Twilio’s Engineering the Customer Experience: Reinventing Event’s First Roadshow

Reinventing Events recently produced Twilio‘s roadshow, Engineering the Customer Experience. This event took place within six weeks and went to Atlanta, London, Chicago, New York, Santa Monica, and San Francisco. Twilio hosted this event to help developers and companies create great customer experiences in this new software-defined world and to explore how these changes will streamline business communications. The Roadshow consisted of informational main and breakout sessions, networking opportunities, and a free Chromebook giveaway! Reinventing Event’s role was to produce this roadshow from start to finish. We did this by working with the Twilio team to create an experience that was similar in each city and reflected Twilio’s brand and culture. We were responsible for managing, negotiating, and selecting venues and vendors, as well as managed registration and onsite setup in each city.

Twilio RoadshowOur client really wanted to take a small piece of their yearly user conference, TwilioCon, and bring it to their local communities across the nation. Visiting the communities and meeting the audiences in each really gave Twilio a chance to get on the road and share not only about their platform, but also to highlight multiple partners including Google, OneReach, and LiveOps. The audience also got to hear very thoughtful insight and eye opening analytics from Michael Facemire and John Rymer from Forrester Research, Inc.Twilio Roadshow

Below, each of the team members assigned to this production explains what their specific roles were, what they learned, and what they felt went exceptionally well during the Roadshow.

Karen Hartline, CEO & Co-founder, Las Vegas

It was so great to work with Twilio again (we produced TwilioCon 2012). We love their team, their customers, and their community, which made it very easy to say “YES” to producing the Roadshow. Katie and I started conversations early on to understand what their goals were for the events so we had the best understanding for what was needed in the venues and production pieces. But it wasn’t just finding the right venues, it was making sure all of the pieces flowed in the venue space as well as translating that to multiple venues.

My role in the project included working with Twilio on the initial design of the event, working up the initial budget, translating that to my team for proper execution, offering suggestions for dates of the events to ensure we had time to ship items from city to city, working closely with Twilio’s design team to find design elements that were appropriate and would work across all of the cities, overseeing and negotiating AV, as well as being the secondary manager for New York, Santa Monica, and San Francisco events. My other big role is to oversee my team from a bird’s eye view and to be ready to help wherever I can!

I’ve done roadshows before for Mashable and a karaoke tour, on a personal level. They all take a lot of coordination to make sure everything flows in each city. The big takeaway is that you have to be flexible, not only onsite, but also from city to city as you’ll learn what works and what should be tweaked. Our team did an amazing job keeping everyone in the loop on things including layouts, shipments, AV, and speaker needs as they changed throughout the course of the Roadshow.

Katie Klepek, Event Producer, Chicago

I oversaw the project and was onsite for Atlanta and Chicago. Shipping a crate to each city venue that held all of our signage was an interesting learning experience. Making sure that the crate could be accepted and stored at each venue, or finding an alternative storage solution, required some creative solutions. The vendor we worked with was fantastic at putting together all of our signage collateral into one easy shipment. We worked with another vendor to solidify transportation from each venue. It was a lot of coordination but it turned out really well in the end.

A turn-key conference in six cities required a lot of communication. Learning how to implement changes across the board for each city was crucial, working with a new onsite  team from each the venue meant relaying updated information each time. I think our team really executed those changes well.

Louise Wo, Event Producer, San Francisco

I was the project manager on the project and the manager for the Santa Monica and SF cities. I learned a lot! I learned the importance of over-communications on our team’s side, as well as with the client’s internal team. I was reminded to stay flexible with the way details change in projects. Overall, the whole project went really well. I think every city got progressively better as we learned what did and didn’t work and how to adjust along the way.

Marie Scimeca, Event Producer, Chicago

For Twilio’s Roadshow my role was heavily related to venues. I completed venue research and negotiation for all six Roadshow cities. I started by reaching out to over 80 venues across the U.S. AND London. We aimed for hotels across all cities, keeping in mind the client’s budget and timeline. It was most strategic to utilize hotels for all they have to offer on property such as rentals, food and beverage and AV. It makes setup and load-out more feasible. I was also closely involved with the audio and visual contracts and needs in all cities, including internet. Onsite my major role was to work closely with our onsite AV team to call the show and be sure all presentation and onscreen needs were met.

I believe my biggest learning experience for this production was working with an international hotel. There are different names for items in the industry, even in the RFP process and contract negotiation. Working onsite with non-sales personnel at the hotel who may not be as accustomed to working with US clients. So making requests sometimes posed difficulty if there was a language barrier, even thought it029-7786-MS-9195 was English!

I would say the content and the level of interest of the attendees went over really well, not only because the client provided Chromebooks as a giveaway, but people seemed like they genuinely wanted to be in every session. I think a lot of this is due to the fact that it was a half day event, it gave attendees opportunity to give part of their day to whatever they needed to and then be fully present for the half day program.

Maria Chalaire, Event Producer, Virginia Beach

For this production, my overall role was to manage registration across the six cities and to manage the New York destination of the roadshow. This was the first roadshow I have ever helped produced. I learned a great deal of things by jumping into this new territory. The number one thing I took away from this event is that organization is key! With six cities and a large production team, everyone must be on the same page and organized. Reinventing Events implemented this by creating spreadsheets and Google documents for the whole team to see and update accordingly. With half a dozen destinations, you can only imagine how many tabs some of our spreadsheets had! But, it definitely helped ease and smooth our event production processes.

I think the roadshow as a whole went great. Specifically, I would say the ticket sales went really well. Twilio sold out in all six cities for this event, which is amazing! Another thing I felt went really well, was the shipping and logistics behind the signage crate. At each venue, there was a large 350 pound crate delivered containing signage. It ended up being a very smooth process because the Reinventing Events team was able to work out all the logistics ahead of time.

The Reinventing Events most certainly enjoyed being a party of this production. What was your favorite part of Twilio’s Roadshow?


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