Pre-event planning: For its annual symposium, Markmonitor was keen to hire a unique venue to attract delegates. "The venue is as much of a pull as the agenda," explains Chrissie Jamieson, head of marketing, EMEA. "We wanted it to be special and quirky." The company, which provides online brand protection services to prevent counterfeits, planned the meeting content based on recent developments within the industry.
Challenges: The main challenge was to find a venue that provided an intimate environment but was also professional and slick. "It's always difficult to find places that are fresh and unique," explains Jamieson. "We also don't know the exact number of people that will turn up on the day so we need a venue that is accommodating to last-minute changes."
Solution: According to Markmonitor, the staff at Chelsea Football Club were superb, providing all the equipment necessary for the video content and electronic voting system. "At previous conferences I've not been able to leave the AV booth in case something goes wrong. But I would highly recommend Chelsea FC's team, Peachy Productions, and would hire them again for other events," says Jamieson. The event, which took place in the football club's underground area and the Millennium boxes, consisted of a full day of presentations that were filmed and displayed on plasma screens across the building.
Post-event analysis: "The funky and intimate venue Under the Bridge was the perfect choice for us this year," says Jamieson. The company received excellent responses from delegates. "We encourage guests to rank everything from the food to the venue from one to five. Everyone gave scores of 4.5 upwards."
Event: Markmonitor Spring Symposium 2012
Group size: 160
Date: 22 March 2012
Venue: Under the Bridge at Chelsea Football Club