Corporate rewards/Employee Reward marketing opportunities - how do I find these folks?

A prospective client has approached me about helping them market their multi-use facility to corporations looking for unique employee reward opportunities. This multi-use facility offers several types of exhilarating pursuits, including some motorsports activities.

In the past, they have hosted some very successful outings for organizations looking to reward top performers. an example might be a company with a large salesforce that has a quarterly competition to determine which salespeople can sell the most within the quarter. The top 10 from across the country are rewarded with an all expenses paid trip to the facility, where they spend 2-3 days doing all number of super fun things. Good time is had by all.

The prospective client has asked me to help them investigate how to better tap into this market. My immediate thought is that there might be an organization out there that is made up of folks like marketing executives or HR folks or something else. Maybe they have a tradeshow where operators exhibit their wares? Other ideas? How do I help these folks grow this source of revenue?

Sounds like you need to be known by Travel agencies that specialize in corporate travel.

I can't help you find employers that want to reward their employees in this manner, but once you do find some please tell us where to apply for jobs...

My current employer's thoughts on rewarding employees are "donate 80 hours to save us $800k and get a $5 coffee cup with our logo to show our appreciation." WOW, that makes me want to give 110% every day...

"Why don't you pass some of these out to the boys in lieu of pay."

There very likely is a networking group (likely there are many) for hr executives. But the only people in it will be people who want to be hr executives and the people who want to sell to hr executives.

My guess is you want to find the executives themselves. 1B annual revenue companies in old established industries like mining, raw materials, communication, transportation, consulting, etc often do these perk trips for the exec team (and the folks who are being groomed to be on the exec team).

Basically the old money businesses, not the startups or fast growers.

A LOT of places do hunting or fishing weeklong off-sites. Hunt all morning, have a 2 hr meeting, drink all night, sleep in the provided luxury rooms. Only $5k per day per person.

If I knew how to find these companies or get their attention however, maybe someone would send me to hunting camp.

Not exactly what you're asking, but maybe you can apply this: Top Golf has a pretty decent package that they've put together for companies to host outings for customers. Last year I went to a trade show that was targeted at IT resellers (companies that would want to host events for customers) and Top Golf had a pretty substantial booth there with virtual golf machines and giveaways. Every other exhibitor in the hall was some type of technology company that had things they wanted the resellers to resell, but Top Golf knew that this was the group that would also be championing marketing events.

My point is that there may be an outside channel where you can get in front of your target demographic when they least expect it.

Another thing to consider is that many companies get marketing funds that they are allowed to use for promotional events. When we do Top Golf events, for example, we might write the check to Top Golf but Dell or HPe or Cisco is writing us a check to cover it so it's like free money that is usually attached to a use-it-or-lose-it caveat. It might be worth positioning the experience at your customer's facility as something that a company could sponsor through marketing dollars or MDF from a third party for their own customer base.

Robbie mentions a formula of play, meet, drink.

The meet part has to happen and it has to happen somewhere. Maybe target the meeting and convention locations who maybe are good at the meet and drink part but need help offering the play.

Pcma is the big meeting and convention group

Getting a narrow focus on who you want to market to gets you to mailing lists of key folks like insurance sales VPs (just about every insurance sales organization offers contests/trips/events for agents). HR types for internal team building or VP/srVP types

How about starting with the HR departments of all companies on the Fortune 500 list?