Planning your first corporate event can be daunting, from the sheer scope of the task to the minute details that need to be perfect. If executed well, these events can do wonders for your brand’s image, client relationships, and overarching business goals. The key to achieving all of this is: preparation.
These corporate event hosting tips can serve as your guide through the process of planning, executing, and wrapping up your very own corporate event.
The first step in hosting a corporate event is figuring out the ‘why’. Is this for the launch of a new product? Is it a networking event? Is it to generate leads? How will you measure success? A common pitfall for first-time event planners is not specifying what exactly success would look like. It could be as simple as the number of attendees, leads generated, or registrants to your new platform.
Now that you’ve figured out why you’re conducting your event, it’s time to narrow down your target audience. Start looking at their demographics. Are you looking for people from a particular industry? Perhaps you’re looking to link with CFOs? What kind of atmosphere do you think would be appropriate for this audience? Determine whether a formal, casual, or perhaps more interactive format for your event would be best.
Of course, the #1 corporate event hosting tip – budget management. Set a firm ceiling for how much you can spend on your event, and always remember to leave 10-15% in reserve; having contingencies for surprises and emergencies will ensure smoother crisis management when the time comes.
Now, determine how you’ll allocate that budget – how can you ensure you achieve your business goals while also keeping your guests comfortable and happy? A comfortable venue with good food & drink will usually be enough to keep your audience around. However, don’t discount the importance of your tech. Constant technical issues can break the flow of your event and cause your guests to lose interest quickly.
Here’s a short list of things that may come up when you’re allocating your budget:
There are many other factors to keep in mind on how to host a corporate event, but these should be enough to get you started!
When picking your venue, always keep in mind the 3 C’s:
In terms of capacity, it’s all about getting into that Goldilocks zone of not too big, not too small. Too big, and your event is going to feel empty. Too small, and your guests are going to be too cramped to follow the agenda at best, and unable to participate in your event at worst.
After you’re sure that all your guests will fit in your venue, make sure that it’s convenient for them to do so. You want as few barriers to entry as possible, so any way that you can make their lives easier in attending your event, the better.
Finally, take a close look at your venue contract. Make sure it’s clear what their terms are for cancellation, potential extension should the event go longer than expected, and for potential damages. Be certain of what you’re getting into before anything is signed. Some venues have exclusive vendor use agreements that mandate certain parties to be the only vendors present. Check to make sure that you’re not in violation of any of these terms, or find a venue that doesn’t have them.
On the topic of vendors, make sure to do your due diligence on any dietary restrictions or health needs of your attendees. Sending out a short survey on any potential health restrictions will do wonders for both your reputation and peace of mind.
Does your B2B event look like ‘you’? At a glance, when passerby, attendees, or competitors take a look inside, can they tell that it’s your brand? A successful event does wonders for your branding and image, but part of that is in making sure your attendees remember who you are. The signage, colour scheme, messaging, and overall visual plan should represent your brand.
This could be in the form of little branded booklets with the day’s agenda, little standees on tables with your logo, or even just a banner with your company name on it. The goal is to make sure they remember that this event was by you.
Now, we start to look at the activities of the event itself. The idea is to balance informative presentations with downtime for your attendees to network with one another. This gives them a chance to reflect on what they’ve learned and keeps them from burning out throughout the day. On the topic of avoiding burnout, be sure to set strict time limits for any presenters or guest speakers throughout the day.
Of course, also make sure that there’s a natural flow from one section to the next. Each lesson, talk, or presentation should build upon the last and keep a consistent narrative. Ensure that you’ve received all of your speaker’s materials at least a week before the event to check for any changes that need to be made or issues with the content.
Let’s not forget, to get our attendees to the event, we need to send out invitations or ‘Save-the-Dates’. Decide whether digital or physical invitations would be appropriate for the occasion. Within the invitations, ensure that the following details are included:
On the day of, it’s important to plan out and distribute a detailed schedule for the reference of all staff and vendors. A ‘run-of-show’ document should lay out where and when guests are meant to be at any given time. This way, they can prepare for the flow of attendees and won’t be caught off guard by any sudden influx of guests.
It’s also crucial to designate key people to be the point of contact for each department. Who’s the A/V manager? If there’s an emergency, who’s the first person everyone should look to? If you’re late and need to check in, who’s the contact person for that? Making it clear for all staff involved who they can go to if things go wrong or when things go missing is essential to keep everything organised.
Speaking of check-ins, make sure there’s a clear procedure for staff entering and leaving the venue. Pre-printed badges, a designated staff entrance, and a streamlined process for how different parties can and can’t access the venue are equally important.
Some guests may arrive early at your venue, and it’s paramount that your staff are ready to engage and entertain them whilst the venue is being prepared. Other guests may be rather reserved and not reach out to other guests, which is a good time for your staff to approach and start up a conversation. Active hosting will help you and your staff find out if they’re here to network, learn from a masterclass, or simply to feel out your event. This information could help you connect them to the relevant people or lead them to the places they may be looking for.
Now, your staff is fully aware of who to go to in the event of an emergency. However, do they know what to do, or what systems we have in place to address it? Some venues come equipped with backup power and tech solutions in case of emergencies, so make sure to ask if they’re available and familiarise yourself with how they operate. Knowing these emergency procedures will keep you and your staff calm, and consequently help you keep your guests calm and informed.
No event is without its hiccups, and last-minute vendor or guest crises, while best avoided, are inevitable in business. Vendors can run into a lack of supply, run late, or not show up at entirely. What can we do to help things along? Do we have a backup vendor we can reach out to? Is there a way another vendor present can provide the service instead? Knowing your vendors inside out can help handle these crises effectively. Understand how they operate, when their supply arrives, and their service schedules.
After your event, make sure to send thank-you notes and feedback surveys immediately. It’s important to collect this information while you’re still top-of-mind. Find out what they enjoyed, what could be improved, and what they thought was missing so that you can improve on it next time!
Finally, your internal debrief. Review your budget, and juxtapose it with your success metrics and how it all aligns with your initial goals. Did you achieve what you set out to do? Did you fall short? In conjunction with your feedback surveys, determine what you can add, remove, or alter for the future to have the best event possible. Congratulations, now you know how to plan your own corporate event!
Corporate events are a great way to expand your network, build your brand, and exchange vital information with other industry professionals. If you’re looking to expand your network and discuss industry developments with C-suite executives, The Ortus Club can help you achieve that.
The Ortus Club hosts in-person and virtual events like roundtables and masterclasses that are insightful and intimate. In partnership with prominent global brands, we aim to facilitate executive knowledge-sharing around the world. Interested in organising your event? Get in touch with The Ortus Club today!