What Google and WWE can Teach Event Planners About Effective CSR

In 2015, Google launched its Building a Better Bay Area campaign by investing more than $5 million into non-profit organizations in the area, with a unique twist.

Rather than allocating the money themselves, the company installed large, interactive posters in public places, allowing the general public to decide where to send the money. This allowed people to take the time out of their day to learn about some local causes and feel as though they were making a difference without spending a dime—although the familiarity and warm feelings often led to individual contributions as well.

Similarly, major sports and entertainment giants like the National Football League and WWE have embraced the breast cancer charity, Susan G. Komen for the Cure, during Breast Cancer Awareness Month.

Within the NFL, gestures have included pink ribbons on the ball, pink cleats, wristbands, gloves and towels, as well as the sale of pink merchandise, with the proceeds going to the charity. In WWE, the company turns one of its wrestling ring ropes pink for the month and sells pink versions of company merchandise.

What can we learn from these massive marketing successes about incorporating corporate philanthropy into the experiences we design at live events?

1. Make it Visual

Fundraising doesn’t have to be pink (or even a color). Pink is just one example of how philanthropy can be compellingly and tastefully woven into an event. Visuals are a fun way to emphasize the theme.

2. Make it Fun

A theme can also be communicated through other modes of entertainment such as speakers, videos, activities and more. A consistent message delivered in a way that delights will stick with the audience.

3. Make it Interactive

The crowdsourcing in Google’s campaign and the call to support the cause by buying pink water bottles helps an audience feel invested in the cause. The purpose behind any experiential marketing campaign is to bring customers closer to a brand, allowing them to immerse themselves in a memorable event or experience. This consequently builds a positive association for the customer, who will link the brand to a positive memory engineered by you for a greater good.

Experiential Philanthropy Doesn’t Have to be Hard

Meeting and event planners are compelled to be wizards at lots of things. But in a world where every event has the latest gizmos, crafting experiences that stand out can be challenging. One solution is to work with an exhibition design company that specializes in creating this type of interactive experiential marketing to generate positive interactions, while allowing your organization to fulfill its social responsibilities.

“Increasingly, consumers are looking for solutions to their anxieties about making the globalized world a better place,” Philip Kotler, Hermawan Kartajaya and Iwan Setiawan write in their bookMarketing 3.0: From Products to Customers to the Human Spirit. “In a world full of confusion, they search for companies that address their deepest needs for social, environmental and economic justice.”

Incorporating a philanthropic cause into your meeting or event is a win-win-win situation. It endows attendees with a better sense of purpose, immediately makes your event more desirable (therefore successful) and, most importantly, helps your cause get the attention and resources it needs.


Reno Macri is a founder and director of Enigma Visual Solutions, a leading exhibition and event company, specializing in retail designs, interiors, graphic productions, signage systems, office refurbishment, event branding, modular exhibition stands and much more. He specializes in experiential marketing and event productions. He enjoys sharing his thoughts on upcoming marketing ideas and design trends. Feel free to follow him on Twitter.

event changing site tours

Your calendar is full and finding time to fly to a handful of locations can be difficult to balance with all the other things on the to-do list so in-person visits need to be as efficient as possible. The experts at venue sourcing and event management company Conference Care have some suggestions (and a detail checklist) for making the most of these essential tours.

1. Evaluate Access

The true test starts before you arrive at the door of the venue. Try to make your site visit at the same time of day that a delegate would be travelling to the site. Consider the efficiency of public transit, parking availability, airlift. This also provides useful information to share with your future delegates.

2. Consider True Capacity

Conference Care Head of Operations Louise Harwood, recommends paying close attention to a venue’s true capacity. By this she doesn’t just mean asking the number of people the venue will hold. Instead, she she suggests visualizing “how the space suits the event and whether there will be any logistical challenges to overcome. Think about whether you will be able to comfortably manage the number of delegates in the venue.”

3. Eat the Cake

People will always remember the food, especially if it was bad. Harwood recommends sampling the offerings you are considering serving. Pay attention not only to how it tastes, but also the presentation and the level of service provided. Food should never be an afterthought.

4. Test the Light and Sound

The ability to see and hear what is being presented is critical to a successful meeting. Conference Care New Business Manager Gary Hutton, suggests asking to talk to the audio/visual team during a site visit. “A room can look very different with a full back projection set and stage than it does when it is set up for a dinner or an empty space. Seeing them onsite will really help you get a grasp of how it will work.”

