In planning a business event, we know what it takes to go from strategy to planning to execution and most importantly, results. But, when it comes to making a conference an experience, it also takes a great deal of inspiration and heart.
As an experiential travel and event company, we know fun networking opportunities, unique evening events, motivational speakers, and excellent food can get participants excited. Yet, when it comes to crafting an event that will truly bring participants closer to your brand, they need to first feel like they are a part of it.
Recently, a team from One10 executed Subaru of America’s National Business Conference in sunny Las Vegas. This is the 20th consecutive year Subaru of America has partnered with One10 to craft an unforgettable event. The National Business Conference is an open invitation to all 630 Subaru retailers (dealers) to connect face-to-face and ensure Subaru’s strategic direction is not only shared with their partners but also in alignment with what the Subaru customers want. The value retailers get by attending this event is obvious in increased numbers throughout the years. In 2003, 80% of retailers attended. For the 2019 event, Subaru registered 95% of all retailers. Rather than boasting about our strategic recipe for event success, we have a secret for you…
A successful event begins from the inside out. Subaru is a beloved brand. One that is truly changing the world. Everything about the brand permeates into the overall event and no detail is missed. If you are looking to create an event that will bring you closer to your audience and make them love you even more, we have some tips to share.
After spending time with Subaru of America leadership as well as our dedicated account team on this event, we are sharing the Top 5 Ways Subaru of America uses their National Business Conference to spread their mission to go beyond selling cars, and truly make this world better.
Turn Destination into Inspiration
Use the host city to think and act locally. From sourcing food to charity donations, the destination is an extremely important part of the event. Additionally, finding a place that is new to attendees each year helps the event stay fresh for past participants and increases new participation.
Reward Your Performers
The Love Promise Award Gala was a new evening event in which Subaru recognized the top retailers who give back to their local communities and focus on the commitment to their customers above all else. Giving back is personal. Subaru recognizes that each retailer’s heart resides in the communities their businesses serve, so they created an evening event that supports their Love Promise and recognizes those who go above and beyond. This year, all Subaru retailers were invited to the Gala. There were 159 retailers that were recognized for achieving the gold level status of commitment to the customer and commitment to their community. From there, 10 of the top retailers were nominated through a rigorous scoring process and one was named “Retailer of the Year”. No detail was missed at the event. There was much celebration and fanfare but the entire evening focused on the retailers and their achievements.
Reduce the Event Footprint
For the first time ever, Subaru and One10 worked toward making the National Business Conference a zero-landfill event. Extra food was donated to local charities with food scraps going to local farms as feed for animals. Mandalay Bay, Subaru and One10 partnered to ensure all the recyclables, compostable materials, and food gets separated appropriately. It is no small feat, but Subaru felt it was important to stay true to their mission. Subaru has a zero-landfill policy at their manufacturing plant in Lafayette, Indiana and their headquarters in Camden, New Jersey. Their zero-landfill practices at both of these locations provided inspiration and motivation to apply these practices to this year’s National Business Conference.
Love Your Participants
Conferences are about connection. For the National Business Conference, it is an opportunity for the manufacturer to speak with retailers about what they are doing well and what can be improved. Rather than some of the differences causing friction between retailers and the brand, Subaru listens to their retailers and embraces room for improvement.
Give Retailers Something to Talk about
Each year, the conference is a way for retailers to get a sneak peek into the new models and updates that will be released to the market. One of the most important elements of this conference is allowing the retailers to attend the “Subaru Experience” as well as test drive cars and see the exciting new enhancements to the vehicles.
The only way an event grows 5-10% YOY is through a commitment to be better each year. Conveniently, One10 just so happens to believe in better. It is in our DNA. As Subaru’s partner, we are honored to work with a brand who believes in the power of connection and the exceptional impact even one engaged stakeholder can have on their business.
Stay tuned as we will be sharing more about this incredible event on our Social Media accounts in the coming weeks. Contact us to learn more about how One10 crafts incredible experiences for our clients.
