Driving events success at Ford

Ford runs an impressive number and type of events each year in Europe, in multiple countries and for varied interest groups, including dealers, fleet customers, employees and the press. The types of events can vary from media launches of new models or experience days to conferences and internal meetings. It was against this backdrop that Ford decided to select a new event platform that would handle the range and complexity of event data that the team needs to manage guests.

Key factors

The ability for the in-house team to easily replicate and modify events

A solution that provides flexibility to our team

In-built features that would facilitate data protection

Apps for both attendees and hosts of events

Events at scale

Invitations were sent out in multiple languages and flight and accommodation details captured in the system. For this event, Ford also used the Eventogy Attendee App and the Host App to simplify check in – attendees scanned their QR code at the airport, and then the organising team knew exactly who had arrived, and when. They also used the App’s Live Wall feature to post new images and messages each day, and encourage attendees to do the same, creating a buzz around the event.

A flagship event:

3500 attendees from multiple countries

6 weeks’ duration

5+ languages

200 arrivals per day, with complex logistics

18 mini events running under one headline event

Ford runs many different types of events on Eventogy. One example of a major event was when the marketing group ran a flagship event with 3500 dealer partners, fleet customers and employees from all over Europe. An exciting yet exacting event, run over a six week period in Denmark, with 200 people arriving each day, staying overnight and then departing. It was effectively an umbrella event with 18 mini events running underneath. Invitations were sent out in multiple languages and flight and accommodation details captured in the system. For this event, Ford also used the Eventogy Attendee App and the Host App to simplify check in – attendees scanned their QR code at the airport, and then the organising team knew exactly who had arrived, and when. They also used the App’s Live Wall feature to post new images and messages each day, and encourage attendees to do the same, creating a buzz around the event.

Data security is vital

The teams at Ford are extremely mindful of data security and can use the permissions and data hierarchies in Eventogy to manage guest lists in an effective and safe manner. The ability to organise events centrally with the wider European market contacts issuing invitations, yet have that data protected, is key to how Ford operates. For example, the French dealerships cannot see the individuals invited by the Spanish dealerships and vice versa. The ability to control the information that guests can see, by role, is also useful for the team as not all information is relevant to all types of guest. In some instances the numbers are considerable – up to 6000 invitations are issued for one event: Eventogy’s ability to handle large volumes of data effectively and securely is key.

A multi-lingual, multi-location system

Events are organised centrally for the wider European team. Dealership teams can manage their event invitations locally in each country, in their own language – Ford has used Eventogy in English, French, German, Italian and Spanish and across dealerships throughout Europe.

A collaborative approach

Eventogy has reacted quickly to Ford’s unique event requirements which has led to areas of improvement both in the workflow and the software. It is a collaborative approach which results in Ford deriving optimum benefits from the platform in order to best serve their communities and stakeholders.

Connect Your Tools and Elevate Your Events

With Eventogy’s seamless integrations, you gain a unified ecosystem designed to enhance every aspect of your event strategy.

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