Conference event management for automotive supply chain

Aim

Organise a conference for MIS' key suppliers

Background

Magna Interior Systems [MIS] is a tier one supplier of instrument panels to the automotive industry. Customers include MG Rover, Audi, Jaguar, BMW, Saab, Land Rover and so on. MIS sets the design standards for the instrument panels, co-ordinates the activity of the tier two and three suppliers and delivers the finished components to its customers as per JIT contracts.

Brief

Metropolis 2 was asked to organise a conference for MIS' key suppliers at which they would be instructed to reduce their prices - a regular exercise in the modern automotive industry. The team had to ensure that the event ran smoothly and the ambience was such that even though the suppliers would be asked to cut prices they would still want to work in strategic partnership with MIS and so have access to the prestigious customer base.

Strategy

Metropolis 2 had to identify a central location within easy reach of the rail and motorway networks so that suppliers could get there easily. The location would have to be able to deliver a good standard of catering, overnight accommodation and a room capable of holding 120 individuals, theatre style with back projection.

Campaign

James Manning and the team identified a number of venues and following discussions with the client, visited the venues which made up the shortlist. It was finally decided to book the Stratford Manor, Stratford-upon-Avon. Metropolis 2 briefed the Conference and Banqueting Managers regarding requirements for: registration of delegates, refreshments upon arrival, the need for private dining and facilities for break out briefings, mid-afternoon refreshments and accommodation. The venue was booked for the previous day to allow for set up and rehearsals and pads/pens/mineral water and glasses were set out. James Manning acted as main contact for the event.

Results

In many ways the majority of the suppliers were bound to acquiesce to the demand for reduced prices. However, the event was a success in that they felt 'part' of MIS and recognised the opportunities which strategic partnership offered. The feedback was positive and the management of MIS all gave the event their unconditional approval.

Case 2