How Ten Thousand Hours created a programme format to build open and trusted partner collaborations
"We need to create more personal and trusted relationships with our partners in an increasingly crowded marketplace"
Our client is working in an ever-evolving industry; new players are entering the market on a regular basis and with that offering alternative incentives and attractive propositions to partners and resellers. As is human nature, heads will be turned by new and exciting ideas and energetic promises, our client needed to revisit the tried and tested annual conference and exhibition format to build partner loyalty for longer term growth.
With more demands on partner time than ever before, the annual conference felt like the right platform to adopt. A two day event, focussed sessions with great content and an abundance of networking opportunities. As with many large events, the issue faced was the amount of detailed, informed conversations with partners that could take place.
Ten Thousand Hours worked with the client to identify the key needs of each partner organisation and function to devise a programme of content to encourage two way discussions and build a dialogue that would encourage ongoing conversations and collaboration.
We then looked at the audience size and location. How could we utilise the two day commitment partners were making to attend the annual conference in a more meaningful way?
We did this by taking the event to the partners.
Which in turn reduced their travel time commitment.
We devised a series of European partner roadshow meetings, for smaller, more focussed groups (no more than 30 people at a time) in, or nearby, to the cities where the key partner relationships needed to be developed.
We removed all formal presentations and built a programme of content that directly addressed the issues facing each partner relationship and wider industry themes. In an open forum environment, every attendee was involved in the conversation to create and agree actionable, measurable outcomes for both partners that would establish business growth for all.
And we created a programme of social experiences to allow more informal conversations to build personal relationships.
Through a series of smaller, intimate and focussed meetings, built around the convenience of their partner needs, our client has been able to demonstrate a positive return on their partner relationship and develop future strategies to enhance their existing collaborations.
Ten Thousand Hours managed all logistical arrangements (travel, accommodation, meeting spaces, offsite catering, technical production, transportation) across all European cities as well as strategically planning locations and programme format.
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