ARCHITECTS SEMINAR PROGRAMME 
Events to showcase a client to an entire industry sector

The Task
Finnforest are a global supplier of engineered timber products respected in architectural circles for the range and integrity of their products.

In conjunction with leading industry journals Finnforest run regular high-profile events to showcase the use of timber in architecture as undertaken by leading architects. These events are vitally important event for the company – a time when they interact with architects as equals – and a time when they depend on attracting an architectural audience of international standing.

The Brief
We were asked to organise, manage and run key aspects of Finnforest’s sponsorship to these events in a way that created visibility amongst specifying architects and generated awareness of how architecturally versatile their products could be. We also sought to create debate - for we knew debate would stimulate attendance.

What we knew
Architects are key influencers for Finnforest products, they specify timber use more than any other group
Architects are sophisticated professionals who hold strong opinions and who, perhaps because of being constantly courted by materials suppliers, have a strong suspicion of sales and promotion
Their time is precious, however attending events of this profile provides a mindsharing and ideal platform for inspiration and knowledge building - not withstanding meeting quota attendance!
And importantly, If we could show Finnforest in the correct light the products themselves would stimulate interest and debate, naturally

What we did
For one flag ship event, a strong identity was created using a structure by a prize-winning globally renowned architect as the focus element; this showed just how advanced, and exciting, architectural timber could be.

A micro site was built dedicated to the event and the event alone. This acted as a pre–show focus, a forum where information could be branded with the event identity but be delivered in a non-sales environment.

Architects guard their time and privacy carefully, so an invitation strategy to acknowledge this was essential. We developed a stratified approach, which included geo prioritisation of invitees and adopting a suitable invitation approach thereafter. approaching the most suitable first. Every invite was followed up in person by telephone.

To create noise around the events, advertising and PR activity ran in support of a suite of marketing communications that included invitations and welcome packs – and just importantly, a host of post show collateral.

The result was
Attendance was not an issue, indeed attendance targets were comfortably exceeded with this becoming a blueprint for future events. Overall It’s a format that’s proved a highly effective way to present Finnforest to a highly influential group.

In Addition
Since this event Black & White have supported a number of equally effective occasions such as the Saville Gardens event and the JP Correy Seminars In Ireland. Generating just as much interest and benefit to the client.