Client: Dupont Refinish Australia
Project: 2010 Distributor Conference
Brief: To deliver a conference that raises the bar through effective engagement, content and event execution. Previously, the event was built around the presence of a celebrity and a programme weighted towards leisure. DuPont wanted to shift the emphasis back toward business and brand relationships. ‘Aligning distributors to growth opportunities’ was a key message.
Experiencedna consulted with DuPont over an extended period to gain more knowledge of their business, and to become familiar with the suite of objectives of the DuPont team. We also recommended a Hunter Valley venue.
We created a cool theme “Growing Together’, to emphasise the symbiotic nature of the DuPont/Distributor relationship. The theme also talked to the increasingly important environmental demands on the Automotive industry.
The three day conference, as well as delivering closely managed business presentations, included offsite wine blending and tasting; regular 15 minute conference breaks labelled ‘Growth Spurts’ wherein the distributors, through snappy role-playing activities, honed their sales and communications skills; a gala business awards dinner at a prominent winery; a pool party with live band; Video clips shot around the country of distributors talking about their successes; and a carefully managed Open Forum addressing issues that the distributors, over the three days, had nominated as important to their businesses.
“Working with DNA was a great learning experience. They took the time to fully understand us, our audience & the intended deliverables of our live event. Through their passion, expertise & unique thought processes, they helped us challenge existing paradigms, & helped us develop & deliver a conference that communicated our direction & strategy better than any time in the past. Our audience was truly both motivated & highly engaged”
Steven Jakopovic, Marketing Services Director, DuPont Performance Coatings Australia