How to put on an award-winning investor event
Joint winner: Banco Santander, Spain
When the Spanish bank decided to move its annual group strategy update from London to New York last year, it chose a landmark location – the NYSE – to discuss achievements in the objectives set at its 2015 investor day. Although a large number of international investors were reportedly ready to make the trip to the US, the firm eventually opted to reduce the number of attendees in order to give better on-site access to the CEO, CFO, chairman and main country heads (Spain, Mexico, UK and Brazil).
Thanks to an event micro-site set up by the IR team, visitors had practical information at hand, including a link for registering and accommodation options. Local providers were the preferential choice, where possible. During the different speeches, presentations were posted simultaneously on the website, with audiocast also available, all of which is still available to download. The audiocast allowed 132 people to tune in remotely, in addition to the 128 attending in person.
Following the event, the IR team sent investors, analysts and retail shareholders several roundup emails, an initiative praised by one judge who commented, among other things, that ‘the follow-up communication was good’.
Joint winner: Hugo Boss, Germany
For its 2017 capital markets day, the German fashion group opted for a ‘lively mix’ of management presentations followed by a Q&A and an interactive demonstration of its latest collections, the firm’s financial results being published on the same day.
The event, which included 18 speakers from company operations, required extensive training of staff to ensure high presentation standards were met and messaging was aligned. Individual addresses were tailored to the speaker’s capabilities and ranged from ‘free speeches to scripted PowerPoint presentations.’ The morning presentation and Q&A session were made available to listen to on a live conference call, while participants were able to submit questions via audiocast.
In the afternoon, management from the creative department took attendees on a guided tour of the showroom with product samples on display. Participants discovered the fashion label’s soon-to-be-launched new store concept, which includes digitally innovative elements. They were also given a demonstration of the digital showroom where the whole collection can be viewed on a touchscreen. Logistics were carefully thought through and fine-tuned, with airport pick-ups of attendees and a rehearsal dinner with management following the theme of the fashion collection ‘Summer of Ease’.
All of this contributed to making Hugo Boss’ big day ‘a well-organized capital markets day with useful additional events’, as one judge commented. Eighty percent of visitors reportedly left ‘with a more positive view on the group’s future prospects’, but the effect was felt beyond the financial community, with fashion magazines also giving positive mentions.
The IR Magazine Global Forum & Awards takes place this October in Amsterdam, Netherlands. We have a great agenda lined up, focusing on the hottest global IR topics, including:
- Passive investing: How technology is changing the dynamics for investors and IR
- Expanding your investor base with innovative approaches to targeting
- Trade, Tax and Trump: The global economic outlook
- A Practical Guide to Mifid II: Seize the access opportunity
View the full agenda, read speaker profiles and book your tickets here.