IBM Sweden: CIO Professional Training Forum

IBM wanted to improve attendance at its biannual event for CIOs and IT managers. The company knew it could simply send more invitations, but its goal was not only to increase attendance but to draw more CIOs.

IBM Sweden: CIO Professional Training Forum

Ogilvy One Stockholm

ENTRY INFORMATION

Category: Information TechnologiesCountry where program ran: SwedenDate program started/ended: November 2008 to February 2010

Product Description: CIO Forum is an exclusive membership program which IBM launched for CIO:s and IT-managers in Sweden in 2004. IBM does not communicate with the members on a regular basis, instead they are invited to a 3-hour event twice a year.

Advertiser/Client Name: IBM SwedenMedia Channels: Direct MailOtherWebsite: http://kaffe.bahnhof.se/dma_ibm

STRATEGY

Marketplace Challenge:

Being the number one business leader within IT management, the...

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