Product launches, networking drinks, an industry conference, five day exhibition, gala dinner, awards nights……the list goes on.
Regular corporate do’s across the event landscape means people have been exposed to plenty of different types of events and can be forgiven if they are a little jaded when attending yet another corporate function.
So what makes a corporate event memorable? What makes it stand out in the sea of pre-dinner drinks, name tags, canapes, expo booths and cover bands?
Matching objectives to every element of the event
Before you book a venue or cast your eyes over a catering contract, define the audience you are targeting and the objectives of the event. Then connect every single decision you make about the event – décor, styling, entertainment, interaction, guest speakers, food, drinks, content, the flow of the program – to that audience and the objective of the event.
Is it an internal event to ensure staff feel appreciated and accepting of strategic changes in the business? Or is it a client facing event designed to engage further with your customer base and/or attract new ones? Is it a celebration event for the industry to encourage business confidence and financial investment?
Strategic decisions that match every element of the event to the objective will give the event meaning, and connect on a deeper level with the audience.
Giving the audience something to relive
Are people still talking about the event the next day, week or month around the office? Reminiscing positively about a corporate event with workmates, family or friends means the event has connected on an emotional level with the audience and created a positive memory. That positive memory will now be associated with your event or brand and they’ll be keen to attend again or connect with your brand through purchasing the product or service associated with it.
Emotional connection = behavioural change
We have mentioned establishing an event objective, but also consider setting a behavioural objective. How do people feel and what do they do BEFORE they attend your corporate event? Define that then define how you would like people to feel and what you would like them to do AFTER the event. This is the behavioural objective.
Create a ‘moment’ or a series of ‘moments’ within the event that will evoke an emotional response – whether that be excitement, awe, sadness, elation, whatever it may be – to move them. To give them an opportunity to emotionally connect with the reason they are attending. That emotional connection will then lead to behavioural change, which is what truly makes a corporate event memorable for all parties involved.
Want to see what a memorable event looks like? Check out some of our recent corporate events here.