1. ORANGE COUNTY BUSINESS JOURNAL
$1.50 VOL. 25 NO. 15 www.ocbj.com April 15 - 21, 2002
Reprinted with the permission of the Orange County Business Journal
I
t was cold under blue skies as a
group of 100 company sales rep-
resentatives disembarked from
motor coaches on a back road at a
renowned winter resort. Snow was
piled high among ancient cedar
and pine trees. Attendees had just
arrived from cities all over the
United States, and they were
ready to open their meeting.This time it would be
a different kind of experience.
Just up the path, a
small warming hut with a
group of well-organized
travel directors stood
ready to properly attire
guests with outerwear,
helmets and finely tuned
snowmobiles.
This company’s sales team was poised to
embark on a six-mile ride through deep forest.
The route would have challenging terrain and
they would have to work diligently to reach the
mountaintop. But the summit would prove to be
the best possible location for kicking off a week-
long sales meeting prior to returning to the com-
fort of a hotel and conference center.
The message from management was clear:
“Own the mountaintop and own market share.”
A sales team under pressure to adapt to new
technology, increase performance and represent
new products is apt to need a compelling, yet
simple mantra.A meeting site that resonates with
a company’s message can be a catalyst for
branding new ideas and shaking the rafters.
Here are some helpful tips on developing this
kind of message:
I Create the meeting logo.Colors should com-
plement product themes and set the emotional
tenor for the meeting. Be sure to create an icon
that is visually compelling, yet simple.The tag line
should be easy to remember and should
embrace the company’s objectives before and
after the meeting.
I Build excitement by developing an e-mail
marketing campaign.
I Decide on content and who will present at
the meeting. Check availability and cost of
speakers. Build your agenda, balancing the time
frame with key points. Allow for downtime and
breaks. Keep retention high by narrowing the
focus.
I Implement fun and fascination. Product pre-
miums, interactive demonstrations, creative
menus, entertainment and nightly room drops
will add to the composition of your program and
message.
I Create “sizzle”: spe-
cial events, multi- media,
recognition and out-of-
the-ordinary activities
are essential to driving
the message.
Here are some helpful
tips when selecting a
location for your meeting:
IPlan ahead, check available dates and rates.
Many locations are booked a year or more in
advance. A site-selection service that submits a
comprehensive RFP and negotiates sleeping
room rates can be of great assistance at little or
no cost.
I Consider the meeting’s objectives and audi-
ence. Remember that time of year and climate
can be important factors. Are you looking for a
geographically convenient site, a downtown area
or third-tier city with terrific hotels and resorts?
I Factor in costs and see if the perceived
return on investment meets with your criteria.
I Evaluate distance and travel time from major
airports.
I Check to see if the location offers recreation
opportunities if applicable to your program.
I Determine if the hotel or conference center
has enough space for your general session,
meals and breakouts.
Most importantly, the right venue and the right
message at your next company meeting will
ensure continued growth and success!
For more information, please contact Scott
Maxwell, CMP, Event Solution, (949) 699-0491;
or smaxwell@eventsolution.com
Have the Right Venue and the Right
Message at Your Next Company Meeting
A meeting site that resonates
with a company’s message can
be a catalyst for branding new
ideas and shaking the rafters.
Corinne Maxwell 6/11/02 4:52 PM Page 1