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How an event makes it possible to increase a company’s sales!

By on April 9, 2013

By Nicolas Richard

How can you mobilize a team, reward them and exceed sales goals in an effective way?

Through an outreach program!

Poorly-used by companies, incentive trips as part of an outreach program remain one of the most effective and profitable levers to exceed sales targets of the company.

As I mentioned in the last issue (The Planner, Vol. 11, No. 1), now is the time to stop spending and begin investing. Here is one approach to achieve this goal. The incentive trip proves to be an event strategy with high level of added value, where each dollar invested creates wealth for the company.

The success of such a program lies in the efficient management of three complementary fields of competence:

 1. Strategic analysis: understanding the objectives, context, issues, culture, history and profile of the participants from the organization in order to design an optimal program.

2. Communication: convey a simple and powerful message before, during and after the program.

3. Event planning: ensuring that, throughout the program, the experience corresponds to the expectations raised, i.e. to provide personalized recognition and the feeling of being a VIP for each and every participant.

These three skills allow us to make a clear and detailed diagnosis that defines the four essential components in detail, and well before launching the planning process and its many elements!

 1-    Training: Do participants have the skills (negotiation, time management, managing customer relations, etc.), and knowledge (market shares, average household grocery basket, service standards …) necessary to achieve sales targets?

 2-    Promotion: The purpose of the program. It must be well explained by the goals and the initial strategy: intentions and program parameters should be developed simply and attractively to ensure adherence to the program (e.g., creating a graphic brand identity for the event, an inspiring name, a website, custom newsletters, etc.).

 3-    Measure: the heart of the program, it is all too often set aside because of its complexity. Here are some parameters and questions to ask to properly define it: is the program open or closed, what is the single qualitative and/or quantitative unit of measurement, the frequency, data availability, absolute and/or relative performance, are we taking into account seasonal and regional factors, etc.

 4-    The reward: the lever that will influence action or engagement of participants throughout the program. There are several types of recognition (monetary, gift certificates, objects, privileges, holidays …), but incentive travel remains the most often recommended one, because it is a lever of engagement, which over the long term offers strong emotional intensity, allowing the recognition message to become instantly recognizable in the minds of the participants, as well as the “positive contamination” that will be made with peers after the trip.

Once the foundations and components are well defined and completed, you can proceed with the planning, execution and analysis of the program. Each step must be properly secured to obtain an equitable and engaging program for all participants, and efficiently achieve your goals while creating wealth.

Nicolas Richard – President of Othentika, event and corporate travel organiser; conference speaker. An ‘experience creator’, Othentika is an event agency based in Montreal, which provides travel planning and organization, as well as turn-key corporate events.


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