Transform the Brand
Sapphire Vs. Sapphire Now
- Global Hybrid Design
- Video Wall
- Cultural Differences
- Shorter Speeches
- Experts On Demand
- Light and Sound
- Leadership Forum
- The Broadcast Effect
- The Virtual Experience
- Social Media Ambassadors
- Content News Team
- Social Media Strategy and Results
- Meet Our Customers
- Free the Press!
The Remarkable Results
Design and Conquer
The design team's top three considerations:
- Create a "wow" factor
- Craft a conversational tone
- Provide innovative content
Content will be consumable, relevant, on-demand and contextual. The team's conversation reads something like this.
We can't just take a physical environment and try to extend its reach by bringing it into a virtual space. We need to be more creative than that. We need to bring some of the things that happen online into the face-to-face environment—for example, you can search information much easier online. We should bring the different channels together into an experience. It requires an event strategy, not a virtual strategy and a physical strategy.
Scott Schenker, vice president of global events
It's important not only what you say, but how you say it. We want to tell stories in a way that resonates with the listener. We are going to do this by putting ourselves in the shoes of our customer, and putting their wants and needs ahead of our own agenda.
Jonathan Becher, executive vice president, Marketing
How do we take the notion of this interactive, accessible, technological design imperative and create an experience? We need to consider every single touchpoint we have with our audiences and the experience we create needs to last longer than just three days. This is an opportunity to influence the way each person thinks and feels about SAP, how they interact with SAP and whether they will ultimately recommend or purchase from SAP.
Susan Popper, senior vice president of marketing communications
Let's think back to our audience segmentation for a moment. We've got different buyer types. Within customers, there are seven or eight types, and the global communications group has bloggers, business media and analysts. All of these are stakeholders. A realistic segment is less than 500 people.
Scott Schenker, vice president of global events
There were four main strategies to revitalize customer content delivery.
- 1. Village to Campus
- Event layout will change from 13 separate content villages to four campuses. Fewer areas simplify the system and create more learning and networking opportunities.
- 2. Connection Points and Networking
- Discussion rooms and micro forums with comfortable seating will promote active participation all day.
- 3. Shorter Speeches, More Interaction
- The classic 45-minute SAP presentation will become 20 minutes, with follow-up discussions enabling dialogue. Microforums will provide the opportunity for small and specialized discussions throughout the show floor, for up to 12 people.
- 4. Customization: Topic Selection
- Instead of asking what SAP wants to tell, the team will ask people what they want to hear through the registration process.