What new approaches are companies taking to their internal conventions?
DAVID TEJO, Marketing & Comunications Assistant
A date awaited by everyone in the company is approaching. A milestone throughout the year, which is a meeting of a large part of the members of the brand, both nationally and internationally. During a short period of time of three or four days, the meeting between people and the sharing of ideas in the internal convention will be surrounded by a series of activities that seek to generate an excellent memory of this period of intense work.
For several years, major brands designed large corporate actions, in which generating an annual work schedule, or instilling a global sales target, were some of the priority pillars. For many, the annual sales convention has often been more a form of numerical torture than a source of joy. Therefore, the degree of attention in the various days and meetings that make up these events, was decreasing, only being altered, at times when a break was made to enjoy an option for lunch or an intense gala dinner as a culmination of the day.
For the past few years, as has happened in professional congresses, the objectives have changed, as has the approach to the event. Let's keep in mind that we are working with people, not with machines that devour information or object of desire of sponsors.
Analyzing several of the projects of this type, professionally managed in recent years, at the level of organization, logistics and staging, it can be seen how:
Company conventions are more concentrated. They generate micro-informational modules, so that the information is given in an intense but more specialized way. We seek to avoid the superfluous and unnecessary, so that we do not exhaust the mind and patience of our guests or take up time with long parallel sessions in different break outs.
If we want to offer very specific information, we offer the master class, very specific talks given by professionals within the brand or external guests. In addition, there are the pechakucha, either in 20×20 format and with a creative touch, or in an extended version lasting a maximum of six minutes.
The distances are shortened, and realistic locations are sought. Macro resorts on the beach for macro groups are avoided. Why travel to an ideal place, located 5 hours away from our point of origin if we are mainly going to work? The use of medium-sized destinations, well communicated, that allow to develop the program and get involved with the population and the environment are more valued.
Many brands opt for the part of Corporate Social Responsibility. For many years, companies from different economic sectors have made large investments in internal communication that have not had the expected ROI. That is why, for some time now, many companies have opted to help less favored environments in many ways: donations to entities in exchange for collaboration or the assignment of spaces for the use of activities (this is the case of the use of university campuses, monumental spaces in hospitals and convents that are usually closed?), visits by local people and tasting of local products (for example, who better than a farmer to explain the origin of the products that a food company distributes, or the treatment given to the vines that a wine company uses as the basis for its wines or champagnes?).
Sport has become an escape valve and a reason for unity among convention attendees. It is not unusual to see yoga sessions early in the morning for attendees, or games of various sports such as soccer or basketball in which managers and workers of different levels interact. Let's not forget that we work with people who like to feel like people, not like an untouchable object. A small "little league" lasting two days after a work session is an excellent way to release tensions and bring our guests closer together in a human way.
Tourism to the new generations: moments appear for the most "juniors". We went from seeing how only the most veterans in the brand have a voice and vote, to giving time and presence to the youngest, who wish to present their ideas, concerns and suggestions for possible changes. Listening is as important as talking, and the opinions of the new members of the company can be very useful for projects that are being initiated or that can be launched. In this way, panels arise so that they can put forward their suggestions both in person and virtually thanks to social networks.
These are just some of the differences that we can find in the current conventions.
More fresh, less hermetic and more human than those experienced years ago. For many, the economic crisis that surrounds us has served to turn things around and remind us how a one-on-one treatment at work is more pleasant.
We don't only need big macro events to have a good memory and continue to be proud of the brand we belong to and respect. Knowing that we are a team of people willing to make contact with people, and seeing ourselves as such, is the best footprint that this type of marketing actions can generate for us.