5. Negotiate Terms

This is also a good time to discuss the contractual details with staff. It can be difficult to predict exactly how many delegates will actually attend your event. To manage your budget effectively, discuss items such as cancellations face-to-face when you visit the venue. This is often when you will secure the most favorable terms.

6. Just Do It

A site visit can often be an undervalued part of the site selection process. Personal recommendations, online research and past experience are all well and good, but nothing beats standing in the space you intend to use and experiencing it first-hand. While it may appear from the pictures that a conference room is bright and airy, when you get there it may be much smaller than it appears. Likewise a venue situated out in the countryside may sound like an attractive, secluded option-however, in reality this may just mean it is a tricky place for your delegates to get to. If you ask the right questions, site visits have the power to make the next meeting the best one.

Checklist:

Nicola Webb, the Account Development Manager from Conference Care says that the simple things can be pivotal to whether your event runs smoothly. Consider the following:

  • Are there are sufficient and accessible restrooms?
  • Is there a secure coatroom?
  • What are the proposed staffing levels?
  • What is the standard of cleanliness?
  • How clear is signage?
  • How noisy is the space?

Distinguished hotels and CVBs earn coveted Smart Meetings honor

After much voting and decision-making, the 14th annual Platinum Choice Award winners have been selected by Smart Meetings magazine, the meeting industry’s premier resource for meeting professionals. This highly esteemed award salutes excellence in service and amenities among meeting hotels and resorts in the United States, Canada, Mexico and the Caribbean. Also recognized is exceptional service by destination marketing companies and CVBs from across North America.

Since there are thousands of qualified properties and associations, selecting the top tier winners is no easy task. Recipients of the award have demonstrated exemplary standards of excellence ranging from ambience, amenities, breadth of resources, facility quality, guest services, meeting space and packages, recreational activities, restaurant and dining options, and technical support. Votes are cast by industry professionals, the Smart Meetings editorial team and Smart Meetings readers.

“Over the years, our list of winners has become a crucial resource for many meeting planners,” says Marin Bright, founder and CEO of Smart Meetings. “The Platinum Choice awards really identify who’s who in today’s hospitality industry. I’m thrilled about our list of winners, and I hope you use this roster when selecting your meeting destinations for the coming year—they certainly have earned your business.”

The new honorees will be celebrated in the December 2017 issue of Smart Meetings magazine. Those winners are as follows:

