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Session code:
53rd ICCA Congress
Corporate Meetings: Evolution as a Business Tool Ben Goedegebuure, global general manager of EMEA for Maritz Travel Company
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Trends in Corporate Meetings
Combining meetings and incentive programs, and developing an overall strategy.
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• Creates value for organizations
– Take advantage of having high performers and top executives in same place
Combining Meetings and Incentives
Meetings and Incentives Strategy
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Organizational Changes
• Companies experiencing leadership and structural changes every 12 to 18 months.
• An overall strategy is necessary to ensure meetings and incentives are not disrupted by change.
Meetings and Incentives Strategy
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• Consistent program and brand messaging
– Internal
– External
• Negotiation power with suppliers
• Achieve organizational goals and objectives
• Global meetings have regional flare
Benefits of Strategy
Meetings and Incentives Strategy
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Trends in Corporate Meetings
Use of technology continues to grow in meetings.
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How It’s Being Used
• Gathering attendee data for personalized experiences
– Wayfinding
– Networking opportunities
• Paperless meetings and conferences
Technology is on the Move
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How It’s Being Used
• Customized event applications
– Encourage utilization of apps by facilitators, speakers and attendees
– Generate conversation before, during and after events
• Procurement’s role increasing
Technology is on the Move
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Trends in Corporate Meetings
Creating valuable meetings for guests.
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Focus on Guest-Centered Design
Valuable Meetings
• When planning a meeting, create a common vision and objective of the meeting.
• Map the journey of the guest from beginning to end (long after the meeting is over).
• Ensure experiences align with guest impressions and business outcomes.
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• Reflect your company’s mission and brand throughout every aspect of your meeting.
• Helps the meeting attendee feel more connected and loyal to the brand.
Benefit of Brand Alignment
Valuable Meetings
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Thank you!