As we know, the past five years have seen a massive reset in how corporate meetings and events are designed and executed. Pandemic limitations led to a redefining of how people gather and in what settings, and actually sparked innovative new ways to conduct group business. Toss in rapidly evolving new tech and the emergence of Artificial Intelligence as a true force while audiences continue to trend younger and younger and, well, here we are.
Given all this, it’s probably time to strap on a pair of futuristic lenses and take a fresh look at the role of corporate meeting and event themes.
Are they necessary?
Are they helpful?
Are they misused?
Yes, yes and yes. No, no and no. It just depends on how savvy you are when it comes to theming your programs.
If you’ve been in this business for more than a handful of years, no doubt you’ve seen the aging out of once edgy themes – Above & Beyond, In It to Win It, Unleash the Power, and S.O.A.R as an acronym with four cleverly selected payoff words as a tagline. And don’t forget the cringe-worthy, sing-songy Teamwork Makes the Dream Work. [Pardon me while I barf …]
Like CD players and Blackberry devices, these once useful creative executions now gather rust and dust atop the heap of hackneyed meeting branding with an afterlife of sleep-inducing boredom. The world has changed. The world is changing still. And it’s important to re-examine why we theme our programs, how pithy phraseology can actually catalyze excitement, and the various ways you can leverage your chosen theme to maximize impact.
Without Question, Meetings Are Back
Corporations are holding more programs than ever and the global events industry is on track to grow from $1.227 trillion in 2024 to $1.347 trillion in 2025, according to a LinkedIn Survey conducted earlier this year. It found:
- 66% of corporate event planners have scheduled more events in 2025, up from 41% in 2023.
- In-person meetings are leading this growth, favored by 59% of respondents, citing the importance of human connections and immersive experiences.
- 86.4% of organizers plan to maintain or increase the number of in-person events in 2026 and beyond.
So it is 99.99% likely you’re going to be brainstorming themes for upcoming events. But first …
Theming 101
Treat your theming as you would your site selection process, menu planning, and your messaging priorities. All require deep due-diligence and thoughtful consideration before making your best decision. After all, you must bake the cake before you can ice it.
- Identify your program’s purpose and objectives. — What do you hope to achieve? Who’s your target audience? What topics are foremost in their minds right now? The answers will help narrow your options and ultimately ensure your selected theme aligns with your event goals.
- Research industry trends and hot topics. — Look for what’s shifting, changing and emerging in your industry. Where are the challenges and opportunities? What are the latest innovations and best practices? Timely/relevant themes spark interest and engagement.
- What are the most pressing needs and interests of your audience? Where do they need the most help and support? What tools are they asking for to execute their jobs more efficiently and successfully? What new skills will they need to face a changing industry powerfully and successfully?
Only after addressing these questions is it time to get creative and strategic with your theming. Your final step is to brainstorm 4-5 theme options and ultimately land on the right and perfect choice that honors your answers to the questions above, and can be engagingly executed in your various theme graphics [i.e., web/app, speaker support, video/animation, print, signage, apparel, amenities, etc.]
Be free-thinking, contemporary and don’t just think outside the box, crush that box and swing the door wide open to all options. Best to start bold and rein back in as necessary. Something seemingly silly or outrageous may easily be refined to perfectly suit your program and audience. Make a list of any and all brainstormed themes then rate them based on relevance, timeliness, energy level, and impact [the ability to inspire your attendees]. You may even be able to marry two of your final options into a single theme.
Consider sharing your top 2-3 finalists with key stakeholders and a handful of non-stakeholders who will likely give you the most candid feedback. Gather this feedback and use it to cull your list. Take a final vote and, voila, there’s your theme. Taking the time to step through this process will help your find the best theme possible and keep you from defaulting to old but weary themes like the ones listed above.
Finally, here are five edgy, contemporary theme options for your consideration:
INNOVATION | DISRUPTION — Focuses your program on truly bold new ideas and actions that shake up industries, move beyond the status quo, and redefine success and what it will take to achieve it. Sessions could highlight tech disruptors, focus on a culture of innovation and brilliant thinking, and inspire radical strategies for staying ahead in a rapidly changing industry. Sets the bar high when it comes to mindset and expectations.
BEYOND TOMORROW … TOGETHER – Addresses the cutting-edge, ever-evolving tech world we live in while maintaining an embrace of the all-important human-to-human connection. Success today and in the future demands a melding of both. You could use immersive experiences like AI-powered networking, holographic speakers, and ultra-modern, mind-blowing design elements to inspire forward-thinking discussions. Creates an arm-in-arm, in-lockstep mindset for your marketing, sales and ops teams as they prepare themselves for a bold new future.
OURS TO OWN – Answers the inspiring question we’ve all asked ourselves at one point or another: “Why not me? Why not now?” Imagine an audience of 300 sales reps who each embrace such a message, a powerful call-to-action. Catalyzes hope and belief that much is to be gained on a journey to remarkable achievements and rich rewards. Why not us …?
MICRO SHIFTS | MACRO RESULTS – Similar to James Clear’s key messaging in his best-seller Atomic Habits, this theme speaks to the transformative power of establishing small habits and taking a system-based approach to personal growth and behavioral change. Clear writes “small habits make a big difference”, emphasizing tiny, seemingly insignificant improvements, even as little as 1% each day. These efforts and daily micro-progress compound over time to create long-lasting, remarkable results.
BEYOND PRICE – THE TOTAL SELL — Price is always a sensitive issue that often makes or breaks a deal. But lowest price alone isn’t always the best option. No, the best option is greatest value, with pricing as a key component. It takes more than low-ball numbers. This theme encourages sales professionals to focus on all factors influencing customer decisions — quality, reliability, trust, service, support, loyalty and partnership. It demands a more nuanced understanding of the sales process and exposes areas needing improvement for each individual rep. Master this approach and you will sell effectively and successfully, build lasting relationships with customers, and drive mutual growth and profitability.
Hope you found this 5-minute refresher interesting and insightful. Our entire team at dynami is always here to help. Reach out today!
Cheers,
Kenneth Jones
