New Daisy Events

Corporate and festive events are typically planned and organized by a professional event planner. However, there are a few key things that you as the organizer can do to help ensure that the event goes smoothly. In this blog post, we will share some tips on how to organize your corporate or festive event. Thanks for reading!

What does it take?

• Modern ideas and scenarios;
• Designer sets and costumes;
• Elements of the quest and show in each program;
• The latest technology and equipment;
• Appropriateness of price and quality.

What is a corporate event?

Corporate events are tools for changing the internal behavior of a company or the external behavior of customers in relation to the brand, company or products of the respective company.

• an event can promote a product, an internal initiative of management or the marketing department;
• an event can help celebrate a company’s achievement or bring the entire company team together;
• an event can launch the latest and greatest product.

In ten years of work we have gathered a lot of useful information that will help to successfully hold the event and answer possible organizational questions. And we are happy to share our experiences and ideas in this article.

Purpose of a corporate event for employees and customers

The goals of corporate events are different: 

• Changing the perception of customers;
• Creating a friendly team;
• Motivating the trade;
• Entertainment for executives and managers;
• Press coverage;
• Social media coverage;
• Marketing support.

Such tasks can be part of a combination of completely different types of events, or become the sole purpose. The organization and execution are significantly modified. When there is only one goal and it is very specific, the whole event must go in one direction. There is no room for “dilution,” deviations from the program, and all sorts of noise. Everything must be organized to support that very goal.This becomes extremely difficult when such events take place regularly. And the thirst for ideas, novelty and innovation in organization and execution is great. There is a constant demand for the new and effective in this environment.

Corporate event options for employees

Event options:

• Meetings;
• Entertaining customers;
• Product launch;
• Staff training;
• Retreats;
• Seminars and conferences;
• Focus Groups;
• Trade and business meetings;
• Trade shows;
• Team Buildings and leadership trainings;
• Luncheons and awards ceremonies;
• Celebration for the Boss;
• Year-end recap.

Tips for organizing corporate events

Corporate events come in many types and forms, and they can be quite complex. Try searching for information and you will come across a complete lack of what to consider for different types of corporate events. Below, we will discuss the most common forms and outline quick and effective tips that are sure to work for you.

Business Meetings

Some will be intimate conference room meetings, while others may be large shareholder meetings.

Organizers of such meetings need to have the skills:

• Working with all types of people, different positions, and different information;
• Keeping company secrets as well as corporate connections;
• Anticipating participants’ needs and coordinating additional things like travel schedules.

Corporate entertainment for clients

Many companies go to extravagant measures to entertain customers, and this is one area where your creativity can pay off and you’ll have an unforgettable experience.

Be a professional:

• Know your audience. Learn as much as you can about the clients you will be with at the event;
• Research some of the events their companies have done previously. Don’t pick topics they just did, literally last month;
• Give them something they don’t already have. Sometimes providing a memorable experience is not the best thing you can provide. If you are initially entertaining the client in everything, you can try something completely unexpected. For example, a nostalgic theme or a return to the original purpose of the event.

Product Launch

These are events that showcase new products for investors, employees, and customers. Each category often has very different priorities and the approach must also be different. But all they will have in common is based on the excitement of waiting for “something new.

Improving the start of the product:

• Make it inspiring for something by talking about how this new product or service came about and how it solves certain problems and can help;
• Organize small kick-off meetings with small groups before the general announcement. For example, before the launch in front of everyone in the company, first introduce the new product to the customer service department to get their feedback and gauge their excitement. Knowing what they like can help you prepare the program for a larger audience or customers;
• Make sure you comment and analyze reactions. If there will be activity on social media and your pages there – take a look at what and how people are sharing on them. Use those comments in various marketing materials, product development and brainstorming. You could get a lot of useful data. Make sure you listen and apply what you learn from these parties.

Staff training

In employee training, the biggest challenge you will face is ensuring that employees clearly understand what is expected of them.  There may also be a lack of interest on the part of some employees. Remember that this training is not always their idea. Sometimes it’s part of a performance improvement plan or something managers consider “mandatory.” And this kind of training is not always something they consider important to their professional development.

