On Site: A Recurring Theme

Would you travel halfway across the country for a meeting without knowing its purpose? Most of us need a reason—an expectation. Yet, many meetings, such as the vaguely described "annual sales meeting," are often big unknown for attendees.

Companies can conduct meetings and conferences for several reasons: to review the past year and announce goals for the next; to introduce a new product to dealers; to plot a plan of action; or to set a tone for the current business environment. Imagine how much more receptive attendees would be if they had an inkling of what to expect, rather than wondering if it is time for a pat on the back or a spanking. Ambiguity is counterproductive to crafting an efficient meeting.

So, let's get rid of the fuzziness and focus on heightening the anticipation that something extraordinary is about to occur at this year's program. Bring on the well-thought-out, highly creative, and shrewdly executed meeting theme.

An incredible theme will elevate attendees' curiosity and make them eager to attend. The theme should be used throughout an awareness campaign, from the first communication to the last retention strategy that helps the attendee take the meeting content back to the office.

From the management side, there are four general objectives for engaging an audience: get the attendees' attention; create interest in what's going to happen; make the attendee desirous of being involved; and finally, after preparing the field for the program itself, issue a clear-cut call to action that sends the attendees rushing out of the room eager to make their own personal difference to the organization.

But wait! It's not that easy. As communicators, we need to be concerned with what we want our audience to know, to think, to feel, and to do. Too often, we focus on knowledge transfer and go no further toward fulfilling these other goals. Remember, there are four distinct levels to connect on. A meeting is a "persuasive" activity—we're trying to influence behavior and attitude.

The theme is used in all methods of connecting with the attendee. It appears in all pre-meeting communication: websites, on-site banners, registration materials, and throughout the program. Most of us do that already. But is it enough? Have we gone far enough?

The subtle success of the theme is how well it permeates all content to which the attendees are exposed. Give them the theme message over and over and over—in different slants, different hues, and different intensities—until there is no doubt why the meeting is occurring.

For example, in a general session, a "Power of One" opening video could metaphorically set the stage using separate visual images coming together to create something new and wonderful (colonies forming the United States, a hospital emergency room team meshing together to save lives, a ballet company combining various routines into an all-out performances, and so on). Viewers are left in a mood that tells them good things come from working together (the "feel" goal).

On video screens, a themed graphic depicting various "power" images morph together to display "Power of One" at various times in the agenda. All of the speakers, from CEO to vice president of marketing, from vice president of sales to CFO, speak with synchronicity of subjects while adding their particular spin—the mountain may be described in different ways, depending on which side you are standing, but it is still one mountain. During the speeches, information is passed on ("know" goal).

Teambuilding exercises focus on breaking the group into teams from the commingled companies, and they compete against the others. Breakouts drill down to the tactics of how it's going to work.

In short, the attendees are immersed in a single message—our company is one team and together we are powerful. Every component of the program reinforces and defines the impact of this message. The attendees draw the conclusion that they are lucky to be a part of the company ("think" goal).

And again, the rallying cry of the call-to-action sends the freshly minted converts out to change the world ("do" goal).

A good theme is deceptively hard to develop. It should be succinct, clear, and have punch. Some are inspirational, some are aspirational, while others are direct and to the point.

Let's take our cue from the following marketing taglines for highly competitive brand products with which we are all familiar:

Patron Tequila — "Simply perfect"
Sony — "Like.no.other"
Infiniti — "Intensity captured"
Saab — "Born from jets"
Hitachi — "Inspire the next"
Citibank — "Let's get it done"
Diesel (clothing) — "Live fast"
Tag Heuer — "What are you made of?"
Lance Armstrong — "Live Strong"

In each case, a connection is made between observer and product. As consumers, we must have that product, because we yearn for the positive association the theme promises.

As attendees of our company's program, we want to know where we fit, how we're doing, and what is expected of us. The sooner we know the better.

Loaded with that knowledge and perspective, we will shoot out of the gate in the race toward significance.


John A. Lee is executive vice president of Ambassadors LLC, a leading meetings and event management company located in Newport Beach. John has 20 years' experience in designing effective and creative programs and campaigns for Fortune 500 companies. To reach him, e-mail [email protected] or call (949) 759-5900.


Originally published May 01, 2008

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