plan a successful corporate function

by Elana Gold

While technology has helped businesses connect with others through e-mail, voice mail, fax and the Web, special events still have special power. They deliver to participants something that conventional marketing tools can't: a genuine experience.

Corporate events have evolved from glitzy parties to experience-based communication tools where the meeting is the message and success is measured by a return on objectives.

An event with a purpose

The first step to creating a successful corporate function is to establish your primary objectives for holding the event. This information will become the benchmark against which all planning-related decisions will be measured. Write these goals down, share them with those working together to produce the event, and refer to them continually throughout the planning process. Every component of your event should contribute to achieving these objectives.

The next step is to identify how you will measure achievement of your goals. For some, this translates into increased sales or qualified leads. Others look for a positive change in attitude about the company's products or services. Others want to see a change in behaviour (i.e. higher staff productivity or customer loyalty). Expect to see value for your investment.

Send a message

Think strategically when creating a corporate function. Ask yourself, "When people leave this event, what is the main underlying message they should take away with them?"

For example, when Ikea Business hosted a promotional evening to launch its complete range of commercial office furnishings and professional design services, it chose to reinforce its strengths (functional, stylish furniture, reasonably priced) while engaging guests in fun activities aimed at getting them to "rethink" the stereotypes customers had about Ikea products (suitable only for home offices) and service (self-serve, self-choice).

The event was held in-store amid true-to-life office settings showcasing the furniture's many design possibilities. Business people, interior designers and architects were invited to "test drive" the furniture. Complimentary products were hidden in drawers and cabinets to encourage guests to try out, open and examine the products. Every element of the event was tailored to reinforce the message of superior products and service.

The 'wow' factor

Aim to deliver a unique and memorable experience that will leave a lasting impression on participants. While movie-type special effects and "over the top" Las Vegas-style themes are sure to impress, the effect can be just as strong on a smaller scale. Customized entertainment is one option that can have a lot of impact.

Selecting and expressing a specific theme for your event can also help create a distinctive experience for the guests and can be an effective tool to reinforce your corporate message.

Location, location, location

Venue and physical location can also help drive your corporate message home. Interesting choices abound if you're willing to think "outside the box." Consider places your guests would not normally go (i.e. the top of a mountain). But choose only those that fit with -- and enhance -- your company's corporate image. Hotel venues are typically a good bet for convenience, accessibility and quality. Plus with creative lighting and props, ballrooms can be visually transformed into almost anything.

Unlike a printed brochure or corporate video, a live event offers only one chance to "get it right." Conceiving, planning and implementing an effective corporate function comes down to mobilizing myriad details. Don't hesitate to seek out professional assistance, ask lots of questions and share tasks with a team of people who have complementary skills and capabilities.

Here's a quick check-list of questions you should answer when planning your corporate event:

 Have you formalized and written down the key objectives of the event?

 Does every component of your event contribute to your key goals?

 Have you established measurable benchmarks to assess the success of your event?

 Have you formulated a key message you want guests to take away from the event?

 Will guests take away a lasting impression of a memorable experience?

 Does the location fit your company's corporate image?

 Have you organized a team of people with complementary skills and capabilities?

Elana Gold is the principal of WOW! Productions, a Richmond-based corporate event and communications company, and director and past-president of the Canadian Special Events Society. E-mail: ecgold@axionet.com.

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