Hotels & Venues

CVBs

Alisal Guest Ranch & Resort
Allegretto Vineyard Resort Paso Robles
Andaz Mayakoba Resort Riviera Maya
Andaz Napa
Atlantis Casino Resort Spa Reno
Atlantis Paradise Island
Austin Convention Center
Barcelo Maya Beach
Belmond Charleston Place
Bernardus Lodge
Boston Park Plaza Hotel & Towers
The Breakers Palm Beach
Broadmoor Colorado Springs
Caesars Palace
Carneros Resort and Spa
Coeur D Alene Golf & Spa Resort
Coronado Island Marriott Resort and Spa
Enchantment Resort
Fairmont Queen Elizabeth
Fairmont Royal York
Fairmont San Francisco
Fairmont Scottsdale Princess
Fiesta Americana Grand Coral Beach Cancun
Four Seasons Hotel San Francisco
Gateway Canyons Resort
Gaylord National Hotel and Convention Center
Gaylord Opryland Hotel & Convention Center
Gaylord Texan Resort & Convention Center
Gideon Putnam
Grand Hyatt Atlanta In Buckhead
Grand Hyatt DFW
Grand Hyatt Kauai Resort & Spa
Grand Hyatt Seattle
Grand Velas Nuevo Vallarta
Grand Wailea Resort Hotel & Spa
Hard Rock Hotel San Diego
Hilton Galveston Island
Hilton Milwaukee City Center
Hilton Sandestin Beach Golf Resort & Spa
Hilton Santa Fe At Buffalo Thunder
Hotel Del Coronado
Hotel Hershey
Hotel Jerome
Hotel Terra Jackson Hole
Huntington Convention Center of Cleveland
Hyatt Regency Austin
Hyatt Regency Boston Harbor
Hyatt Regency Denver At Colorado Convention Center
Hyatt Regency LAX
Hyatt Regency Lost Pines Resort and Spa
Hyatt Regency Maui Resort
Hyatt Regency Mission Bay
Hyatt Regency New Orleans
Hyatt Regency Tamaya Resort and Spa
InterContinental The Clement Monterey
JW Marriott Austin
JW Marriott Marquis Miami
Kiawah Island Golf Resort
King and Prince Golf & Beach Resort
La Cantera Resort & Spa by Destination Hotels
La Quinta Resort
Lansdowne Resort
Lied Lodge & Conference Center
London House
Lotte New York Palace
Manchester Grand Hyatt San Diego
Mandalay Bay Resort & Casino
Marcus Hotels & Resorts
Margaritaville Hollywood
Marina Inn At Grande Dunes
Marriott Marquis San Diego Marina
Meritage Resort and Spa
MGM National Harbor
Mohegan Sun
Monarch Beach Resort & Spa
Naples Marco Island & the Everglades
National Conference Center
Nemacolin Woodlands Resort
Nizuc Resort & Spa
Nobu Eden Roc Miami Beach
Ocean Reef Club
Omni Fort Worth Hotel
Omni Hotels & Resorts
One&Only Palmilla Resort
Palace Hotel, A Luxury Collection Hotel
Paradisus Playa del Carmen La Perla & La Esmeralda
Pechanga Resort & Casino
PGA National Resort & Spa
Pinehurst Resort
Hyatt Ziva Cancun
Ponte Vedra Inn & Club
The Resort at Pedregal
Reunion Resort & Club, a Salamander Hotel
Ritz Carlton Denver
Rosen Shingle Creek
Royal Sonesta Hotel New Orleans
San Antonio Marriott Riverwalk
San Francisco Travel Association
San Luis Resort Spa & Conference Center
Scottsdale Plaza Resort
Sea Island Resort
Seaport Hotel
Silverado Resort & Spa
Sonoma County Tourism
South Seas Island Resort
The St Regis Punta Mita
The St. Regis Mexico City
Streamsong Resort
Sun Valley Resort
Talking Stick Resort
The Allison Inn and Spa
The Davenport Grand Hotel
The Diplomat Beach Resort
The Langham, Boston
The Line Austin (formerly Radisson Hotel and Suites Downtown Austin)
The Lodge at Whitefish Lake
The Phoenician
The Pierre, A Taj Hotel
The Scottsdale Resort at McCormick Ranch
The St. Louis Union Station Hotel, Curio Collection
Tropicana Las Vegas – a DoubleTree by Hilton
Trump National Doral Miami
UNICO 20˚87˚ Hotel Riviera Maya
Keystone Resort
Viceroy Snowmass
Villas of Grand Cypress Resort
W Punta de Mita
Walt Disney World Swan and Dolphin
Washington Duke Inn Golf Club
Westin Cape Coral Resort At Marina Village
Westin Convention Center Pittsburgh
Westin Grand Cayman Seven Mile Beach Resort & Spa
Westin Harbour Castle
Westin Peachtree Plaza
Westin Riverfront Resort & Spa
Woodlands Resort & Conference Center
Wyndham Grand Chicago Riverfront
Wynn Las Vegas and Encore
Atlanta CVB
Atlanta Airport District
Durham CVB
Experience Columbus
Explore St Louis
Fort Worth CVB
Frisco CVB
Greater Miami CVB
Greater Palm Springs Convention & Visitors Bureau
Hampton CVB
Hilton Head Island VCB
Little Rock CVB
Long Beach Area Conventions & Visitors Bureau
Los Angeles Tourism and Convention Board
Meet AC
Meet Hawaii
Monaco Government Tourist Office
Myrtle Beach Area CVB
New Orleans CVB
NYC & Company
Pasadena Convention & Visitors Bureau
Philadelphia Convention and Visitors Bureau
Quebec City Business Destination
Reno-Tahoe CVA
San Francisco Travel Association
Tourism Australia
Tourisme Montreal
Travel Tacoma
Virginia Beach Convention & Visitors Bureau
Visit Anaheim
Visit Billings
Visit Denver
Visit Oakland
Visit Orlando
Visit Phoenix
Visit Pittsburgh
Visit Rochester
Visit Salt Lake
Visit San Antonio
Visit Savannah
Visit Wichita

disneyland dining

Aside from the rides, entertainment and souvenir shopping, Disneyland is also known for its food. Of course, Disney enthusiasts always enjoy chowing down on staples such as the park’s signature churros while waiting in line for rides and an ice cream cone as they walk down Main Street.

