There's No Business That's Not Show Business: Marketing in an Experience Culture

Chapter 10Internal Shows for Employees and Partners

External customers are not the only audiences for show business. Internal audiences are crucial as well. These internal audiences include a company's employees at every level as well as business partners—channel sellers, independent sales agents, and franchise owner-operators, for example.

Opportunities for internal show business happen in every company, but are often overlooked. Too many companies regularly assemble personnel for communication or morale-boosting with no sense of how to use the opportunity to deliver a great show. They pay to hire a major event organizer to organize a big, expensive, and boring meeting—without a thrilling experience. "If you get 9,000 people together for a ...