energy Intelligence and the International New York Times and is the energy industry's premier conference. In her spare time she enjoys travelling, enjoys new cultures, meeting people, and is passionate about yoga and keeping fit.

Lucia Camarillo Lucia is a spanish ballet dancer who studied journalism in Madrid and Puerto Rico. Crazy about the Caribbean, Thai food and and in love with London since she moved to the city almost 3 years ago. Her skills go from marketing strategy, sales, event management and social networking, as she has demonstrated in her previous roles in Madrid, Dublin and London working for international companies such as Yelp, Econet and Campus Party. Her social skills and energy allow her to create the best atmosphere in her team, and she is always ready for the next challenge!

Pawel Dobrowolski Pawel was born in Poland and has been living in London for the last 15 years. His love of events began at The International Film Festival of the Art of Cinematography CAMERIMAGE, where he worked as a volunteer with a workshop team of cinematographers and produced film studies for the students. Following this experience, with a group of equally passionate friends, he took on a challenge to organise the independent International Film Festival of Youth. He is co-‐founder of the Szturarzer Theatre; with years of experience focusing on events he has a solid understanding of industry trends. Pawel understands the process of the event journey from start to finish. He has a hunger for progression and continues to broaden his knowledge in the events sector.

Hayley Goodsell Hayley’s experience lies within the Arts, having studied BA Fine Art at Bath Spa, and awarded an MA Fine Art scholarship at Central Saint Martins, and has also gained over 4 years experience in hospitality within the design and media advertising industry. In her previous role at a social media advertising company in Shoreditch, she hosted VIP guests such as Sky News, BBC and MP George Osborne, and envisaged creative concepts, organisation and coordination of the company’s global cultural and community calendar of events. Possessing skills in social media, creative direction, event logistics and management, she applies passion and enthusiasm to all projects, with an aim to ensure all guests have a great experience.


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Holly Hayes Holly was brought up on the South Coast of England in a small harbour town called Chichester. She is a dancer, and enjoys travelling, experiencing the worlds’ cultures and meeting new people. She completed her A-‐Levels and has a strong passion for the creative, arty & Textiles side of things. Holly worked for Rolls-‐Royce Motors for 4 years working in Bespoke Interior/Design and participated in the company’s local Motorshow events. Currently working for a London based PR company and studying Events Management, Holly hopes to progress further into Experiential and other such Events. She is always willing to learn new things and is looking for new challenges.

Shannon Honeyfield Shannon is a New Zealander based in London, currently co-‐ordinating ‘Unlocking London’ – the in-‐house social events programme for Kings College London students. Over the past 11 years Shannon has gained extensive experience in sales, account management, negotiation and business development and is keenly aware of the importance of clients delivering their ‘brand’ via an event, and making this a cohesive part of their marketing concept. With a degree in design, Shannon’s commercial acumen is complemented by a strong creative streak. In her ‘down time’, she appreciates witty writers, and talented craftspeople and has dabbled in jewellery design and manufacture. With a tendency to notice small stylistic details, she believes ‘the devil is in the detail’. To be moving forward in an industry that is trending toward a more experiential focus, marries her skillset at work, and her passions in life: to create and deliver beautiful, engaging events with a dash of ‘kiwi’ ingenuity’.

Sally Martin Sally has over 15 years experience in the events industry. Previously in the City, she now works at a large independent school in North-‐East London, with responsibility for events and conferences. She can speak French fluently having studied at the Sorbonne University in Paris. With a keen eye for detail, Sally brings the art of creativity and personalisation to every event. She maintains an exceptional level of professionalism at all times and is dedicated to providing quality service.

Natalie Raynor-‐Nunes Natalie has risen through the ranks in the last 7 years within the finance sector from her first role as a junior administrator to her current position as the Head of Project Management. Her ambitious and passionate outlook tied in with hard work ensures there is no limit to what she can achieve. The events industry is the new frontier in Natalie's opinion, as it offers the best aspects of project management with the added touch of sparkle. In her spare time she loves travelling and learning about the world we live in and let's not forget the pleasure taken from a good book or movie.


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The Client SmartFocus – Internet of Everything SmartFocus is the Internet of Everything solution for brands. It includes beacon technology that knows when your customer visits a physical store; real-‐time predictive recommendations generated at the precise moment they open your email or visit your site; and powerful insights that use smart analysis of Big Data to effortlessly generate a truly personal experience. Every year, we execute more than five million marketing campaigns, manage more than five billion customer records, and deliver more than 55 billion personalized interactions. Global brands such as French Connection, Speedo and MercedesBenz rely on SmartFocus to deliver business-‐critical, joined-‐up marketing campaigns that make a difference to their customers and to the growth of their business. Connect in place Engage your customer with the right message, wherever they are – in-‐store via smart display and mobile, as well as online. Connect in time Target your customer with personalized recommendations – in real-‐time, at the perfect moment to encourage purchase. Gain powerful insight Use smart analysis of Big Data to predict your customer’s next purchase – before they know it themselves. The world has changed. Consumption has blurred into one seamless experience, which is both physical and virtual. Consumers no longer distinguish between channels -‐ convenience, immediacy and availability are all that matters. Your customer is embracing the Internet of Everything, and so we are helping our customers build a human relationship with them. The art of conversation is still possible in an increasingly digital age. Understanding people is our business and we interpret consumer signals to provide actionable insight for our customers. We help brands to communicate with their customers in the moment, irrespective of whether it’s in-‐store, on their mobile, online or via email.


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Internet of Everything: Use a seamlessly connected, global network of things, people, places and devices to make your marketing hyper-‐aware of your customer’s location, history and profiles. Personalization: Deliver unique personalized content on any device, via any channel, in-‐store and online, to build a relationship that lasts. Predictive Marketing: Use lightning fast Big Data technology and sophisticated, multi-‐lingual mining capabilities to anticipate trends, giving you the edge before the magical “buy” moment. Contextualization: Harness live location, timing, device, weather, and social information to make communications meaningful and conversions more likely. Email: Easily build and send smarter emails that are optimized when they are opened, not when they’re sent. There are 3 levels of end users:

1. User DOES NOT have application of a particular brand and there is no way you can send notification.

2. User has the app but Bluetooth is switched off – you can send small notifications to user to turn ON Bluetooth. However there is limitation of message personalization for this consumer as we don’t know much about the customer. We can guide them to the store nearby and inform them about general offers.

3. Consumer is a heavy user of the application and WE know lots of data, then we can prepare a personal Ad for this particular customer. Every brand has to have its own application! How to drive users/customers/consumers to download “app” -‐ by internal marketing, ATL, BLT etc.


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Private Dining Experience Description of the Brief Client SmartFocus

Lynton House 7-‐12 Tavistock Square London WC1H 9LT

Contact Charlotte Albrecht Tel: 020 7554 4500

Event A Private Dining Experience ‘At home in Barcelona’

Date of Event Wednesday 4th March 2015 8.00pm – 12.00am

Attendee Profile

15 guests: CMOs, CEOs, CFOs, budget decision makers of retail, communications and pharmaceutical companies 5 members of SmartFocus: CEO and 4 members of the Senior Management Team

Requirements

An intimate dining experience, in a unique and inspiring space, to deliver information about SmartFocus’ service. A high standard of food, beverage and décor is expected.

Numbers

20

Venue

Apartment One Banco Sabadell -‐Passeig De Gracia -‐ Diagonal Passeig de Gràcia, 120 08008 Barcelona

Budget

£30,000 GBP to be split between: i) The SmartFocus Summit Party ii) The Fine Dining Experience


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Analysis of the Brief The overall purpose of the private dining experience is to deliver an intimate dinner for senior delegates. A place to meet and understand how they can benefit from integrating SmartFocus insights ‘Internet Of Everything’ service into their overall marketing and customer engagement plans. SmartFocus’ CEO and senior management team will be in attendance to show them how the service works, via a presentation. By networking with other key decision makers from a range of industries, guests can translate the service into ‘real world’ examples. Specifically, SmartFocus would like guests to gain an understanding of what they can offer, and why this is unique. The presentation could start by explaining the following 3 parts to the equation (Beacon, Big Data and Smart Focus Insights), and then incorporate the SmartFocus video example (woman buying in store). We have allowed 20 minutes for the presentation before dinner. Beacon: Physical hardware that can be attached at various locations around a store, transmits a message via Bluetooth, that triggers a signal in the users phone app to send them a message. Big Data: To make clients realise that SmartFocus can help them collect and interpret their data. A lot of companies already have customer data, but struggle to translate it into personalised offers, that the customer will appreciate. SmartFocus Insights: This is where it gets exciting! Indeed ‘insights’ is unique to SmartFocus, their key USP. It is a service that looks at existing data and recommends how to use it. Information can be collated quickly, so you send the right customer a message, at the right time, and about the right product / offer. It does this by tracking common web browsings, and building up a profile of a customer’s browsing habits. The final overearching message is that ‘SmartFocus is the ONLY company that combines these tools, and data together, and are the ‘Thought Leaders’ in this space. They offer an omni-‐channel solution that makes sure your brands message is consistent online and offline. Brand loyalty will be enhanced through personalising each customer’s messages. In this way, SmartFocus ticks both boxes – customer satisfaction and increased sales.


