Philips Africa Partner Conference 2019
With a new Senior Director in charge, a new brand philosophy and a new continent-wide marketing approach, Philips Africa held a Partner Conference in Mauritius, where all their retailers and distributors through-out Africa were to be exposed to their new brand ethos and product ranges. We won the pitch and proceeded to create a 3-day event with focus on interactivity, engagement and digital by completely taking over the Westin Hotel & Spa and converting it into a branded Philips space.
My job, apart from the initial pitch, was three-fold.
Firstly, I worked directly with the Senior Director, the Marketing Director and the Director of Operations to fully script each of their 30 minute keynote presentation segments. This required a deep dive into Philips brand and marketing strategy as well as extensive market and retail trend research. I likewise conceptualized and oversaw the production of their on-screen presentation collateral - including custom animations, video segments and entire AVs created from scratch.
Secondly, I worked with the Product Stream Heads to create seven distinct areas and rooms that served as showcase and demo spaces for the Philips product lines - Floor Care, Coffee, Kitchen, Mother and Child Care, etc. Each area contained a number of interactive touchpoints that allowed the Philips Partners to actively engage with the products, while the Stream Heads each had a specialized engagement script written for them.
Lastly, I oversaw the deployment of custom-created Philips Conference app - a blend of a direct client engagement tool, events app and micro-social network. I created a detailed social engagement plan for this platform which allowed the Philips staff to deepen their one-on-one interactions with clients that we of particular interest to them. The app included gamification elements designed to increase partner engagement with various workshops and presentations. Likewise, I proposed and oversaw the creation of a Wishlist function that allowed Partners to scan any product on display, adding it to their individual Wishlist. These Wishlists were then used by Philips sales staff to follow up deal and specials proposal.
The Conference was a tremendous success and we were awarded the contact to conduct the next one on the stop.
