Pre-event planning: Data and analytics specialist firm Fico runs a series of breakfast round-table discussions for global clients. The firm has found this a good way to discover more about their clients' business needs and explain how its products can help.
As part of its rolling programme of breakfast events, Fico's Birmingham-based EMEA office runs four free sessions each year in Istanbul.
The September event focused on issues such as managing risk and fraud protection. Fico's corporate events director, Joy Thomas, chose Starwood's W Istanbul Hotel for all these breakfast events due to "the level of service, attention to detail and the security of knowing the hotel will deliver on your behalf".
Challenges: Thomas says the key challenge was avoiding delegate dropouts: because there was no fee to attend the event, there was a possibility of losing attendees at the last minute.
Solution: Fico ensured that the dropout rate was low by personally inviting senior representatives from client companies, which are typically bank, credit card and other financial firms.
The chance to meet those from other businesses and discuss topics relevant to the sector and region was another pull. The discussion took place in the morning and included two presentations followed by a discussion. The room was set up with tables in a U-shape to help the discussion flow.
Post-event analysis: The event ran smoothly with 15 spaces filled - within its target of 15-20. It was also attended by two Fico representatives who helped direct the discussion.
Thomas says: "Executives prefer the smaller, more intimate round tables as they are among their peers and find it more comfortable being candid in their discussions. Events like these help build relationships and show commitment to the region." She added that the event generated a number of enquiries from clients about additional products and upgrades.
Event: Fico Executive Breakfast Roundtable Series
Group size: 15
Date: 6 September, 2011
Venues: W Istanbul Hotel, Istanbul