October 30, 2023

corporate events

Corporate events are important opportunities for companies to build culture, make announcements, provide training, and more. Well-executed corporate events can boost employee morale, get important messages across, and even attract positive media attention. Poorly planned or boring corporate events, on the other hand, can disengage employees and be a waste of time and money.

Whether you're planning a small team building activity or a major product launch, following best practices for corporate event planning and execution is key to creating an impactful experience. In this blog post, we'll explore:

Why Companies Hold Corporate Events

Employee motivation and retention - Events like holiday parties, retreats, or milestone celebrations build camaraderie and make employees feel valued. This strengthens company culture and keeps talent engaged.
Sales conferences - These events rally sales teams around new strategies, getting them energized to achieve revenue goals.
Product launches - Launch events generate buzz for new products both internally and externally via media coverage.
Training/seminars - Educational sessions provide necessary training and professional development opportunities.
PR/marketing - Companies hold press conferences, open houses, etc. to promote products, cement thought leadership, or make announcements.
Business meetings - Conventions, corporate meetings, and trade shows offer networking opportunities with current/potential partners and clients.

Planning a Successful Corporate Event

Careful planning and attention to detail are crucial for executing events that meet your goals. Key steps include:

Set Objectives and Create a Budget

Decide on the purpose and desired outcomes. Is it for motivation? Training? Product launch? Set quantifiable goals.
Based on goals, determine the appropriate budget. Factor in all costs - venue, food, speakers, promotion, etc. Get approvals from leadership.

Choose the Right Venue

Consider the event size, accommodations needed, and atmosphere. Hotels and convention centers are safe options.
For a more unique experience, explore museums, restaurants, outdoor spaces, etc. Visit venues in person whenever possible.
Negotiate contracts favorable terms for deposits, cancellations, insurance, and more.

Select and Manage Vendors

Vendors to potentially hire include caterers, A/V equipment rental, florists, transportation, photographers, and entertainment.
Solicit bids and review portfolios to choose vendors that suit the event theme and budget.
Designate an event manager to coordinate vendor logistics and manage timelines.

Plan Event Activities and Programming

For multi-day conferences, vary sessions between keynotes, breakouts, hands-on workshops, social events, etc.
Identify and book appropriate speakers/entertainment. Set the agenda with minute-by-minute details.
Promote attendee engagement with interactive elements like Q&As, activity stations, or games.

Promote the Event and Manage Registrations

-Create eye-catching invitations and email promotions. Leverage social media for buzz.

Use an online registration system for easy sign ups and payments. Offer early bird discounts to incentivize.
Set registration capacity limits and monitor analytics. Follow up on cancellations if needed.

Handle Logistics and Gather Feedback

Create detailed processes for vendor coordination, A/V checks, room setups, attendee arrivals, food service, etc.
Have staff wear branded apparel and know emergency procedures.
Capture photos/videos and post updates on social media during and after.
Use surveys and meetings to gather attendee feedback on what worked and improvements needed.

Executing a Memorable Corporate Event

With your event fully planned out, it's time to bring your strategy to life. Use these tips to execute flawlessly:

Build Excitement Leading Up to the Event

Send reminder emails with logistics, agenda, and things to look forward to. Create hashtag for social media buzz.
Decorate the venue and have staff wear branded outfits. Give attendees welcome gifts or notes from leadership.
For multi-day events, recognize loyal annual attendees and those who have traveled the furthest.

Kick Off with High Energy

Start strong with an upbeat opening activity like a musical performance, dance number, or comedic act.
Have the CEO, event emcee, or special guest deliver a rousing welcome speech to set the tone.
Include interactive elements like live polls, Q&As, icebreakers, or games to get people engaged immediately.

Use Impactful Keynotes and Breakouts

Schedule inspiring keynotes around peak energy times like the start/end of day when all attendees are present.
Limit breakout sessions to under 75 minutes to keep attention focused. Pick topics tailored to the audience.
Build in buffer time between sessions for networking, visiting exhibitor tables, bio breaks, etc.

###Provide Unique Networking and Social Events

Facilitate connections through organized activities like speed networking, scavenger hunts, contests, trivia, etc.
Incorporate the event theme with food, decor, entertainment, gifts, and more for immersive experiences.
Offer high-quality food, bars, music, photo booths, games, etc. to keep energy up for evening social gatherings.

Close Out Strong with Clear Next Steps

Summarize key takeaways and have leadership share final inspiring thoughts.
Present a roadmap for next steps post-event so people feel motivated moving forward.
Send a personalized thank you note recapping favorite moments and value attendees provided.

Evaluating Event Success

The true measure of an event's impact goes beyond anecdotal feedback. Track quantifiable metrics before, during, and after to gauge success:

Attendee numbers - Actual enrollment relative to projections, rates for new vs. returning guests.
Engagement data - Website visits, email open/click rates, app downloads, social media mentions/posts.
Surveys - Satisfaction ratings, likelihood to recommend scores, feedback on content, logistics, etc.
Business impact - Sales leads/revenue, new partnerships, media mentions.
ROI - Compare event costs to business outcomes like sales to demonstrate financial value.

Gaining actionable insights into what resonated and what needs improvement is crucial for continuously enhancing your corporate event strategy over time. Debrief thoroughly with stakeholders and keep detailed records to aid future planning.

Make Your Next Corporate Event a Smashing Success

Well executed corporate events that wow attendees and achieve defined goals are an invaluable investment. By following best practices around preparation, promotion, high-quality programming, unique experiences, and measurement, you can throw company functions that drive business, inspire employees, and spark positive buzz. Use the strategies outlined here as you start planning your next unforgettable event.