CASE STUDY
Reimagining IPA's Council of Excellence Meeting
A Seamless Transition to a Virtual Experience
The Council of Excellence, an annual event celebrating top sales performers and unveiling IPA’s latest innovations, faced an unprecedented challenge in 2020. Historically, this in-person event was renowned for its dynamic and lively atmosphere, bringing together sales professionals from across the globe to learn about new sales techniques, product features, services, and recognize top performers. However, this highly anticipated event was disrupted and required a complete reimagination due to the COVID-19 global pandemic.
The transition to a virtual format presented several hurdles. A virtual meeting of this magnitude and significance had never been attempted before, requiring the team to align carefully around the new approach. In addition, time was a critical constraint, demanding a quick pivot on how to restructure the event without compromising the quality of the employee experience. Compounding the challenge was the centerpiece of this year’s meeting: the launch of alEx 2.0, the second generation of IPA’s innovative linen dispensing machine. This made it essential to maintain the same level of excitement and impact as previous in-person launches.
The challenge was clear: how to replicate the energy, excitement, and engagement of the in-person experience in a fully virtual setting.
Guiding attendees through a digital platform while keeping them actively engaged was essential to the event’s success. Equally important was preserving the excitement and prestige of the Council of Excellence celebration ceremony, which honors top performers and announces the winners of the annual destination trip. Delivering this signature event within the constraints of a virtual setting required thoughtful planning to ensure its energy and integrity remained intact.
Objectives
Launch alEx 2.0 Effectively: Generate excitement and ensure thorough understanding of the product's features and benefits.
Create a Premium Virtual Experience: Deliver an engaging, interactive environment that mirrored the prestige of past in-person events.
Enhance Engagement: Facilitate networking, participation, and active learning through innovative digital tools.
Implementation
Interactive Virtual Experience
A virtual conference lobby was meticulously crafted to replicate the ambiance of an event space, creating a polished and professional first impression. This digital hub featured interactive links, including speaker bios, downloadable fact sheets, resources, recordings, and a detailed event schedule with quick navigation to virtual rooms.
Personal Engagement
To build excitement ahead of the event, custom alEx 2.0-branded invitations and gift boxes were shipped to each attendee which included alEx 2.0 sales collateral and swag. Champagne, elegant branded flutes, and a DoorDash gift card was also included in an effort to reimagine the traditional dinner and cocktails from the in-person Council of Excellence ceremony. This thoughtfully curated unboxing experience set the stage for a memorable event.
alEx 2.0 Launch
The meeting offered various breakouts sessions led by senior executives and product specialists, highlighting alEx 2.0’s innovative features and market potential. Breakout sessions provided opportunities for small-group discussions, fostering active participation and networking. Interactive elements, such as polls, live Q&A sessions, and product demonstrations, kept attendees engaged throughout the experience.
In addition, the new product video was developed to highlight the features of alEx 2.0.
Council of Excellence Ceremony
The Council of Excellence Awards brought the excitement of a live awards ceremony to the virtual stage, celebrating the achievements of IPA’s top-performing salespeople. Trip winners were announced in a dynamic presentation filled with upbeat music and an lively on-screen visuals complete with each winners headshot and a mockup of the crystal award each winner would receive by mail. Special appearances by IPA’s top executives added a personal touch, as they shared inspiring and congratulatory messages. The virtual format preserved the enthusiasm of the event, ensuring every attendee felt the energy and recognition of the moment.
The Results
High Engagement: 97% of attendees participated actively in breakout sessions, product demos, and live Q&A.
Positive Feedback: Over 98% rated the event as “excellent” in post-event surveys, citing the personalized gifts and seamless navigation as highlights.
Successful Launch: The alEx 2.0 product launch generated significant buzz, with attendees expressing enthusiasm and confidence in selling the product.
Networking Success: The virtual platform facilitated meaningful interactions, with many attendees noting they felt connected despite the physical distance.
Visuals from IPA's Council of Excellence Meeting
Insights
Key lessons from this project highlight the power of personalization in generating anticipation and excitement. Custom gifts and branded elements fostered a sense of exclusivity, while the thoughtful use of technology ensured accessibility. The virtual lobby’s intuitive design effectively mimicked the flow of an in-person event, making navigation seamless. This experience demonstrated the ability to adapt quickly, employing creativity and innovation to deliver a virtual event that matched the impact of its traditional in-person counterpart.
Despite the challenges, the virtual National Sales Meeting and Council of Excellence Ceremony successfully captured the energy and spirit of its in-person predecessor. By combining cutting-edge technology with creative engagement strategies, the event celebrated achievements and introduced alEx 2.0 with the enthusiasm and excitement it deserved, leaving a lasting impression on attendees.