Corporate events can help build employee morale, impress clients, or introduce a new product. This article explains how to use events creatively as part of your marketing program without busting the budget.

T A B L E     O F     C O N T E N T S
Limitless Possibilities The Element of Surprise Making Milestones Count Planning an Event A Professional Event Planner Can Help What to Ask the Event Planner	Going Overseas Prepare for Emergencies Associations Conferences/Trade Shows Books Publications

Corporate events have come a long way since the days when the term brought to mind a company picnic and not much more. Today, companies strive to integrate each event into the marketing plan so that it contributes to overall corporate objectives. That said, people who organize events know that planning alone doesn't supply the most essential ingredient of this marketing tool: excitement.

A corporate event is an occasion that is designed to communicate critical organizational messages and themes in a highly personal, entertaining way that maximizes retention. While corporate events can be tied to the sponsorship of a sporting or entertainment event, they most often are stand-alone programs specifically crafted to motivate, excite, and rally the target audience. Whether it's celebrating a corporate milestone or rewarding employees or promoting team-building, the successful event is one that will be talked about with enthusiasm and, hopefully, be remembered for years. Otherwise, the audience, whether customers, channel partners, or employees, will regard it as just another occasion they're obliged to attend to "show the flag."

Although some companies still pin most of their promotional hopes on a single annual event, such as a golf outing for key customers, experts today say the trend is in the opposite direction. Spending on events is increasing, but companies generally are staging several smaller events rather than one or two big ones. Companies are increasing their use of events that touch on several corporate disciplines, such as training, incentives, and recognition.

LIMITLESS POSSIBILITIES

Events open up all sorts of possibilities for an organization. For example, most companies, unlike people, like to get older. They celebrate major milestones with a splash, demonstrating that age is a symbol of strength and security in an otherwise unpredictable marketplace. Also, corporate anniversaries boost worker morale by creating a sense of security.

To make sure that your event hits the target, leave nothing to chance. The elements of a successful event include the venue, transportation, and entertainment--plus innovation and imagination. Most important, every aspect of the event must support the objectives you have set (for related information, see Doc. Doc. 5020, How to Plan a Successful Meeting).

When weighing ideas for a theme, let your imagination run wild. Step back into the 1920s, the 1950s, even the 1970s. Stage a Broadway musical, a cabaret, carnival, or casino night. Use a cruise-ship theme, a masked ball, a murder mystery, or a safari. Go Hollywood, Mardi Gras, Mexican, or New York. Build on a sports theme, a street fair, or an undersea concept. Think futuristic, historical, or Wild West. Holding the event overseas opens up even more possibilities for exotic themes (see Going Overseas).

Planning an event is a detail-intensive challenge. Some companies prefer to retain an event planner to arrange and supervise everything. If you want to stage an extravaganza, it's a good idea to hire an experienced hands-on designer for your program (see A Professional Event Planner Can Help).

THE ELEMENT OF SURPRISE

One sure way to delight the attendees at an event is to provide a constant stream of surprises. The byword of one professional event planner: "If they leave early, they'll definitely miss something."

A group that got more than its share of surprises gathered recently at the Four Seasons Resort at Aviara, near San Diego. What better place than the Four Seasons to have a dinner where every course brought with it a new season? Appetizers were served during spring, as the room was aglow in pink lights highlighted by cherry blossoms. Bright yellow lights depicted summer. Trees emblazoned in rust and orange surrounded the room in the autumn, and leaves fell onto the tables. Then, during dessert, the group was immersed in winter with snow falling in the ballroom. People were so amazed they jumped to their feet for a standing ovation with every change of season.

MAKING MILESTONES COUNT

Marking a corporate milestone provides an excellent opportunity to put the past to work in the present. Witness Langan Engineering and Environmental Services, which took a playful approach to its twenty-fifth anniversary celebration. Site: The Liberty Science Center, a hands-on museum in Liberty State Park on the New Jersey side of New York Harbor. Although most of the attendees came from the company's Elmwood Park, NJ, headquarters, many traveled from Miami, New York City, or Doylestown, PA.

It proved to be an experience that the employees will remember for the rest of their lives. The Science Center encourages adults to act like children and get involved in each exhibit. People held starfish in their hands and played with a 70-ft.-long torsional wave, a series of rods stretching to the ceiling that demonstrates the energy of the ocean's waves. Mindless of their semiformal attire, they shimmied and groped their way through The Touch Tunnel, a 100-foot-long, pitch-black crawl space that simulates the world of the blind. Another factor that made the occasion memorable was the setting. From the museum, guests could enjoy panoramic views of Manhattan, Ellis Island, and the Statue of Liberty.

PLANNING AN EVENT

There's no single right way to stage an event, but the following points provide a general idea of what should be covered. These are just a few of the considerations that must be taken into account when planning an event. Your final checklist is likely to be much longer.

• Clearly define your company's objectives. Management is tighter than ever with money these days, so each corporate event must have a mission. Is your goal to impress someone, such as a group of big clients or upper management? Or is the event being held to build morale among employees? To honor your top achievers? Introduce a new product? Celebrate meeting a goal? Encourage team-building? Are you counting on the event to be the highlight of an occasion, such as a sales meeting or a grand opening? Objectives should be specific and measurable.
  
  
• Budget. How much money do you want to spend on the event? Be as detailed as possible.
  
  
• Define your audience. Is the event being held for your employees, your dealers, or your customers? Is the audience predominately male or female; married or single? What is the financial status of the group? Are you planning to invite spouses and significant others?
  
  
• Transportation. Unless the event is just for people at corporate headquarters or some other work site, the chances are you will have to make a number of travel arrangements. Those will include airline tickets, transportation to and from the airport, and hotel accommodations. If you plan to have the group stay at a hotel but want to stage the event elsewhere, how far are you willing to travel?
  
