First impressions matter when it comes to Corporate events; delegates could be in attendance from a day to several days, even longer.
Some of the latest reports value the event industry at a staggering £39.1bn with 50% of companies allocating over 20% of their spending on marketing to organising events – therefore, the look is key!
Do you remember the floral arrangements at a recent event you attended?
Did they fit their purpose? Were you impressed? Did they add to your overall experience?
Sadly, floral displays, regardless of the function or event, often miss the mark and overall event design can leave some clients disappointed and not wishing to re-engage with a brand or company.
Understanding What a Corporate Event Entails.
A corporate event is any form of event, hospitality or social activity which is organised or funded by a business entity.
Due to its somewhat broad definition, it is accurate to say that the target audience for corporate events can be as equally comprehensive as they can include:
- Board members
- Customers / clients
- Potential clients
All sorts of companies organise events for a variety of occasions. They may be looking to celebrate, reward, motivate, team build or encourage potential collaboration. Whatever the occasion, there is always an event solution, and this may require some interior or exterior design.
Let’s look at some examples of corporate events:
The Trade Show
Organisations often attend trade shows as a lead collation exercise. Companies may also choose to host or sponsor a trade show to reinforce their image as an industry leader among those who may be attending. With today’s ferociously competitive market it’s important to create a show-stopping stand and a memorable experience for any potential guess.
Awards and Gala Dinners
These traditional event experiences can be used in multiple ways. If organised by a business they can reward and motivate employees, suppliers, resellers and potential customers by providing awards across several categories to recognise achievements. Businesses will also regularly sponsor and enter industry awards to promote their business, improve their standing in the industry and increase brand awareness. That being said, it’s important to make guests feel welcome and valued.
This marketing is becoming increasingly more popular as businesses look to create a closer bond with their customers. The idea is to immerse attendees within the brand experience and stay on message through a fun and memorable event. By aligning positive emotions with your brand or business, customers are more likely to want to invest in your products or services, which is why it is important to make the experience as interactive as possible. This way delegates will feel emotionally invested in what your company is selling.
The Product Launch
It’s an exciting time for any company. All the hard work has finally paid off and it’s time to launch the all-important product. After all this work, you need to capitalise on any potential interest. Interest equals leads and leads equal sales.
If managed well, the event will generate media coverage and an industry buzz prior to the actual product release. These days they need to hit the zeitgeist and have a flashy feeling more than just having a large dinner party where guests only get to interact with people near them. If it’s within your budget, you should consider the value of the celebrity or “influencer” appearance as this can also maximise any potential impact with our social media channels. Just be sure to make it on-brand to the product.
Whatever the occasion there will hopefully be important people and potential clients enjoying the bespoke event that you and your team have created. Opportunities to impress don’t present themselves often so this is your moment to impress them!