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Key objectives The purpose of the evening has to be conversational, and one of collaboration. A ‘hard sales’ pitch is to be avoided, and we want the guests to feel inspired. We want the venue, and design elements not to shout – but simply to be an enjoyable ‘background’ to the main business – which is discussing the unique service, over a fine dining experience. Also, for dinner guests who have sent senior marketing staff from their company to the SmartFocus Summit Party, they can meet up back at their offices post MWC15, and discuss ‘putting the service into context’. That is, staff at the Party can discuss what they enjoyed about the experience, and the user journey from a real world experience. The Dinner guest can then translate this information, and use it as a start to develop ideas within their business should they choose to move forward and purchase the service. Headline KPIs SmartFocus specifically requested as many guests as possible, to book follow-‐up meetings at the SmartFocus Innovation Centre, with a keen interest to see those meetings through to a full business relationship. We aim for 70% of guests to book. Furthermore, we want guests to leave the venue, feeling excited about utilising SmartFocus’ unique service – the ‘internet of everything’, and buzzing with ideas about the potential benefits and possibilities of this onmi-‐channel solution. This will be measured by the contact (email, phone calls) made by guest companies to SmartFocus within 2 weeks of the event. Suggestions for guest list – CEOs from the following companies:

• Inditex Corp • Arcadia Groupie • Beattie Communications • Bora • Carphone Dixon • CVS Pharmacy • GSK – we discovered this company is already interested in incorporating ibeacon

technology to their business after speaking to the Global Digital Marketing Director, Glen Ward

• Modern Media • Tate Gallery Group • Velocity Partners • Walmart • Westfield Holding Ltd

• (Harrods, Selfridges, JD Sports, Nike)


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SmartFocus – the idea behind our solution We thought about personalisation, and thought about SmartFocus’ other phrase ‘Context Aware Marketing in a Mobile World’. It occurred to us, that we can summarise what makes it such a successful tool, in one word -‐ CONNECTION.

SmartFocus don’t just want to replicate a typical brand / customer relationship. We want to blur this line into something more resembling a friendship. WHY? Because friends are more likely to share information about your business on social media and word of mouth, and friends have trust between one another – which inevitably will lead to more sales as the customer will trust that you are giving them the best deal for the products they want.

So, what do friends offer one another?

• They give you a feeling that no one else can • You experience things together • You share, talk and gossip • You like them so much that you share them with your friends and family. • You really care about them, and • They KNOW you

SmartFocus is simply offering its guests the opportunity to tick every one of these boxes and replicate that relationship with their customers. Quite simply, it is the means to facilitate global connections, on a personal scale! True personalisation, via proximity marketing in real time means that you can deliver messaging in a far superior way, to those companies still relying on regular social media channels. It’s more like that of a friend – natural, and in tune with the individual. At the moment, customers control the way they engage with the brands they love. They choose when and how to comment, and indeed to spend. Your clients can enjoy a fresh solution, and end users enjoy only the information that is relevant to them. Gone are the days of trying to figure out what content your customer wants. Now, SmartFocus intelligently reads their activity to tell you directly. It is a win-‐win scenario that retailers should be VERY excited about.


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The Proposal ‘At Home in Barcelona’ Checkmate hopes to deliver this feeling of ‘connection’ between dining guests and staff members by carefully choosing a private apartment (USP 1), and one that reflects the city that it is based in (USP 2). Quality food and wine will be delivered by a Michelin star chef, based in the relevant city (USP 3). The ‘finishing touches’ include:

• Bespoke cocktails • A gift to take away • A presentation format that delivers in a relaxed atmosphere (USP 4).

We hope we hit the mark, and these new connections follow through to future business. Subsequently, the ‘At home in…..’ dining concept can be rolled out in different cities. EXAMPLE: NEW YORK. A loft on the upper east side with views of Central Park, or the meatpacking district, overlooking the New York highline flora and graffiti. A gourmet version of traditional American food (fried chicken and waffles, gourmet burgers, New York style pizza). EXAMPLE: VENICE. Canal level home, that guests can be transferred to by boat. Beautiful Italian food,‘with a twist’. Spritz cocktails. Gastronomic gelato. By having the presentation take place before dinner, we hope that the guests are excited by the information. This steers the conversation toward the possibilities, and gives them a chance to chat about it in more detail while they relax and enjoy their meal -‐ an informal Q&A (of sorts). Regarding venue, food and details, Checkmate thought about SmartFocus’ prospective clientele. We considered carefully the type of dining experience, as professionals, they would enjoy on a regular basis. We looked at the top hotels, restaurants and locations in Barcelona and referred to design, and luxury travel magazines and blogs for inspiration. Taking into account the purpose of the dinner (as above), we settled on an ‘intimate’ and private venue, to deliver a relaxed, yet luxurious atmosphere. We were aware that SmartFocus wanted us to deliver a USP, to inspire senior delegates to accept our invitation. Furthermore, SmartFocus also requests an experience / format that can be replicated in different cities.


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Production Venue As a starting point, we wanted to secure a unique venue, and one that was delivered via a reputable company. We needed the specifications to match our diner’s expectations, and a central location was key. Finally, we thought it would be lovely to celebrate Barcelona. In this way, we are able to replicate and adapt the dining experience to suit different cities you host in. What we found was the luxury apartment on {Passeg Di Gracia}. This apartment is let for the evening via lifestyle website, Urbane & Kult. The owner and chief contributor to Urbane & Kult blog is Heike Schwarz. Heike’s company, and its channels (particularly her blog) serve to highlight and curate the very best parts of Barcelona’s rich culture. Namely new faces, cultural happenings and venues that are based on trends within the fields of art, design, cuisine and fashion. It is worth noting that Urbane & Kult have a section on their website, called ‘Connecting Cities’. It outlines what is happening, and what is exciting in other global cities. We would ask Heike as a first point of call, if she was aware of venues and /or chefs in other cities you plan to present in.


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Décor and detail The apartment is very spacious, and features beautiful arched windows with dramatic floor to ceiling drapes. The furniture in the presentation room is sleek white leather, with chrome finishes. We will bathe the room in gentle blue light via the use of uplighters, to add to the relaxed atmosphere and tie in the subtle SmartFocus brand colour throughout. The reception room, where we enjoy our cocktails has an archtitectural alcove that looks out over the bustling street below. The apartment enjoys a fully operational service kitchen and staff quarters, enabling us to bring in a purpose built team from Nandy Jubany Catering. Our dining quarters will be enhanced with fresh white scented lilies, and powder blue peonies, crisp white linen, crystal glassware and fine silver cutlery. Table crystals and candles will reflect subtle light around the dining room.


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Spotlight on SmartFocus – using the iBeacons To make a more interactive event we will integrate four SmartFocus ibeacons. We plan to send guests links to various information as they move from room to room.

• At the entrance, to welcome guests and provide a translation app for those guests that would like to see their menu and marketing materials in their own language.

• In Sala Salon, by sending them a copy of the presentation so they can revisit this at a

later date.

• In Sala Tribuna, to feature a link to a clip from Nandu Jubany about how he develops his gastronomic creations.

• Finally upon departure, where we give each guest suggestions about cultural events and

sites they may want to visit next time they are in Barcelona. This last link will be especially curated by our exclusive venue partner, Heike Schwarz.

We will include information about how to download the app on the invitation under RSVP instructions. Not every guest will download it, as our delegates will be very busy in the lead up to MWC15. But those that do will enjoy a fuller experience, and demonstrate exactly why their customers would want to sign-‐up for their app. Ultimately, guests who are involved will have more fun, and be more likely to engage with you again in future.


