Create an Unforgettable Corporate Event that Evokes Measurable Business Results
When you plan a business event, you can go one of two routes: roll up your sleeves and put it together yourself between meetings, daily responsibilities and work priorities, or outsource a corporate event planner to maximize your time, resources and budget.
There’s no wrong way, but certainly more doors are opened when you partner with a professional. With that, the amount of stress behind planning the intricate details of a corporate event with measurable business results will go way down.
Regardless of which route you choose, there are some key moves and strategies that you should consider as you plan your meeting or event. The following tips will enable you to achieve trackable business benefits, including increased traffic, profits and brand awareness.
1. Create an unforgettable event marketing campaign. The very first (and arguably most important) step to a successful corporate event is getting people pumped up and excited about your event. Communication, as usual, is key. How you spread awareness about the event, get people anticipating its arrival and intrigue outliers is beyond an attractive marketing campaign. It goes into strategy, communication and branding decisions.
How can you get your audience attracted to this specific corporate event? Keep in mind who the audience is, what they value and how they enjoy spending their time, and then craft the event to suit those characteristics. You want people to pay attention and register right away when they see event materials, and more importantly, you want them to feel inclined to show up!
2. Get to the right people. Who are you inviting to your corporate event? You probably want key stakeholders, supporters, collaborators, partners, executives and associates at the event. Beyond that, to instigate true business results, you want to invite the people your company influences the most.
Who do you solve problems for? Are they aware that you solve their problems? Who is actively seeking out YOUR solutions? Digital analytics and metrics should be able to answer these questions if you don’t already have a solid idea. You want to seek out and invite the people you can provide solutions for and who have the budget for your specific solution.
This might be a few different groups of people, in which case a series of events, or a master group blowout event, might be a smart move to see measurable results. One event can be for those people who don’t yet know you can help them, while another can be for those who are already interested and could become potential repeat (or lifetime) buyers.
The messaging for these different styles of corporate events will require different tones and content, so keep that in mind when you’re working on tip #1, creating your event marketing campaign strategy/ies.
3. Make them want to attend. Now, this goes back to asking yourself who your audience is, and what do they like, admire and value? What will be worth their time? It might be incredible giveaways, a spectacular five-course meal or hip music that encourages lively danceathons.
It could also be opportunities to connect with one another, interesting awards programs, silent auctions or other opportunities for a charitable contribution. Whatever your audience’s motivation, tend to that and make a big deal out of it.
And further, make those special experiences highly unique and tailored to your brand. To achieve business results through an event, the experience has to go well and above the event itself. You want attendees to buy in before the event even takes place, and remember it fondly long after it’s over. When they remember the event as an incredible experience, they’ll think of your business and want to return again and again.
4. Give them bite-sized takeaways and tidbits to remember. Whether it’s a photo booth, useful branded favours (emphasis on useful) or other memories or actionable tidbits they can take away from the event, you want attendees to look back on the gathering as a quality, entertaining, and worthwhile experience.
What makes the most sense for your business and brand to give away to attendees? You want to get hyper-focused and detailed so that people can automatically recognize the thoughtfulness and strategy that went into the planning process.
Think outside-the-box, get uber-creative and craft out-of-the-ordinary brand experiences that compel attendees to buy in with your business and keep coming back for more. The idea, too, is that they’ll also want to share the awesome experience you provided them with colleagues, friends and other connections!
-- For more information on how we can help you create a lasting impression with measurable business results through events, reach out to our expert corporate event team at Mosaic Events. Our passion is creating memorable client-focused solution based corporate events. It's our job to take the stress out of your success.