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VIEWPOINT
Planning defines outcome of corporate events
Whether your company is hosting a seminar, a business conference, a product launch or is merely using an excuse to promote better relationships between staff or customers, corporate events are a great way to raise company profile, create new business and bring people together. When done the right way, corporate events can successfully be used to bolster company image, improve customer relations or generate positive publicity for the company.
Conducting a corporate event can be a costly exercise. Utmost care needs to be taken to ensure that such events are well planned and executed in order that they do not become a wasted effort, or a lost opportunity.
A well-managed corporate event will leave the attendees with a favourable and lasting impression, and bring about desired outcomes for the organisation.
And the longer the event remains etched in the minds of people, the greater the publicity generated. Do bear the following points in mind when organising a small or big corporate event, convention or for that matter, any party or get together.
Get the objective
Get clear about the rationale behind the event. What are the objectives and desirable outcomes that are expected of the event? Do you simply want to organise a get together, or do you have more serious objectives, for example, launching a product, building team relations or discussing business with a prospective client? Focus on what the event is trying to achieve, its goals and the type of people the event will be hoping to attract. While the event may give the opportunity for people to relax, have fun and build relationships. But an event even without a clear set of objectives and specific goals, can seldom produce a tangible outcome for the business.
Get organised
You need to get deep into the details and specifics of budgeting well before you start other preparations. Vague budgets can cause last minute hang-ups and give you problems once the event is over. Know your budget well and stick to it. Research on possible income sources, for example, from ticket sales, trade stands, or sponsorships.
Plan on how much money is going to be spent on venue rental, invitations, decorations, food, security, entertainment, mementos, transport and supplies etc., With a clear budget in hand, you will have an easier time arranging the event.
Get ideas
Lost for ideas for an upcoming event? Look for inspiration from others. For small events, it may be possible to get coworkers on board for an informal brainstorming session or simply pass a questionnaire around to get new ideas and feedback. For larger events, it is advisable to put together a committee of planners who can take charge of different aspects of event management. Division of labour not only simplifies the process, but it also ensures that nothing gets overlooked.
Get going
Meticulous planning and thorough research is vital to ensure the success of any corporate event. If you are holding a really large event, you might have to get special permission and clearance from government and other authorities. This can take from a few weeks to a month or more. It is therefore important to get a handle on legal formalities right away. This apart, you will need plenty of time to scout around for better choices, ask for quotes, compare offers and negotiate. Leaving things until the last minute only adds needless stress to your already tight schedule.
Get professionals
If you really want the best results, it is advisable to go to professionals. Starting from food and transport down to entertainment and stage management, professionals deliver the best value for your money, although they may burn a bigger hole in your pocket. It is a good idea to take the time to look around at different suppliers, speak to them and compare what’s being offered. When you negotiate, always make it a point to ask for extras. Most people are willing to give a few concessions to bag a big order. Of course, all this means you have to start planning way ahead. If you don’t have the time to get into the hassles of organising an event, hiring a professional event manager might be the most convenient way to go.
Get publicity
You have a great event planned, and it is only right that you let the world know. It makes sense to plan your promotion and publicity to match the event, the audience and your budget. Publicity, though important, need not necessarily be expensive.
Consider various options such as printed leaflets, bulletin boards, mailers, banners, advertisements in newspapers and press releases. Create a distribution list for publicity and check it up on a regular basis. This is one way to ensure that you don’t overload one channel and miss out on all the other options.
Get prepared
Last minute glitches and mayhem will almost certainly happen, so be prepared. As part of the planning process, anticipate everything that could possibly go wrong, from the likely to the bizarre. Carry out a written risk assessment for each activity associated with the event, and decide on the action to be taken to minimise the risks. If your event management has been outsourced to an external co-coordinator, ask for, and review their risk assessment plan.
Prior to the event, inspect everything – from the seating arrangements to microphone systems, rooms, banquet, and meeting and transport facilities.
Taste the food. Make sure you have emergency medical aid and review arrangements to ensure the safety and security of the attendees. Taking a personal interest in the arrangements even if you have outsourced them will ensure that everything gets your personal attention.
Successful event management takes strong planning, organisation, marketing and networking skills, topped with a little imagination. Things fall in place when you follow these guidelines.
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BINDU SRIDHAR
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