Think back to the last corporate event you attended. Was it memorable? Can you recall what elements stood out to you, what it was for, who hosted it? And most importantly – would you recommend it to a friend or colleague? Answering these questions is a quick way to determine whether or not the event was a success.
Read on to learn the steps for planning an event that is memorable for all the right reasons, and will help you achieve your marketing goals for 2024.
Let’s start at the end
It may be tempting to start planning your next big business event simply by choosing a convenient date… but before booking a venue or an entertainer for a specific day, it’s crucial to think about your overall goals and objectives.
Begin by referring back to your marketing and wider business goals for the year, and asking ‘how is this event going to help me achieve my objectives?’. Then set your goals out a SMART format:
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Specific
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Measurable
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Attainable
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Relevant
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Measurable
If you need some more guidance on how to establish SMART objectives for your B2B marketing campaign, check out our previous article. It’s important to do away with vague ideas of what success looks like and make it tangible. An example goal might be: Increase employee awareness of your wellbeing benefits by 15% from the start of Q3 to the end of Q3.
According to research conducted by CoSchedule, marketers who set goals are 376% more likely to report success than those who don’t. (1)
Three or four goals should be ample for any event, and when setting these goals, don’t forget to consider how the event could be used for public relations (PR) purposes. Positive PR can grow a business' reputation and make a favourable impression on existing or potential customers, as well as industry peers. This might take the form of a press release, thought leadership article or opinion piece.
Have a look at how The Marketing Pod helped GEFCO use events for PR.
Who, what, why?
Once you’ve outlined your SMART objectives, start to examine in more detail who the event is for and why they would want to attend. If the event is for customers, specify which customers you're targeting. For example, when launching a new product at an event, determine which existing customers fit the profile of a potential buyer, and how you could reach new prospects through account-based marketing.
And what about the media? Inviting trade press to B2B events and trade industry product launches can help you build new relationships and increase exposure to potential customers.
Next, think about what you want to communicate to the attendees. Consider the main message you want them to remember, and put it at the centre of your communication plan. Don’t overwhelm them with the history of the company, its vision, values, all your products, ESG accomplishments over the last decade and how Will likes his tea. Instead, focus on integrating the event into the existing customer journey by removing anything your audience already knows, and anything that isn't relevant to the main focus of the event.
You’re almost ready… But before paying any deposits, carefully consider what type of event you want to host. Is an in-person event the best choice for your audience, or could you achieve the same goals through a webinar or smaller workshop? In today's world, people are more mindful about travelling for business events, so make sure that attending in person is truly worth their time before booking a venue.
Are you considering a virtual event? This is how The Marketing Pod developed a series of virtual events for Inspired Energy.
The ‘WOW’ factor
You've decided to host an event to reach your goals and connect with your audience. You've got your guest list, objectives, and key messages all sorted out. Now, what can you do to make sure people are excited to accept your invitation
The answer is simple: Create an unforgettable experience!
The “wow factor” can be anything that draws your audience in and keeps your guests talking. This can be something that is exclusively offered by you, such as the chance to try a new product or service first – a well-established tactic for consumer brands. For B2B businesses, it might be an influential guest speaker, a mind-blowing event space, or activities that trigger a strong emotional response.
Curious to learn more about triggering a strong emotional response? Read what a guest said about an event we helped facilitate for a fuel crisis charity.
What’s next?
With those five key elements – SMART objectives, who, what, why, and wow – you've already started to come up with a business event that's sure to be spectacular. But consider one more thing before you start designing your invites – what's next?
It’s easy to get caught up in the day and neglect the post-event planning. So, before you even begin planning the day, outline what will occur after the event. Review your SMART objectives and decide how to measure them, what data you'll need to analyse the success of your event, and how you'll gather it.
If one of your SMART goals is to gain 1000 downloads of your new app within the first week following the event, your “what next?” strategy might include:
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QR codes located in high-traffic areas on the day of the event, linking to the app
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brochures or other materials with instructions on how to download the app
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a communications timeline to follow up with guests – with personalised messaging for those who have and haven't already downloaded it
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targeted advertising to those who checked in online to the event, leading them to where they can download the app.
Remember that tracking data on your audience attendance and level of engagement will help effectively measure the success of your event. Also, keeping an eye out for any press and social media coverage will allow you to gauge the effectiveness of your event, as well as assess general brand sentiment. These figures will be crucial to understanding what went well, and what can be improved for future events.
If corporate events are something you’d like to add to your marketing strategy, our team of expert planners can help you create truly memorable experiences.
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https://coschedule.com/marketing-strategy/marketing-goals
James Montgomery
Adam Leach
