Planners of corporate events are responsible for making connections between the various sorts of events and particular business goals. Because there are so many different possibilities, it may be difficult to determine which kinds of events are most effective for attaining the particular objectives that your organisation has set for itself.
This article will concentrate on the top six best event kinds for companies and what you can expect to gain out of each one. Hopefully, this will help clear up some of the uncertainty that you may be experiencing. We will also give a wealth of information to assist you in getting your strategy off the ground. But before we go into it, let’s quickly define:
What are the several ways that events may be categorised?
The three categories of corporate, private, and charitable events may be distinguished from one another. Private events tend to be more enjoyable, whereas charity events are held for the sake of generosity. Corporate events put the emphasis on companies and the clients they serve.
The most successful corporate events are those that are tied to specific objectives that can be completed. Which makes sense when you consider the amount of money spent and the amount of time spent arranging each one. We’ve got you covered whether this is your first time organising a business event or you’re simply looking for some fresh ideas to assist you reach the objectives you’ve set for your company.
The most effective kinds of gatherings for achieving one’s professional objectives
In the following paragraphs, we will discuss the top four sorts of corporate events that are the most beneficial. There is a concise explanation of what each kind is, as well as information on the kinds of business objectives that they are best suited for, the kinds of venues that you will want, the way that you should organise the layout of your event, and real-world examples from top companies that you can truly learn from. Let’s just dive right in, shall we?
1. Presentations at Conferences
A conference is a big gathering (the number of attendees is often in the hundreds or thousands) that is focused on a specific topic or industry and is typically conducted over the course of many days. The event activities for this sort of event include speakers, exhibits, competitions, and chances for networking. There may also be pre- and post-conference get-togethers that focus more on leisure activities.
Best for achieving these corporate objectives: Raise people’s awareness of the product or brand; boost sales; establish the firm as an authority.
Conference and convention centres are the perfect settings for an event of this kind.
The most successful floor plans for this kind of event are those that are open and airy, that take into consideration sightlines, and that position spectators as closely as possible to the presenters. Consider using seating arranged in an auditorium to direct everyone’s attention to the stage, or use banquet seating to make it easier for people to separate into smaller groups.
Real-world illustration: TechCrunch Disrupt is an annual conference that aims to bring together entrepreneurs and investors while also educating participants on the most recent developments in the technological industry. Their selection of speakers includes some of the biggest names in the industry. They are able to solidify their reputation as a leading resource for the most cutting-edge technological news and breakthroughs as a result of these relationships.
Key lessons from conferences: Conferences are excellent opportunities to assist your audience in making the connection between the name of your company and its brand.
Consider taking a leaf out of TechCrunch’s playbook and inviting speakers who are already well-known to the members of your audience. Do not restrict yourself to just working with celebrities; micro-influencers are often more inexpensive (if not free) and have admirers who are devoted to them.
The following are some original suggestions for organising the most successful conferences.
Conferences may be organised quickly and easily using just a few tools.
2. Fairs and Markets
Trade exhibitions bring together a large number of companies that are comparable under the guise of a single overarching topic. This form of interactive event creates unforgettable experiences for its attendees via the use of display booths and fascinating partners.
Best for achieving these corporate objectives: Showcase a range of items, both new and old, engage in direct conversation with members of your target market, ramp up the number of leads generated, and construct sales and marketing contact lists.
The following types of buildings provide excellent settings for this kind of event: auditoriums, conference and convention centres, and universities.
The following are some strategic setups for this kind of event: Grid layouts assist in the organisation of booths into aisles for the purpose of making better use of available space and also in the categorization of brands into appropriate categories. Your audience will be better able to plan the booths they want to visit and learn about new companies in the area that may also appeal to their interests thanks to this information.
An Actual World Illustration: Natural Products Expo West organises trade exhibitions in many cities, each of which has hundreds of natural and organic goods. In addition to trying out a variety of meals, cosmetic products, and supplements, participants get the opportunity to learn about and fall in love with exciting new companies. In addition to this, they provide a wealth of educational possibilities (in the form of written materials, films, newsletters, and booths devoted only to this purpose) on the issues that are most important to their customers.
Key takeaways from trade fairs Attendees at trade shows have a lot of fun and excitement because they get to test samples, engage in hands-on demonstrations, and learn about services that they can truly utilise. This makes trade exhibitions a pleasant and exciting event for attendees.
Natural Products Expo West strives to make attending their event as easy as possible for those who are interested in doing so by holding it in a number of key locations throughout the country. They also publish a large number of educational programmes on the website for the event, which not only helps bring in even more leads online but also assists those who are unable to attend the events in person in becoming more active.
3. Workshops and Seminars
On the surface, seminars may be compared to conferences in many ways. The most notable distinction is that seminars are wholly devoted to the activities of instructing and training participants. It makes perfect sense, given that they are of an intellectual character, that they are often carried out in the form of a series and include fewer groups of people than their more huge and varied event type counterparts.
Best for achieving these corporate objectives: Customer loyalty over the long term may be developed or strengthened via the use of product training, personnel training, certifications, or courses.
Classrooms, conference rooms, and multipurpose spaces of a small to medium size are some of the most suitable locations for this sort of event.
The following are some strategic setups for this kind of event: The guests are able to learn more effectively as a group when the room is set up in a manner similar to a classroom, and the tables are arranged in a manner similar to those used in conferences.
Example taken from the real world: The Academy of Business Leadership runs a series of seminars lasting a single day each and calls them “Got Big Dreams?” Participants range in age from 8th graders to college sophomores, and all of them have ambitious goals, most of which entail some kind of entrepreneurship. They participate in a number of activities and conversations, many of which are led by guest lecturers, that assist them in developing their ideas and provide them with practical next steps for beginning their own enterprises.
