Be mindful of diversity and individual needs, say corporate planners

Planners from Barclays, Clarks and L'Oréal told delegates at C&IT Corporate Forum that catering to a diverse audience and celebrating individual achievement are key to success at annual conferences.

Event planners from Clarks, Barclays and L'Oreal at Corporate Forum
Event planners from Clarks, Barclays and L'Oreal at Corporate Forum

Celebrating the individual

"At L'Oréal, we’ve got multiple divisions and brands and they all like to have their own voice," said Alison Williams, head of events at L’Oréal. She added that in addition to outlining key sales messages across the wider group at conferences, the company had to separate the smaller divisions, to discuss the implications of these new messages and targets.

"To promote positivity within our team, we ran an event with the theme 'you make a difference’, which was focussed on individuality," she explained. "The idea behind it was that it doesn’t matter what you do for the company, everyone plays a part. We weaved these themes through the content of the event during the day."

According to Williams, understanding the audience is key. "You need to be sympathetic to who is in room and the demographic. For example, you could alienate an older audience with too much digital content."

In addition to building brand loyalty, the ‘upside down pyramid’ effect, where all staff contributions are celebrated, makes employees feel valued.

Keeping up engagement

For Emma Stoker, vice president, personal and corporate banking events, Barclays, keeping up engagement before and after events is a vital part of brand loyalty.

"One tool for us is storytelling. It means we can continue to distribute our messages after the event, and leading up to it. After an event we look at our Barclays sharing wall to see what's been talked about. We can also record video content to put on the intranet- that way people who weren't there can still take part virtually."

Diversity

As globalisation continues for corporate brands, integrating delegates from across the globe becomes ever more crucial. "We need to make sure we cater for different audiences," explained Lucy Hagen, group conference & events manager, C&J Clarks International.

"For example, if people are flying in from Asia, we need to make sure they have enough breaks and that we don’t overwhelm them when they’re exhausted."

She also emphasised the importance of good translation services, as many people don’t like to listen to a full day of content in a second language. "It can be tricky logistically. We’ve found it easy to get Spanish and German translation, but more difficult to find Korean or Chinese - the standard can vary hugely." 

More:

C&IT's corporate forum kicks off at The Grand Brighton

See pictures from last year's Corporate Forum:

In Pictures: C&IT Corporate Forum - part one

In Pictures: C&IT Corporate Forum - part two

• For more breaking news, as well as in-depth features and case studies, sign up to C&IT Magazine's daily Newstracker here



Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
How to follow food from farm to fork

How to follow food from farm to fork

Delegates increasingly want to know where their food is coming from, which means event planners should too.

Complete C&IT's agency survey by 2 August

Complete C&IT's agency survey by 2 August

To be in with a chance of appearing in this year's Top 50 UK Agencies, complete our State of the Industry survey.

TEN6 Creative appoints senior designer

TEN6 Creative appoints senior designer

London-based agency continues expansion to boost its live experiences capabilities.

6 ways incentive travel boosts your business

6 ways incentive travel boosts your business

From increasing morale to encouraging competition, Seven Events' Sarah Hill explains how incentive travel benefits the bottom line.

George P. Johnson announces two new senior hires

George P. Johnson announces two new senior hires

The agency continues to invest in leadership to support the development of its creative teams.

Brisbane lands Flight Centre's Global Gathering

Brisbane lands Flight Centre's Global Gathering

Brisbane has been selected to host one of the world's largest travel industry conferences, bringing a (AUD) $7 million economic boost.

Expert reveals UK's top 7 steam railway journeys

Expert reveals UK's top 7 steam railway journeys

Vintage trains in Scotland, England and Wales all make the list, offering groups a quirky and luxurious way to travel.

10 destinations to reach without flying

10 destinations to reach without flying

A list of places that can be reached using greener alternatives to air travel.

Business traveller habits revealed in new research

Business traveller habits revealed in new research

Smartphones are having a significant impact on business travel, according to a CWT poll.

How to tackle the rising issue of delegate stress

How to tackle the rising issue of delegate stress

There are lots of ways to remove the core stress triggers of certain delegates.

LATEST JOBS