What’s in a Theme?

by Contributor Jennie Morris

Conference themes are a staple of business meetings, trade shows and other corporate presentations. A surprising amount of time and expense can go into developing them, just as with brand identities. Sometimes multi-million-dollar competitive bids are won or lost, based upon a selection committee’s reaction to a few words.

As you consider your theme selection process in 2013, here are a few thoughts to keep in mind…

  • A good meeting theme invites participation, by leaving something to the imagination.
  • The theme should also provide a metaphorical framework capable of supporting a variety of activities and presentations, since you are only at the beginning of the planning process and don’t want your theme to dictate your content.
  • A great theme always leads us back to an underlying truth, and embodies the intentions and aspirations of those gathered in conference.

With this in mind, how do you best craft a theme for your upcoming event?

First, look to the central objective of the program. Is it taking place because of a need to train employees or inform a market? Is the mission to gain support for a cause, a program or product offering? Does it seek to overcome employee inertia or customer resistance? Perhaps you need to build trust among shareholders or employees to change attitudes driven by past employees or actions?

Each of these goals calls for a different approach. Begin with the objective and it will lead you to the appropriate theme as you can see below.

Challenges are “call-to-action” statements. They may announce a program or product, motivate a sales force or move customers to act.

Some examples of past Challenge themes include:

  • Lead the Way
  • Building Experiences
  • Reach-the-Beach
  • Destination: e-Space

Celebrations use assertive statements or phrases that command attention. These can be used to promote an existing product, recognize accomplishments or raise morale.

Some examples of past Celebration themes include:

  • The Power is On!
  • We are Here!
  • I (Heart) Talent
  • Timeless Solutions, Endless Possibilities

Characterizations apply to occasions that need an identity to intrigue and attract an audience, giving them a sense of what to expect without giving it all away. Most appropriate to events with multiple objectives, such as association meetings or industry conferences, they may be location-specific, when location is part of the attraction.

Some examples of Characterization themes include:

  • Trust Matters
  • A Taste of New Orleans
  • Cadkey Evolution Tour

Your theme is truly your starting point, the springboard for crafting your meeting, trade show presentation, webcast or corporate video. Begin with honest questions, which will lead to your goals and objectives. This will then drive the type of theme statement or event title that gives your project a launch that will inspire those involved. A theme that grabs the imagination of the organization will be invaluable as you guide your team to the successful realization of your ultimate goal.

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