To provide key sales partners with first-hand, up-to-date knowledge and in-depth expert insights, enabling them to be even more persuasive in client meetings – this was the aim behind Amundi Germany’s first live-streamed digital partner conference, organised exclusively for the client advisers of its partner company.
cscope handled communications and participant management, and streamed the conference live to the offices and home offices of over 1,500 participants throughout Germany – and beyond.
A professional conference with the format and high standards of a TV talk show, presented in a varied and visually appealing way—the formula for success behind the digital investment conferences conceived by cscope also served as the basis for the fund provider’s first partner conference.
The Be-All and End-All of a Digital Conference: The Concept
Designing digital formats requires professional planning. The biggest challenge for an online event is capturing the audience’s undivided attention. After all, with email, Facebook and the like, distractions for the virtual audience are always just a click away. A dynamic presentation and an engaging delivery of the content are therefore essential for success.
The concept of the partner conference, packaged within a professional framework, proved a hit: up to 1,500 institutional investors, analysts and advisers regularly follow the events via livestream three to four times a year. We designed the investment conferences for Europe’s largest fund service provider, Amundi Asset Management, featuring interviews and expert talks. As TV and media professionals, we create narrative arcs and emotional moments: to give the programme structure, jingles announced the talks, discussions and audience questions. And we made targeted use of emotive video clips to visualise specialist information or clearly explain complex issues in the financial world. These are elements familiar from and inspired by television.
Setting New Standards Through Digitalization
Amundi Asset Management is Europe’s leading fund management company and ranks among the world’s ten largest asset managers. It employs 120 staff at its offices in Munich and Frankfurt. By digitising its regular investment conferences, the German subsidiary has set new standards within the group.
Interaction with the audience
Participants watching on their screens had a direct line to the conference studio via chat. Experts answered questions from the audience live. TED polls were used to gauge audience opinions on specific topics—a snapshot of the views of the audience, which regularly included over 1,000 experts, that Amundi subsequently published as a PR article.
These are just two examples of how modern online events can foster a sense of connection and interaction with the audience.
Promotion of the Event
Another key to the format’s success is promoting the events through smart email marketing. Conference invitations, registration confirmations, and conference links were sent in personalized emails. Those who had not registered were automatically invited again. A few days before the conference and shortly before it began, participants were reminded of the event once again; just before the start, they even received a text message including a link to join. Professional invitation and attendee management that is appreciated by the professional audience and can be reliably implemented using modern tools and CRM systems
Follow-up to the Conference
What does the analysis of attendance figures reveal? How did the average time spent at the event change over the course of the conference? Which topics resonated with the professional audience, and what was successful and what wasn’t?
Feedback surveys are a standard part of conference follow-up. The digitization of event and attendee management opens up new opportunities for Amundi to track audience behavior and use data analysis to gain valuable insights for the ongoing optimization of the format.
All presentations were recorded and published on a microsite. Company presentations and product information are available for download there. In this way, a one-time event was transformed into lasting professional content.
Would you like to learn more about how you, too, can use online events for your business? We’d be happy to advise you on everything from concept development to design and implementation. Feel free to contact us with no obligation!
Benefits for Amundi:
- Targeted sales support for partner companies
- Strengthening our status as experts and our image among sales partners
- Enormous reach (up to 1,500 participants in Germany, Austria, and Switzerland)
- Maximum cost-effectiveness compared to in-person events
- Genuine interaction through live chat between participants and speakers
- Gathering insights through TED polls during the conference, for example, for corporate PR
- All videos are available online in HDTV quality for after-sales marketing
- Ways to optimize the format in a targeted manner through data tracking and analysis
Promotion of the events:
- Microsite & landing page to promote the event
- Online Registration of Participants
- Managing Incoming Applications Using a CRM
- Newsletter-Marketing
Implementation via live stream:
- Conceiving the conferences as a high-quality TV talk show format
- Technical Production & Direction of the 2‑hour Studio Broadcasts
- Global live stream via a streaming platform
- TED Surveys of Conference Attendees
- Incorporation of a chat feature for questions to the speakers
- Recording & Editing of the Conference
- Audience Survey for Quality Control