The Sony Dealer and VIP show

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It takes place over the course 3 days and is considered the most important event of the year for the company. Retailers from all over the country are flown in to see the latest innovations from Sony. It's here that they determine what and how much of our products to carry. A make or break event for the year. In addition, the third day is an invite-only VIP event where the press, business partners and our best customers are invited to a night of live entertainment and of course the latest Sony innovations.  

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The show can be quite an undertaking, especially without the help of an event agency. Luckily, they have gone – the latest was widely considered our best yet, both by the executive management and a survey of our VIPs and dealers.  With a new invitation strategy that centred around seeing products featured at CES, we managed to nearly triple our VIP night attendance. With a focus on social media influencers, we managed to keep the buzz going long after the show was over.