How to motivate employees

• Ensure that all materials are presented in an attractive manner;
• Avoid simple presentations of material. Allow employees to think, learn, and discuss. They are more likely to remember the information later;
• Show participants practical applications of what they are learning. Don’t show them how their newfound knowledge will save the company money. Instead, show them what’s in it for themselves, and perhaps ask them to share their experiences on social media. This will create some excitement in the classroom and may help those employees who will attend training in the future.

Board retreats

Retreats are organized as part of the introduction of new board members or as part of a strategic planning session. They require the ability to communicate with such board members, accommodate their requests and schedules, and provide a return on time.

Create a decent meeting:

• If your reason for being an organization is to bring in new board members or to thank the outgoing person, choose that most accessible place of comfort. Relationships are always built in comfort, not around the tables of the room;
• If necessary, invite a facilitator. Often such a professional used to coordinate such meetings can make a big difference in your effectiveness. It also frees you to support and coordinate the meeting, as well as the details of the location and more subtle issues.

User events and conferences

Cover the full spectrum of coordinated learning.

• Think about content aimed at new users – all the way up to the most advanced users – to make sure there’s a story to tell for all attendees;
• Do your most loyal clients, attorneys and ambassadors get free or discounted tickets to the event;
• How can this event pleasantly surprise company users and conveniently meet each other;
• Can this event be a “sales tool” for these people who don’t yet know if they are interested. “Register now and we’ll give you a free ticket to the conference.”;
• How can the event help you get to know your customers from a different perspective and be a reason to hear from each other.

Be an assassin of conferences:

• Provide free tickets to your sales department so they can attract potential customers. Your customer service department can also use tickets as special ways to thank customers for something out of the ordinary or as a reward for loyalty;
• Offer discounts for multiple tickets purchased at once, or provide discounts for brand ambassadors to attract new members. You can also provide special discounts for relatives of your brand ambassadors;
• Offer different options for people who are not yet customers. They can learn more about your company, your product and your customers in the atmosphere of an energetic corporate event.

Group Focus

Focus groups have evolved in the digital media age, but they are still important to a number of industries and company verticals. Unlike customer interviews, a focus group wants to learn more about consumer perceptions through interaction. For the people behind it, it matters how participants interact and influence each other, just like in the marketplace.

Make great progress during your next focus group:

• The main thing is interaction, so you want to make sure everyone involved is physically comfortable (with each other, too);
• It may be necessary to feed them, so it’s important to find out how the marketing or R&D department looks at this;
• Remove any possible conversation blocks or distracting technology that is difficult to use;
• Make sure all voices will be heard. You may need to lighten the conversation or soften the discussion. Emotional signs or off-topic conversations need to be redirected to make the most of valuable time;
• Talk to the marketing person to learn about their needs and find out responsibilities. Find out who will be responsible for invitations and how they will be tracked, for example.

Meetings with the sales team

One of the most active things that happens in the lead-up to an event is when the organizers meet with the sales team (or, for example, meet with those who have met targets). The sales team is probably one of the most dynamic in companies, but can also be one of the hardest to please. They probably want to be recognized and the ones who are thanked – because they are acutely aware that a significant portion of the company’s revenue is behind them.

• Start with fun. Create a great impression early on with a demonstration of an amazing experience;
• Never add anything to the meeting that could be part of the email correspondence before it;
• Use a variety of apps to keep everyone connected and aware of all the activities and individual meetings that are planned. Salespeople tend to be very social. Give them a tool to help that kind of meeting.

Seminars

Focus on ways to increase active learning and remember that it doesn’t all have to be of the face-to-face type. Sometimes organizing an online event around employees’ or clients’ schedules is more effective and valuable than the usual options of taking up their work or personal time.

Be the ace of the seminar:

• Provide breaks at the event. This helps to keep people’s attention and natural needs in mind, and during these breaks there is a lot of talking that can be a big part of understanding and processing the material presented;
• Remember that workshops do not have to be held in a classroom. A lounge atmosphere with comfortable chairs works well in such cases. An overly formal setting will create a formal atmosphere for learning, while a more informal option will spark brainstorming and creative exchanges;
• Experience the knowledge before and after the process. Since your supervisors will want to see ROI, make sure you know the level of knowledge on the subject your participants are learning. You can then measure exactly what they learned. There are many interesting ways to do this with technology and gaming platforms.

