Make Your Corporate Event Super Successful

When planning an event you should always be clear on what the purpose of the event is. Why are you holding the event? What is your single biggest goal or intention? Write this goal down and refer to it often. A good idea is to include a written statement of this goal as a signature or footer on all emails regarding the event.

Make sure the goal of the event is important. Don't squander time, energy and money on an event that the attendees do not think is worthwhile. And certainly don't hold an event simple because you think you should.

Your goals and objectives will shape the planning and content of your event. For example, if the goal of your event is to get media attention for a product launch, then you should focus on ways to get the attention of journalists. Teaser emails, attention getting invitations, mystery gifts could be sent before the event. An exclusive "media only" reception could be held for reporters, their guests, and celebrities. Assign someone to meet each media personality, greet them, show them around the event, and introduce them to key people.

Avoid setting too many goals or objectives for an event. I always recommend having one single goal for an event. If you try to set more than one, you risk not achieving either. For example, with a non-profit agency, you may say your goals are to raise money and raise media awareness for your cause. It is important to know which is most important. Ask yourself, if I could achieve only one of these goals, which would it be? Focus on that goal and leave your secondary goals for a later event.

Once you have the objective of your event clearly established, you should begin visualizing you event.

Visualization is the most important factor in holding a successful event. You should mentally walk through your event step by step from start to finish. In your mind's eye, you should see every single detail. The clearer you can imagine your event, the better your event will be.

Visualize your event from different perspectives. First, imagine you are a guest:

• Think about the invitation you receive for the event. Are all the details clear? Does the invitation make you want to go to the event? Are you excited? Is your curiosity piqued? Is the purpose of the event clear?


• Consider your guest's arrival. Is there room to be dropped off? Is there adequate parking? Are the parking areas well-lit and safe? What will happen if it is raining or snowing?


• Walk through the reception process. Do they have to register at a desk? What if all of your guests arrived at the same time - can you get them into your event quickly and comfortably? Do they have to check their coats? How many lines will they have to stand in and for how long? How can you make this process faster? If you can't make it faster, how can you make it entertaining?


• First impressions: Once they have checked their coat, registered, and entered the event proper, what is their first impression? First impressions are crucial for an event. They set the tone for the rest of the evening. What do they see and hear? What will they smell? What will draw them into your event and break the ice? What will cause them to socialize with other people rather than simply talking with the people they came with?

Continue to walk through the event step by step in your mind from your guests' perspective as they get their drinks, to when they sit down for dinner, etc. Think about each stage and how you can make it special. Remember, your event is a reflection of your company's image. Look to add "wow" factors wherever you can. Think about what memories of the event you want your guests to take away.

After you walk through the event from your guests' perspective, walk through it from the perspective of those working at the event. Make a list of each person that is volunteering at the event. Go through the event from start to finish from their perspective. Do the same with waiters, bartenders, musicians, photographers, entertainers, and other staff working the event. Understand exactly what they will experience. This allows you to see potential problems before they occur. It also allows you to try and make the experience a positive one for them too. Remember, many events have been spoiled by cranky waiters.

Keep the primary goal of the event uppermost in your thoughts when you visualize your event. Make sure every stage of your event reinforces your goal. By doing this, you will have a truly successful event.