Genentech Sales Meeting Inspires Employee Pride - Event Marketer

Genentech Sales Meeting Inspires Employee Pride

DB_Gold_Genentech_2014 Ex
Brand: GENENTECH
Agency: INVISION COMMUNICATIONS
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2014

The primary objective of most sales meetings is to recognize achievement, celebrate the year and prepare for the next. Genentech’s 2013 national sales meeting, however, needed to be more than just “applause” for a year of strong sales. Its goal was to inspire pride in its employees and express what is behind all of their efforts—genuine, across-the-board focus on what matters most… the patient.

Genentech communicated its corporate culture to attendees through one word: “matter.” The evocative, one-word theme carried throughout the week and invited exploration of the concept’s many meanings: perspective about what matters most in life and understanding that being a sales rep makes a very real, important difference in the lives of patients, coworkers and others.

The sales meeting’s dramatic opening was a bit of a risk, but one that paid off with sheer emotional power. Inexperienced guest speakers, who shared intimate details about their lives and challenges, were well-coached and prepared, ensuring that they felt confident and supported as they shared their struggles with 3,500 colleagues. Full-screen panoramic graphics matched the emotions of their stories. The dramatic canvas gave texture and weight to each narrative, and at the end, all three speakers received a standing ovation. The response to the opening was magical, and that spark continued throughout the meeting, as the theme wove throughout the environment for a truly meaningful experience.

The event performed exceptionally well, with all anecdotal feedback being extremely positive, confirming that it was impactful, professional and flawlessly executed.

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