TIBCO

Challenge

TIBCO Software Inc., a global leader in integration, API management, and analytics, retained The Exordium Group to executive produce their global industry conference, TIBCO NOW, and advise on their existing sports sponsorship portfolio. Additionally, we advised on the potential for a new investment in partnership with a Formula 1 team.

Sports Sponsorships

TIBCO’s sports portfolio is headlined by its title sponsorship of the TIBCO-Silicon Valley Bank women’s professional cycling team. Additional investments span the 49ers football, Kings basketball, Giants baseball, Stade Toulousain French Rugby and others. Our role was to analyze assets, build a strategic comprehensive marketing approach and advise on investment strategy. We significantly increased the use of cycling, built strategic partnerships and completed a full review and investment analysis for Formula One.

Solution

Working closely with their CMO, marketing team, and trade show production vendors, The Exordium Group delivered two full scale conferences, one in San Francisco and the following year in Las Vegas. We advised on strategy, hotel and facilities, all aspects of event production, design, audience acquisition, speaker management, sponsorship, hospitality events and full financial management.

Results

TIBCO NOW was a great success on all fronts. Speakers included TIBCO executives, industry analysts, leading Fortune 500 customers and luminaries such as Malcolm Gladwell, Ray Kurtzweil, NASA Mars Rover lead Adam Steltzner and others. The conference was rounded out with hands-on training labs, panel discussions, and a 92,000 square foot Digital Hub show floor for product demonstrations, sponsor presentations and delicious meals. Networking events ranged from poolside parties, Tastes and Sounds of San Francisco to two fantastic concerts, one by The Bare Naked Ladies and the second Walk the Moon. In year two we produced the largest event in TIBCO’s history while saving in excess of seven figures.