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Logistics Below are the details about delivery of the solution. Staff -‐ 5 waiters, 2 hostesses and 2 mixologists 5 waiters provided by the catering company, Nandú Jubany 2 attractive and multi lingual hostesses and 2 mixologists: uniforms, materials for the cocktails are included, hosted by Drelux Bcn, people events, www.drelux.com *Checkmate to bring: First Aid Kit/Place Cards/Menus/Candles/Flowers/Vase/Crystals/Fairy Berries, gifts for the guests/*SmartFocus to bring: SmartFocus branded materials (business cards, information brochures, giant ipad (optional), napkins and tablecloth/runner, CEO presentation on powerpoint (laptop and USB), 2 badges for hostesses

Dinner Schedule Timing for the dinner: 8pm to midnight

What

Where When

Brief the staff

THE APARTMENT 7-‐7.30 pm

Guests Arrive: ENTRADA (Entrance)

7:30-‐8pm (30 mins)

Drinks Reception : -‐ Cocktails -‐ 1st Starter

SALA TRIBUNA ( R2) (Drink Reception)

8-‐8:45pm (45 mins)

Presentation: -‐ Gather up Guests -‐ 2nd Starter

SALA SALON (R3) (Presentation Room)

8:45-‐9:00pm (15mins) 9-‐9:25pm (40mins)

Dinner: -‐ Gather up Guests -‐ 3rd Starter -‐ 4th Main -‐ 5th Dessert

SALA BRUNCH (R4) (Dining Room)

9:25-‐9:30pm (5mins) 9:30-‐11 (1hr 30 mins)

After: -‐Tea/Coffee

SALA SALON (R3) (Presentation Room)

11pm-‐11:30

Guests Depart: ENTRADA (Entrance)

11:30-‐Close


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Floor Plan


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Dinner Requirements

Staff/People Time Activity Location Extra Details

Technician 4-‐5pm (1 hours)

Set up: Presentation/Lighting

SALA SALON (Presentation Room)

Checkmate 4-‐5pm (1 hours)

Set up: Décor/Table

Cleaning (included)

Kitchen Staff/Chef 3-‐12pm Prepare: x2 Starter Main course X2 Desert/Afters

ZONA PREPERATION CATERING (Kitchen)

Hostess x2 7-‐9pm (2 hours)

Attend: Arriving Guests

ENTRADA (Ground Level Entrance & Floor Level Entrance)

Provided by Drelux events people

Mixologist x2 7-‐11:30pm (4.5 hours)

Prepare: Drinks Reception Requests After Dinner Drink Requests

SALA TRIBUNA (Drink Reception)

Drinks Reception -‐ 45mins.

Provided by Drelux events people

Waiters/Waitresses x5

7-‐12pm (5 hours)

Attend: Guests Dinner requirements

SALA BRUNCH (Dining Room)

1 Waiter : 4 Attendees

Provided by Nandú Jumany, the catering company


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COCKTAILS (Sala Tribuna) As guests arrive we have hired a professional mixologist, from Drelux Bcn. A wide range of top shelf spirits and mixers will feature within our fully stocked cocktail bar. Guests can ask for their personalised cocktail by name, as we have all the classics covered (perhaps guests would like an Old Fashioned, or a Cosmopolitan). Alternatively, simply mention the flavour notes they enjoy, and our experienced barmen will prepare something bespoke. Please note our hostesses and barmen for the evening are multilingual, to anticipate any language difficulties.

iBeacon message (as guests arrive): Welcome to Urbane & Kult apartment (with a link to the website), please feel free to order a cocktail and mingle. We are in the Sala Brunch, for cocktails until 8.45pm. Also, we’ll share the link to a translation app. Guests can translate the cocktail menu, and dining menu into the language that is easiest for them to understand.

PRESENTATION (Sala Salon) The CEO presentation section of the evening will explain how by utilising ibeacons within your stores at strategic points (and by collecting proximity data), you can truly use this as a means for a better all-‐round service for your customer. You engage them, in your space, and in the moment, and that is a truly powerful tool. From a business perspective you can increase footfall, speed up purchase, measure impact of proximity marketing on social shares, and pinpoint your customers to micro locations. The bottom line, is that TRUE PERSONALISATION makes you more money, and not personalising your customers experience will affect your business and hurt your brand.

iBeacon message, as we enter the presentation room: A bio of Rob Mullen, SmartFocus’ CEO, and the SmartFocus journey.

Key information and method:

• CEO speech and presentation of video demo on large presentation screen. • Impressive statistics, and a mention about how SmartFocus has already revolutionised

sales at current client, House of Fraser. • Asking your reps to talk about all the ways that SmartFocus could benefit their business.

We will brief our hostesses to introduce guests to reps by name, and job title. • We would like the giant iPad to be in the alcove during ‘cocktail hour’ so that guests can

watch and discuss what they are seeing, leading to a Q&A open forum style following the presentation.

• Reps will have iPhones with downloaded app, to show guests how the beacons are set up to react to proximity.

• All guests will be given a presentation on a USB, as they leave the venue for the evening (we are attaching these to a box of Hotel Chocolat champagne truffles, as a little extra thank you for coming).


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FOOD & WINE PAIRINGS Heike suggested Nandu Jubany Events, as our caterers of choice, and upon seeing the menu we were happy to comply! We have chosen a ‘special’ menu, which consists of guests sharing 5 specially prepared taster courses – each one offering delightful gastronomic flourishes. The pre starter will be served with cocktails (8.00pm – 8.45pm), another 2 courses during the presentation (canapé style, between 9.00pm, and 9.40pm), and the final 3 seated courses at the dining table (9.45 – 11.00pm). We will finish with coffee and a goodie box of treats on the salon from 11pm. Nandu Jubany was awarded a Michelin star at his restaurant Can Jubany in the nearby Catalan county of Osona, and his work is appreciated and enjoyed daily by even the most discerning clients. Always looking for and finding the balance between the high quality traditional cuisine and a modern and bright, between complexity and subtlety. Under the baton of the chef, the land products pass from the forest and the vegetable gardens to the plate, with caring reinvented recipes for the smallest details; And always with local and seasonal products

iBeacon message, as we enter dining room: A link to Bio about Nandu Jubany, some prestigious events he has catered, and perhaps his thoughts on the inspiration behind 1-‐2 of the selected dishes.


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Sample menu


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Costs information: As we are hosting off site, we are required to pay translocation costs (to get kitchen utilities and cooking equipment across the city. The actual table service equipment (platters, cutlery, glassware are charged at 25 Euro per head, in addition to the menu. The food costs 115 Euro pp, which includes wine pairings over the course of the dinner, and coffee, desert and a goodies mad box to finish. Cocktails are supplied by our professional mixologists throughout the evening. For other budget information, please refer to budget breakdown on page 67. UPON DEPARTURE: Via the iBeacon, we will send each guest a link to an online webinar to refresh them on what they have been presented over the course of the evening. And suggestions for what they may like to see in Barcelona if they are staying on a few days, as curated by Barcelona local and expert, Urbane & Kult founder, Heike Schwartz. We will suggest…http://www.urbaneandkult.com/2014/11/19/v-‐c-‐a-‐luxury-‐taste/ ‘This event at Oriol Balaguer´s workshop has been chosen for the presentation of a project that has taken two years for brewing…sense and pleasure for the finest palates called “V & C”…Come and find out what it means….“V & C” is a limited edition of chocolates blended with fine wines from the Abbey Retuerta in Valladolid (Spain)’ To see a little more about Abbey Retuerta, an exclusive vineyard and venue please see…. https://www.youtube.com/watch?v=gvQZ2oXi4D0#t=190 We think this would be something that our guests may enjoy. To complement this suggestion, we will issue a departure gift -‐ a box of champagne truffles from Hotel Chocolat. In this way, you tie the experience (tasting the chocolate), and the personalised gesture (sending a link to another, more luxurious chocolate experience) together for more impact.

Luxuriously light and creamy truffles made with real champagne and cream for beautifully delicate flavours. In crisp

chocolate shells rolled in a little icing sugar for a touch of elegant hedonism anytime. http://www.hotelchocolat.com

Disclaimer: Website URL, and posts are referred to as at 08.02.15.


