Learning how to organize a corporate event?
We can help you navigate the world of event planning. This article will teach you how to meet business objectives, host high-profile guests, and ensure technical perfection.
We’ve got your backstage pass to mastering the art of organizing a corporate event.
A. How do you organize a professional event?
Organizing a professional event is a lot different from organizing regular fests or cultural events. When you are trying to learn how to organize a corporate event, you must learn these nuances.
Unlike other events, you’re not just trying to profit from your investment (ROI). Corporate events are also designed to meet business objectives. Examples of such business objectives can be higher sales and or long-term branding.
So, it is safe to say that corporate events have different ROI expectations.
Corporate events also need to strike a balance between knowledge and entertainment. You can’t rely solely on one end, as that takes away the essence of corporate events.
As a corporate event planner, one must also be ready to host many high-profile guests. The VIPs aren’t just limited to speakers or entertainers, unlike most other events.
Corporate events also seek more technical precision. A lot of the event rides on live streaming and screen sharing. Getting the audio-visual setup right will be crucial here.
Lastly, branding plays a huge role when learning how to organize a corporate event. You need to find creative ways to integrate your brand elements like the logo into your event decor and setup. If you need help with that, we’ve got you covered with event branding techniques.
B. What should be included in a corporate event?
A corporate event has a few elements you can ignore. You must keep these in mind while learning how to organize a corporate event.
- A corporate event has clear objectives for both the event and the business. You can’t neglect either of these
- Remember that your venue reflects on the corporate image. The venue you choose must not only accommodate everyone but also create a viable environment
- Invest in good speakers. They are the ones who are going to convert the audience into clients and customers
- A good corporate event isn’t all lecture. That feels a little too much like school. Rather, leave some gaps between presentations and speakers. Allow for networking to happen
- Technology is an integral part of corporate events. Be it for live polling, live-streaming, or seamless registration
- Sponsorships offend find their way to corporate events. If you’re learning how to organize a corporate event, you need to know how to get sponsorships too
- Consistent branding using signage, banners, and promotional material can always be seen. This reinforces the corporate identity
- Typical music and dance entertainment are not present. Usually, a keynote speaker, host who conducts activities, and comedians (if we stretch it) suffice
- These events are highly exclusive. So, security and authorized entry need a lot of attention
C. Steps to learn how to organize a corporate event
We keep stressing how event planning isn’t something that you learn simply by reading. It’s something you master when you start doing it.
However, we will still highlight the key steps. So, when you begin with the work, you will have a mental schema about it.
1. What are the corporate objectives?
When you’re talking to the administration, you must define the event’s purpose. Is it a product launch, a team-building exercise, a training session, or a networking opportunity?
By asking such questions, you will know exactly what is expected of you. This knowledge will help guide all your planning decisions.
2. Finalizing the budget
This is the tricky part. Clients are always more within less. But, you can crack the code by asking about their budget first.
Then, you can use this event budget template to give a clear and concise budget breakdown to your client.
3. You need a team
It’s really hard to do everything on your own. The key to success especially in larger events is delegation of tasks.
Assign roles such as logistics coordinator, marketing manager, and on-site coordinator.
Regular communication is crucial to keep everyone on track.
4. Venue hunting
When you’re looking for a venue, you need to check for all technical infrastructure. Don’t decide solely based on the price tag or appearance.
Take your time to explore in the shoes of an attendee.
Ensure it has the necessary amenities for presentations, breakout sessions, and networking opportunities.
5. Event timeline
Now that you’ve secured the venue, you need to outline all the events and activities in your event.
It can include an opening ceremony, speech, and activities. Whatever it is, you need a minute-by-minute breakdown of your entire event.
This will keep the planning process organized and on schedule.
6. Secure vendors
Chances are that you’ll have to outsource services for decor, catering, and staff. If that’s the case, then block your dates sooner than later.
It’s also good to have options for each vendor just in case there are any last-minute backouts.
7. Find a suitable speaker
Find the industry leaders for your theme or field. For example, Sundar Pichai for a tech-related event is a great choice.
Identify and secure reputed and popular speakers who can add value to the event.
Since their schedules are tightly packed, you’ll need to block your dates with them early on.
8. Logistical and technical requirements
Coordinate logistics for transportation, accommodation, and on-site needs.
Sit with the team to confirm technical requirements for presentations.
Use everything and conduct a thorough run-through of audio-visual equipment to prevent technical glitches.
9. Strategic marketing
Develop a targeted marketing strategy.
Utilize both online and offline channels to reach the corporate audience.
You can use our event marketing guide to get detailed insights on this. We’re also coming up with a corporate event marketing guide, so stay tuned!
10. Registration and authorized entry
Marketing alone isn’t enough. You need an easy and efficient online registration system.
There’s a loved tool that allows you to generate tickets and also authorize entry using their QR-scanning app.
Explore Ticket Generator to automate this step of the event planning process.
11. On-site management
Before the event, train your staff to handle entry, escorting, and managing crowds.
Discuss common FAQs with them so they’re equipped to answer questions from attendees.
You need to be available throughout to manage unexpected issues if any.
It helps to provide attendees with a point of contact to address inquiries efficiently.
12. Post-event analysis
The event doesn’t end with cleanup and lights out.
Gather feedback from participants and sponsors during and after the event.
Measure your ROIs and take notes for future events. This is the step where you become an expert at what you do.
D. Tips on how to organize a corporate event for the first time
You won’t learn how to organize a corporate event overnight, but you can learn from people’s mistakes.
- Vendor management: We understand vendors can be frustrating to work with. But when you find one you can work with, nurture that relationship. Reliable vendors are truly god-sent
- Attendee research: You’re an event planner second a and human being first. You’re bound to have opinions. However, the event can’t just be seen through your lens. You need to understand the attendee demographic deeply to help guide decisions. It’s a good idea to have someone from the same demographic on your planning team
- Run sheet: This outlines the event schedule and responsibilities of each team member. You’ll need this sheet, preferably on your phone, to do on-site management on the day of the event
- Contingency plan: Planning or expecting the unexpected on the day of the event is a recommended practice. While it won’t do much in terms of meeting challenges, it’ll reduce your stress. Being calm on the day of the event is the backbone of event planning
- Personalization: Incorporate personal touches to make attendees feel valued. Personalized welcome kits or tailored networking opportunities can leave a lasting impression
- Measure ROI: Establish key performance indicators (KPIs) for measuring the return on investment. This data is valuable for future event planning and demonstrating success to stakeholders
E. Case studies
You’ve got the steps and tips on how to organize a corporate event. But we have a few more insights for you before you go.
Let’s talk about event planners who have already made their corporate events a global success. These case studies will inspire you to refine your event plan further.
1. Google Cloud Next
Simply put, this event is close to a product launch with interactive demonstrations.
However, their success lies in how they make complex new technology seem so accessible. They simplify it through interactive activities.
Their innovative technology integration also sets them apart.
2. INBOUND by HubSpot
HubSpot has amazing speakers at its event. Influential and thought-provoking speakers contribute significantly to the success.
But that’s not all. HubSpot never misses networking opportunities. Their active community-building efforts also ensure the success of future events.
Their success lies in their storytelling format of TED talks with IBM’s innovative technologies.
This way, they cater to a broad audience with varying interests and expertise levels.
There you have it – your crash course in corporate event mastery. It’s more than checklists; it’s crafting an experience.
From budgets to venues, speakers to feedback, each move adds to the process.
Here are a few more helpful reads are you’ve only touched the tip of the iceberg right now:
See you in your next event planning venture!