How to successfully plan and market corporate meetings?

Most companies hold meetings of various sizes and sizes every year, but both manufacturers and merchants have become accustomed to such meetings, because according to everyone, these meetings are for "meetings" and "will "Formalism is serious." However, if the planning and marketing work can be done well before the meeting, the success of the later meeting will be logical.
Targeted - the theme is clear, the purpose is pure
First of all, we should clarify the theme of the conference: such as the dealer forum, the distributors from all over the country will be gathered to summarize the past and look forward to the future; introduce the marketing policy of the company's new year to the dealers, and get everyone's support and support; I found problems in the previous marketing process, predicted market development trends, and proposed solutions and measures to promote “win-win” for manufacturers.
The theme of the conference should be consistent with the actual needs of the current market, and should be fashionable, novel and unique. In terms of dealer seminars, the company can adopt a fashion approach: such as the theme of “brands create value and strength to win the future – company dealers win-win” as the theme of the symposium, which can win the affirmation of the company’s top management and attract participation. The eyes of many dealers.
The purpose of the meeting is closely related to the theme. In principle, the purpose of a meeting should be as simple as possible, with only one and at most two. For example, by summing up the sales performance in previous years, looking forward to the sales situation in the coming year, pumping up the following dealers; releasing marketing policies, stimulating and stimulating dealers, improving the confidence of dealers in operating their own products; and improving the brand image by means of corporate strength; A large-scale promotion activities paved the way; new into a market, or the promotion of new products before the listing; follow the market trend, focus on hot spots, improve visibility and reputation.
The clear theme and purpose is equivalent to the "marketing" of corporate conferences, and it will not deviate from the theme and repeat the mistakes of formalism.
When the theme and purpose of the meeting are clear, the form and target of the meeting will be determined. This will enable the subsequent planning work to be organized and step by step, and truly achieve the goal of “small investment, quick results, high returns, and win-win for manufacturers”. .
The machine can not be lost - choose the right time to choose the right place
Choosing the right time will have a considerable impact on the success of the conference. In the market, there are often sayings that “preemptive strikes and post-productions are made to people”. The timing of the conference must be chosen well. Otherwise, “the machine cannot be lost, and the time is no longer coming”.
For example, the dealer forum can choose the time in the late part of the market, and there is still a period of time from the end of the year. Choosing this opportunity, first of all, the company's marketing policy has been released, the new products will be fully listed, dealers can visit the company's overall strength and product lineup; secondly, the off-season is just a good time to summarize last year, look forward to the next year, the dealer's business also Not very much, avoiding the busy sales season; again, at the end of the year, the dealers' minds are mostly on sales, recycling arrears and managing the various supervisors and leaders.
In addition to the timing of selection, the time and place of the meeting should be fully considered. Generally speaking, the dealer seminar can be determined as 3 days in conjunction with the actual situation of the company. Except for the reception day, the first day is to visit the factory and rest; the second day is the dealer seminar; the third day is private. Communication and play.
It is also painstaking to pay attention to the date of the meeting. The date of the symposium is best chosen to avoid weekends.
In the selection of the location of the meeting, it is necessary to book a beautiful villa in advance through field trips. Although it is not very luxurious, the hot springs, Xiushan, green water, and the typical rural scenery around it will avoid one-sided pursuit of high-end luxury. The tragic ending of "the effort is not good" caused by the star hotel.
Knocking on the door - successful report planning
Holding a meeting requires the company to save money, but no one can say what effect the meeting will achieve. At this point, the person in charge of the meeting should promptly submit a more detailed report to the superior leadership, and make a detailed analysis of the current market environment, the challenges and opportunities faced, the investment in the conference and the expected results, and strive to obtain support from the superior.
For the superiors, whether or not to support the meeting, the strength of support depends on three questions: Why do you want to hold conference marketing? How to do conference marketing? What is the pay and output?
The answer to the first question is in the market background data section and the theme and purpose part of the meeting; the answer to the second question is the specific content of the meeting, including form, location, time, meeting schedule, division of personnel, etc.; The answer to the question is the meeting budget fee schedule and the expected income statement, as well as the summary report after the meeting. In order to obtain the support of the superiors, the conference marketing must solve the above three problems in the report submitted to the superior. Therefore, some people think that “the report is a stepping stone to win the support of the superior and the success of the conference marketing”.
