Corporate event organisers extend into new frontiers

When it comes to sales environments, they don’t come much tougher than the pharmaceutical industry where billions of pounds worth of expenditure largely follows in the footsteps of an army of highly trained salespeople buttonholing individual doctors. There is no doubt that the sales forces of top pharmas such as Merck, Pfizer and Glaxo Smith Kline work hard but they also play hard and their employers make sure that they are properly incentivised to achieve maximum results.

Although there is no shortage of money in the pharmaceutical industry, individual companies certainly aren’t prone to wasting it so they are very particular when it comes to splashing the cash on sales conferences etc. Normally they will use a third party to advise on such vital components as venues, hotels and social events.



Hosting commercial jamborees like this is big business and there is now a plethora of cities and resorts competing in this space. Once a company has agreed with its event organiser on a destination, the latter will whirl into action negotiating with hotels and other facilities.



The choice of hotels can sometimes be hazardous for event organisers looking at an area for the first time. The safest option is obviously to stick with the big chains where the formula and standard is clear in advance and prices can be keenly negotiated. However, most companies and their event organisers would probably prefer a good independent hotel which is hungrier for the business and more adaptable when it comes to meeting individual requirements. A standalone venue is clearly going to be able to think outside of the box and offer a refreshingly different outlook which makes the client feel as though their event is unique and that they are not just another corporate passing through a revolving door.



South Africa’s Cape Town is typical of the newer kids on the block when it comes to international conference and event destinations and it is interesting that one of the World’s leading event organisers, Banks Sadler, chose it for hosting last years’ sales incentive programme for Lilly UK.



Some 65 attendees were scheduled to spend 5 days in the city and Banks Sadler’s challenge was to send them home with bags of special memories in the "once in a lifetime" category. This was a tall order considering that most delegates had already been to similar events in equally exotic locations and consisting of action-packed and elaborate programmes.





Banks Sadler worked very closely with their ground agent to develop an itinerary full of surprises. Accommodation was selected at the 6 star 'One & Only' resort which has a spectacular location in the Victoria & Alfred Waterfront with stunning views of Table Mountain. Highlights of the full social and activities programme included a Harley Davidson ride to Signal Hill and a luxury catamaran cruise with champagne and lobster lunch – as well as a special guest speaker in the form of ex Prime Minister F.W. de Klerk no less.

Their efforts evidently resulted in a total triumph with 100 % of delegates rating the event as Very Good to Excellent. It’s difficult to top that really.





Banks Sadler was established in 1982 and is still privately owned and fully independent.



The founding directors came from the marketing and event management department of Grand Met Hotels and recognised a gap in the market for a professional, independent event management and venue finding service.