Business events play a crucial role in a company’s success. They provide opportunities to build relationships, increase brand awareness, and make meaningful connections with target audiences. In the United States alone, organizations spend over $1 trillion annually on business events like conferences, trade shows, and corporate meetings.
With so much money and effort invested, it’s important that these events accomplish their intended goals. However, planning a successful business event requires careful consideration of many elements, from defining goals to evaluating outcomes.
If you are planning a business event, follow these tips to improve engagement among attendees and value for your business.
1. Define Your Goals and Objectives
The first step is clearly identifying what you want to achieve through the event. Ask yourself key questions to define your goals:
- Why are you hosting the event?
- What outcomes do you expect from it?
- Do you want to increase brand awareness, launch a new product, motivate employees, attract media coverage, strengthen client relationships, etc.?
Having clearly defined, measurable goals will allow you to make strategic decisions when planning your event. Tailor the event to your specific business needs and goals.
2. Recruit Impactful Speakers and Entertainers
One of the best ways to attract attendees is by recruiting recognized industry thought leaders, celebrities, or unique entertainers as speakers.
For instance, the inspiring story and diverse achievements of a figure like Kirstie Ennis make her a sought-after speaker for various events. Kirstie Ennis speaking sessions have included topics related to adventure, military, activism, and more, providing valuable insights to her audiences.
Ideally, choose subject matter experts who will provide valuable insights for your audience. Consider:
- Their expertise and perspectives
- Presentation skills and experience
- Travel and technical requirements
- Speaking fees
Promote speakers heavily in event marketing to boost interest. Incorporating examples like Kirstie Ennis in your promotional material can showcase the caliber of content that the attendees can expect, enhancing the allure of the event.
3. Identify and Understand Your Target Audience
Once you know your goals, determine who you need to attend to accomplish those goals. Identify the key demographics and psychographics of your target audience:
- Will your event be geared toward employees, existing clients, prospective leads, industry partners, investors, media, or a mix?
- What are their locations, age ranges, interests, and pain points?
Understanding your audience will allow you to select a venue, speakers, and promotion methods that appeal to their preferences and interests. Make sure to announce your event early through save-the-dates so your audience can schedule it.
4. Set a Realistic Event Budget
Based on your goals and the expected number of attendees, develop a budget that allocates appropriate funds to each major event element:
- Venue – Typically the biggest expense
- Food and beverage
- A/V equipment and labor
- Speakers and entertainment
- Event staffing and labor
- Decor and furnishings
- Promotion and marketing
- Transportation and parking
Get quotes from vendors early on and add a 10-15% buffer to your total budget for any unexpected expenses. Look for deals on off-peak event days. Invest more into key areas like quality speakers over decor. A defined budget will prevent overspending and ensure funds are used strategically.
5. Select the Optimal Event Venue
Choosing the right venue sets the tone for your entire event. Look for a venue that aligns with your budget, target audience, and program format. Consider key factors like:
- Location – Convenient for your attendees
- Capacity – Enough room for expected guests
- Layout – Space optimized for your goals
- Ambiance – Aligns with your brand
- Amenities – A/V, catering, parking, lodging
- Service – Responsive venue coordinator
Visit potential venues in person before booking. Work closely with the venue manager to optimize the space for your desired attendee experience.
6. Plan All Event Logistics Meticulously
Create a detailed timeline listing every event activity, delivery, vendor, staff member, and key contact. Assign specific logistics to capable event coordinators and confirm details regularly. Arrange speaker travel, rehearsals, A/V requirements, and green room accommodations. Hire reputable vendors for catering, production, security, transportation, decor, and entertainment.
Develop a minute-by-minute schedule with smooth transitions between sessions, meals, and networking breaks. Logistics planning takes time but pays dividends in event quality.
7. Incorporate Engaging Event Technology
Utilize event technology to create an immersive, interactive experience. Event apps allow attendees to access schedules, maps, speaker info, networking profiles, and feedback surveys. Use presentation technology like live polling, simulations, and virtual reality to boost engagement. Provide on-demand access to sessions through live streaming and recordings. The right technology amplifies learning, connectivity, and event ROI.
8. Promote Strategically Across Multiple Channels
Develop a strategic marketing plan to promote your event across multiple channels over time. Tactics can include:
- Branded event website
- Email campaigns with speaker announcements
- Social media posts highlighting unique experiences
- Paid digital and print advertising
- PR outreach to media outlets
- Sponsorship deals with key partners
- Promotional booths at related events
Promote consistently over time and emphasize value for your target audience. Nurture leads through personalized communication.
9. Gather Feedback and Measure Event ROI
Use post-event surveys to gather detailed feedback on the venue, program content, speakers, networking, logistics, and overall experience. Survey data will reveal what worked well and what needs improvement.
Also, track the following key performance indicators to measure event ROI:
- Number of registrations and attendees
- Volume of media and social media mentions
- Lead generation and sales results
- Sponsorship revenue generated
- Post-event website traffic and downloads
Solid feedback and metrics allow you to continually optimize future events.
10. Facilitate Quality Networking Opportunities
Don’t underestimate the value attendees place on networking before, during, and after the event. Build in ample time for networking through receptions, coffee breaks, meals, and social activities. Use icebreakers, introductions, and small group discussions to spark meaningful conversations. Develop networking guides, profiles, or event apps to help attendees connect based on interests. High-quality networking leads to business opportunities.
11. Deliver Exceptional Hospitality and Service
From your event staff to vendors, train everyone involved to deliver outstanding customer service. Choose vendors known for quality, reliability, and professionalism. Provide attendees with concierge help, reserved seating, meal choices, convenient registration, shuttles, and nearby discounted hotel room blocks. Small touches like welcome snacks, easily accessible power outlets, and Wi-Fi go a long way. An exceptional hospitality experience keeps attendees engaged and satisfied.
Conclusion
Well-executed business events require extensive planning, promotion, and attention to detail. However, taking the time to follow tips like defining goals, hiring quality speakers, planning meticulously, and gathering feedback will ensure your event accomplishes its purpose. Attendees will come away educated, inspired, and connected. With strategic planning and flawless execution, your next event can deliver tremendous value and ROI for your business.