Specialized

Event Management System

Client Overview
Specialized is a leading sports brand, providing a range of high-end bicycles and components to enthusiasts and professionals worldwide.

Business Challenge
We were originally approached by Specialized in 2006. They ran regular events for retailers to improve their product knowledge and, ultimately, to increase sales of the Specialized product range in stores. The existing event management process was very labour intensive and Specialized set Metakinetic the task of streamlining the process and increasing event attendance.

Solution
We carried out an extensive consultancy period to establish an in-depth understanding of Specialized's event management process in order to plan a system that would optimise business efficiency whilst improving return on investment.

Metakinetic employed a waterfall approach to develop a bespoke event management system. This allowed Specialized to plan, administer and manage events, with the facility to send invites and event-related emails to retailers and giving retailers the ability to self-manage their attendance, from booking onto the event through to finding directions and local accommodation. In addition to the system, we designed promotional emails and email invitations, with tailored landing page designs to optimise conversion rates and event sign-ups.

The system was fully content managed, giving Specialized complete control over all aspects of the process.

Results
The new system met with all Specialized's objectives and continues to be used today, more than four years after its original implementation. The system has delivered significantly reduced event administration costs, increased event attendance and as a result, increased sales through retailers.