Corporate Meeting Planning – Trend Cycles

400-06172676Corporate meeting planning has gone through a number of permutations over the last decade, but has anything truly changed? I’ve been pondering this question for a while and have finally reached a firm conclusion.

Yes, but not really.

Having spent over 26 years planning corporate meetings, I’ve observed many cycles of change in the industry. These cycles come and go, usually lasting two or three years before things swing back to the other extreme. For example:

  • In-house planners give way to outsourcing and a return to core competencies
  • Creative or technical WOW is replaced by a greater focus on content
  • Resort hotels lose out to urban or airport properties
  • Budget-conscious events get more expensive by adding food and beverage upgrades, amenities and attendee gifts

This is just a partial list but you get the idea. It seems the more things change, the closer we get to where we began. As a result, what may seem like a major change in the industry is often just another swing in a cycle. Currently we are in a no-frills, do-it-yourself cycle where cost control is more important than the efficacy of the event; but, it will swing around when the need for innovation and growth replaces maintaining share price as the driver of corporate America.

To me, the most interesting cycle to observe, and the one that has the most impact on my business, is the corporate leadership cycle. The more challenging the economic and business environment becomes, the greater the focus on self-reliant leaders who manage by edict and resist input from the people around them. Then, when business improves or the marketplace demands innovation, these dominant leaders are replaced by managers who welcome input and manage by consensus.

But the biggest change in corporate meeting planning isn’t part of a cycle and many companies haven’t a clue to its significance. Corporate audiences have changed dramatically; and how we communicate with them has to change as well. The whole model of adult education has evolved to accommodate the generational differences in the learning process and meeting formats must change to remain effective.

As an old planning dog, I’ve had to learn some new tricks. It is incumbent on me to stay at the forefront of industry knowledge, techniques and best practices so I can provide the greatest value to my clients.

That’s something that will never change.

 

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