Corporate events programs are essential for achieving a company’s overall goals, including internal functions, trade shows, and community engagement. Defining the event’s purpose and mission is crucial for successful planning, and companies may hire dedicated staff or event planners to manage the program.
Being part of business these days is being able to plan events that help strengthen a company internally, as well as informing and educating people about the company’s purpose and place within an industry. One of the most effective ways to accomplish this is to have an ongoing corporate events program.
Essentially, a corporate events program is about planning activities, conferences, community projects and other events aimed at achieving the organization’s overall goals. Some of the events that fall under the broad umbrella of a corporate event program focus on internal needs and functions. As an example, companies with multiple locations may choose to hold an annual or semi-annual conference for executives and key managers, providing a forum for education and information sharing of upcoming events and goals for the company.
Another example would be attending trade shows and conferences where the company and its product line have a chance to attract the attention of new customers. A third variation of corporate programs has to do with engaging the company with some need in the community where the company or a company facility is located.
Regardless of what type of corporate events program is involved, there are several essential aspects that must be addressed for corporate events to be successful. A good place to start is to define the purpose and mission of the event. Coming to a clear understanding of the reasons for the event will make the corporate planning perspective much easier.
As an example, if the next event that needs to be planned is a weekend getaway for the company’s top five customers, the focus will be on travel arrangements for the customers, including airfare, ground transportation, and hotel accommodations. From there, it will be necessary to consider arrangements for meals and entertainment such as cocktails, golf or concerts. If the company wants to formally recognize these customers, it will be necessary to plan a testimonial dinner.
On the other hand, if the corporate event program planning is more geared towards an internal training conference, the focus will be a little different. An internal conference will involve planning the agenda, organizing speakers and facilitators for the sessions, determining the need to include exhibits, planning meals and hotel rooms, and establishing an application process. While organizing a weekend event for a few valued clients may only take a few months, planning a large conference can be a process that can take a minimum of six to eight months.
Many larger companies have staff dedicated exclusively to managing any and all planning of their corporate event program. These creative and organized people will be asked to handle everything from dinner parties for potential visitors and clients, to planning events that involve national exposure for the company. For companies that can limit their corporate events program to a few events of varying sizes each year, there is always the option of keeping a corporate event planner on hold. As long as the corporate events program can achieve the company’s desired goals and stay within budget constraints, everyone will be happy with the results.
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