“Should we host an event this year?”
As previously immersed in the banking and brokerage industry within corporations and currently as a Corporate Event Planner, this is inevitably what most companies struggle with each year. If there is one thing I’ve learned over the years, it’s that events should always be part of your company’s marketing strategy.
Company events are often the first item excluded from the budget in times where companies need to save money. In fact, many companies believe events are not necessary and least noticed if cut. However, corporate events should never be undervalued in the business world.
Now having been at both ends of the spectrum, it is clear that company events need to be more than just a fun time for employees to gather with pretty flowers. When done properly, events can raise a company’s profile with new customers and solidify relationships with existing customers. However, the reality is that most events fail to translate into lasting marketing value and it isn’t a mystery as to why.
Most attendee complaints about events stem from the same reasoning…. “it’s the same old song and dance”. Today’s consumers are bombarded with a variety of media, so it’s no wonder events don’t stand out.
If you only take one guiding principle from this article, it needs to be to make change your north star, to make the shift. Today’s reality means you need to do things differently, engage in new ways. The real risk is continuing to do things the same way and making the same decisions.
Attendees are seeking alternative ways to interact and your events have to change. Events must be memorable to make an impact. The desired impact depends on your goals and objectives. Events have the power to create a lasting and powerful impression of all that your company can deliver. By allowing people to experience and interact with your company, product or service while participating in an event, you are connecting with potential customers and creating advocates.
At Deborah L Kerbel, we know hosting events, when strategically planned, provides a tangible business benefit. Holding an event for the sake of the event itself is comparable to throwing money out the window. We routinely manage company events for business clients and when we do, we focus on using different types of events to achieve different outcomes.
A great event is not easy to plan so many companies are turning to an experienced corporate event planner to ensure their function is flawlessly executed. Modern event planners need to be collaboration artists, experts in event technology, event design and event management.
Taking a long term view, here’s what we’ll continue to see for many years. The key is to capitalize on it now and always be on trend. Companies can not afford to waste time following fads, rather they need to stay up-to-date on what clients are interested in, or better yet, offering them trendsetting options before they have even heard of them will keep you on top. Some of these trends are already here and some are starting to pick up steam.