situation
Our client, one of Canada’s largest pharmaceutical companies we have been working with for over ten years, was looking for a way to re-energize their sales teams around one of their signature products.
Our client wanted to use the 2008 annual meeting to re-engage the sales team. Maritz’ expertise in events was requested to make this meeting a success, and to achieve clear and relevant messaging around this product.
solution
Maritz’ program for the annual meeting kicked off a high-energy campaign to get the sales teams charged up around the signature product. We developed a Rock & Roll theme, making the participants rock stars -- and the product the #1 hit single! Over two hundred representatives received the message during the 2008 annual meeting in Vancouver.
Integrating every element of a Rock & Roll tour, the program served up energy, confidence and attitude. Key messages were couched in excitement and supported by elements meant to ensure retention. The theme was carried over from the key opinion leader’s presentation, to training content, to post-event communications.
The experiential elements brought into the meeting ensured audience attention – including CDs, Rock Star video games, t-shirts and tattoos.
The program results reflected the energy felt by the audience.
results
- The session struck the right balance between creative and content, message and fun
- Consistent and relevant engagement for the sales force, ensuring message retention
- 225 sales representatives confirming that they are re-energized about the brand