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Strategic Partnerships When we were approached to deliver the brief for SmartFocus, we knew that we wanted to engage local suppliers and experts – to deliver the best possible outcome, and inject some authentic Catalan flavour. Checkmate takes the time to research the best, and we have looked at many options before settling on the following partners. Official Venue Partner

When delivering a dining experience for delegates who are used to corporate hospitality, the venue needs to tick several boxes. We are very pleased to be working with Urbane & Kult, as we feel they can engage our dinner guests on a personal level. Luxurious surroundings are a given. Designer touches are expected. And ‘top-‐notch’ service is non-‐negotiable. From our first conversation, it was obvious that Heike and her team have their finger on the pulse, and are experts in their field.

Heike says, of her company ethos:

The city of Barcelona is our inspiration … we are passionate about its culture in all its expressions … art, design, fashion, and gastronomy …. and we look forward to sharing the city’s uniqueness with you, highlighting its old-‐world elegance, its many accents of modern luxury in all its concepts and forms, along with our exclusive offers. Far more than just a venue broker service, Urbane and Kult is a delight from a social marketing perspective. All contributors are present on the crucial media channels that our delegates use regularly to communicate with each other, and their customers. Checkmate actively chooses to collaborate with partners that offer a strong point of view, and impeccable taste. Heike’s blog posts serve to highlight all that is special about Barcelona. She really celebrates the city, regularly discovers fresh new talent, and interesting things to do and see. The apartment is available for private hire, as well as for commercial purposes so we, in turn, can boost awareness of Heike’s product. Further bookings could easily be generated on the back of our guests’ positive reviews to their friends, and industry peers. We are delighted to serve a mutually beneficial arrangement.


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Heike Schwarz Founder & Blogger Urbane & Kult by Barcelona City Agenda Blog: www.urbaneandkult.com/Facebook: es-‐es.facebook.com/UrbaneandKult Twitter: @UrbaneandKult Instagram: # urbaneandkult Heike twitter: @heikelovesbcn Heike Facebook: www.facebook.com/heikelovesbarcelona Heike Instagram: @schwarzheike

Official Catering Partner

For a dining experience, we actually looked at a few companies such as Singularis Catering and Paradis. Both companies are listed on evento plus and have experience with MWC events. However, we were recommended Jubany Events by Heike from Urbane & Kult, and on seeing the inventive menus on offer, we were sold. Visually, the gastronomic take on the classics is irresistible. Jubany Events’ special menus are delivered in such a way that guests are treated to a series of several taster courses over a long period of time. We felt we needed to be sensitive to the city in which we were hosting, and the way that Spaniards eat later in the evening and take their time to enjoy the meal and wine. This format actually suits our private dining experience beautifully, as to sit down for a typical (and sometimes heavy) 3 course meal late in the evening could make our guests rather tired, after a long day at the conference. This way, delegates enjoy different courses throughout the evening and are able to network with SmartFocus reps and other guests freely.


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We have spaced the courses out so that we serve one with cocktails, another two over the CEO presentation, and then are seated for the following 3 courses. Thereafter, people are able to leave with a complementary box of Hotel Chocolat champagne truffles. But if they would like to stay on for coffee/tea or another cocktail, they will be treated to ‘the chocolate galaxy with stones and soil’, and Jubanys signature ‘goodies mad box’ – colour us intrigued! In fact, all courses are equally exciting, and delivered by Nandu Jubany’s team with a sense of passion and imagination. Accepting our invitation, to sample his menu is, in Nandus own words ‘to explore and discover a new concept of taste’. His cuisine strikes a delicate balance between the high quality traditional cuisine and a modern and bright cuisine, between complexity and subtlety.

UniqueFlavoursome Tasteful / JUBANY EVENTS CTRA. DE SANT HILARI, S/N, CALLDETENES (BARCELONA), TEL 93 889 10 23 [email protected]


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Official Staffing Partner

Checkmate are delighted to work with Drelux BCN. They have a proven track record in high level corporate events. It is important to hire the right hostesses for our dinner, as they will be stationed at entrances and therefore give your guests the all important ‘ first impression’. By choosing hosts from Drelux BCN (as opposed to a more cost effective company), we can rely on them to represent the SmartFocus brand accurately. The staff we have chosen are multi lingual, which is helpful when dealing with high level executives from other countries. All staff at Drelux work their waiting / promotional shifts around their other studies, and professional interests. Many hold university degrees, or have business experience and several are former or part time models. We will brief them on your service, and our guest list (names and company) during staff training. Their commercial skills, paired with a high level of personal presentation means that they will greet guests in an appropriate manner.

Delux BCN -‐ Spain: Carrer Sant Elíes, 11.19, Despatx 103 – Barcelona, CP 08006Tel.: +34 933.285.743 Email: [email protected]


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SmartFocus Summit Party Description of the Brief Client SmartFocus

Lynton House 7-‐12 Tavistock Square London WC1H 9LT

Contact Charlotte Albrecht Tel: 020 7554 4500

Event The SmartFocus Summit Party SmartFocusGLOW

Date of Event Tuesday 3rd March 2015

Attendee Profile

Delegates attending the Mobile World Congress 2015.

Requirements

A cool venue with exciting entertainment. To ‘wow’ the attendees with the ibeacon technology, to create awareness and sales leads, to have a good time, to come away having learnt something and wanting to find out more, to provide guests and the SmartFocus sales and marketing team with the opportunity to network

Numbers

200 -‐ 250

Venue

Sala Razzmatazz S.L. Pamplona 88 1er piso 08018 Barcelona

Budget

£30,000 GBP to be split between: i) The SmartFocus Summit Party ii) The Fine Dining Experience


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Analysis of the Brief The overall purpose of the party experience is to host a ‘WOW’ inducing party in the centre of Barcelona, targeting attendees of the Mobile World Congress 2015. The party should be the ‘party that everyone wants to be at’ in a cool venue with exciting entertainment to create a buzz. We are also to showcase SmartFocus’ technology into the party experience with the aim to raise brand awareness and provide a networking opportunity for guests and the SmartFocus team. Guests are to leave the party with an understanding of the SmartFocus ‘Internet of Everything’ service and beacon technology. To have people talking about beacon technology and sharing their knowledge with their colleagues and social media platforms. Furthermore, we are to create opportunities for SmartFocus to develop new relationships leading to an increase in sales leads and visits to the SmartFocus Innovation Centre in London. Key objectives

• Host a ‘WOW’ inducing party in the centre of Barcelona, targeting attendees of Mobile World Congress 2015

• Get people talking about SmartFocus’ services and showcase their beacon technology leading to a better understanding

• Increase in brand awareness and new relationships, to boost visits to the SmartFocus Innovation Centre in London

Headline KPI’s SmartFocus specifically requested the party experience to be ‘The New Black’, guests are to leave the venue feeling they attended the ‘it party’ of MWC 2015. We aim for guests to chat, tweet, post and blog their experience over all social media platforms. Guests should also leave the venue with the awareness of the SmartFocus brand and an understanding of beacon technology. The guest journey should inspire further conversation with the SmartFocus team and opportunities for relationship building. This will be measured by the contact (email, phone call) made by guest companies to SmartFocus within 2 weeks of the event.


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The Proposal ‘SmartFocus GLOW Party’

Checkmate hopes to meet the objectives set by SmartFocus by hosting an awe-‐inspiring party, where guests journey through the evening by the use of SmartFocus’ iBeacon technology. Guests will experience a night to remember by blending one of Barcelona’s hotspot venues, real-‐time experiential installations and exclusive VIP GLOW event.

The ‘finishing touches’ include:

• UV face/body painting • DJ • Free Jaegermeister shots • Open bar

The guest journey will enable guests to interact with the SmartFocus team in a fun and personalised way, allowing future ‘connections’ to be made. Guests will be able to visualise how the technology can be used within their own marketing campaigns and encourage them to share their experience with their own colleagues and industry peers, increasing bookings to the SmartFocus Innovation Centre in London.

Furthermore, the technological elements of the party will underpin the ‘Global connections on a personal level’ concept and the ‘Glow’ theme will add the finishing touch, allowing guests to truly experience the party through sight, touch and sound.

Overall, we envisage that by combining all the technology elements with a great DJ, open bar and all together amazing night out, will leave a lasting impression on your guests’ minds. SmartFocus will be remembered for hosting the party of MWC 2015!


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Production

Venue

We have secured two lounges in one of Barcelona’s leading clubs in the centre of the city, Sala Razzmatazz Club, a prominent venue in both the national and international club arena. Sala Razzmatazz Club is located in a unique building amidst the industrial landscape of the city, with easy transport routes ensuring a stress-‐free journey for the MWC 2015 delegates.