But, Disneyland dining has so much more than just snacks. The park and resorts have a plethora of fine dining options as well. While accepting her Disney Legend Award at the D23 Expo on July 14th, Oprah Winfrey raved about her dinner experience at Steakhouse 55.

In addition to this celebrity-worthy steakhouse, the culinary meeting options are as varied as the attractions. We talked to Robert Donahue, director of resort sales and service for Disneyland Resort and Aulani, A Disney Resort & Spa, about some stand-out places for group dining.

  • Disney’s Grand Californian Hotel & Spa is home to Napa Rose, a Zagat 100 rated experience. Donahue described it as “a fine dining restaurant that really celebrates Northern California cuisine, wine country cuisine.
  • The new high-end 21 Royal restaurant in New Orleans Square is a truly unique high-ticket group dining experience. “It’s a full multi-course culinary extravaganza inside the residence of what Walt and Lillian would have enjoyed as their residence in the park,” Donahue reveals. “There’s a balcony that overlooks our brand new Fantasmic!”
  • Morton’s Steakhouse is within walking distance of Anaheim Convention Center and two blocks from the entrance to Disneyland. The restaurant has private dining packages for 24 to 500 guests. In addition to their exquisite menu of steak, chicken and fish, Morton’s Sales and Event Manager Frances Carter works with event professionals to customize décor, themes and floral arrangements to fit almost any theme. The rooms even come fully equipped with AV capabilities for presentations during meetings.

best even speaker price

Close your eyes and imagine you are in charge of your organization’s annual meeting. It’s going to be a big affair. You’ve decided to get an outside speaker or two, and you want to make sure you get the right speakers for your meeting, at the right price.

From experience, you know that some speakers will lower their price at the drop of a hat—others, not so much. Are there perks you can offer to attract a top-notch speaker for a little less than he or she currently receives? Yes, but only if you find ways to make it mutually beneficial. Here are some things to consider.

1. Multiple Dates, Consecutive Days, Lower Fees

Engaging a speaker for multiple dates—perhaps in June, August and October—might yield savings because it simplifies the business side and builds a relationship. Similarly, if you need a speaker on two or more consecutive days, you may find that many speakers will drop their fee by, say, 10 percent for each consecutive day they are booked. This has happened to me in the case of large conventions, where I might be presenting a keynote on one day and conducting a breakout or general session on another. So, another win-win.

2. Share a Speaker

Consider what group in your local area could be included as part of your meeting, help foot the bill and help make the entire affair more successful? You could share the cost of a speaker whose fee is above the range either group could afford alone. I was once requested by the Houston Chamber of Commerce to speak to their members. In an effort to keep their costs down yet ensure that they would have a successful meeting, they invited the nearby Galleria Chamber of Commerce to co-host the event. The day went well, and members of both chambers were served. Yet the costs were half of what each chamber would have incurred otherwise.

3. Roll Those Cameras

Professional speakers are constantly on the lookout for opportunities to be
videotaped. This affords the speaker the opportunity to produce a saleable product, either in coordination with you or separately. Second, a speaker may be able to extract small segments that highlight his or her capabilities, or accent audience responsiveness. Such segments can become part of a video brochure or demonstration tape. Third, many speakers simply desire the opportunity to critique themselves.

4. Back-of-the-Room Retail

At times, it makes sense to allow the speaker to pitch products from the platform. One of those times is when you can get the speaker at a negotiated rate. Many speakers have DVDs, books, software, and all manner of support and learning materials in their trunk, looking for a good home. Particularly when the audience is large, a speaker who receives a discounted or modest speaking fee may well earn double, triple or more if he or she is allowed to briefly present his or her products to your audience. The product presentation can be done in an entirely tasteful manner. Many meeting professionals simply prefer that the speaker make fliers available at the back of the room or put one on or under each chair.

5. Bleasure Payments

If your organization will be meeting at a fabulous resort location, you may be able to entice a speaker to speak for less in exchange for several extra days at the location. I know speakers who have taken their spouses—and in some cases, children—and spent an extra three or four days, while reducing their fee. The discount more than offsets the added travel and room expense you might incur.

