Event Solution Press Release
- 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