tendance, the market segments for promotion may include general
publics reached through advertising, radio and television com-
mercials, requests for coverage by the print and electronic media,
and bus, subway, and other transit signage. These marketing tools
are often used for auto shows, boat shows, and flower shows aimed
at the general public. However, the target market may be as spe-
cific as government agencies, former and present clients, or pub-
lic health officials. A clear understanding of the corporation’s de-
sired audience is critical to developing a responsive market-
ing plan.
- Management Meetings.Often a mixture of executive-level
interaction, symposia, and recreation, these events may re-
quire little marketing because attendance is a badge of
achievement in the corporation. Still, a major part of the ed-
ucational content may be intensive discussions of corporate
philosophies and values, problem solving, and new organi-
zational strategies. Advance information should prepare
participants for the challenges and anticipated results of
those discussions so that contributions by attendees will be
maximized. - Sales Meetings.From a marketing perspective, national and
regional sales meetings usually combine the promotional
approaches required for both educational and training events
and those for product introductions. The purposes blend
the sharpening of sales skills, the reinforcing of corporate
values and philosophies, and the learning of new features
of products and services to be sold. These are typically
work/play events, designed first to educate and then to
recreate and entertain, in order to bolster enthusiasm and
send the salesforce home with new dedication to moving
the product to the consumer. - Stockholders’ Meetings.Stockholders are major “stakehold-
ers” in the corporation. Corporate constitutions and laws
usually require at least one meeting of stockholders per
year. These meetings are held to apprise stockholders of cor-
porate success, or lack of it, and to invite stockholders to
ask questions, offer advice, or just complain to company
management. They may be highly celebratory in good times
or deeply adversarial in bad times. The format of these meet-
ings, and the degree to which they are promoted, is a highly
Other Types of Corporate Meetings 141