Organising a party can be a bit of a headache at the best of times – who to invite, what to serve, what entertainment to provide and so on, but when it comes to organising an event for your company then the pressure is really on. Fear not, however, as Julia Dowling is on hand to share her advice on how to plan the perfect party.
Corporate events need to demonstrate a measurable return, even if some effects on business relationships can seem intangible. Try to understand what the overarching aim is, whether that’s to deepen relationships with important clients, launch a new product, reward top performers, or simply entertain staff at the annual Christmas party.
Have a clear purpose. Work backwards from the feeling you want your guests to leave with. What is it that you want to hear them say? This is your definition of success, so work in reverse to create an event brief.
Caterers aren’t event planners. Many caterers will be all too happy to suggest they can do the whole thing, but very few can actually plan events and will generally focus solely on the catering on the night. Anything more complicated than food, flowers and furniture hire is going to be beyond the capability of most caterers to deliver seamlessly.
Choose your entertainment wisely: whatever their tastes, few people can resist the allure of a fantastic live performance. Don’t leave it until the last minute though – the best get booked up fast – and make sure the music doesn’t make it too difficult to talk, especially when vital business discussions need to be had. Consider creating quieter spaces for those who need to network.
Consider events as an integral part of your marketing strategy. Events should work alongside advertising and PR towards an integrated marketing plan, rather than as a stand-alone concept. Remember that events have the potential to sell, build brand awareness, forge business relationships, provide PR and a face-to-face meeting with clients all in one go. Pull together marketing team members to obtain their input before commencing your planning.
Plan the event from your guests’ perspective. By doing this, you will ensure that guests will never be without a drink, VIPs are looked after at all times and the party flows smoothly. Also, know what events your competitors have laid on and plan something different to ensure that you stand out, your guests don’t attend just another generic event and the party is memorable.
The type of event should reflect your target audience. It needs to attract and excite people, so be aware of what participants want or with what they are prepared to engage. One size does not fit all, so you may need to consider a series of smaller events, each tailored to an audience sector, rather than a single ‘universal’ one.
Reflect the company’s brand at the event. Your event is an ambassador of your brand, so make sure that every element reflects it, from the invitations right through to the décor.
Have a plan to ensure you get high attendance. Consider sending taxis for key clients. Make sure there’s a ‘buddy’ system in place so your own people keep a regular reminder going. Always over-invite and stay in touch with VIP attendees in the week before an event to hear of any looming problems. Attendance is connected to wow factor and venue choice, but these alone will not guarantee a full house without the extra effort. An event needs to have a memorable attraction that will draw people to attend in the first place.
Don’t think the event is finished when the last guest leaves. The process of follow-up is what drives real return on investment, particularly if your event had guests from outside the company in attendance. Ensure team members follow up with their external counterparts and that the appropriate actions are put in place.
Julia Dowling is MD of luxury events company, Snapdragon Parties; find out more about its services at snapdragonparties.com
For more essential information on how to throw a great party, take a look at PA Life’s indispensable Party Planning Guide: issuu.com/immags/docs/pa_life