The club was established in 2000 and has since hosted a range of parties, fashion shows and galas but is most recognised for hosting music events for both well-‐known and upcoming artists. With five different spaces open to the public throughout the week, Sala Razzmatazz has been witness to the best international and national artists on genres likes pop, rock and electronic music. Artists such as Coldplay, The Strokes, Kanye West, Blur, Artic Monkeys, Mark Ronson and The Hives to name a few have performed here. By choosing Sala Razzmatazz we hope to encourage MCW 2015 delegates to join SmartFocus for a one of a kind ‘SmartFocus GLOW Party’ experience.


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The two rooms we have secured are located on the 2nd floor of the club -‐ R2 and R3 plus a Terrace exclusively for Party use only. R2 – Main Room

R2 – Main Room from the stage

R3 – VIP Room


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R3 –VIP Room

The below listed venue riders are inclusive with the venue hire

• Venue/stage with sound, lighting and visual systems (rider in house) • Sound, light and visuals technicians • 2 screens plus 3 projectors • DJ • 6 bar tenders (3 bars) • 2 cloakroom attendants • 4 security staff • 1 cleaner • 1 venues staff member • 2 production staff


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Details of the party

Puffersphere -‐ The core focal point of the party will be a Puffersphere (360 degree projection within a large balloon) in the centre of the dance floor. This will incorporate a bespoke design portraying a glowing world globe with SmartFocus flashing ‘double dots’ logo placed in the major cities of the world. The image will reinforce our key message of ‘Global connections, on a personal level’. The Puffersphere projector can also project various videos and images to demonstrate the services that SmartFocus offer. This will assist with raising positive brand awareness for SmartFocus. The Puffersphere is the ultimate digital focal point and will create a unique feel to the party and bring excitement to the event. The SmartFocus name will stand out from the crowd and guests will leave the party with a better understanding of beacon technology, and how it can benefit their own company’s and personal lives.

Here is an example of the Puffersphere in action!

Here is an example of SmartFocus bespoke design!


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The Spray Paint Wall -‐ An interactive Graffiti Wall projection, allowing guests to take fun photos of themselves that they can then paint, draw, personalise and upload to social media sites. All photos will be uploaded to the SmartFocus Facebook site and Pinterest pages after the event. The Spray Paint Wall is a state of the art digital graffiti solution that is truly innovative and a great way to increase brand awareness whilst entertaining guests. There are numerous options we can select with this feature, such as custom stencils guests can ‘graffiti’ or perhaps free hand graffiti. For the SmartFocus GLOW Party we have selected the photo mode option where guests can select various hotspots around the world as their background, with the SmartFocus name superimposed in the bottom right hand corner of the photo. Guests can also add fun accessories to their photos which, by using modified spray paint, can spray paint to add their own creative mark! By creating this bespoke solution guests can take photos in front of the Eiffel Tower, Pyramid of Giza and the Great Wall of China all in one evening, which they can send off to their family and friends. This strengthens our message of ‘Global connections, on a personal level’ and the SmartFocus brand.

Here is an example of the Spray Paint Wall in action!


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UV face painting and body art – A youthful, vibrant face painting team of UV artists will be located in the VIP area. Guests can have special UV paint designs applied to their skin to enhance their SmartFocus GLOW Party experience. Guests can only access the VIP area by receiving the secret code from a SmartFocus rep and we hope to draw crowds to the VIP area by implementing this exciting activity and creating a buzz to the party.

Here is an example of the three hostesses in action!

Hostesses – Three hostesses will be roaming around the party venue serving free shots of Jagermeister and will be painted with inspiring images on their arms and faces to intrigue our guests. The hostesses will be asked to engage guests and rouse their interest of the VIP area, with the end result being an introduction to a SmartFocus rep. SmartFocus GLOW party guests will be encouraged to spend one-‐on-‐one time with a SmartFocus rep at some point in the evening, by the use of beacon technology and the hostesses. Guests can only access the VIP area with a secret code obtained from a member of the SmartFocus team.


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The secret VIP GLOW experience -‐ Guests who interact with a SmartFocus representative will be sent a secret password via an iBeacon which will allow access to the exclusive area. Guests will be offered a welcome glass of quality Catalan Cava and can relax while getting painted by our UV artist team. The VIP area will have a more laid-‐back feeling where guests can sit down on colourful LED cubes and beanbags. Branded SmartFocus napkins will be handed out to guests with their Catalan Cava for guests to rest on mirrored LED tables.

Live screens – Both rooms have access to live screens where we plan to display facts and information collected from guests during the app registration process. The displays will showcase brief and eye-‐catching slides on how SmartFocus technology works and facts about the guests. For example: “Did you know that 40% of party guests are female” and “59% of all attendees are under 30” . Another example: “75% of guests travelled outside of Spain and of this figure 50% will come back to Barcelona for a holiday”. The information collected will be relevant to the Global connection & GLOW theme. D.J. – we have secured reputed Plexiglas D.Js; an experienced duo, Alex. T and Carlos G. have cooperated with the best clubs in Barcelona such as Razzmatazz. They have also in the past entertained guests for well-‐known brands, such as, Google and Ericsson. We are confident Plexiglas D.Js will have SmartFocus GLOW guests busting moves on the dance floor into the early hours!


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Spotlight on SmartFocus – Utilising the iBeacons We propose to strategically place iBeacons throughout the venue with the aim to create both a client journey and allow your reps an opportunity to engage with your guests. In addition to the placements of the iBeacons we have outlined a timing schedule of when the iBeacons will transmit unique messages to your guests. This is to ensure we can influence for the most part the client journey and make the best use of your unique service. A floor plan of the venue, Razzmatazz Club, can be seen on the next page with the ‘iBeacon’ areas identified and below is the detailed timing schedule: 9:00 to 10:30 – iBeacon 1 (x1) will be placed at the party entrance and will transmit a ‘Welcome to the SmartFocus Glow party’ message 9:00 to 11:00 – iBeacon 2 (x2) will be placed at the two bars and will transmit a ‘Here is the password to receive your free drinks -‐ ………’ message 10:30 to 1:00 – iBeacon 3 (x2) will be placed in the two restrooms of the main area and will transmit a ‘Find a SmartFocus rep to gain access to the VIP experience’ message 10:30 until shots run out – iBeacon 4 (x3) will be placed directly on our 3 hostesses and will transmit a ‘Keep an eye on the screen, you don’t know what you will discover’ message 10:30 to 1:00 – iBeacon 5 (x20) will be placed directly on the SmartFocus reps and are to only be switched on when guests finish chatting with the reps. The message will transmit a ‘Join us in the VIP room for the SmartFocus Glow experience, code for access is ……..’ 9:00 to 2:00 – iBeacon 6 (x1) will be placed next to the Graffiti Wall and will transmit a ‘View the awesome photos of tonight at SmartFocus Facebook page’ message 10: to 2:00 – iBeacon 7 (x1) will be placed at the entrance of the VIP room and will transmit a ‘Welcome to SmartFocus Glow VIP area’ message


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Sala Razzmatazz Floor Plan


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SmartFocus GLOW Party -‐ Guest Journey

Welcome to the party!

As guests arrive they will be welcomed by a vinyl banner displaying ‘Welcome to SmartFocus GLOW 2015’ and three hostesses who will be handing out blue wristbands super-‐embossed with #SmartFocusGLOW. Hostesses will also encourage guests to download the SmartFocus GLOW applications before entering – if they have not done so already. The hostesses will explain to guests that the application is required to fully immerse themselves into the SmartFocus GLOW experience. The hostesses will tempt guests with our concept and mention two special words ‘Free drinks’! The application process will be set up to be quick but at the same time capture sufficient information to allow SmartFocus to showcase how the data can be used via their omni-‐channel service. The data captured will be displayed on the two live screens throughout the evening in both the main room and the VIP area. Sample of SmartFocus GLOW Application registration screen: -‐-‐ Questions can be amended to reflect any criteria -‐-‐


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Sample of the information displayed on the live screens

Let’s Party! Once guests pass the venue entrance they can relax by enjoying free drinks from the two open bars situated on either side of the main venue – ensuring waiting periods for drinks are minimal and fuss free. This will be the perfect opportunity for guests to network with the SmartFocus Team and amongst themselves. The D.J will be raising guests spirits with ‘wicked tunes’ which we are confident will inspire guests to ‘shake it off’ on the dance floor, and let’s not forget the added entertainment we have on offer to amuse. The Puffersphere and Spray Paint Wall will be available from the start, delighting guests who may require some liquid courage before freeing their own ‘John Travolta or Beyoncé’. Meet the SmartFocus Team! The SmartFocus Team and hostesses will be easily identified by glowing badges allowing guests the opportunity to learn more about your unique service and forming new relationships. Guests wanting to experience the GLOW VIP experience will be directed to the SmartFocus Team from 10:30pm onwards by iBeacon 3. This will provide the perfect opening for the SmartFocus Team to start significant conversations with guests. We encourage the SmartFocus Team to exchange contact details with guests via the SmartFocus GLOW Party application at this stage or perhaps arrange future meetings. This opportunity allows one-‐on-‐one time with your guests, and is the perfect occasion to raise awareness on the SmartFocus brand and get those sale leads. After Party! The buzz created from the SmartFocus GLOW Party will ensure the social platforms are filled with photos and comments of the ‘ it party of MWC 2015’ Finally, new relationships and sale leads will be followed up by the SmartFocus Team and bookings to the SmartFocus Innovative Centre in London will be streaming in.


