A MEETING MASTERS MEMO

Created by
John K. Mackenzie

Last month we outlined tips and techniques for qualifying meeting producers. Now, let's suppose you made the rounds and you're going to ask three producers for meeting concept proposals (a.k.a. RFP responses).

What Producers Need to Know

Here's a list of information meeting producers need (but seldom get) before preparing your proposal. Trust me on this: If you really want thoughtful presentations you'll need to come up with more than your annual report.

1. Meeting dates and location. If you've got a meeting room floor plan, send it along.
    
2. Preliminary agenda: Sequence of events and presentations.
    
3. Participants: Who will be giving presentations.
    
4. Management speakers: The president or chairman (will) (won't) be making a speech.
    
5. Time allocations: Main tent vs. breakout sessions.
    
6. Previous themes and scripts: Helps eliminate ideas already used.
    
7. Reference info: Product brochures, company newsletters, corporate videos, etc. If you've got last year's meeting scripts toss them into the package.
    
8. Who's coming, and how many: Spouses, management, members, distributors, dealers, creditors, guests, etc.
    
9. Special graphics required: Original video sequences, new photography, Powerpoint charts, graphs, whatever.
    
10. The sort of year you had: Audience attitudes as they approach the meeting.
     
11. Unique problems: Product intro delay, staff cutbacks, reorganization, new management, patent expiration, memorable fiascoes from the last meeting.
     
12. Product announcement(s): What it is, what is does, and what you want to say about research, positioning and promotion.
     
13. Awards: Number, and type, of awards.
     
14. Cocktail party/banquet: Music, guest speaker, room décor, etc.
     
15. Residual uses: Video versions for field offices, archival recordings, website pages, etc.
     
16. Site access: Dates the staging crew can arrive, set-up, and rehearse.
     
17. Preferences: Things you (do) (don't) like, e.g. hip-hop, laser lights, high-school bands, La Vida Loca, motivational speakers, Darth Vader costumes, etc.
     
18. Special occasions: Corporate anniversary, executive introduction or retirement, e-commerce launch, Chapter 11 filing.
     
19. Security: Nowadays clients are quite properly concerned about security and emergency situation planning. Many venues have plans in place, but many don't. Find out.
     
20. Other requirements: Design invitations, supply live music, book a celebrity speaker, handle room decor, setup a golf tournament, bring in a T1 line, retain the Mormon Tabernacle Choir, etc.
     
21. AND your budget! How much have you got to spend? Don't keep it a secret. Format follows finance.

Thinking this through will take a while. But I guarantee that you (and your meeting) will be the better for it. And producers, trying to create an intelligent proposal on a subject about which they may know absolutely nothing, will anoint your feet with precious oils.