Corporate Events are a great way to entertain not only key current clients, but also potential clients.

Whoever you are entertaining, it is essential that you represent your company in the best light, from how you interact with your guests, to the choice of the venue, to the suppliers you use. If your guests remember the event, then they will remember you and your company and so it is vital that the event you choose provides the impact you want it to and will enhance your reputation in the eyes of the participants.

Below are some essential tips to bear in mind when planning a memorable corporate event:

Research best options.

Take the time to really think about what event you’re choosing. Events can prove to be a superb investment in clients but only if they are selected carefully so that they meet your requirements and those of your guests. Don’t forget to make sure that the event will suit everyone involved, including you – you want everyone to be enthusiastic about the event, whether they’re working at it, or a guest. Invest time in getting prior input if possible both from clients and colleagues at the planning stage.  This will be a good gauge as to what events they might like to do, not like to do, and what they may have done before.

Then draw up a shortlist of possible venues based on the requirements – your aim is to look for a venue that will be willing to accommodate you and the size of your team, as well as work within your budget.  At the planning stage, make sure you ask plenty of questions of your venue and draw up confirmation of their understanding of all of your requirements in terms of space, timings, infrastructure, and manpower. Sporting and cultural events certainly have their place, but participation events are an excellent, high impact (highly memorable) alternative.

Create a team to work with you to deliver the event.

When you are putting a team together to help you with any kind of event, it is crucial that your colleagues are flexible, willing to get stuck in, and are not afraid to ask questions. At the event, those people on your team will be an extension of you. If you have asked for colleagues input at the research and planning stage, they will be all the more committed to making the event a success.

Consider every single detail.  And rehearse!

Putting together a time-scaled itinerary or event plan is a great way to help reveal any potential pitfalls and highlight any timings you may just have overlooked. Also by running through the event yourself before, you can double check the timings in advance. This event plan can then be used to keep track throughout the event itself. Being in control of the time will help you in delivering on your set aims to the fullest. Also make lists of all the supplies that you may need for the event, and talk through the logistics and timings with your team so that everyone knows what they need to do and where to find anything they may need. It is vital that everything has been considered and addressed well ahead of the event date and that everyone involved knows exactly what is going on.

Stretch the value of your budget.

Have a clear idea of your maximum budget in total but also broken down for specific elements of the event, so that you’re on track financially. Try to save money by shopping around for the best value suppliers, or look for some less high profile venue alternatives which attract less of a premium. In some cases you may find that you are able to buy 10 tickets at one event for the same price as 1 or 2 tickets at a higher profile event.

Know your suppliers.

Ask lots of questions of all of your suppliers so that you come to clear agreement with them as to exactly what their roles are and how they will fit in with the event, especially if it’s the first time that you’ve worked with them. A supplier could be the make or break of an event, so aim to understand and confirm with them all there is to know about the logistics of the event and record key points and timings on the itinerary or event plan. 

Follow up on your event.

Make a lasting impression with your guests by making contact with them the day after. It’ll be a great opportunity for you to get some feedback on the event, but also it’s a great way of showing appreciation for their time.  Events can be a very effective way to communicate a particular message, reward and motivate staff, thank clients and forge relationships with customers so it is important for you to get feedback and evaluate the success of the event in achieving your aims.

Timmon Whitehead (timmon@white-rhino.co.uk)

Timmon Whitehead is the Managing Director of White Rhino, a team-building and hospitality company based in Surrey. An ex-Logistics Officer for the Royal Air Force, he established White Rhino with an interest to provide event solutions. White Rhino offers audiovisual services as well as team-building and hospitality, and through his experience in the Armed Forces, Tim is an expert in motivation and team-work.