Speaking at the C&IT Corporate Forum yesterday, Indesit events manager Jayson Weston said the 2009 event had delivered better results than ever before, despite a 25% budget cut.
Weston said that demonstrating a return-on-investment of £12 for every £1 spent had underlined the power of live events and convinced company directors to restore the 2010 budget to its original level and even consider an increase.
The three-day event, managed by Line Up, attracted 900 independent retailers and other delegates to Evolution at Battersea Park in London, with dinner at the Oxo Tower and accommodation at the May Fair Hotel.
Weston said that despite making cost savings across the board, Indesit achieved almost double the level of sales it had initially targeted.
"We proved that being in a recession and cutting costs doesn't mean you have to compromise the customer experience," he said. "You can actually make it better by working with suppliers, not against them."
He added: "Instead of further reductions, Indesit is actualy restoring its budget because investment in live events does work. And by investing more, you can achieve even more."