The support of superior leaders for conference marketing is reflected in the following four aspects:
The first is direct budget support. The budget of the meeting should fully take into account the budget of various expenses, the better the better; at the same time, it also needs to budget part of the unexpected expenses, such as the delay of the aircraft, the additional food and beverage expenses of the receptionist and the guests, or because of other force majeure factors. In addition, this part of the cost in principle accounts for 5%-10% of the total budget.
Second is the support in marketing policy. The company should formulate corresponding marketing policies in advance, including support in products, prices, channels, promotions, services, etc. These are the issues that dealers are most concerned about.
Thirdly, through the organization and coordination of the relevant departments at the higher level, we can get the support of other relevant departments and personnel. A slightly larger meeting involves production, R&D, sales, advertising, planning, and many other departments. In this regard, if there is no support from superiors, the following people can be said to be difficult.
The last is to get a variety of other resources. For example, the display of products, the provision of transportation, support for accommodation and food, and the support of various other resources must be reflected in the report to the superior.
A full and reasonable division of labor, a good man and three gangs, only fully mobilize all living forces, conference marketing can have the ultimate success, therefore, the conference must be fully successful, a very important support is to carry out a full and reasonable division of labor. A special meeting group should be established two weeks before the meeting. Among them, the members of the conference group include:
The company's leaders, their task is to designate the specific person in charge of the meeting, seek the support of other relevant departments and employees, obtain the support of the company's senior leadership; monitor the entire activity process, make recommendations and guidance, solve some difficult problems and Send an incident.
There is only one specific person in charge of the meeting, which is the general manager of the meeting. His responsibilities are clear and clear, that is, seeking support and assistance from other departments; planning the entire process of the meeting, selecting core members, and dividing the core members; obtaining funding for activities; coordinating departments and members Work, put all the work together; supervise and assess the work of the following members, and solve some difficult problems.
The core member of the conference group, which is the member of the lowest level officer. Members in this area are specifically divided into four categories:
First of all, the members responsible for propaganda, including writing leadership speeches, news articles, preparation of corresponding promotional materials, etc., various banners, banner content, background boards, display board content and media reception are all responsible for this part of the work.
Followed by the members of the host. Including telephone, internet, fax contact before the meeting, issuing invitation letters, recovering receipts; arranging, taking over the pick-up, train station reception and on-site reception work; arranging the guests' food, accommodation and final drop-off work.
Once again, the person responsible for the site layout. Includes tables, chairs, flowerpots, banners, banners, carpets, background boards, panels, speech tables, microphones, stereos, power supplies, projection equipment, hostesses, balloons, arches and more.
The last category is for other logistics personnel, including preparation kits, gifts, seat cards, guest cards, bands, lion dances, transportation, etc. All of this work must be done before the start of the meeting.
Only by fully mobilizing all living forces, conference marketing can have the ultimate success. Therefore, a very important support for the conference to win a full victory is to carry out a full and reasonable division of labor.
Finely crafted – details cannot be ignored
The success of the conference largely depends on the details of the details. On the day before the meeting, the meeting schedule should be finalized and a detailed schedule should be printed out and distributed to each participating dealer representative. And communicate with the speakers in advance, fully control the entire process of the meeting, and coordinate the atmosphere.
The symposium can be in the form of a round table. Everyone treats everyone equally. The dissidents of the dealers at the meeting, most of the company's responsible persons must be resolved on the spot, and they will win the applause of the dealers.
Before the end of the meeting, an awarding ceremony can be held to reward the big sellers of the site last year, which will bring the symposium to a climax and greatly stimulate other dealers. For other participating dealers, some gifts can be given.
During the banquet, for the distributors from the north and the south, a variety of foods of different tastes should be arranged. At the same time, the company leaders should be arranged to accompany each table, and the salesman should accompany them all the time; and the on-site sweepstakes can be considered in the middle of the meal, and the scene is active. atmosphere.

How to successfully plan and market corporate meetings?

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