Objective of Event: Motivate the sales force or sales channel

To reinforce its relationship with contractors across the country, the Home Depot took its Contractor Trade Show to 100 cities in 10 months. In its seventh year now, the tour was divided up into west and east coast regions, stopping at 50 locations each. The show traveled in two branded 53-foot trailers (one per tour). […]

Water is vanishing from the earth at alarming rates and municipalities are scrambling to find a solution. As a result, water technology companies are poised to see a 15 percent boost in sales in the $1.8 billion industry. The marketplace was primed and ready, but it was still one of the biggest gambles of the […]

The Spanish and Portuguese division of Philips Electronics turned its annual sales convention into a blockbuster spy movie. Scriptwriters created a complete plot in which Philips’s competitors were cast as an international gathering of gangsters bent on stealing Philips’s secret sales plans for 2007. Everyone attending the meeting was part of the top-secret operation to […]

Sanofi-aventis wanted an event that would bring together an 11,000-member sales force after the 2004 merger of the two parent companies—and light a fire under them as well. So the pharmaceutical giant turned MGM Theater in Las Vegas into an event platform around the theme “Let’s Invent the Future Together.” An eye-popping floor show wowed […]

At the Chicago Auto Show last year, General Motors’ goal was to generate leads, increase foot traffic and boost sales for its 313 dealers in the Chicago area and northwest Indiana. GM wanted to make sure it stood out against its competitors at the show. It wanted to be bold and provocative, starting with its […]