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Logistics Below are details about delivery of the solution :

• Staff – 6 bar tenders, 2 cloakroom attendants, 4 security staff, 1 cleaner, 1 venue staff member, 2 production staff, 1 DJ provided by Sala Razzmatazz.

• 3 multi lingual hostesses – 2 female and 1 male provide by Golden Goose Events: http://www.golden-‐goose-‐events.com/

• 1 additional member of production staff to operate PufferSphere provide by: Alter3sesenta: http://www.alter3sesenta.com/ and 1 additional production staff member to operate The Spray Paint Wall provide by: Spray Paint Wall

• 2 UV paint artists by: Painted by Pixies

*Checkmate to bring: First Aid Kit/fish bowls/blue carpet and ropes/LED cubes/Mirror tube tables/Large bean bags /Fairy Berries/Branded napkins/additional UV lights/ Vinyl banner/ Wristbands (embossed #SmartFocus) & Glow badges for hostesses & the SmartFocus team *SmartFocus to bring: SmartFocus branded materials (business cards, individual iPads (optional) All teams working on site:

Tuesday 3rd March 2015 Location: The

Razzmatazz Club

Team's Number of people Event Management Team / Client 28

CheckMate 8 SmartFocus 20 Venue Staff 17

DJ 1 Bar tenders 6 cloakroom 2 Security 4 Cleaner 1

Venue Staff 1 Production staff 2 Third Parties 7 Hostesses 3

Puffersphere Staff 1 Graffiti Wall Staff 1

UV Artists 2 Total: 52


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Function Sheet for “SmartFocus GLOW” Party

Location: Sala Razzmatazz Club Tuesday 3rd March 2015

Time Item People/What Location

08:45 n/a (x8)Checkmate Team & (x2) production staff

arrived on site Sala Razzmatazz Club

09:00 n/a Split into groups Sala Razzmatazz Club

09:00 -‐ 12:00 Set up Puffersphere (360 projector)

(x2) production staff + (x1) Checkmate staff

R2 -‐ Main Party Room

09:00 -‐ 12:00 Set up Motion Sensor

Graffiti Wall (x2) production staff + (x1) Checkmate staff

R2 -‐ Main Party Room

12:00 -‐ 12:15 Short break n/a n/a

12:15 -‐ 13:00 Set up Feed screen/

projectors (x1) Production team

R2 -‐ Main Party Room & R3 -‐ VIP Room

12:15 -‐ 13:00 Set up Black lights

spotlights (x1) Production team & (x2) Checkmate team


13:00 -‐ 15:00

Set up Poseur tables + high chair / bean bags/

comfy seats / VIP entrance doorman

(SFrep) / blue carpet / Flashing glow marbles

(x2) Production team & Checkmate team

R2 -‐ Main Party Room & R3 -‐ VIP Room / Terrace

15:00 -‐ 16:00 Lunch break n/a n/a

16:00 -‐ 17:00 Set up Bars (x7) Venue Staff + Checkmate Team

member supervision


17:00 -‐ 18:00 Sep up position of iBeacon's and test

Checkmate Team + SmartFocus team

support

R2 -‐ Main Party Room & R3 -‐ VIP Room / R2 -‐ WC

/


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18:00 -‐ 18:20 Final touches Production team & Checkmate team


/

18:20 -‐ 18:50 Team Meeting and final

brief! Checkmate team & SmartFocus Team

R3 -‐ VIP Room

18:50 -‐ 19:00 Short break n/a n/a

19:00 -‐ 20:00 Walk through whole

experience from start to end.

Checkmate team R2 -‐ Main Party Room & R3 -‐ VIP Room / R2 -‐ WC

/

20:00 Security staff (x4) Security staff in

position

Sala Razzmatazz Club / R2 -‐ Main Party Room &

R3 -‐ VIP Room

20:00 -‐ 20:30 UV Artist (x1) UV Artist arrived &

set up The Razzmatazz Club / R3

-‐ VIP Room

20:00 -‐ 20:30 DJ DJ sound check & set up R2 -‐ Main Party Room &

R3 -‐ VIP Room

20:30 -‐ 20:55 Hostesses

(x3) Additional staff arrived and have brief

with member of Checkmate

Sala Razzmatazz Club / R2 -‐ Main Party Room &

R3 -‐ VIP Room

21:00 Everyone ready and in

position

SmartFocus support team / Checkmate team /Hostesses / DJ / Bar tenders / Venue staff / Security / Production

team / cleaner


/ Terrace

21:00 Registrations start Checkmate team /

Security staff Main entrance of Razzmatazz Club

21:00:00 -‐ 22:30

(x1) iBeacon 1

(1x) Checkmate member set up "Welcome to

SmartFocus GLOW party" notification On

Door from terrace to venue

21:00 -‐ 22:30 Hostesses (x3) Hostess staff

engaging with guests etc. R2 -‐ Main Party Room /

Terrace


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22:30 24:00 Hostesses (x3) Hostesses start walking around and

offering Shots


21:00 -‐ 02:00 (x1) iBeacon 6

"View the awesome photos of tonight at SmartFocus Facebook page" notification On

R2 -‐ Main Party Room / Motion Sensor Graffiti

Wall

21:00 -‐ 23:00 (x2) iBeacon 2 "Here is the password to receive your free drinks"

notification On

R2 -‐ Main Party Room / Two Bars

22:00 -‐ 02:00 (x1) iBeacon 7

(1x) Checkmate member set up "Welcome to

SmartFocus GLOW VIP area"

R3 -‐ VIP Room

22:30 -‐ 01:00 (x2) iBeacon 3

"Find a SmartFocus REP to gain access to the VIP experience" notification

On

R2 -‐ WC

22:30 (x3) iBeacon 4

(1x) Checkmate member set up "Keep an eye on the screen, you don't know what you will

discover" notification On

iBeacon directly placed on 3 hostesses / R2 -‐ R2 -‐ Main Party Room & R3 -‐

VIP Room

22:30 -‐ 01:00 (x20) iBeacon 5

(1x) Checkmate member set up "VIP room for the

SmartFocus Glow experience, code for

access is…" notification On

iBeacon directly placed on SmartFocus reps and they are only switched on when guests finished chatting with the reps / R2 -‐ R2 -‐ Main Party

Room

00:00 Hostesses (x3) Hostesses finish

work The Razzmatazz Club

02:00 Party END The Razzmatazz Club

02:00 Big Clean up

All team members are responsible for cleaning and taking down sets and

décor

The Razzmatazz Club


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SWOT Analysis Strengths

• Checkmate agency has been established for 4 years, and has delivered more than 100 quality events for our partners

• We have local knowledge, as a number of our team have been to Barcelona • We have a very strong product / service to offer • We have a strong creative team, and ideas around marketing • We have the budget to offer both parties on an invite basis (guests do not pay anything

to attend, which is an attractive USP) Weaknesses

• We are required to arrange two events simultaneously (need double the staff on the ground)

• Checkmate do not have an office in Barcelona, so we have to find reputable partners, or outsource to an events company in the city.