The most important things to take away from a seminar are that it is an educational event, and that it helps companies connect with participants by providing them with knowledge, tools, and skills that are applicable to achieving their own personal objectives.
Targeting underserved demographic groups—in this example, adolescents and young adults—could be an effective strategy to follow in the footsteps of The Academy of Business Leadership. Concentrate on resolving one significant source of customer dissatisfaction, and then provide a number of highly helpful solutions that customers may take away from the encounter.
4. Business retreats and discussions with executive staff
Off-site corporate events and executive meetings are examples of face-to-face gatherings that often include high-level workers and/or important business partners. There are a variety of reasons why businesses choose to have events of this sort; nevertheless, it is the responsibility of the event planner to ensure that these gatherings are successful by providing them with well-defined objectives, surroundings that foster creativity, and tools or policies that boost productivity.
Beneficial for Achieving the Following Commercial Objectives: Create New Ideas, Finish a Particular Task, Make Important Decisions, and Establish Partnerships
Boardrooms, restaurants, and shared office spaces are all great options for hosting events of this kind.
Strategic arrangements for this sort of event include the following: round tables are ideal for groups of ten or less (to make it easier to have conversations), whilst U-shaped seating or the traditional conference style set up is more suitable for bigger groups.
In the real world, businesses such as Buddytruk make it a point to get together every Friday and discuss the most important things that happened over the previous week. This not only ensures that every member of the executive team is on the same page, but it also makes it possible to conduct a more efficient evaluation of the ongoing objectives, budgets, and projects. They have instituted a fun push-up policy in spite of the fact that it would be easy for a routine meeting such as this one to go late (given the fact that they cover a wide range of subjects and it’s taking place on a quiet day). In the event that a meeting goes longer than the allotted amount of time, the person who was the last to speak must drop down on one knee and give them 50!
Key lessons from corporate off-sites and executive meetings Corporate off-sites and executive meetings help promote communication and provide a greater degree of cooperation than can be gained through email and Slack alone. This level of collaboration cannot be achieved without the assistance of these two types of events.
As long as you have certain rules in place to keep your participants on target, in-person meetings can be both enjoyable and effective. Buddtruk demonstrated this principle by coming up with inventive ways to discipline their employees.
5. Parties for businesses
Employees may get together to enjoy the holidays, celebrate wins that the company has achieved together, recognise significant milestones, and raise morale at company parties. Even though the purpose of this kind of gathering is often to have a good time and unwind, those in charge of planning it may nevertheless encourage their coworkers to work towards accomplishing certain objectives.
Best for achieving these corporate objectives: Show gratitude for workers, encourage interaction across departments, and work to promote the culture of the organisation.
Restaurants, renovated warehouses, one-of-a-kind venues, on-site event facilities, wedding venues, and recreational sites are some examples of ideal locations for this sort of event.
The ideal layouts for this kind of event involve providing a lot of vacant space for dancing or simply hanging about and chatting since corporate parties are designed to be a place for people to mingle and get to know one another. It would be helpful to have some tables and chairs, particularly if you want to provide food to the guests.
For example, after the holidays, Amazon throws a party where they celebrate the new year, recent victories, and their workers by having them participate in a range of exciting activities. In addition to consuming delicious food and beverages, participants had the opportunity to draw caricatures of themselves, watch a concert, participate in a dance party, sing karaoke songs, listen to duelling piano performances, and even shoot field goals.
The intrinsic impacts of office parties to raise employee morale are the most essential takeaways from office parties. Company parties are an integral component of a successful corporate event ecology.
Even if your company does not have the financial resources to throw a celebration on the scale of Amazon’s, you may still organise fun events that your workers will enjoy participating in. You should make it a goal to incorporate activities or locations that your staff likes doing together or that have some significance to your business.
6. Introduction of the product
Product launches play an important role in the official dissemination of information on a new brand, partnership, product/service, or special offer. These in-person events create a buzz and assist guests in developing a deeper familiarity with your organisation.
Best for achieving these corporate objectives: Increase sales, work on improving your brand’s awareness, and forge closer connections with your audience.
Boutiques, hotels, spas, golf courses, restaurants/bars, and any industry-specific venue that allows for mingling, photography, and micro booths are ideal locations for this sort of event.
Strategic layouts for this sort of event include any bespoke design that has enough of room for attendees to mix and mingle while yet highlighting the product or service that is being introduced as the primary point of attention. Additionally, you have the option of including miniature booths for interactive experiences or brand collaborations.
Real-life illustration: During the launch party of Fenty Beauty, which was held by Sephora, only 180 guests were personally invited to join the thrilling event. In addition to exclusive early access to their brand new beauty products, guests participated in a variety of entertaining activities, including as photo booths, and had the opportunity to be included in a tailor-made digital fan film.
Key lessons from product launches One of the most important things to remember about product launches is that they are a more personal method to create a statement with new brand offers.
If you want the event to be even more unique and unforgettable for everyone, do what Fenty Beauty did and restrict the invites to just your most influential supporters. Include some engaging activities in the event, and while you’re doing it, offer away some freebies and other stuff.
Make sure you plan for the correct kind of event in the proper manner.
You are going to need to depend on excellent free event planning software such as Social Tables in order to assist with organising, keeping track of, and monitoring progress towards goal accomplishment. In addition to assisting you in achieving your business objectives, Social Tables provides assistance to corporate event planners by assisting them in locating and strategically diagramming spaces to ensure that they are maximising the return on their investment.
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