Location: Long Beach Convention Center, CA
Our client is passionate about their business – and Shaklee Live is their chance to build on that enthusiasm and motivate their sales force for the year ahead. The annual, global conference brings together distributors for four days of celebration, recognition, training and networking. InVision was chosen to elevate the experience to a whole new level.
Know Your Audience and Objectives
In early 2014, we competed with several alternative vendors and ultimately earned the business, replacing a 10-year incumbent. While we have deep institutional knowledge of the direct selling world from a number of our senior executives, it was important we understood clearly Shaklee’s unique direct selling business and their distributor audience. Our diligence was fast and thorough with our Account Manager actually becoming a Shaklee representative to experience life as a distributor.
While Shaklee is a new client and direct selling is a new market for InVision, it was even newer for key members of their senior management team. The President had come from outside the industry and had been there just a year. The CMO also came from outside the industry and had only arrived a few months before the event. And, our primary VP contact, while experienced in the industry, was new to the company as well. All of us locked arms and thoroughly embraced the challenge – teaching, supporting, advising, guiding and executing the strategy, content, creative and production processes.
Many distributors had attended Shaklee Live for decades, but with the company starting to attract newer, younger yet equally passionate distributors, it was our job to create an event that resonated with every Shaklee Live attendee regardless of age or tenure.
Design with Purpose
2014 was an exciting, building year for our client. During the event they introduced four new products and were committed to WOWing their distributors; it was the tenth anniversary of their change in ownership and both sales and spirits were soaring. To support their ambitions we introduced a number of new elements, which included transforming the enormous convention center arena into a compelling, interactive environment. The 100-foot-wide screen featured larger-than-life graphics and used iMag to enhance speaker presentations and create a powerful attendee experience.
As CEO Roger Barnett entered, we introduced him with his go-to song, “Start Me Up” by the Rolling Stones…with a twist. His son Spencer performed the iconic, opening strains live on-stage, which set an electric ambiance that carried throughout the event. The entertainment was also a big hit, with performances (and a sing-a-long) from recording artist, Jewel and an uplifting appearance by journalist and former State of California First Lady, Maria Shriver.
Measure for Success
We’ve had a great relationship with our clients from day one, and the success of this year’s Shaklee Live solidified our bond. The sign up rate for our proprietary, Shaklee-customized mobile app was tremendous, and higher than expected – nearly 3,000 of the 4,000 attendees signed up to participate and gave us 31,000 “likes” during the four-day event.
Anecdotally, our clients were thrilled with the outcome and our management of a very tight budget. CEO Roger Barnett even thanked us from the stage, and the follow-up feedback summed it up nicely: “Many thanks for your team’s efforts to deliver with excellence. We appreciate the expertise and all of your support in delivering our best possible ‘Live’ experience!”