Whatever the size of your corporate event, it inevitably will involve many people, tasks and variables; and plenty of pain points or opportunities for things to go wrong.
The problem for companies and their event teams is that to pull off a successful event in 2016 requires a lot of different factors, which seemingly make it impossible to simplify the process. Here are just a few of the elements needed to create a successful event:
Marketing, websites, social media, registrations, advertising, speakers, presentations, event programmes, venue hire, music and sound, NFC, photography and filming, delegate survey or poll, security, event apps, room setting, sponsors, posters and signage, lighting, connectivity, delegate badges, cloakrooms, staffing, promotional stands, press and media, live streaming, special guests, live social media engagement, catering, post event delegates info, feedback from delegates, sponsors and clients, post event survey, lead generation campaigns, next event…
Event Risks: Why Things Go Wrong
With so many different elements, and numerous people managing their little bit of the event, there is ample opportunity for things to go wrong. And if they do, there are two critical risks to your organisation:
- Financial loss: when things go wrong generally it means throwing more money at the event to get it back on course. If the event is unsuccessful because of poor management the financial loss can be significant
- Loss of reputation: a poorly executed event can damage brand reputation and professional relationships. Even when problems are not apparent to delegates, there are other relationships you will need to ensure are not affected, such as with your sponsors, speakers and special guests
So, can we simplify the process to help mitigate against these risks?
I think it boils down to having these three key factors:
Time: enough lead time to organise the event, put all the different elements in place, and promote it to your target audience. Also, those employees involved in organising the event, must have time to fulfil their role.
Budget: a clear understanding of the costs involved in staging the event, as well as an appreciation of the expected ROI. In my experience when organisers, or their bosses, don’t understand what the ROI is, budgets get cut and events are under-resourced.
Team: experienced manpower is essential and your team must have the time and resources at their disposal to do their job effectively. If important team members have other priorities that take them away from their event role, this can adversely impact on the event overall.
With these three essential elements in place, even the most complicated and technologically advanced corporate event can be a simple process to execute.
I would add this final proviso ‘expect the unexpected’, a contingency plan is essential. For every element of your event, assess the risks and know where to turn if things go wrong. Whether that’s a speaker pulling out at the last minute, or an issue with your caterer, make sure you have all bases covered.
by Rob Edmonds,managing director, NRG Digital
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