Top Five Reasons to Meet in a Down Economy

Those of us in the meetings industry know that the ability to roll with the punches is part of the job. And with the economy the way it's been, many of us are dancing like Rocky Balboa. A difficult economy has implications for employees that go far beyond economics. It will most certainly affect morale, which is key to productivity and focus.

One of the best ways to boost employee morale and ensure your teams are properly focused is through essential face time with colleagues and leadership. The ability to deliver corporate goals directly from management and the great innovations that can accompany spirited group discussions are key benefits of a group gathering, not to mention the chance to learn from one another and keep everyone on task.

The issue isn't whether a group can afford to host its meeting. It is really whether they can afford not to. So in an effort to help planners bob and weave their way through budget cuts, we've created the following list of the top five reasons to meet in a down economy:

1. Keep the Sales Force On Task

A smart sales force will meet even more often during a difficult economic climate to keep team members motivated and make sure they are all working toward a common goal. This is especially important for a company with young sales professionals who have never faced a challenging economy before. Meeting with the team is an effective way to share what's working and what isn't, and an opportunity to course-correct when necessary.

2. Maximize the Cost-Benefit of Attending Conferences

Attending well-chosen conferences and trade shows puts your people in an efficient selling mode, with prospects ready and waiting to be approached, qualified, questioned about what's changed in their circumstances, and then converted. This kind of setting can also present opportunities for publicity and establishing a broader awareness among your target customers. Consider gatherings that trade media tend to cover, and reach out to that media during the event, which can also help maximize the cost-benefit of attending.

3. Reach Out to Employees By Region

Big, annual meetings are a time for teambuilding, face time, and socializing with co-workers, and in some cases, it's the only time during the year that the entire company gets together. But time away from the office comes at a premium these days, and the associated travel costs can also be worrisome. Removing these gatherings altogether could have a negative impact on company morale and could also make it difficult to deliver key corporate messages that are best presented in person. A thrifty but effective alternative is to hold smaller, regional meetings instead.

4. Maintain Important Face Time

Since employees of big companies with multiple offices don't get to see much of one another during the year, it's important to strengthen their relationships via some face-to-face interaction. This will help sustain the company's culture as well as provide a much needed means of assessing acceptance of the message. Research indicates that in-person presentations are retained more easily and generate a more positive reception, because the opportunity for interaction via Q&A exists, so it's the best way to lay out the company's annual goals and mission, introduce new products or ad campaigns, etc.

5. Change the Scenery

Breaking away from the stressful everyday work environment is a great way to re-infuse staffers with some much needed energy via the excitement of new surroundings. A change from the daily routine can result in enhanced creativity as well as provide a platform for innovation and imagination. Translation: A more productive meeting and an energized team.

Mike Mason is senior vice president of sales and marketing for Gaylord Hotels. Mason has more than 22 years of experience in the hospitality industry and currently serves on the board of Osceola Resort Area Council and the Osceola Marketing Committee. Additional trade industry memberships include MPI, ASAE and PCMA.

Originally published Jan. 1, 2009

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