How to plan the best corporate event

A corporate event can be organized for a variety of purposes, each requiring specific attention and planning. When it comes to planning the best corporate event, scheduling, budgeting and design are key.

The importance of corporate event planning

Corporate events are often meant to communicate company strategies, launch a new product or present a new service, motivate or reward the employees, or, again, influence the external behaviour of customers towards the brand. Each and every one of these purposes require a specific planning.

Organizing a company event for the employees is way different than organizing one for customers or stakeholders. Also, there is a big difference between micro-events, small-scale events, and large-scale events.

Before the planning: objectives and investment

Whatever the purpose and dimension of the events, the interests at stake are very high so corporate event planning cannot be improvised or entrusted to people who are not competent in the field. Before starting the planning, there are two key factors to evaluate and define: objectives and budget.

The investment placed for the event can impact every aspect of corporate event planning. On the other hand, objectives should be specific, measurable, and relevant.

Venue sourcing

Location scouting is usually the first step of event planning. An expert planner will provide a location portfolio with a wide range of venues like hotels, villas, resorts, meeting rooms, and more. According to the number of guests, the budget and the style the company is looking for, only some among these locations are then selected for a visit.

Sometimes the company decides to host the event directly within its headquarters or factory. In this case, the space is carefully re-designed to place every element needed for the event: tables, stages, accreditation, and more.

Attendee engagement

To deliver a unique and engaging experience for every attendee, you need to know your audience and comply with their expectations. Breaks are always a good method to increase the attendee’s engagement and keep it at a high level for the entire duration of the event.

Breaks should be designed to provide targeted and truly interactive content for your audience, it could be a networking opportunity, a learning opportunity or an entertaining show.

Event marketing

By building a marketing campaign around your event, attendees and stakeholders will feel more involved. There is a wide range of activities you can put in place according to the type and style of the event you are planning. Custom-made invitations are the easiest thing to do, major events can require the creation of a dedicated website and a digital marketing campaign.

On-site advertising should also be included in your marketing plan, which includes signage, banners, flyers and brochures, as well other useful customised materials.

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