August 22, 2017
Many companies believe that corporate events are "a day off" for staff. That's because they do not know how to tap into their potential to achieve other goals. What is there to keep in mind?
Although at first glance it may seem that all corporate events are alike, there are actually two very different categories: the motivational ones, which are aimed at the person of the company itself, and the promotional ones, which are the ones that the company carries out ). These universes are also different, but they have in common the possibility of using the event as one more tool, to achieve different objectives.
In any case, managers must know that the issue does not involve hiring a salon, a catering or a show, but what is important is what the activity is organized for. That is to say, it is not a question of offering a personal spectacle of an artist, but of selecting a show that is part of a whole, and that aims to achieve a specific and clearly formulated objective. Then, it is clear that when the attendees come out commenting on the show, something was badly focused ... because what the company serves is to appeal to the event to motivate better, spread their product or loyalty to a particular sector of the sales chain, etc.
To organize a corporate event, first of all, it is essential to establish what the objectives of the HR, Marketing, Product Manager, etc. are.
Then, it will be necessary to evaluate what type of event can satisfy that need, and based on that determine the place, the type of activity to be performed, the catering, etc.
For example, there are motivational events that gain more effectiveness by being performed in a fifth, outdoors, than in a hotel room and in front of tables dressed in a formal way.
One of the aspects that should not be neglected is the cost-benefit ratio. High-impact events should always be geared towards achieving results. It is clear that the place should be impeccable, the food must be perfect and the place well set. But the essence of the event passes through what you want to convey in it, the content that can be given to ensure that the message reaches its destination.
There are many aspects to take into account to achieve a quality event, which can be organized from two axes: the communicational, and the logistics. In the communication axis, it will be necessary to consider what is the internal communications plan of the Company; What is the organizational culture; What you want to communicate; What is the result of the last climate survey, and how can you take advantage of this moment to give some type of response or return; In the logistical axis, it will be necessary to analyze the number of attendees, the need of the same company to realize simultaneous events; The duration of the event, the requirements of safety and hygiene, the type of show, accreditation, etc.
Behind an event, the responsibilities and resources involved are endless, so a global look is not only important but a sine qua non-condition for the event to have content.
In short: when a company decides to organize an event is taking a lot of risks, and everything should go well. But in addition - and fundamentally - it presents itself with an opportunity that should not be missed: to gather your staff in one place and at the same time, and to clearly communicate a corporate message.
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