What is in this article?:
- Get Ready for Engagement Marketing to Replace Meeting Planning
- Four Tiers of Meetings
- Getting the Planning Team On Board
- What it Means to Plan Strategically
- Benchmarking: Learning How You Rate
Liberty Mutual's Mary Keough-Anderson turned her traditional meeting planning team members into a strategic partners with meeting owners—and a model for the future of event management.
Benchmarking: Learning How You Rate
Liberty Mutual hired George P. Johnson Experience Marketing—and Experience Marketing Strategy Global Practice Leader David Rich—to benchmark its meeting department, identifying best practices and areas for improvement. The 18-month data-gathering process included:
One-on-one interviews with the 13 members of the company’s meeting department; more than 50 face-to-face interviews with key meeting stakeholders, including leaders of the company’s strategic business units as well as the CEO; interviews with members of the corporate communications department, which the meeting department is part of; and interviews with external partners, including destination management companies, hotels, production companies, and others.
More than 70 Web-based surveys were sent to meeting stakeholders who were not personally interviewed; surveys also were completed by external partners, including destination management companies, hotels, production companies, and others.
Three on-site meeting audits were conducted. Agency representatives observed and evaluated how the meeting planners engaged with customers, how the events were run, the branding, speakers, breakouts, content, entertainment, engagement, and everything related to the experience. Three events were audited: a hospitality event (customer-focused); a training session (a human resources meeting in Boston, the company’s headquarters city), and a recognition confernce (one of the company’s larger incentive events for agents).