corporate meetings_ben goedegebuure
DESCRIPTION
Top corporate meeting planners explain how their major meetings have evolved to become more deeply integrated with company CRM systems, and with strategic sales and development objectives, and have become powerful tools for creating engaged communities of internal and external stakeholders, both during and away from the events themselves. These major changes are profoundly transforming the requirements of corporate events and planners in ways that all suppliers need to understand if they are to be effective partners and suppliers of meeting services.TRANSCRIPT
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Session code:
53rd ICCA Congress
Corporate Meetings: Evolution as a Business Tool Ben Goedegebuure, global general manager of EMEA for Maritz Travel Company
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Trends in Corporate Meetings
Combining meetings and incentive programs, and developing an overall strategy.
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• Creates value for organizations
– Take advantage of having high performers and top executives in same place
Combining Meetings and Incentives
Meetings and Incentives Strategy
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Organizational Changes
• Companies experiencing leadership and structural changes every 12 to 18 months.
• An overall strategy is necessary to ensure meetings and incentives are not disrupted by change.
Meetings and Incentives Strategy
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• Consistent program and brand messaging
– Internal
– External
• Negotiation power with suppliers
• Achieve organizational goals and objectives
• Global meetings have regional flare
Benefits of Strategy
Meetings and Incentives Strategy
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Trends in Corporate Meetings
Use of technology continues to grow in meetings.
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How It’s Being Used
• Gathering attendee data for personalized experiences
– Wayfinding
– Networking opportunities
• Paperless meetings and conferences
Technology is on the Move
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How It’s Being Used
• Customized event applications
– Encourage utilization of apps by facilitators, speakers and attendees
– Generate conversation before, during and after events
• Procurement’s role increasing
Technology is on the Move
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Trends in Corporate Meetings
Creating valuable meetings for guests.
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Focus on Guest-Centered Design
Valuable Meetings
• When planning a meeting, create a common vision and objective of the meeting.
• Map the journey of the guest from beginning to end (long after the meeting is over).
• Ensure experiences align with guest impressions and business outcomes.
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• Reflect your company’s mission and brand throughout every aspect of your meeting.
• Helps the meeting attendee feel more connected and loyal to the brand.
Benefit of Brand Alignment
Valuable Meetings
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Thank you!