How to organize a business event step by step? Discover the key points to plan and implement a successful business event.
How to organize a business event?
Corporate events are essential to reinforce corporate identity, establish new business relationships, attract investors or strengthen organizational commitment when the company has different locations.
It is no coincidence that large companies are forecasting a 3.8% increase in the budget allocated to events, as revealed by the market study on “The event as a generator of strategic value“. However, to get the most out of it, it is necessary to know how to organize an event.
In this article, we give you some basic tips on how to make an event plan of action. Here are 6 steps to organize your event successfully.
Here are some basic tips to make your event plan of action a reality. Learn how to become an event organizer with these 6 steps.
Determine the objective and audience of the event
For a business event to be successful, you need to define its purpose and target audience in advance.
Do you want to attract potential partners or investors? Do you want to show the press a new product or service? Do you want to engage employees from different locations with the organization? Whatever your objective, remember that it must be specific, realistic and measurable.
The economic factor is one of the most important when organizing a corporate event since many of the decisions you make will depend on the budget you have at your disposal. With a little creativity, you will be able to reduce costs without affecting the quality of the event, although you can also resort to sponsors to increase the budget. All the decisions you make, make them establish a constant link with the budget to put in relation to all the parts of the event.
Plan the event
Organizing a corporate event requires thorough planning so that no detail is overlooked. You will have to specify the date, time, and place of the activity, preferably not to coincide with other events or activities of great interest to the public.
You will also have to plan all the necessary tasks for the event and the program of activities for the event. Keep in mind that the trend is to go for smaller formats that facilitate dialogue and closer attention.
Make an inventory of the resources you need and the external services you will hire. How many people will work? What suppliers will you count on? Which media are essential and which are secondary?
Publicizing the event
How to publicize the event? Publicity is a fundamental step for the event to attract the right audience and be successful.
You can use social networks through corporate profiles, taking advantage of their segmentation options. You could also create a website just for the event that works as a landing page where you collect all the information about the event and encourage interested parties to register.
Recruiting influencers to advertise the event on their social networks is another very effective marketing strategy, although you can use more conventional channels that still have a great impact such as radio, television or local press.
Remember that the diffusion of the event is a fundamental step for it to be successful.
Execution of the event
In this phase of the action plan, all the professionals involved in the project meet to set up the event’s schedule of activities.
This is an essential phase as there are often setbacks and unforeseen events that need to be solved quickly so that the quality of the event does not suffer.
As the organizer, you will have to ensure that the planned program is adhered to, coordinate the work of all the actors involved and supervise the course of the event, as well as the satisfaction of the attendees.
Evaluating the execution of the event is essential to learn from mistakes. In this last phase, you should monitor the results of the event to check which objectives have been met and which points present some kind of vulnerability.
You can analyze different factors according to the goals of the event, from the adjustment to the budget and the sponsorships achieved to the profits obtained, the perception of the attendees, the interest aroused by the brand, the impact of the event in the media, and the problems that arose during the organization and execution.
If you want to further deepen your knowledge of how to organize a business event and you are interested in building a professional future in this sector, you can specialize by taking our Master in Corporate Communication Management, Public Relations, Protocol, and Events, taught online. You will be able to acquire the knowledge and tools necessary to plan and execute a business event from start to finish, including congresses, conventions, and fairs.