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 ...

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