Exhibiting at a Partner’s Event: IBM at Sapphire 2010


IBM, a world-leader in innovative technology, engaged GPJ to design and produce an intimate exhibit presence at one of SAP’s biggest events of the year: Sapphire 2010.

To deepen engagement and generate demand, the Sapphire environment needed to showcase IBM as an SAP-preferred provider of complimentary technology and demonstrate the value of IBM’s Smarter Planet suite of technology solutions. 

Employing a customer-centric marketing approach, GPJ designed a high touch, high profile trade show property designed to be seen from anywhere on the exhibition floor. In addition to IBM’s “Smarter Technology” blue and white brand messaging, plasma screens mounted on the exterior-facing walls played customer testimonial videos. 

Inside the circular environment, a Sweet Tweet candy bar showcased Twitter posts related to IBM’s presence at Sapphire and provided a station from which attendees could add a comment of their own. 

For visitors with a specific interest in IBM products, an interactive station was set up for independent research. This contained query-specific content in the form of customer testimonials, product spec sheets and case studies. 

If attendees were ready to test-drive an IBM product, they could sit down at one of the demonstration stations to discuss their needs with a subject matter expert. A presentation area was also available for small group discussions. 

With nearly 10,000 delegates in attendance, Exhibiting at a Partner’s Event: IBM at Sapphire 2010 certainly drove awareness. The IBM environment in particular created hundreds of validated leads that led to record-breaking subsequent sales opportunities.

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