• Limited budget • Very short lead time for 2015

Opportunities

• We have the means to deliver a party for 250 – 300 guests • We can significantly raise the profile of SmartFocus, without them having to pay to

exhibit at MWC15. • To work with partners in Barcelona, who know the city and can offer us insider

knowledge about catering companies / trends / venues / production teams etc • To develop a programme of events that can be replicated in other cities

Threats

• Other parties on the same evenings • Guests being double booked • Higher profile companies that are well established


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Marketing Strategy Checkmate have devised a marketing strategy for both the party and the dinner to maximise reach of both events. We will target prospective attendees before, during and after the events via social media platforms, press, email and bespoke printed invitations. Communication across all platforms will hit the right tone, in keeping with SmartFocus’ brand and tone of voice and to encourage engagement, sharing, attendance and sales leads. ‘At Home in Barcelona’ – Private Dining Experience In advance of the dinner Invitation: The objective is to execute a private dining experience, delivering an intimate and relaxed dinner for senior delegates. In this particular environment, a direct sales pitch is to be avoided, and instead a networking opportunity for key decision makers from a range of industries, allowing them to feel inspired by what SmartFocus have to offer. We understand that the key outcome from the dining experience is follow up meetings at SmartFocus offices globally, with an interest to seeing those meetings develop into a strong client relationship. Ahead of the dinner, a bespoke printed invitation will be mailed to attendees, as well as a digital ‘Save the Date’ sent to the attendee and their PA. As part of the invitation, delegates will be offered the opportunity to download the app in advance, however this is not essential as they will also be able to access the app on the day. The printed invitation will also include additional information on Smart Focus and directions to the venue. Social Media: Due to the exclusive and private nature of the dining experience, no contact between SmartFocus and the guests will be attempted on any social media platforms. This is to maintain the discretion of our attendees and the air of exclusivity surrounding the event. Two weeks before the dinner A reminder email will be sent to the PAs of the dinner guests, including additional information regarding timings and the general flow of the day, menu and the request of dietary requirement feedback. Post dinner At the end of the dinner, guests will receive a link to an online webinar via the iBeacon. The purpose of the webinar is to give delegates a take away from the evening's presentations, as well as suggestions on things to see and do in Barcelona during their stay. 5 days after dinner The guests will receive a digital invitation to the SmartFocus Innovation Centre in London, to arrange a deeper understanding of their marketing strategy.


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‘Smart Focus GLOW’ -‐ Party The marketing strategy we have devised for the party is different in focus to the dinner, as we have understood that the objective is creating a buzz around the event, pre-‐party, during and after. The party is a platform for initiating interaction between guests and iBeacon technology, generating conversation, education and the desire to share the amazing things they have experienced with their networks. Essentially, the party must be omni-‐channel, enjoyable, shareable and memorable. To achieve this, the marketing surrounding the party should be global, and in keeping with our objectives of excitement and shareability. In advance of party Press Release From our extensive research of Mobile World Congress, we have compiled an extensive list of technology publications and journalists who covered MWC14, as well as retail trade publications such as Retail Week, Retail Focus, The Grocer and Marketing Week. We will send out a press release to all of these publications -‐ this will aid us in getting a wide reach of press coverage of the party, and Smart Focus itself, getting to word out to prospective attendees. During the party

The key facilitator of online ‘party buzz’ is ensuring we Live-‐Tweet the event. Tweets on the evening will be managed by SmartFocus/Checkmate throughout the evening, ensuring the hashtags #MWC15 #SmartFocusGLOW are used. This will allow guests to follow other attendees experiences, and will provide a live dialogue for those who perhaps couldn’t attend, amplifying the reach of the event far beyond those who are physically there and allowing them to follow the action. Live-‐Tweeting using the event hashtags will allow SmartFocus/Checkmate to maintain omni-‐channel customer service, enabling response to queries and provide support/live replies. Members of the Checkmate team will also be recording short (high res) smartphone videos with the intent of uploading highlights to SmartFocus’ Youtube channel (post event). Recording the action-‐taking place will remind attendees what an awesome party it was and encourage others to attend in future.


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After the party The wide coverage across many social platforms will allow us to increase awareness, stimulate engagement and sustain the event buzz long after the party has finished. The photos taken from the Graffiti Wall will be uploaded to the SmartFocus Facebook and Pinterest pages, with links from Google+ and Twitter directing visitors to those photo albums. We will also follow up on tweets post event, continuing the excitement of the party, to ensure the event reaches a much wider, global audience beyond the party itself. Monitoring social media response will also provide valuable insight into what guests liked and disliked, allowing for any necessary adjustments to be made for the 2016 event/annual roll out of event in different locations.


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SHOWSTOPPERS PRESS LIST

This details publications and journalists who covered MWC14 – please see Appendix D

We will also target influential online publishers/bloggers in the tech industry who specialise in covering networking events, parties and networking opportunities happening during MWC week. One example is Rudy De Waele, a Digital Transformation Strategist, Keynote Speaker, Author and Curator, who runs m-‐trends.org, a blog specialising in mobile media lifestyle. Rudy compiles lists of events running during MWC week and publicises them on his blog and Twitter profile, which holds over 13,000 Twitter followers. This will ensure we are reaching those who are likely to be visiting MWC and are planning their schedule of social events in advance.


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Social Media To publicise the party, we will use different social media platforms, to generate a pre-‐party buzz and allow us to monitor guest attendance. We will use our own hashtag set up for the event, #SmartFocusGlow as well as #MWC15 to ensure maximum reach to those already using the MWC hashtag. This will also allow us to monitor social media response pre, during and post event, and provide live ROI data for potential sales leads and general party success analysis. Twitter, Facebook, LinkedIn and Google+ The pre-‐event social media campaign will be run by SmartFocus or Checkmate -‐ sending tweets from SmartFocus’ global Twitter accounts, directing #SmartFocusGLOW tweets advertising the party to those already searching Twitter feeds for #MWC15 and ‘party’.

Tweets will encourage retweets (RTs) in exchange for free drinks on the night. The tweet will also link through to the Smart Focus GLOW eventbrite sign up page. Facebook posts will be sent from SmartFocus’ business Facebook account. The exciting wall posts will draw people in, with the promise of downloading the app in exchange for free drinks at the party acting as an incentive for users to share the post with their friends and colleagues who may also be attending MWC15, increasing reach via shareability.


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LinkedIn posts will be sent from SmartFocus’ business account. This tactic is employed to reach direct industry networks and increase sharing amongst SmartFocus’ 7,647 followers.


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Google+ posts will be sent from SmartFocus’ business account. This tactic is employed to reach direct industry networks and encourage sharing amongst SmartFocus’ 2,403 followers.


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Eventbrite An event listing will be created Eventbrite to promote the event and provide more indepth event details, and will also manage RSVPs, allow us to gauge who is coming.


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Enjoy MWC

We will create an event listing on ‘Enjoy MWC’ -‐ an app engineered to live stream best #MWC15 events with full scheduling and location data. This app allows people to add events they’d like to attend to their schedule and discover who is going.


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Risk Assessment -‐ Private Dining Experience


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Risk Assessment -‐ SmartFocus GLOW Party


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Budget SmartFocus have cited that their total budget for both events, SmartFocus Party and Private Dining Experience, is to be £30,000. Additionally it is Checkmate’s discretion as to how the funds are to be spent between the two events. SmartFocus have also stated they are looking for creative ways to spend their funds. Checkmate hope to deliver on this and believe we have captured both the finanicial and creative objectives as detailed in the budget breakdown provided below. It is important to be aware that any quotes Checkmate received from Spanish suppliers and services have been converted from Euros to GB Pounds on the 06 February 2015 on a conversion rate of 0.74 Euros to GBP Overall Cost Breakdown Dinner £6,135.65 Party £22,104.88 Total £28,240.53

22%

78%

Overall Cost Breakdown

Dinner

Party

Dinner = £ 6,135.65 Party = £22,104.88 Total cost = £28,240.53


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Private Dining Experience Breakdown

21%

60%

7%

6% 6%

Dinner Cost Breakdown Dinner Venue

Food & Drinks

Design & Décor

Prin�ng & Promo�on

Con�ngency -‐ 5% & Event insurance

Total cost = £6,135.65

Dinner Venue £1,292.49 Food & Drinks £3,649.48 Design & Décor £441.60 Printing & Promotion £364.67 Contingency -‐ 5% & Event insurance £387.41

£6,135.65


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Private Dining Budget Private Dining Experience Wednesday 4th March Urbane & Kult apartments Budget based on 20 attendees Venue Cost VAT Total Venue rental fee £928.52 £185.70 £1,114.22 Venue rental fee for additional 2 Hrs £148.56 £29.71 £178.27 Catering & Beverage Food + wine x 20 (€140.50 pp) £2,095.84 £232.87 £2,328.71 Cocktails x 20 (€20 pp) £297.13 £59.43 £356.56 Kitchen equipment + transport £445.69 £44.56 £490.25

