How an Event Company Organizes Corporate Events

Corporate events are an important investment for companies looking to motivate employees, attract new customers, or make industry connections. To ensure these events are executed seamlessly, many organizations hire event companies to handle the planning and production.

Discover the meticulous process involved in organizing corporate events with the assistance of event companies. From defining event strategy and purpose to selecting the right event type, choosing an optimal venue, building the event schedule, managing event marketing, coordinating logistics, overseeing production, and evaluating success, this article explores each stage of event planning. Learn about the responsibilities fulfilled by event companies and the benefits of partnering with them to ensure seamless and impactful corporate events.

When partnering with an event company, the process typically involves:

1. Defining event strategy and purpose
2. Selecting the event type
3. Choosing the optimal venue
4. Building the event schedule
5. Managing event marketing
6. Coordinating event logistics
7. Overseeing event production
8. Evaluating the event’s success

Let’s explore how an experienced event company approaches each of these stages when organizing corporate events.

Defining Event Strategy and Purpose

The first step is to clearly define the:

• Overall event goals – What does the company hope to achieve?
• Target audience – Who is the event for? Employees? Customers? Partners?
• Key messages – What key information or impressions do attendees need to take away?

Properly framing the event strategy and purpose from the outset ensures the event stays on track.

For example, a conference for employees should aim to motivate and inform them. A trade show for customers should facilitate networking, learning, and sales opportunities. Clarifying these goals guides all subsequent planning.

Selecting the Event Type

With a strategy in place, the next step is selecting the right corporate event type. Some options include:

• Conferences – For training, industry updates, motivating employees, etc.
• Seminars/Workshops – For specialized learning and development opportunities.
• Retreats – For bringing teams together to bond, brainstorm, and align.
• Trade Shows – For connecting with partners/customers and sharing innovations.
• Corporate Meetings – For larger scale company announcements and business reviews.
• Corporate Parties – For celebrating milestones, achievements, holidays.
• Brand Activations – For showcasing products/services through interactive experiences.

Each type facilitates specific engagement goals and formats. The event company consults with the client to determine which makes the most strategic sense based on intended audience, messages, and outcomes.

Choosing the Optimal Venue

The venue can make or break an event experience. As such, the event company thoroughly vets venue options based on:

• Guest capacity – How many people does the space accommodate? Is there room to grow for future events?
• Room configurations – For conferences, are there breakout rooms for smaller sessions?
• Technology – Is A/V equipment provided? Is WiFi strong for hundreds of devices?
• Catering capabilities – Can venue handle food/beverage needs?
• Accessibility – Is it easy for guests to get to via plane, train, or other transport?
• Atmosphere – Does the aesthetic match brand image and event purpose?
• Budget – Does the rental fee fit within budgetary constraints?
• Availability – Is the space open on the desired event dates?

Visiting short-listed venues in person allows planners to get a feel for layout, flow, and service capabilities when making the final venue selection.

Building the Event Schedule

The schedule sets the cadence and rhythm for the entire event. The event company works with the client to map out:

• Session topics and speakers – What content should be covered to support event goals? Who are the best presenters?
• Session formats – Are traditional presentations preferred or more interactive workshops?
• Session length – How much time is needed per topic? Half-day? Full-day?
• Networking activities – When can attendees connect informally? Meals? Breaks? Receptions?
• Entertainment options – Would live music, comedians, or other performers complement the programming?
• Transition time – Is enough time allotted between sessions for smooth room changes and movement?

Example Conference Schedule

Managing Event Marketing

Promoting the event is critical for driving registration or participation. Tactics the event company employs include:

• Crafting promotional messaging – What key points pique target audience interest?
• Designing eye-catching graphics – Do the visual assets reflect brand image?
• Leveraging owned channels – Website, social media, email, blog are all used.
• Securing strategic media partnerships – Relevant publications or websites help spread the word.
• Running targeted ad campaigns – Paid ads target ideal demographics and interests.
• Tracking registration conversions – Using promo codes identifies effective channels.
• Managing RSVPs – Registration system provides attendee estimates for planning.

Successful event promotion fills seats and gets attendees excited to participate.

Coordinating Event Logistics

Flawless event logistics separate good events from great ones. The production company takes care of:

• Venue – Finalizing contracts, deliveries, venue staff coordination
• Rentals – Sourcing and setting up tables, chairs, tents, power, WiFi, A/V tech
• Catering – Managing food/beverage menus, gluten/allergy needs, service staff
• Speakers – Travel, accommodation, A/V, and green room arrangements
• Entertainment – Booking and coordinating talent schedules, A/V, riders
• Décor – Ordering linens, centerpieces, lighting, florals, signage
• Staffing – Hiring and briefing ushers, greeters, security, parking attendants
• Transportation – Managing shuttles, limos for VIP guests if applicable
• Accommodations – Securing discounted hotel room blocks if needed

Handling these details allows the client team to focus on event content and networking.

Overseeing Event Production

Flawless execution requires the event company to manage the on-site flow. Their role includes:

• Registration – Welcoming guests, distributing name badges, programs, swag
• Room setup – Ensuring A/V, seating, decor, catering is arranged properly
• Speaker management – Assisting with transitions, introductions, A/V checks
• Stage management – Coordinating stage activity like presentations, entertainment
• Vendor coordination – Guiding external partners like caterers, A/V team
• Issue resolution – Addressing any speakers cancelling, technology glitches, food delays
• Guest interactions – Assisting attendees with questions or special requests
• Tear down – Overseeing orderly and efficient post-event restoration

The event company serves as the conductor, keeping every element and participant moving harmoniously.

Evaluating the Event’s Success

After guests head home, the event company analyzes:

• Attendee feedback – Post-event surveys provide quantitative and qualitative data.
• Client debrief – Discussions identify areas of excellence as well as improvements.
• Budget review – Final accounting confirms if the event met financial KPIs.
• Observable engagement – Energy levels, booth traffic, and networking provide behavioral clues.
• Media coverage – Press mentions indicate broader public reception.

These insights shape enhancements for executing subsequent events.

Why Work with Event Companies?

Hopefully this overview illustrates the comprehensive role an experienced event company plays in bringing corporate events to life. Their end-to-end participation allows the client organization to:

• Focus on core business – Company leaders can stay focused on business operations rather than event planning.
• Leverage expertise – Event pros know how to craft creative and strategic events tailored to company needs.
• Drive efficiencies – Established processes and vendor networks expedite planning and logistics.
• Provide objectivity – External event managers offer unbiased perspectives on what will make events most impactful.
• Access turnkey support – Enjoy one-stop support vs. the hassle of coordinating multiple vendors.
• Enable consistency – Maintain brand standards and program quality across all events.

For corporate events that motivate employees, attract customers, and elevate brand perception, partnering with a seasoned event company is a strategic investment. Their expertise enables organizations to turn their visions into successful events.