6. Nonprofit Group Discount

Many speakers will offer a reduced fee a set number of times each year when speaking to charitable organizations. Some speakers go as far as offering pro-bono services to such. Thomas Winninger, who speaks many times annually, suggests that speakers go ahead and offer a presentation when they’re approached by a group that can’t possibly meet their fee, but can pay something. He suggests that the speaker ask the hosting organization to donate to a charity of the speaker’s choice the sum they have earmarked for a speaker. In this way, three parties benefit: the speaker, hosting organization and charity.


Jeff Davidson is “The Work-Life Balance Expert®” and the premier thought leader on work-life balance issues. He works with organizations that want to enhance their productivity by improving the work-life balance of their people. Jeff is the author of 65 books, including Breathing Space, Dial it Down, Live it Up, Simpler Living, 60 Second Innovator and 60 Second Organizer.

How Planners Can Handle Hurricane Harvey

Gusty winds and rain are blowing through parts of Texas as Hurricane Harvey prepares to make landfall. Whenever inclement weather poses a threat, meeting professionals have to act fast. Here are some helpful hints to handle the unpredictability of Mother Nature to minimize impacts on the event you worked so hard to plan.

Guestroom Inventory

Guests who were supposed to check out may be forced to extend their stay because it might not be possible to leave due to road closures, flight cancellations, etc. This complicates room availability for guests with reservations looking to check in. Is there enough room for everyone? Hotels want all guests to be safe and happy and don’t want anyone to be left out in the middle of a life-threatening storm.

“We would try our hardest not to push anybody out. Usually when a storm like this hits, you have cancellations too,” Steve Cunningham, complex general manager of Wyndham’s Hotel Galvez & Spa, The Tremont House and Harbor House in Galveston, Texas explains. “You can prevent that by managing your inventory or not overselling.”

Hotels with power generators can continue to use their computer system to keep track of inventory and room assignments. However, some places may be doing things manually. Encourage meeting-goers to be compassionate and patient with the front desk. Accidents, such as mistakenly distributing a room key to an already-occupied room, may occur unintentionally. Be patient and flexible as hotel staff rectifies issues as quickly as possible.

Hotel Staffing

During a storm, hotels may be operating on a short staff because employees might have difficulty getting to work safely. Some amenities such as room service and daily linen changes could be suspended. For instance, guests may need to request to pick up fresh towels at the front desk and be a bit more independent than normal.

“Because we know we’re going to have a limited amount of people in the hotel, we do offer some of our staff rooms to stay,” Christine Hopkins, director of communications for the trio of Wyndham properties in Galveston says. “That way we’ll have some housekeepers [on-site].”

Power of Generators

Along with a hurricane can come blackouts. The benefit of being in a hotel versus at home is they are likely equipped with generators to restore power quickly. At the Wyndham properties in Galveston, the generators fully operate the elevators, lights and most electrical outlets, so the inconvenience is minimal. Cunningham warns, however, that air conditioning eats up too much power for most generators, so it can get hot.

Meeting professionals should keep in mind that not every property is necessarily quite as sophisticated. A power outage could mean that elevators are inoperable. This would make it difficult to transport items between floors for a conference. You also need to be concerned about guests with special needs who cannot use stairs. Not all hotels have guestrooms on the ground floor. Check in advance.

Cancelling & Rescheduling

First and foremost, hotels are concerned about the safety of guests and employees. When weather becomes a cause for concern, they often lift their typical cancellation policies and penalties. The hospitality industry seeks to satisfy customers and encourages guests to rebook.

“We had a couple [of groups] that were in-house when the news of the storm broke and they ended their meetings early,” Cunningham says. “We had had a couple of smaller groups that were scheduled to be here tonight and tomorrow and they rescheduled for another date.”

Four hours southwest of Galveston in Corpus Christi, Texas, the town is facing even heavier winds and rains. In anticipation of Hurricane Harvey, Texas Trophy Hunters Association (TTHA) proactively postponed the 2017 Hunters Extravaganza Hunting and Fishing Show that was set to take place at the American Bank Center this weekend.

“We love our Extravaganzas where we see our family of exhibitors and attendees, and we hate to postpone, but your safety is our greatest concern,” trade show director Christina Pittman says in a press release.

Food & Beverage

Grocery store shelves quickly become barren as cities prepare for major storms and residents fill their pantries with water and non-perishable food. Meeting professionals can breathe a sigh of relief that they won’t need to buy cases of water at the last minute. The hotel likely planned ahead to make sure guests stay hydrated and well-fed.

