Corporate Event Planning
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PLANNING A CORPORATE EVENT
Corporate Event Planning Tips
"Event planning for a corporate team is a lot different than planning for a standalone exhibition. "
"Corporate event planners have always had to be prepared to meet any challenge in their path"
"An event planner needs to consider matching the company’s mission while managing a budget."
Have you been asked to manage a corporate event? How do you know if you cannot handle the task you’ve been assigned? To help answer to this question, we have prepared a guide that encompasses the essentials of event planning.
Things to consider
You should know the three laws of event planning, whether you are a self-employed event planner or part of a team.
1. manage attendance:
You should be able to manage numbers of attendees expected. This should be calculated even if you have not sold tickets.
2. Understand the Corporate Culture:
If you are an outside service you should expect to sacrifice some of your personal time in understanding a corporate culture. Spend extra time in the office talking to people, and asking invitees and stakeholders about their expectations, etc. If you do not know what a corporation wants, then you cannot be an effective event planner.
3. You have to be adaptable.
Corporate events often take place in foreign cities and countries, which means you sometimes have to be creative when making bookings and selecting venues, hiring vendors, and figuring out the easiest mode of transport.
Before the Event
The company’s mission is the most important aspect of the event, so do not plan the event based on your goals, but the company’s. Make sure you communicate with your client effectively and find what they want and how to best communicate that.
Having group meetings with stakeholders and having one on one discussions about corporate planning ideas with the most influential person in the company, no later than twelve months before the event.
One thing you need to always understand is that most people do not want to spend hours talking about planning an event. So you will need to communicate your needs and what information you need from them in the most effective manner possible.
To do this, you should have already prepared a list of questions to ask in advance of the meeting.
After you receive all of the information you need, you can start building your event by then reflecting on the main purpose of the event. Figure out the reasons why people will want to attend and also the metrics for measuring a successful event.
However, planning a corporate event requires a lot of waiting, as you need responses and confirmations. That is why it is crucial that you start the party planning process as soon as possible.
The first thing you should do is create a checklist of the key deliverables that stakeholders will expect, and reference it throughout the event planning process.
Some common goals that the stakeholders will want include:
- Bringing the company together to analyse the historical performance of the company and then set goals based off of that information.
- Sparking innovation in an attempt to collect great ideas for the future of the company.
- Increase day to day efficiency in the daily operations by aligning multiple departments.
- Establishing the company’s vision or purpose for all employees.
Create an Events Team
If the company does not have an events team, now would be the best time to start one. You can choose people of various skills and skill levels within the company, and they can help you do everything from allocating budgets to cleaning to addressing invitations.
Having a good events team can help make your work go faster and easier, especially if you have a lot of extra hands.
Allocate the budget
When deciding how to allocate your budget, go by what is most important to your company, the culture and the expectations of your colleagues.
Do you require a venue to hire?
Is food included?
Are you hosting the event outdoors in a marquee?
Do you need to hire a DJ
Have you considered Generator hire?
Will you need portable toilets.
Set the date
Venues can fill up very quickly, especially during the party season. Confirming the date should be one of the earliest things that you do.
Generally, Thursdays are the most popular days for corporate events, as attendees would not be taking any personal time to attend. Fridays are a close second in popularity.
However, you should not ignore any of the earlier days in the week, especially as they can be cheaper and much more flexible with dates when it comes to choosing a venue. The date you choose should be based on your company culture.
An easy way to set the date would be to send out a doodle poll with a few different dates for everyone to vote on. Send the poll in an email so you can see which would be the most popular and convenient date, as well as how many people are going to come.
Include an RSVP date on the email, so that you are not waiting for a reply even days before the event is to occur. Also make sure to follow up with a “save the date” email, once the date is confirmed.
At the event
Event promotion should start occurring way before the event actually happens. Promotion could keep occurring weeks and maybe even months after the event is over--to get the best marketing results.
While marketing this event, you should have two checklists: one for the promotion channels you will be using and one for strategies. You could also create a timeline to keep track of the strategies you are going to use and the strategies you have already used.
After the event
Use social media, marketing, and surveys to efficiently close the event, while also getting as much information you can out of it. For example, you should use your pre-made content--which can be used to ask attendees questions.
You should also schedule post-event emails to go out, which is a great way to offer coupons, sign-ups for the next event, or sell tickets.
You should also continue to build your social media connections. This is especially useful for product launches and trade fair organisers. Social media that is built after a huge company event can give a company instant recognition.
In order to properly plan a corporate event, you need to understand what key corporate shareholders want and expect to get out of attending the event.
Before you get deep into planning, you should have a one on one sit down meeting with each key corporate shareholder so that expectations can be successfully met.
If you want to read more, you can read our 13 Top Tips for Planning an Event.