by Andrea Doyle | November 03, 2017

5. Challenge Convention
Global Evento, a luxury corporate event and gift company, was founded on the idea that events and gifting should be an experience -- not just an afterthought or an amenity at turndown in a hotel room. When done well, gifting events are woven into the event experience itself. That was the belief held by Patrick Corley, a managing partner of Global Evento, when he started the Bose Event Experience five years ago.

"Like gifting events, meetings must be experiential to be memorable," he says. To demonstrate that philosophy to clients and industry partners, Corley and fellow managing partner Nathan Boyd headed out on a 10,000-mile road trip around the United States. Starting in St. Louis, its corporate home, the team drove across the country, stopping at cities including New York and Los Angeles, Atlanta and Chicago, and everywhere in between.

Globo Evento created a mobile
showroom with the Global Evento
Airstream Travel Trailer

Instead of typical meetings and presentations in conference rooms, clients were invited to visit the Global Evento Airstream Travel Trailer, a vintage luxury mobile home from the 1950s. The Airstream was fitted with products and services Global Evento offers every day.

"What an incredible experience. It was the first time we had ever done anything like this before, and we were excited to see that surprise and delighted look on the faces of our clients," says Boyd.

Corley adds that it was, "Like parking an Airstream in Manhattan, approaching meetings, events, and gifting from a new angle is not without its challenges. But if you are doing anything that is too easy, it probably isn't worth doing."

The inaugural road trip was more successful than anticipated. "The industry has become so reliant on emails that sometimes it's easy to forget that nothing can replace time spent face-to-face," explains Corley. "Nothing compares to that direct connection with a client when you are looking to build rapport and trust as you take on partnership in their important events." Global Evento demonstrated that creating an experience produces results. Clients enjoyed leaving their offices and stepping into the Airstream showroom where they got to experiment with a wide array of products. "We don't just source gifts, we will weave them into the experience of your next event," says Corley.

6. Create Exclusivity
Founded in 2015, Synergy Global Forum was created to revolutionize the thinking of entrepreneurs and managers by gathering internationally recognized speakers together to provide a unique learning experience. Since then, Synergy has expanded to New York, London, and Dubai, and attracts upward of 6,000 attendees at each one. Every event provides an environment aimed at providing participants with ways to think differently in how they assess problems, measure success, and reach new heights. With the desire to make it experiential, host cities play an integral role in the Synergy symposium, by providing immersive cultural local tours and entertainment.

Marketer and Apple evangelist
Guy Kawasaki spoke at the
Synergy Global Forum

Instead of featuring one, two, or maybe three headline speakers for knowledge-hungry entrepreneurs, CEOs, and networkers to learn from, Synergy Global Forum has a stage-full of iconic speakers. This October, the Synergy Global Forum in New York City featured trailblazers that included Sir Richard Branson, Malcolm Gladwell, Gary Vaynerchuk, Jack Welch, Ray Kurzweil, Jimmy Wales, Simon Sinek, Daniel Goleman, Jordan Belfort, Nassim Taleb, Robin Wright, Guy Kawasaki, and Naveen Jain.

"With our lineup of speakers, attendees can lay claim to seeing, hearing, and learning from 13 world-renowned businesspeople, tech visionaries, writers, actors, professors, investors, and activists. Few, if any, conferences offer a similarly prolific lineup," says Synergy Global Forum NYC Director Augusto Carrizo.

Besides the 13 speakers, Synergy Global Forum in New York had three panel sessions filled with luminaries from the worlds of venture capital, media, publishing, entertainment, wearable technology, and nutritional science.

Through the Shapr app, attendees discovered like-minded people, potential clients, partners, and colleagues; scheduled appointments; and shared their experience within their network. An after-party was held at the legendary Hammerstein Ballroom, hosted by DJ Paris Hilton.

Questions or comments? Email [email protected]

This article appears in the November 2017 issue of Successful Meetings.