Trade shows, trade shows

The company-organizer can participate in the preparation of the entire exhibition or just ensure the Client’s presence at the event organized by someone else. In such situations, there is likely to be very close cooperation with the sales and marketing teams.

Fight your next trade show:

• Book rooms, spaces ahead of time, even if your team is still deciding who will attend. You can always call later and change attendee lists, etc., but you can’t occupy spaces that are already sold out;
• Create a checklist that includes responsibilities and coordinate it with marketing and sales to make sure everyone agrees;
• Create a special kit/event management unit that contains all the tools and incidentals that everyone forgets, such as pain meds, nail clippers, nail polish, lotions, stain removers, nail files, mini scissors, cleaning rollers for clothes, etc.

Hold the exhibition at the highest level:

• Get a floor plan in advance to see what’s possible and see options with standing room space;
• Consider higher rates for premium locations;
• Create or obtain a trade show guide detailing all the necessary information your attendees need to know.

Team building, leadership retreats

Corporate culture and emotional intelligence are becoming increasingly important for companies. Bringing together different groups of a company can be difficult, but in the end, it can be lots and lots of fun.

• Organize an interesting and fun event. Just as you imagine it will be a great day, there will be employees who will dread it;
• You may even have to start a drop-in therapy campaign for participants lasting about a week so that you can temper that excitement. Share different tips, hints about what’s going to happen at the event. This way, you’re more likely to warm up the audience.Make sure everyone is heard. If you’re working as a team with different departments and levels, people on them may be differently informed, prepared, etc. Create scenarios and beginnings for conversations that allow everyone to be on the same level of learning and interaction;
• Choose a program where everyone is equal regardless of job responsibilities, like a game of tug of war. In a ropes course, you can even put younger people in charge of the older ones – for a different dynamic.

Dinners and award ceremonies

Many companies plan to celebrate awards they’ve won, goals they’ve achieved or surpassed, or celebrate employees. This is a great time to coordinate something that will help everyone get together and enjoy the atmosphere.

• Find a special way, such as through video, to showcase the efforts of those receiving awards or those behind your company;
• Splurge on a venue and celebrate somewhere outside the office;
• Bring in a great host to enhance the holiday spirit.

Celebrations of dates and business milestones

These events can be very similar to your award ceremonies because there is something to celebrate. But these events will tend to focus on the whole team, not just the successes.

Turn to nostalgia:

• Use a date or milestone as a theme for the event.
• Give employees or customers something as part of the celebration. The former can receive gifts, and for the latter, a discount and a personal thank you for their business and personal qualities.
• End the evening with an inspirational message of future success.

Holiday parties, weekend events

These events are always a lot of fun, but they will probably be some of the riskiest events you organize. Employees (and sometimes clients) often look at traditional holidays as a time to relax. This can cause more alcohol to be consumed than planned and potentially “cross over” friendships into aggression. This can put the company at risk for any bodily injury claims, from campus falls to sexual harassment lawsuits.

Know the risks:

• Talk to a risk consultant and understand how your activities and meeting place can expose you and your company to potential problems.
• Work with your human resources department and maybe tell your management team, your managing managers, that they need to lead by example and encourage employees to take responsibility. Act proactively to protect people and the company as a whole.
• If you’re planning an off-site party, part of the responsibility and maintenance will be with the venue itself and the service providers. In addition, such events increase the psychological “distance” for participants between the company (work) and normal life.
• If there will be alcohol at the event, always hire a professional bartender.  Be careful with cocktails – that is, options where people can just get trivial drunk.

Planning a corporate event for employees

82% of companies are most concerned about budgets when organizing events. 62% focus on finding new ideas, and 54% prioritize return on investment.

Budget is the biggest problem for the organizers:

• Budget – 82%;
• New ideas – 62%;
• Payback (ROI) – 54%;
• Partnerships and sponsorships – 48%;
• Customer Search – 36%;
• Awareness – 35%.

