“I keep six honest serving men,
(They taught me all I knew).
Their names are What and Why and When
And How and Where and Who.”
-Rudyard Kipling, ‘The Elephant’s Child’
What, exactly, does Kipling’s children’s classic have to do with your successful corporate event? If used well, this little ditty will help you plan your event almost as well as we could.
The best corporate event planning comes down to the organiser’s understanding of the company, its clients or guests and the need for the event itself. This, plus immaculate attention to detail! Asking your “six honest serving men” questions every step of the way will ensure you create a successful and memorable (for the right reasons) event for your company.
Read on for hot tips on how Mask Events use these key questions to plan and deliver the best corporate events on the Sunshine Coast. Give it a go next time you’re planning an event – from a Board Meeting, to a Gala Dinner, to Susan’s 10th Anniversary of Employment (come on, you can do better than cake in the tearoom, Susan’s worked hard).
WHAT:
What is the event for? The Director’s birthday? Your industry-famous Christmas party? Showcasing your latest product launch? The first step in planning is to get clear on what “occasion” warrants the event. Does the occasion really warrant an event, or are you just overdue for a party?
What type of event will it be? The occasion, the “why” behind the event, and the “who” – your target audience (in this case, the guests), will determine whether you’re having a cocktail party, sit down formal dinner, presentations over breakfast, a two-day workshop or a wild dance party. The key here is to keep it relevant and appropriate. A wild dance party might work as a marketing grab for your new product launch, but not so much for an education piece to the retailers you’re trusting to sell your product.If it’s an open event with no invite list, consider what type of event will draw in the people you really want to have attending (your target audience).
WHY:
This is the big one. What’s the ultimate purpose of hosting this event? How will this event drive your business forward? How will it serve your clients or end user? Maybe you want to connect with potential new clients, establish your company as the leader in your space, educate buyers or celebrate your loyal and devoted fans. What is the goal of this particular event? Be specific (“meet new people and have fun” is not specific or useful).
Knowing your “why” will inform every decision you make in planning this event – so make sure you’re clear and all invested parties are on board.
WHEN:
Again, keep it relevant. The event should ideally fall as close as possible to the reason for the event. It loses its zing and motivational value if you celebrate your best ever sales year with the team 4 months after making the announcement.
Consistency. If you become industry-renowned for your kick-butt Christmas party, you sort of owe it to the people to keep it coming, every year, at the same level or better. It also keeps your company top of mind when people are considering investing in anything in your space. And how good does it feel knowing so many people look forward to spending time with your amazing company?
Be aware of other events in the calendars of the company, industry, location and venue. You don’t want to be competing for resources with a giant wedding at your venue, or with the Noosa Triathlon weekend (unless you’re linking your event to the Tri). Always keep the ease of your guests in mind – will it be difficult for them to park, find accommodation, decide which event to attend if torn between two important options?
WHO:
Guests – The guest list will, of course, be decided by the reason for the event. Make sure one person is assigned ultimate accountability for the invitations and RSVPs. You know how annoying and embarrassing it is when Gerald from Finance invites all the bankers and forgets to tell anyone. Cue mad scrambling for seating, extra meals, and accountant jokes for your presentation…
Suppliers – Your venue may provide their own suppliers for food, bar, music and entertainment. If you have your own preferences, be sure to ask the venue if you can use them, and how that will affect the price. Need help sourcing suppliers? Mask Events has extensive contact and experience with quality Sunshine Coast suppliers and we’re happy to help you choose the best for your event.
VIP Guests – If you have a keynote speaker or other special guest, it’s important for them to have their own host for the evening. Make sure the designated host is completely briefed on the run-sheet for the event so they can keep the VIP guest comfortable and informed.
WHERE:
Now that you know what type of event you’re having and who’s invited, consider what type of venue can accommodate all your needs. In your venue research take the time to meet with the venue to understand how much effort they’ll be investing in your event. Think about which venue will best suit your guests and business purpose.
For workshop and presentation style events, pay particular attention to room setup options (theatre/lecture style seating, U-Shape desks, round tables) and resources available (such as projectors, whiteboards, flipcharts etc.)
HOW:
The logistics. Our favourite bit ?. This is where the detail folk really shine!
Budget – Set a budget and stick to it. You’ll come across all sorts of exciting novelties when researching styling and entertainment for your event. Just keep reminding yourself of the end goal of this event – will a troupe of unicorn-riding mermaids contribute to that goal? Probs not.
Invitations and Marketing – Start any marketing activity far enough out to generate interest, but not so far that it drags out and people lose interest before the event. Send invitations around 4 weeks prior to the event.
Remember, make it easy for guests – is it clear whether they can bring a partner or business associate? Is it simple for them to note their dietary restrictions? Let them know at invite time what’s in store for them at the event – will they be fed a full meal or just nibbles? What’s the dress code? Will there be a long speech or presentations? Nothing worse than antsy guests during the presentations because they’re hungry and were expecting open bar and dancing.
RSVPs – Request them, then follow up. It will save you money on the food and beverage package and ensure the event runs smoothly.
Event Plan and Runsheet – you want this written down, not a running list in your uber-capable brain. What if you cop an awful flu and can’t attend to the last-minute details? Or attend the event at all? Someone needs to be able to reference an uncomplicated guide to the event. It also helps to distribute these to any suppliers so everyone’s on the same page. Once the excitement and stress of the event hits, you can just reference the run-sheet and save your brain-space for enjoying the event.
Now you’re planned to the hilt you can enjoy a brilliant and successful event! It’s a great idea to do a review afterwards and keep your notes on file, so that you know what worked, what didn’t and what you’ll do differently next time.
Of course, if this all seems a bit much and you just want to enjoy a wildly successful corporate event without the pressure of planning, we’re here for you! Connect with us at Mask Events for advice and support in any or all aspects of your corporate event.
