Nikken, which recently closed its in-house events division and moved to a new collaborative events approach with its consultants, will hold a celebratory event in Orlando, Florida next year for 3,000 to 5,000 sales consultants from around the world.
Nikken managing director, Europe, Ben Woodward told C&IT that the build up to the 40th anniversary event in 2015 is a major focus for this year, and in part the reason for the company’s decision not to run any European incentive trips in 2014 and close its in-house events division.
"In the short term, outsourcing our event support makes sense," he explained. "In 2014 we are focusing everyone around the world on a global convention which is to be held in Florida in 2015 to celebrate our 40 year anniversary.
"We will be a running global incentive programme and locally managed promotions to encourage people from all around Europe and the rest of the world to participate. This is a very exciting enhancement to our events plan.
"European incentive trips remain an important and valuable part of our long-term plan. However, 2014 is unique as we wish to prepare to celebrate our 40th anniversary in style with a global experience. This year – we are building to that exciting opportunity."
Nikken consultants will be able to pay to attend the Florida convention, but Woodward said that there would be a number of incentives and offers around the global event, with top consultants given the opportunity to be hosted.
Woodward added that the new event strategy is also paying off with attendance for events organised in collaboration with field leaders much higher.
"Previously we would have expected around 150 people to attend a product launch in Germany but we are expecting around 1,000 to attend the event in Stuttgart in April," he said.