The desire to innovate at events

81% of companies care most about innovative ideas when planning corporate events.  65% care most about venue selection and 48% about marketing:

• Innovative ideas – 81%;
• Location – 65%;
• Marketing – 48%;
• Technology – 36%;
• Sociality – 35%;
• Purpose – 28%.

Networking is a top priority for participants in corporate events

82% of companies believe that it becomes an important tool, followed by training (71%) and entertainment (38%).

• Networking – 82%;
• Training – 71%;
• Entertainment – 38%;
• Self-improvement – 37%;
• Time out of the office – 16%.

Tips for organizing events in case of different constraints

Event Branding Analysis

• Event planning should be aligned with the brand and the overall tone of the company;
• Talk to the company’s marketers and understand the limitations of branding before you start planning;
• Study the signature order. Some companies have strict rules about how and where a logo can be used;
• Match your level of creativity to the type of event planned. There’s no reason to fight for creativity in a situation where it will matter less, such as a board meeting. Nevertheless, creativity is important and it’s worth fighting for something like a “welcome to the client” element.

Involvement in the event. 

• Be specific in describing exactly how the event will benefit them. Play for what is good for them as well;
• Show the value of the event at the beginning. If people see how they benefit from the beginning, they will be much more active;
• Be transparent, be honest. If, for example, employees will be tested on concepts learned at the end of the training, tell them that in advance. If there is an important event planned at the end of the event and no one can leave in advance, also let them know ahead of time. This will help you build trust with your audience;
• Repeated corporate events are mandatory, which doesn’t always lead to better relationships.

Tone of events

• Explain to participants what the management expects the result to be. Define the expectations of the company and employees will be able to see the seriousness of your event;
• Make the training enjoyable, but the emphasis should still be on different tasks. Participants can sit with their friends, which often turns into distracted conversations, laughter, and more. Use active learning methods in small groups. Decide on groups or make sure people can’t be in a group with someone they came to the event with;
• Talk to management to better understand what kind of multi-functional teams they would like to see. Then assign your small group accordingly. For example, if management would like to see more collaboration between design and development, put these groups together to solve the problem.

Speakers are not professionals

• The speakers can be a person from upper management, not a professional in terms of speeches. This means that you can set aside time to go over the slides with them for the talk;
• Once you know who the speaker will be, set deadlines for making the slides. Organize time reminders. Explain that you need to be clear about them. If necessary, shorten the text on the slide, break it up into short sections, and make several slides;
• Rehearse if necessary. Don’t do it forcibly, but sometimes it is highly desirable;
• Give all presenters a helpful tip sheet. They may tell you they don’t need it, but they can still watch it later.

Statistics and outcome measures

• Create metrics by which you measure yourself, even if management doesn’t ask for them. If possible, use past data, to compare and demonstrate capabilities;
• Put together a best practices or standard operating procedures document. Not only will this show the company everything that goes into the event, it will help others help you if you delegate some of your functions;
• Think about how you can help your supervisor show up at the event. When “subordinates” bring this kind of attention to direct management, they often think far above that person.

New leadership, new vision for events

• New management, new top management, mergers,-all this not only affects the number and topics of events you coordinate, but also their tone, budget, and personnel;
• With a change in management, you might move from a corporate events and planning department to outsourcing or junior marketing specialists, for example. If this was already outsourced to your corporate events firm, the new board might decide to bring it in-house for more control over all such events;
• Take the time to talk to the new management team before final decisions are made on events already prepared. Be proactive and take the first step and ask to get together;
• When you ask for a meeting, make it clear exactly what you want to discuss, do it for them. Instead of, “I’d like to discuss vendor agreements with you,” say, “I’d like to tell you about our upcoming events this year and see how they can tie into your vision for a new direction for the company.”;
• Offer to help you organize and execute new events in line with senior management’s priorities.

