The 2017 Poundland conference presented a challenge that the business was familiar with: scale. Poundland asked Meet & Potato to design and create a single live event day for representatives from across the business.
The theme centred on Poundland’s '2020Vision' – aims and goals for the firm's journey to achieve by 2020. Representation from the whole company was important, with almost 1,200 delegates including store managers, key planners and head office staff, meaning their biggest conference to date. The numbers meant that only a limited number of venues in the UK were capable of hosting the event.
In the end, the client chose the Arena and Convention Centre (ACC) in Liverpool. To accommodate the numbers of people, and include break out spaces, M&P took over the Main Hall 1 of the ACC with its huge auditorium space, full theatrical stage and additional "drum" spaces which would revolve to become individual breakouts.
Two of the halls within the Exhibition Centre were used to create an open, relaxed catering space and a trading hall. It included space for delegates to see the latest products and upcoming ranges with lots of inspiration for creating in-store displays.
The interactive platform, Sli.do was used over coffee and pastries, with fun polls to kick off the day. Being at the ACC meant a full stage set with flybars and curtains to allow a dramatic opening sequence to the conference. Delegates were seated in the dark auditorium facing a blacked-out stage with a beautifully lit, floating Poundland logo centre stage.
The curtains rose to an opening video on the business progress over the past 18 months, before the directors presented a report of the business over the last 12 months. One of the particularly creative innovations used was a virtual shop tour of the flagship stores, to present the best execution of store layout and merchandising.
The day closed with a Q&A session guided by the questions left throughout the day on Sli.do, before one of the directors joined in the spirit of things by dressing up as the company mascot, the Pound Hound, and danced on stage with some professional dancers!
Throughout the process, M&P worked closely with the client to achieve a high impact, large-scale event within their strict budget: making the most of every minute of event day.
Poundland director of operations Chris McCandless said: "Working on a highly challenging budget, the team at M&P understood our requirements and our high expectations. They pulled out all the stops to make the event run smoothly and in budget. Many thanks to the M&P team for all the hard work."
Date: 25 September 2017
Venue: The ACC, Liverpool
Agency: Meet & Potato
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