“Part of our plan is when we see a storm coming to stock up and make sure we have plenty of food and plenty of water,” Cunningham assures.

Gas

Expect long lines at the gas station if driving. Rental cars typically come with a full tank of gas, so if you are doing very limited driving, you likely won’t have much to worry about. Some cities have been known to run out of gas during a storm or stations could close due to power outages. This potentially impacts other modes of ground transportation meeting professionals rely on such as taxis, Uber, Lyft, limos and shuttles. Luckily, in Galveston specifically, Cunningham has not witnessed a gas drought, just long lines. So, keep in mind even if a hotel or convention center is safe and operational, attendees may experience challenges getting to and from the airport and the venue.

Residual Effects

Sometimes the days, weeks and even months following a storm are worse than the event itself. Flood waters could take a while to drain and infrastructure takes time to recover and rebuild.

“What we do at the CVB is we stay in very close contact with the city…and we issue updates and information with all the hotel partners,” Leah Cast, director of communications for Galveston Island CVB, says of communicating the latest to meeting professionals. “They funnel that information to front line employees and [the] sales department.”

Worst case scenario, if you do find yourself stranded in a hotel during a storm, it is a great opportunity for teambuilding and bonding. Try to look at it as one big slumber party where you are tasked with making sure everyone has as pleasant an experience as possible and gets home safe and sound.

disneyland after dark

When the sun sets over the castle, the lights get even brighter at Disneyland. Don’t think that because you’ve been sitting in meetings all day that you missed out on all the fun and magic.

Robert Donahue, director of resort sales and service for Disneyland Resort and Aulani, A Disney Resort & Spa, says the parks offer a Twilight Ticket “specifically designed for the convention attendee to allow access into the park or parks…after 4 p.m.”

Nighttime Entertainment

At D23 Expo the annual gathering for the official Disney fan club at Anaheim Convention Center, Walt Disney Parks and Resorts Chairman Bob Chapek announced a special early preview of Fantasmic! The attraction re-opened in celebration of Disneyland’s 62nd birthday and the devoted followers had front row seats to the celebration.

Your group can also work with the Disney Meetings team to reserve a premium spot at park events.

“We can work with our meeting planners to get group reserved viewing for certain of our evening spectaculars and that includes World of Color and Fantasmic!” Donahue explains.

The possibilities are almost limitless. Donahue shared four options that might not be on all planner’s radars—yet.

  • In front of the Ferris wheel and roller coaster at Paradise Pier inside Disney California Adventure Park, is a body of water that sits dormant during the day, but comes alive at night in the spectacular World of Color Small groups can host a private dessert reception during the show. Large groups can rent out the entire park or a land within the park after-hours for even more exclusive and customizable options. “Whether it’s a brand or a message from the organization to the attendees, we’re able to put that on 100-foot water screens,” Donahue says.
  • Next year, California Adventure will be inheriting a super popular parade, Paint the Night, which previously marched down the streets of Disneyland during the Diamond Celebration from 2015-2016. Ask about getting a reserved place for your group on the parade route.
  • Your 125 or so guests can have blast at a private dinner reception inside Tomorrowland at Starcade. “What’s great about that is it’s during park hours, so we’ll get the groups into the park and we can have a customized private group experience,” Donahue says.
  • By day, the Disney Junior Theater, located in Hollywood Land inside California Adventure, is the site of a family-friendly stage performance. But at nighttime, it transforms into a reception space for private groups. “It’s got some AV capabilities that really help enhance the event or provide the meeting planner the opportunity to educate the team if they have specific presentations to do,” Donahue explains. “It’s a fully technology-enabled venue that transitions to a group venue after the park shows have closed.”

annual sales kick off

It’s getting to be that time of year again. You know, the one where sales and sales enablement leaders—who strategically use resources to improve a team’s productivity and increase revenue—are planning annual kick-off meetings. And it’s no small task. In addition to the logistics of selecting a destination, blocking rooms and finding meeting space, there’s always an unspoken pressure to top last year. How can we make it bigger and better? Which guest speakers will truly inspire? What awards will be valuable to our top performers?

We get it. We’ve actually attended many of these ourselves. Overall, it seems that trying to understand the customers’ perspective is the best place to start. Here are four customer-centric ideas to make this year’s kick-off the best one yet.