Force Majeure

• Get to know the management team so that you have some idea of who is bringing out the ideas and what exactly they are doing. For example, if you learn that they always invite five more people at the last minute, add them to the overall list ahead of time.
• Explain that each action will have a different effect. If they make a last-minute change, anything can happen. Be as specific as possible.
• Put these factors into the timeline they care about. Don’t just explain what might happen if you miss a deadline – quantify it. “We’ll miss the deadline and such-and-such a discount. It will cost us another ~C$1,300 CAD. This will give management all the information they need to make an informed decision.

Bureaucracy

• Many companies suffer from extensive and entrenched bureaucracy. They have a protocol for literally everything. This can lead to incredible slowdowns in the decision-making process when organizing corporate events.
• Understand the future process before you have to go through it. Be aware of the details ahead of time to save time in the future.
• Propose efficiency options before you need them. It is imperative that management take the time to consider your changes.
• Indicate how much the unnecessary steps will cost in the long run. You may be eligible for discounts, but you don’t need to rush into them. Decide on them.

Introducing creativity and innovation

• Management often says to their management, “Last year’s event was a success. Just do it again. But repeating it won’t bring you any new fans and will bore you just as quickly. Thus, you event organizers may have to find a tactful way to counter the “as long as it works, don’t fix it” attitude.
• Use data to support the changes you want to implement.
• Show examples of what others are doing in the world.
• Explain what has changed (new technologies such as: assistants with artificial intelligence, robots)-which leads to a desire for innovation.
• Considering these inevitable scenarios beforehand, your work will be quite comfortable, enjoyable (as much as possible at events like this!).

How do you choose an event planner?

How best to organize the event: by your own forces or use the services of an outside company? In each case, you must first understand the objectives of the event, options and ways to address them, resources, and then choose the organizer and performers. Each company organizes and conducts such events differently:

• turn to the services of a company to organize and hold;
• independently by a special department in the company itself, which deals exclusively with the planning of such events. For large companies, corporations with many events it is a whole great team;
• independently allocated a special team of employees who are tasked with one-time events based on their responsibilities and also over and above their normal job roles. For example, someone from the marketing department may be doing either an exhibition or customer support and coordinating parts of a conference.

Consider the main advantages of a personal planner and a private company for organizing events.

The company’s own event planner

• The planner can fully understand the needs and mission of the event and connects it to the objectives of the company;
• The planner will communicate closely with the participants of the event even after the event;
• His goals are closely tied to the mission and economic health of the company;
• In large, serious companies, planners’ salaries are proportional to volume and often quite high;
• Planners often receive a bonus tied to results and various KPIs;
• The events that are planned fall into one of several categories related to business needs. They may have very similar tasks each year;
• Planners usually work closely with sales and marketing departments. And they should be guided by certain branding standards adopted by the company;
• For some events, the location will already be predetermined, such as at company headquarters;
• Diverse visions in different departments can be a problem for the planner, because in the end the task is to bring out one common view of the company;
• Risk management can be an important part of a corporate event. Given the company’s policy in this area (check with your risk specialist or legal team to see how much and what kind of stuff can be added to the event). PR and brand reputation issues are topics of concern to most companies;
• The planner may have access to internal communication channels-such as the company’s internal network. Even when it comes to emails, they tend to be more effective because they come from an internal sender, and employees will pay more attention to that.

Private companies engaged in organizing and holding events.

• Companies have a huge selection of services and contractors;
• Companies have a proven track record of effective programs;
• May have multiple clients, some of which may be business-oriented and others may be entertainment-oriented. Although want to get revenue in everything – the KPIs are different;
• They may not see participants again, after the event, or have any connection with them in the future;
• The budget is separate from the company and likely focused specifically on the event;
• They handle a variety of events as an organizer, including association conferences, trade shows, celebrations and others;
• Contact with the marketing and branding department can be put on a different level;
• In most cases, there is a choice of venues and a list of options;
• Planning an event for entertainment or education usually has only one client and vision;
• Risks and insurances are considered, but in a different way than if the company were organizing its own event;
• Most organizers have a single policy to cover only the event they are planning;
• Communicating within the event can be problematic without considering that, for example, participants’ inboxes may be full and feedback may be disrupted. Solving this issue, finding the key people, who to write letters to, who to inform and how to inform will greatly increase the quality, speed of event organization. And, as a consequence, it will be – beautiful.