Case Study - NMBS
NMBS is a £500 million turnover company. They negotiate and buy supplies on behalf of Independent Builders Merchants in Britain. In 2001 they staged a conference in Edinburgh for their members.
At the end of this conference, we videotaped delegates for their comments about the event, asking specifically for any messages they might have for other independent merchants who had been unable to attend, or for those who may have thought it would not be a valuable use of their time. These comments were then assembled into a 4' 30" video that was sent out to every member to sign up for the 2002 conference. Within just 4 days of the video being received, bookings for the next conference were 20% higher than for the previous year and within a month, the conference had been sold out. Each place cost £850.