How powerful a draw is Las Vegas? Bryant Heating & Cooling Systems, a leading manufacturer of home heating and air conditioning units, has turned Sin City into "Spin City" with a national sales meeting that draws 2,500 independent dealers who pay their own way to attend what amounts to a three-day private trade show at the Rio Hotel and Casino.

Bryant wanted to strengthen relationships with its sales channel - mom-and-pop dealers across the country that carry multiple heating and air conditioning brands. The company exhibits at two industry trade shows held each year, but it competes there with the other exhibitors for dealers' time.

In 2003, Bryant asked Carmel, Ind.-based Business Media Group to create a sprawling event with 200 booths and invited those same dealers to spend three days in Las Vegas learning about hundreds of new Bryant products and related but noncompetitive items. It was so successful that the company repeated the event earlier this year and has put it on a two-year rotating schedule. Bryant's parent company, Carrier Corp., staged two Las Vegas meetings in the same time frame that were larger still.

"Our goal is to get these dealers in, show them a great time, and show them the new products," says George Sechrist, president of Business Media Group, which helps companies develop channel marketing strategies.

Sechrist says the allure of Las Vegas is a big factor in its success. "We treat it almost like an association event and they spend their own money getting here and pay to attend. Show me anything else you can do from a marketing standpoint where your customer will pay to hear your message!" Bryant charges $500 per attendee, which covers meals and drinks served on the show floor. The company invests millions more in high-end productions, entertainment and speakers (Huey Lewis & the News performed at this year's opening night gala, and NFL superstar Peyton Manning and his father Archie spoke the following day).

What about ROI? After the first event, Bryant hit its yearlong projection on one new model in 60 days!
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