A corporate event can sometimes take on a life of its own when managed improperly. With several parts moving all at once, it is relatively easy to lose sight of your overall goal and focus on the non-essentials.
Whether you are launching a new product, introducing a new service, recognizing the exceptional work of your employees, or any other type of corporate event, you should be aware of potential pitfalls as well as the solutions that will help you avoid or overcome these, including the following:
1. You’re simply not yet ready
It is easy to get so caught up in the idea of launching a corporate event that you lose sight of the fact that there are a few things you need to accomplish first before organizing an event.
Perhaps you are planning on formally introducing your company, but you haven’t built an online presence. Maybe you are already making initial plans for the launch of a new product or service, and yet you haven’t thought about media coverage.
Every event requires an investment. And for every venture to be called a genuine success, there must be solid returns.
Before you plan your next event, you should have a specific set of goals and outcomes that need to be accomplished. After setting your desired goals and outcomes, the next step is to determine what needs to be done in order to achieve these.
In some instances, you’ll realize that organizing an event at this point may not be the best course of action now.
2. You’re not paying attention to how your budget is spent
One critical difference between a personal event like a birthday party or a wedding and a corporate event is that the organizer is well aware of how the budget is spent.
Too often, the people involved in helping with the corporate event may not be personally invested, especially in terms of how money is spent. This can lead to unnecessary overspending.
Whether you are hiring a corporate events management team or delegating tasks in-house, everyone involved should be mindful of how the budget is allocated and spent.
3. You have too many decision-makers involved
You may have a clear idea of how you want the event to proceed, but in your quest to achieve that goal, you’ve added extra layers to the decision-making process, making it hard for everyone involved to make any substantial progress. Instead of moving quickly and ticking off the tasks on your to-do list, things are moving at a glacial pace.
Ideally, you should delegate the decision-making process to just one or two people, preferably to those with some level of event management experience and expertise.
4. You’re not connecting with the attendees
Event management specialists are aware that they need to toe the thin line between creativity and adhering to a set budget. Failure to find a balance between these two can lead to less than stellar results, especially in making a genuine connection with event attendees.
At the end of the day, you should not lose sight of what is critical for event success: your guests. That, however, does not mean that you should splurge on each and everything that will wow your event attendees.
Find creative ways to connect with your audience and make lasting impressions. From there, look for areas where you can find cheaper alternatives that do not compromise the guest experience.
Another major stumbling block for event success is losing sight of the need to communicate your brand value and message. This often stems from the lack of a unifying concept.
In order to avoid this mistake, you should give ample focus on creating great content. This can be achieved through a combination of different tactics, from imagery to venue design. Furthermore, this concept should be adhered to, from the marketing of the event down to the finish.
5. You’re in a hurry to wrap things up
Understandably, you have had a long day. Most likely, you’ve had your plate full attending to the different tasks that need to be accomplished during the days or even weeks leading up to your event. The first thing on your mind is to probably call it a day and get some much-needed rest.
A corporate event is first and foremost a marketing tool. As such, do not end your event abruptly.
Instead, draw things to a meaningful close, starting with showing your gratitude to the people who joined you, especially your guests. A simple thank-you note posted on your social media or sent via email can go a long way in nourishing your relationships.
And speaking of social media, you can use the platform to extend the reach of your event, making it inclusive to people who were not able to attend.
Make it a point to solicit feedback from the event attendees and your crew. If you are considering hosting another event, the input of the attendees can help you in organizing your next one.
From planning to organizing, to actually holding an event, you will encounter a few roadblocks which can undermine your efforts. Awareness of the common mistakes outlined here can go a long way in helping you avoid, or at least minimize, the impact of these.
Born in 1979, Mahmoud Majed is the Managing Director at Level Production. He is a B.A holder in Business Management with 15+ years of relative experience. Prior to his role at Level, Mahmoud held a marketing directorship position for a leading holding group in the UAE, handling accounts in industries such as international retail and dining and pioneering the concession business department. Mahmoud also took on leadership roles in the high-end luxury sector. Mahmoud first moved to Dubai in 2001 and has called the country his second home ever since. He is a firm believer in the power of positivity and works hard on implementing happiness in the workspace.