The "Meet Our Customers" area provided yet another outlet for customers and prospects to connect and talk candidly about their experiences with SAP. It also allowed current customers to provide positive reviews of products they use and convey their excitement firsthand. SAP signed up 195 current clients for 30-minute reference discussions to share their experiences.

Intelligence Note:

Brainstorm what specific groups of people need to intersect, and consider designating an area at your conference that makes it easy for them to find each other. Connect people with their peers who aren't there. Outfit a "Meet Our Customers" room with Skype kiosks where external customers or experts can be accessed.