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Corporate events tend to be ideal scenarios to promote a product or brand, build bonds with other companies or people, or reach new agreements. That’s why correctly organizing your corporate event will bring major benefits to your company.
But corporate event organizing can be a challenging task. So in today’s post we’re sharing a guide with 10 key tips for you to be capable of creating corporate events with guaranteed success:
1. Determine the goal of your corporate event
Before beginning the organization of a corporate event, you must be able to answer one question:
What do I want to achieve with this event?
IIt’s not the same thing to strengthen ties with customers, publicize your brand or celebrate a product launch, new partnership or grant.
There are a number of possible goals behind the organization of a corporate event, but they must all be borne in mind in each of our decisions. Every step of your event must be focused on achieving that goal. Therefore, it’s important to know and convey them clearly to your team.
The most important factor in organizing a corporate event is understanding that success of the event depends on meeting the established goal.
2. Clearly define your target audience
When organizing a corporate event, it’s important to know who the target is. This factor has a lot to do with the previous point. The way you define your target audience will depend on your event goals; they will mark the course for the act.
Defining how many people will attend, whether they be customers, suppliers, influencers... is a factor that will determine what kind of event it will be, its format and level of formality, the activities held and all the other relevant details.
3. Set a budget
One of the most important factors in the organization of corporate events is having a pre-defined budget. You may not have the final say on budgetary matters, but knowing what budget you have to work with will save a lot of time investing in ideas that, in the end, may not be feasible.
Clearly knowing your budget is important for you to have an idea of what you can and cannot offer at your event. Remember, the possibilities are limitless, but it will all depend on your budget. For example, if you have a tight budget, you can use sponsorships to get more financial backing. Many brands are willing to make economic contributions in exchange for advertising.
4. Choose the date and venue
The date on which a corporate event, or any other event, is held is a key factor if you want to ensure the highest possible attendance of your guests.
Corporate events are usually held from Monday to Friday during normal working hours. That way, you avoid absences due to individuals being away on holiday, or unavailable outside their normal work day. Before deciding on a date, it’s important to do a little research to make sure your event does not coincide with any other important dates.
The venue is another important factor, as you should make sure there is no overcrowding, or too much empty space (this could be interpreted as a low turn-out, and therefore, an unsuccessful event). Today, with the surge in working from home, the possibility to hold corporate events in a digital setting should be taken in consideration.
5. Make a to-do list
Many factors, tasks and individuals come into play in the course of holding a corporate event. That’s why good organization is crucial.
To ensure it, we recommend you make a list that will enable you to optimize your resources and time. The list should contain all unfinished tasks, from hiring services such as catering, photographers or an audio-visual partner, to managing things like permits, consulting on locations and potential speakers. This will ensure you have a snapshot of your event’s status, at a glance, in one document, and you will be able to control all tasks completed, as well as those still pending.
6. Attention to detail
You’ve probably heard it many times before: “the devil’s in the details”. When it comes to organizing a corporate event, every element counts: the decoration, lighting, merchandising, the hostesses’ manner... everything influences attendees’ experience. That’s why it is important to have it all thought out, and nailed down.
For example, offering your guests some merchandising, or having catering items customized with a message or your brand logo can be excellent memorability strategies.
What’s more, at these corporate events, the company spokesperson usually saves some time to give a short speech to the attendees. This is a vital opportunity to get the entire event message out to your audience. So paying attention to the detail of choosing the right microphones and other audio-visual equipment is essential.
7. Create an original experience
Organizing corporate events can also be a way to drive creativity, helping you stand out from the rest by creating an original experience. Put yourself in your attendees’ shoes to create a unique and surprising experience.
Empathising with your public is a great thing to practice: think of everything you’d like to see, hear, receive, etc. Focus on the experiences your audience would like to have, as they could be the keys to achieving success when organizing corporate events.
8. Make invitations aligned with your goal
Communication is the bedrock of good corporate event organization. Send out invitations that generate expectations, and convey company values and goals. Remember that your guests’ experience begins there. Invitations can be an excellent way to generate expectations.
9. Have a Plan B
Things don’t always go according to plan, and in corporate event organization, there are so many things to consider that it’s possible that some of them not turn out as expected. There are also factors beyond your control, such as technology, which can sometimes fail when you need it most.
American author, entrepreneur and speaker Chris Guillebeau once said that, “if Plan A fails, remember that you have 25 letters left.”
It’s important to at least have a Plan B to overcome any setbacks or stoppages should any problem arise. Having an alternative plan in corporate event organization can also save you from unplanned expenses or even having to cancel the event.
10. Promote your event on-line
IIf an event is not promoted, it doesn’t exist. Promotion of your event in the different channels of your company, as well as social media, is another point you should never underestimate. Have a good media strategy. For example, social media can help you promote the event before it is held, as well as engaging in communication about it, and showing appreciation to attendees once it’s over.
What’s more, right now social media make for an enormous opportunity to generate engagement and two-way communication with your audience. Social media can become a loudspeaker for your corporate event, while giving you the opportunity to listen to your public. They can also be a good initial indicator to get a reading on the impact of your promotion.
This article was first published in Dushow Spain, you can read the original Spanish version here.
