Planning corporate events is much more than bringing a group of people together to attend a presentation. It’s about creating bonds between the company and customers, partners, employees and the community as a whole. It is also part of building the brand itself, strengthening its market position and increasing awareness of the company.
Regardless of the business area, organising events is a huge advantage in creating relationships and brand building. Although social networks and online events also contribute to these objectives, face-to-face contact, where communication is customised and the participants have the opportunity to get to know each other personally, is undoubtedly the option with the highest return on investment.
A congress, a tradeshow, all sorts of corporate incentives, a training workshop, a product or service launch or a fundraising party – these are some examples of corporate events that can strengthen your company’s name.
What do you need to plan a corporate event? These are the 5 steps to take into account.
1. Having a good knowledge of the product, service or brand to be promoted.
Knowing what you are going to promote implies knowing in detail all the characteristics, models and variations of the business. One has to convey the enthusiasm that a certain novelty is capable of provoking in the community and be prepared to answer all questions. With this in mind, it is crucial to provide a pleasant and memorable experience to each member of the audience, making them feel welcome and involved right from the reception to the follow-up after the event.
2. Setting objectives, deadlines, audience and budgets.
At this stage, it is important to define what the company wants to achieve. These questions help in understanding what type of event should be organised:
- What are the objectives to be reached? Why is it worth investing in the organisation of the event? What experiences can be provided during the event?
- What audience can you reach? Who is the event for? Whether they are professionals from a particular sector, CEOs, university students, investors, brand consumers or community members, their expectations and needs must be considered. Are those attending the event looking for educational experiences, business opportunities, product offers, discount coupons or an insight on the projects?
- Where to hold the event? In a hotel meeting room, in an events’ pavillion or outdoors? The number of guests, the budget available and the specific needs of the event should be taken into account.
- When will the event take place? What deadlines need to be met? When can you guarantee to book resources? Defining a schedule with the various assignments is the best solution.
- What is the available budget to be managed? How much will each piece of the project cost? What solutions allow savings without compromising the final quality? All expenses must be recorded and the alternatives considered.
3. Organise the available resources.
Given the defined targets, it is crucial to allocate the necessary resources in order to achieve those goals. This includes precise time management and booking the right venues, audio-visual equipment, hiring staff, catering, entertainment, décor, paying suppliers and promoting the event properly (including on social media).
It may also include possible side programmes and possible accommodation needs.
4. Research, plan, coordinate and evaluate.
All phases of planning require prior research and managing multiple resources and teams, from speeches to leisure time. How many guests need a transfer and what is the most suitable transportation option? Is it worth hiring a driver? How to coordinate the timetables of the different activities so that there are no dead spots? How many meals are needed and what diet restrictions need to be considered? Are the slideshows ready to be shown to the audience? If there are any unforeseen events, what should be done?
At all times, it is important to check and evaluate the challenges and opportunities that the event organisation presents.
5. Finding the right partners.
It is very important to be able to count on someone with experience in events’ planning, so that everything runs flawlessly at the time of the event. A partner with a good knowledge of the region and with privileged contacts makes the difference in the organization of an unforgettable event.
This is what Events Plan It does, with an excellent network of contacts at all levels, from renting furniture to hiring musicians, as well as booking indoor or outdoor venues. With more than six years’ experience organising events in the Algarve, Events Plan It provides the logistics required for events of all sizes and for all types of businesses.
