BACE Marketing: Empowering the Social Sector with 'Knowledge-Events'

Sanjay Kapoor,Founder & CEO

Sanjay Kapoor

Founder & CEO

'Knowledge'- the most essential human resource - has become an important part of communication strategy in recent times, crystallizing in the form of innovative end-user communique. Communicators have transformed their course of interaction with their audience by investing in direct knowledge sharing through educative conferences, workshops and seminars. This important business segment has lured many event management companies; but only a few have the ability to tender a delightful experience to their customers through rich content management and immaculate project planning.

One of the few fine players in this arena, BACE Marketing Private Limited, has been managing knowledge-based events by providing Backbone Activities for Conferences and Events (BACE) powered by advanced project management tools. This Delhi headquartered company has mastered the art of providing 360 degree solutions.

Providing 360 degree Solution
A case in point is the India WASH Summit 2015, which turned out to be a huge hit with more than 700 national and international delegates including over 100 prominent
speakers, far exceeding the organizers' expectations of about 250 attendees at the most. The fantastic effort by BACE was summed up beautifully by Neeraj Jain, Chief Executive, Water Aid in India:

Bace is Currently working on developing an online model for organizing events where clients can create and visualize an event as per their requirements

"It started on a low key, but just kept building up. From a targeted 250 delegates, we reached over 700 confirmations and kudos to BACE team, they kept up with all the last minute changes and additions literally till the last minute. All our expectations were met with full satisfaction and the entire 3 day event went without a hitch. Congratulations and big thank you to BACE team for supporting WaterAid team in organizing a wonderful experience".

However, acquiring this eminence was not an easy task. From its humble beginning as a small enterprise managing retreats and outbound training workshops for corporate groups, BACE gradually increased its reach and pace by reeling in institutional customers such as UNICEF, The World Bank, UNDP and more, and successfully managing their conferences, exhibitions and social events.

The ability to form the 'Big Picture' while keeping the smallest detail in
view has helped BACE gain the confidence of more and more customers and today, it organises around 45-50 events a year. Founded by Sanjay and Meeta Kapoor in 1995, the company is now poised to grow on the national scene. "Emphasis should be on content - an approach that is currently lacking in the industry. This is where we differ. With our focus on the technical aspects of events, we help our customers get the right content in place by helping them engage with domain experts and resource persons, thus relieving the event organizing committee of the mundane tasks of logistics management and letting them concentrate on content," says Sanjay Kapoor, CEO, BACE Marketing.

Strong bonding with the clients from months before the actual event, intensive research and use of contemporary project management tools like PERT and GANTT charts have helped BACE to acquire the status of an agency which has never failed to secure over 95 percent of attendance in all its events - be it paid or free for invitees.

Featuring Digital Future
BACE is currently working on developing an online model for organizing events where clients can create and visualize an event as per their requirements. They can view modular setups on screen and present their ideas or raise queries through the portal and a back-end team will respond to their queries instantly. With a vision to expand its representation in other cities, the company is looking at launching a few modules which will increase its digital presence.