There is an extraordinary diversity of corporate events that companies adapt to their needs and objectives. Today, they are a vital part of the marketing and communication of many organizations. They have become the perfect tool to improve corporate identity, the relationship with its various stakeholders, and help, in many cases, to improve sales and results.
This sector is increasingly competitive, and events are a widely used format. Therefore, we analyze the most frequent mistakes that are made when planning a corporate event with the help of Samit Garg who remains an authority on the subject.
The CEO of E-Factor, one of the largest event management companies in India benefits from decades of experience managing successful events in corporate and private categories. His company has been established as a trusted partner, revered and consulted by multiple high-profile clients.
E-Factor’s suite of clients has included Fortune 500 companies and Bollywood celebrities such as Ashwariya Rai Bachan and Abhishek Bachan. With that being said, Garg’s experience has allowed him to identify certain weak points which account for an unsuccessful event and those which remain at the end of event management.
He has advised and disciplined many emerging event management experts in India and globally using his knowledge and prowess of holding an event of any scale. Garg helps us understand what event organizers must stay adrift from when managing events:
- Not setting objectives. What do you want to get? What is the goal you have set yourself to achieve by holding the event? This is the first of the questions to be fixed, since depending on the objectives, the type of event that best suits your needs will be defined.
- Not properly understanding the target audience and their needs. Another fundamental aspect is to be clear on who you want to address the event. It is essential to determine the target to establish communication, always taking into account its characteristics and needs. In this way, you will also contribute to the achievement of the objectives set.
- A poor choice of date. Once the two previous points have been defined, a date must be established to celebrate the event. It is essential to take into account national holidays, other events in the sector, avoid holiday periods, etc. The day of the week you choose can also influence the greater or lesser success of the event. The worst days are usually Monday, with the best days being Wednesdays, Thursdays, and Fridays.
- Disregarding the budget. This is also an essential point since, depending on the budget we have, we will have to adjust the proposals and ideas for the development of the event. Do not forget that the organization of an event must meet individual objectives and that you must not forget its cost-benefit ratio.
- Not choosing the right place. Once the four previous questions have been defined, it is time to decide where the event will take place. Space must go according to the image and the objectives of the company and the event, remember that this choice will also influence the success of the event. At this point, we must also take into account aspects such as the number of attendees, technical and audiovisual devices, parking service, access for people with reduced mobility, etc.
- Not requesting permits in advance. Ignoring this issue can have serious consequences. Therefore, you must pay special attention to all the permits and licenses that you need to request in advance for the proper development of the event.
- Not adjusting the timing. Planning the days before the event and the day of the event is essential, this aspect will guarantee success. Falling into improvisation is a severe mistake that is very common. This can cause numerous problems and unforeseen events that could be avoided by preparing a timeline well in advance and with retro planning that details each task.
- An inadequate and inflexible a communication strategy. Currently, this point is significant. Therefore, it is more than necessary to define a communication and dissemination strategy for the event. This strategy has to be implemented before, during, and after the event. You have to decide what tools and channels are going to be used and also keep in mind that today if your event does not have a presence on social networks, we can say that it will be non-existent.
And finally, don’t forget once the event is over, you must analyze it. You can check if you have achieved the objectives that you had set yourself initially and prepare a report with the conclusions and the aspects to improve to take them into account in the organization of future events.