1. Rethink Mainstreams and Extremes

At a kick-off meeting, time is reserved to review which products and services can increase revenue, and thereby solidify partnerships with top accounts. Sure this is important work, but it can quickly become insular—me, me, we. So how can you reframe? Reconsider your strategic accounts in terms of extremes and mainstreams. Your mainstream customers could be larger accounts with larger purchases. But you should also consider including some of your extreme customers: Which customers are doing the most interesting things with your products and services? Invite them to join in a customer panel to discuss strategic accounts.

2. Let Top Performers Shine

Sales people work hard—and your best sales people can become easily isolated in the field. For many reasons, it’s crucial to recognize your top performers in front of their peers. One way is to invite the customers of your top performers to speak about them. You could also give them an award, a way to publicly thank and instill them as role models for the rest of the team.

3. Problem-Solve with Solved Problems

Clients often voice a desire to inspire. Customers want to work with motivated sales professionals who can help them think “outside the box.” This is where analogs come in. To come up with a great analog, reflect on a specific issue your business is trying to overcome. Then, consider completely different contexts where people have cracked that same problem.

Here’s an example:

One team we worked with didn’t think it connected enough with its customers. The team felt too much behind the scenes, which resulted in a loss of motivation. Being in New Orleans, the team meeting was brought to one of Emeril Lagasse’s famous restaurants. Much like the team, the chefs and sous chefs were working behind the scenes, yet their work is what customers ultimately enjoyed.

4. Skill-building

Our final tip relates to building the skill set of your sales force. Sales people are always looking for ways to hone their skills. Given our theme of customer-centricity, we’ll share a favorite exercise of ours.

We like to send sales people where they feel most comfortable—out in the field! Research retail centers in the location of your kick-off. When looking for these stores, try to locate pairs of low- and high-end centers within a common vertical. For instance, a Chevy and a Tesla dealership would offer this balance for cars. The objective is to take notes on which strategies both increase and decrease customer engagement. We guarantee that teams will come back inspired by the amazing (and awful) things they experienced. Additionally, fresh insights will benefit their own customer relationships.

We encourage you to shake up your next kick-off and try these ideas to keep your customers right where they belong—at the center of everything.


Ashley Welch and Justin Jones co-founded Somersault Innovation, a design-thinking consulting firm that provides a unique approach to sales development. They are the authors of Naked Sales: How Design Thinking Reveals Customer Motives and Drives Revenue. For more information, please visit somersaultinnovation.com.

These four properties, brand-new or wonderfully renovated, are reason enough to dig out your passport and get yourself and your group abroad. Don’t believe us? Then take a look.

Hotel Hacienda de Abajo

abroad properties flee country

Hotel Hacienda de Abajoa, a sweetly restored 17th-century sugar plantation in the Canary Islands overlooking wild coast and blue ocean on the island of San Miguel de La Palma, has joined the Luxe Collection by L.E. Hotels. The adults-only property offers 32 guest rooms with eco-friendly mattresses and a Bath House with exotic massages.

Hampton by Hilton Montevideo Carrasco

Uruguay is getting quite the buzz these days—for sustainability, free university education, LGBTQ rights and more—and now Hampton by Hilton has opened its first property in South America’s smallest country. The brand-new, 117-room hotel sits on Calcagno Lagoon (with a nearly 6,000-square-foot solarium facing the water) and offers more than 2,000 square feet of flexible meeting space.

The Westin Los Cabos Resort Villas & Spa

The Westin Los Cabos Resort Villas & Spa reopened with 147 villas ranging from studios to a 2,200-square-foot Presidential Suite. It also offers more than 4,800 sq. ft. of indoor meeting space, two meeting rooms, plenty of Wi-Fi and an endless array of oceanside options. All that’s between you and the warm Pacific is a ribbon of sand.

Avani Fares Maldives Resort

OK, so you’ll have to wait until late 2019, but just look at this island! Avani Hotels & Resorts is planting its flag in the Maldives, and Avani Fares Maldives Resort will soon sit prettily on Fares Island in the Baa Atoll. It’s a private, pristine, nearly 13 acres—and necklaced by soft white sand and every color of blue imaginable. The new resort will cosset guests in 200 guest rooms, including villas, in natural textures, colors and materials. The secluded location is reached by sea plane or speedboat.