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For many companies, the annual sales meeting remains the pinnacle event of the year from celebrating success and introducing news to providing professional development tools and creating access for networking opportunities.

While the pandemic has changed the game for the events industry as a whole, sales meetings have continued to thrive. “Sales meetings are so highly regarded because they ignite human connection and reinforce company values,” said Michael Kuntz, CEO of Media West Events. “Regardless of the event being virtual, in-person or hybrid, companies need highly experienced event production partners who can support these hallmark events.”

Here are Media West Events’ five considerations for producing the most effective and engaging corporate sales meetings:

1. Event Planning

The essential first stage in planning is to delve into goal setting. Understanding company culture, creative thematic and presenter ability is a good place to start. Having transparency where shortfalls exist can guide training and ideation. Collaborating and consulting on the client’s agenda, which is often already set, is critical to ensuring the right technology and tools can support the event and heighten engagement (i.e, allowing time for transitions and incorporating two-way communications).

2. Thematic Content

Without dynamic content, the audience can feel disconnected. Your event partner should be your strategic brand ambassador weaving key thematic elements and messages throughout every aspect of the production including all audio, visual and design elements. Using humor such as company “bloopers,” custom songs, video “shorts” and creative product launch ideas are a few ways to reinforce your message. Visual content is the most memorable and captivating.

"Your event partner should be your strategic brand ambassador weaving key thematic elements and messages throughout every aspect of the production including all audio, visual and design elements."

3. Design Elements Bring Content to Life

Stage design, stage heights, color choice, lighting and sound brings the company’s message to life. Your event partner should walk you through what works best on the big screen, what technology works to broadcast out to virtual and hybrid audiences, what backgrounds and audio/visual technology will enhance the event. Presentation/graphic design custom content such as “show “openers” and unique networking spaces - help strengthen the event theme.

4. Production Value

Never underestimate the need for high quality production. Companies that want to “do it on their own,” can certainly manage. But, if you can’t see or hear the content, the meeting will not achieve its outcome. The goal should be “production quality” content that can be enjoyed in person or broadcasted out with the same success. The event can have the right elements, but if quality is poor, so will be the takeaway. Leave the audience with a long-lasting impression.

5. Surprise & Delight

Sometimes capturing attention has everything to do with the right meeting emcee, entertainment and/or keynote speaker. Finding presenters who can light up a room, keep the momentum and make content relatable are necessary for our hybrid world. Presentations should be shorter and more dynamic to keep the audience fully engaged. When incorporating virtual audiences, integration of “surprise and delight” elements go a long way - whether it’s a delivered gift box from the company or small rewards for participation. Live performances and outside experts will also inspire the audience and raise the bar.

Sales meetings have always been a much anticipated event for sales teams to come together. Event production partners can help you take your event to a new level. Look for expertise that can utilize newer technologies to help amplify your event and produce a stellar event experience.


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