Hostess x 2 (2 Hrs) / Mixologists x 2 (4.5 Hrs) £430.88 £43.08 £473.96

Design & Décor Aqua Balls £3.50 £-‐ £3.50 Vases £30.00 £-‐ £30.00 LED tea lights £8.98 £-‐ £8.98 Flowers £90.00 £9.00 £99.00 Uplighers x 2 £37.42 £-‐ £37.42 Scatter crystals £4.00 £-‐ £4.00 Candles x 4 £80.00 £-‐ £80.00 Bathroom Kit £60.00 £-‐ £60.00 Music £74.28 £7.42 £81.70 Tablecover / Tablerunner / linen £37.00 £-‐ £37.00 Printing and Promotion Production and wifi £149.70 £14.97 £164.67 Luxury gifts + USB presentation £200.00 £-‐ £200.00 Miscellaneous Contingency -‐ 5% £256.08 £31.34 £287.41 Event Insurance £100.00 £-‐ £100.00 TOTAL £5,477.58 £658.08 £6,135.65


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SmartFocus GLOW Party Breakdown

Party Venue £4,088.35 Beverage £10,729.58 Design & Décor £1,133.92 Entertainment & Productions £4,332.70 Printing & Promotion £482.00 Contingency -‐ 5% & Event insurance £1,338.33

£22,104.88

18%

49%

5%

20%

2% 6%

Party Cost Breakdown Party Venue

Beverage

Design & Décor

Entertainment & Produc�ons

Prin�ng & Promo�on

Con�ngency -‐ 5% & Event insurance

Total cost = £22,104.88


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Party Budget

Budget based on c. 270 attendees Cost Vat Total Venue -‐ Venue rental fee £3,008.39 £334.26 £3,342.65 Hostess x 3 £250.70 £-‐ £250.70 WI-‐FI booster for 270 people £450.00 £45.00 £495.00 Beverage

Open Bar Service -‐ 3hrs (270 x €38) £7,261.23 £1,210.21 £8,471.44

Catalan Cava (€34 x 80 bottles) £1,683.70 £336.74 £2,020.44

Jägermeister (€40 x 8 bottles) £198.08 £39.62 £237.70

Design & Décor Blue carpet & ropes £135.00 £135.00 Fairies berries £80.00 £-‐ £80.00 Branded napkins £133.42 £-‐ £133.42 LED cubes x 9 £315.00 £31.50 £346.50 Fish bowels x 4 £12.00 £-‐ £12.00 Mirror tube table x 3 £165.00 £16.50 £181.50 Large bean bags x 3 £105.00 £10.50 £115.50 UV Light X 6 £108.00 £22.00 £130.00

Entertainment -‐ band/magician/ etc UV paints £127.70 £-‐ £127.70 UV artist x 2 for 4hrs £600.00 £-‐ £600.00 UV artist x 2 food & soft drink £30.00 £-‐ £30.00

Printing and Promotion Vinyl banner at entrance £50.00 £-‐ £50.00

Wristbands (embossed #SmartFocusGLOW x 300 £162.00 £-‐ £162.00

Glow badge X 30 £270.00 £-‐ £270.00 Productions Puffersphere £2,000.00 £200.00 £2,200.00 Graffiti Wall / photo mode £1,250.00 £125.00 £1,375.00

Miscellaneous Contingency -‐ 5% £919.76 £118.57 £1,038.33 Event insurance £300.00 £-‐ £300.00 TOTAL £19,614.98 £2,489.90 £22,104.88


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Summary and Success Criteria

S ignificant increase in sales M arketing to promote brand awareness A pp data collected to follow up guest information R elationships created within the industry T hought leaders F ollow-‐ups at the SmartFocus Innovation Centre O mni-‐channel service C ontext aware marketing in a mobile world U nique selling point S uccessful future

We are dedicated to achieving success for our client and believe we have delivered the objectives in the following ways:

At SmartFocus GLOW party, we have created a fun and interactive format. This will showcase the beacon technology, and have guests interested and buzzing about the SmartFocus brand.

We will encourage people to enter various personal data via the mobile app to complete their SmartFocus journey, allowing post party contact. Party guests will be spreading the SmartFocus name and looking forward to SmartFocus GLOW 2016!

For the dining experience, 'At home in Barcelona' provides an escape from the busy corporate world for senior delegates. Guests will be able to network and relax in luxury surroundings, and savour food and wine pairings designed by a Michelin star chef. The ‘At home’ concept can be replicated worldwide -‐ At home in London, Paris, New York …

Guests will be so impressed with their overall experience and new beacon knowledge they will be rushing to book their visit to the Innovation Centre! SmartFocus will be established as thought leaders, providing the optimal multi-‐channel service within the industry.

Thank you for your time and ... Welcome to the party!

Your brand, your event, your move CHECKMATE


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Appendix Appendix A: Venues for dinner When we were doing the research for venues we were shortlisting between the apartment, super yacht and Casino de Barcelona.

1. Superyacht

One of the reasons we didn´t choose the super yacht is because it exceeded the budget, more than 9000€ with VAT, so finally we chose the luxury apartment. The venue was hosted by Marina Port Vell: http://www.marinaportvell.com/en Located within the Port of Barcelona, and boasting state-of-the-art facilities, the transformed Marina Port Vell will offer an ideal berthing destination for super yachts up to 120 metres.


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2. Casino de Barcelona

We were interested as well in celebrating the dinner in “Casino de Barcelona” www.casino-barcelona.com because it is centrally located and within budget, (please have a look at the budget proposal below). But finally we discarded it, as we didn´t feel that the venue was particularly unique for this occasion and the menu was not special enough. Total budget for the menu, 60 € per head x 20= 1200 € 2 mixologist: 300€ Exclusive Venue Rent: 600 € 5 Waiters: 600€ Total for menu, venue hire and staff (excluding hostesses) 1200+ 1500 €= 2700€ (including VAT)


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Appendix B: Bespoke Menu Option There was a discussion we had, about offering dinner guests a bespoke menu. This was a take on the idea of ‘true personalisation’, which is the essence of the SmartFocus service. We discussed this concept with at least 3 suppliers in Barcelona (eg. Boo Beach). They said that it was an exciting idea, and would likely be deliverable following a meeting / conference call to discuss the finer details. We felt it would be unprofessional to use any more of their time, without a deposit to secure catering services and therefore do not have final quotes for this option. THE CONCEPT Pre Event

• Every guest would RSVP and fill in a survey, once they had downloaded the app. • This survey would give 6 -‐ 8 multi choice questions about guest flavour preferences. • The flavour options on the survey would come from a total of 20-‐25 key ingredients. We

need to give our chef a finite number of ingredients so that he can give an approximate quote per head.

• The flavour combinations from each guest would be given to our chef in advance. His / her team would then create 3 bespoke courses for each guest (cocktail, starter and main).

At the Event

• Each guest receives a meal that is completely personalised in regard to flavour combinations, and plate presentation.

• An iBeacon at the entrance to the dining room, would ‘ping’ a message to all guests ‘Welcome to the SmartFocus dining experience, the physical realisation of the flavour options you chose via our application. Please see the link to your personalised menu’.

• SmartFocus reps can explain over dinner, that a similar service can be replicated in place, and in time for their customers, provided they are ‘heavy users’ of the app. That is, information about what they’ve been browsing via the app, are sent back to the client as smart data. This data is translated, and can ensure that you offer your customers the item they want, when they want it.

Post Event

• An iBeacon at the exit, will ‘ping’ a message to each guest, giving them the instructions on how to make their personalised cocktail at home.

Please note that this concept rests on the assurance that all guests will download the app, and answer a short survey in regard to their flavour preferences. Given the lead time, we feel that we did not have enough time to figure out a way to ensure this happened. It would likely involve a more detailed invitation process.


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Appendix C: ISO 20121 Event Sustainability Management System Sustainability is about how an organisation continues to run its activities in a commercially successful way whilst contributing towards a stronger and more just society and reducing its impact on the environment. To achieve ISO 20121, an organisation will need to demonstrate that it has considered within its management system all key financial, economic, social and environmental issues relevant to its operations. Although not part of the brief, we as a company believe that the event sustainability management system is an integral part of the event management process.


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Appendix D: Showstoppers Press List


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