3 Essential Tips for Corporate Event Planning

October 25, 2018
By: Marquee Event Rentals

Prior to planning it’s important to think about what your event goals and objectives will be. Many planners dive right into planning without even considering this very important matter. Don’t make this mistake. Event goals should be SMART: Specific, Measurable, Attainable, Realistic, and Time-based. 

Corporate Event Planning Tip #1 - Define Event Goals and Objectives

The biggest mistake a corporate event planner can make is failing to establish a measurable goal for their event. If objectives aren’t defined in advance, it can be challenging to know whether an event was worth the time and money invested. On the flipside, when a company event is tied to goals and KPIs, measuring the event’s success is straightforward and absolute. Goals and objectives can also make all aspects of corporate event planning easier. Use clearly-defined goals and objectives to guide all aspects of event planning including the location, guest list, theme, and venue.

Goals vs. Objectives
A goal is the big-picture outcome you’d like to achieve such as:

  • Launch our new website by March
  • Convert to new project management software by end of 2nd quarter
  • Increase sales of our flagship product by 10 percent.

Objectives are the measurable steps to achieve the goal, such as:

  • Evaluate existing web content during next month’s all management meeting
  • Schedule all-staff training event in January
  • At sales retreat, identify 3-5 new avenues to increase qualified leads

Corporate Event Planning Tip #2 - Choose S.M.A.R.T. Goal

The event goal and each event objective should be SMART: Specific, Measurable, Attainable, Realistic, and Time-based.

Goals such “gain exposure,” or “increase sales,” are too vague. A SMART version of these goals might be: identify new marketing channels to target younger consumers, or, evaluate whether the company should sell products internationally.

Consider what metrics you can use to evaluate the event’s success. These data points may include:

  • Number of attendees
  • Leads
  • Sales
  • Survey Responses
  • Website Traffic

Identifying what information can be realistically gathered during the event will help you develop goals and objectives that are both realistic and measurable. Without measurable goals and objectives, it can be hard to estimate the return-on-investment and whether your event was a success, or just a big-budget line item. 

Review time and budget constraints, then refine goals to ensure they are achievable. A slight challenge can be motivating, but over-reaching goals may be a morale-killer.

A SMART goal also accounts for timing. Do your goals make sense in the current economic climate, buying season, current company resources, etc.? Would this event have a better chance at success if scheduled earlier or later in the year?

Depending on the goal or objective, you may need some baseline information. For example, if your goal is to increase the number of first-time attendees, you’ll need to know how many attendees were first-time guests last year.

Corporate Event Planning Tip #3 - Share Event Goals with Participants in Advance

Share goals and objectives prior to the event to help staff members prepare ideas and to establish the tone of your event. Decide on how to handle any feedback or suggestions you may receive.

Planning a Successful Company Event
Let Marquee Event Rental help you design and plan a successful corporate event. Our experienced staff and extensive inventory ensures our clients get exactly what they need.

No event is too large or too small. Call on Marquee to provide everything everything you need, when and where you need it. Our product inventory includes: tents, tables, chairs, and even sofas for breakout sessions. For catered events we can provide kitchen equipment, flatware, glassware, and bar and beverage service.  

Contact a local event specialist for a complimentary consultation. Marquee Event Rental serves Atlanta, Milwaukee, Chicago, Kansas City, Dallas, Austin, and San Antonio.