Biopharmaceutical Company National Sales Meeting

Biopharmaceutical Company NSM 2014 photo

Attendees: 300
Location: Hyatt Regency, Huntington Beach, CA

This biopharmaceutical company’s 2014 National Sales Meeting (NSM) represented several notable “firsts.” On our side, it was InVision’s first project with them. On theirs, the meeting was an inaugural address to the sales team on the heels of a recent acquisition. In the course of several months, we all learned a lot about what’s at the heart of the company’s culture, no matter what changes they face – and even more about the wide horizon of opportunity ahead of them.

Know Your Audience and Objectives
Their organization is different. It’s widely admired for its products, people and unique culture. So the acquisition by a larger company brought about a lot of questions for both employees and our project team – especially since it was announced midway through our planning process. To establish clear, collective objectives, we organized a half-day work session for all key stakeholders, locking ourselves in a room to map out the core messages for the event. Together we arrived at a singular, critical takeaway: that while there’s change ahead, the culture and values are still essential, and that the days to come will be filled with incredible possibility.

Design with Purpose
We handled everything from signage and logistics up through messaging and presentation development, integrating the theme throughout the event from top to bottom. That theme, “Our Journey Forward,” didn’t end with guest speaker Allison Massari’s personal path from a near-death experience to life as an artist. It also came to life in the opening media module, the highly visual presentations by execs from both franchises, the awards night, the many concurrent breakouts (18, at one point!) and the in-between messages delivered through InVision’s proprietary E3 mobile app. That customized app – which had a phenomenal 90% of attendees as active users – offered pre-communications, onsite surveys, in-session polling and a competitive Scavenger Hunt that kept attendees engaged and kept “Our Journey Forward” top of mind throughout the experience. The meeting culminated in a live performance by Train, including a special VIP backstage experience for the E3 mobile app competition winners.

Measure for Success
Because our direct clients were the top execs, we were very hands-on throughout the entire process and quickly became an extension of their internal team. They expressed gratitude at every stage of the planning process through onsite execution. With the audience, the verbatim speak for themselves. Our attendee survey came back with quotes like, “One of my favorite meetings of all time,” and “Motivating, interactive and inspirational – a great way to start the year.” And, since we developed the presentations, messages and content, we were absolutely thrilled to hear this: “Excellent meeting, with tight, to-the-point presentations.”

How to Build an Attendee Journey

Viewers watching the show. Long exposure shot.

Remember what it’s like to be an attendee of an event? You’re a spectator, watching and listening, hoping to walk away with some sort of call-to-action. Maybe it’s putting the information you learned into use or feeling more motivated to continue to do what you do every day, even better. Whatever the case, you attend these events hoping to gain something new and to be inspired.

So how do we as event marketers, ensure that most (if not all) of our attendees feel more connected to our brand; prepared for the future ahead; recognized for their achievements; or feel re-energized for a brand new year?

It’s simple. We build an Attendee Journey. An Attendee Journey is our holistic approach where we immerse ourselves into the mindset of the audience while also keeping in mind the objectives and messaging that we want to communicate. It’s the perfect blend of designing a campaign that delivers measurable results and potentially new behaviors. It goes beyond a simple production of an event by transforming a traditional ballroom into an environment immersed with your brand and messaging, staging that stirs excitement, stunning graphics that convey visual stories and compelling speakers whose energy radiates into the attendees.

Below are just a few key insights that will help you develop an Attendee Journey that delivers engaging experiences that inspire lasting results.

Know Your Audience
Who are they and what are their mindsets?

Set Objectives and Envision Success
What kind of campaign?
What does success look like and how will it be measured?
Are your objectives measurable? (ROI, ROO, ROE)

Design with Purpose
How will attendees be engaged?
Are there any compelling industry trends that you can integrate into the program?
Is the message woven through the entire event?
How will you extend the message beyond the event?

Want to learn more about building an Attendee Journey? Contact us at or check out how we did it for one of our clients: Global Conference Case Study


Eye-Tracking Technology Meets B2B Event Conferences

Eye Tracking Technology


For most of us, we experience our life visually. What we see is one of the primary ways we gather information. But what we might not be consciously aware of is that our brain ultimately decides what we choose to look at. This is one of the reasons why eye-tracking has become a valuable tool for marketers. Marketers can use this technology to discover what intrigues and attracts a consumer’s (or in our realm, an attendee) attention when faced with a variety of products or actions. Even further, eye-tracking can give indications about the person’s presence, attention, focus, drowsiness, consciousness or other mental states (Citing Source: This information gives us deep insights into people’s behavior and actions.

In the B2B event space, eye-tracking opens the door for marketers and leadership to understand an attendees’ engagement level. While social media gives attendees the voice to express or communicate online, eye-tracking reveals a new kind of “voice” by exposing behaviors that we might not otherwise notice. For example, a learning station at an event can capture what attendees are specifically looking at onscreen and even determine if they are engaged or not. Through collective research, marketers can narrow down what exactly worked and didn’t work on their learning tool. Maybe it was color or choice of words…or maybe the material was too wordy so attendees lost interest…or maybe something was too distracting. No matter the challenge, eye-tracking has the ability to help marketers re-examine, adjust and try again until there is success.

One of the most obvious benefits of eye-tracking is helping companies understand their consumer. Among a choice of five kids’ cereals that are similar, why does one sell more than the other? What grabs and holds your attention longest? Fortunately, there is a science and eye-tracking helps cut down hours and hours of focus groups and surveys.

Be on the lookout for more eye-tracking developments in 2015. In the meantime, we leave you with *three takeaways on what eye-tracking can tell you in your marketing efforts courtesy of Perception Research Services (PRS).

Do people even see and notice a package on a cluttered shelf, a display in an enormous store – or a link of a cluttered web screen?

Do these marketing efforts hold their attention – or are they quickly bypassed?

Viewing Patterns/Communication Hierarchy
Which specific elements or messages draw attention and are consistently seen/read (and which are frequently overlooked)?  

*Citing Source: Perception Research Services (PRS):