  
• What is the theme? Whether it's Star Wars, pro football, or the South Seas, pick a concept that ties in with your objectives and, above all, is memorable. Many companies include team-building activities in their event. These can be in the form of interactive games that encourage teamwork.
  
  
• What is your time line? When will the event be held? Will it end at a specific time or when your guests decide to leave?
  
  
• Conduct a site inspection of the venue. Check for parking, compliance with the Americans with Disabilities Act, kitchen facilities, and other features. Ask for the names of two clients who have recently used the venue and interview them about their experience.
  
  
• Put creativity into your invitations. The invitations are your first chance to build excitement about the event. Make sure they support your theme. Be sure to include an RSVP date. Assign someone to track the responses.
  
  
• What type of food will you serve? Are there any dietary restrictions within the group? Will the venue provide the food, or do you plan to use a caterer? In either case, get a list of past clients and talk to them. Request a private tasting before the event. Will the caterer or the venue provide the servers?
  
  
• Will you have an open bar, a cash bar, or none at all?
  
  
• What about entertainment? What type of music, dance, or comedy will appeal to your group? Again, ask for references.
  
  
• What sort of decorations will you use? Will there be centerpieces on the tables? Will you have signage in the room? Do you need large props or staging to complement your theme?
  
  
• Record the event for posterity. Unless there's a good reason not to film the proceedings, make sure to have both a photographer and a videographer on hand. Photos and videos are a fun way to relive the event. Check to see that the vendors all have the proper liability insurance.
  
  
• Do you plan to give every guest a gift? If so, what will it be?

A PROFESSIONAL EVENT PLANNER CAN HELP

Professional event planners know the ropes. Their experience and creativity can help make any event a success and can be especially useful in overcoming unforeseen obstacles.

When searching for a list of professional event planners, the International Special Events Society (ISES) is a good place to turn (see Associations). It publishes a directory of members that is useful for finding suppliers and services. Convention and visitors bureaus are also a good source and can give you a list of members who are event planners. Here are some steps to take when selecting a planner:

Call some of the planner's past clients to find out how well they were served. It's a good idea to call clients who have recently used the planner's services and whose event was similar to yours in size and scope.

Communicate your objectives to the planner. The event planner must understand what your company is and why you are having this event. Describe the kind of people who will be attending. Are they VIPs? Lower-level management? Are they an active group or sedate? What is the average age of the attendees?

Get a written estimate identifying all services to be performed.

Look for specifics in a proposal, not flowery descriptions. A good proposal should include detailed information, such as the capacity of the venue, how many tables will be used, and the elements that will comprise the entertainment. For example, instead of stating that "You'll be blinded by hues of patriotic colors," it should say that there will be 400 red balloons, 400 white balloons, and 400 blue balloons released at one-minute intervals.

WHAT TO ASK THE EVENT PLANNER

When interviewing event planners for your project, you might ask some of the following questions:

1. How long has your company been in business? How many years of experience do you have in planning special events? Do you have photos documenting your work?
   
   
2. Are you fully staffed? How many employees do you have?
   
   
3. Can you be reached on weekends and after hours?
   
   
4. Who will be the contact people for my event?
   
   
5. Which ones will be on-site during my event?
   
   
6. What is your schedule of payments? Are tax and gratuity included in your proposal?
   
   
7. Do you have adequate insurance? Please send me a copy of the policy.
   
   
8. Which professional organizations do you belong to? Event planners that deal with corporate clients should be members of such groups as Meeting Professionals International (MPI) and the Society of Incentive & Travel Executives (SITE). They should also be listed with their local convention and visitors bureau.
   
   
9. Have you received any awards or other recognition for the events you've planned in the past?

GOING OVERSEAS

If your event is being held in an international locale, there is one hard-and-fast rule: Don't go it alone. To start, there are usually two types of service organizations that can provide you with information about any country. The national tourist offices (NTOs) of many foreign countries maintain U.S. offices that are staffed with events specialists. Some countries also have convention and visitors bureaus (CVBs) that promote particular cities as destinations.

Another good source of information is the Internet. One helpful European travel Web Site is http://www.goeurope.com. For general information about overseas venues, contact the International Association of Convention & Visitors Bureaus (see Associations).

If you are counting on having an event planner to help you, look for one who has experience planning international programs in the target destination. These people have the local contacts and expertise to help you plan a successful program.

In planning an overseas event, you can make it interesting by incorporating local culture into it. For example, a Houston telecommunications company kicked off its meeting in Alberta, Canada, with a backwoods party. The ballroom of the Fairmont Banff Springs Hotel, where the group was staying, was filled with freshly-cut pine trees and stumps that served as chairs.

Costumes were left in people's hotel rooms so they could dress up as various wilderness characters. Shots of Yukon Jack (Canadian liquor) or Canada Dry ginger ale were served in glasses designed and hand-painted for the program by a local artist. There were stuffed bears and other animals, native artifacts and tepees, Indian chiefs and Mounties, a Native American dance troupe, 15 Calgary fiddlers, and strolling backwoods musicians.

The group dined on buffalo stew, caribou, goose, salmon, wild-boar sausage, and rabbit.

PREPARE FOR EMERGENCIES

Unforeseen adversities can happen during an event. That's why it is necessary to develop a risk-management plan and purchase insurance to protect your corporation from property loss or a lawsuit. Event-cancellation coverage is available to help protect you when unpredictable circumstances make it necessary for an event to be canceled, postponed, or interrupted. Your event planner can help you with this.

ASSOCIATIONS

IFor related associations, go to the Industry Associations page.

CONFERENCES/TRADE SHOWS

For a list of Industry Events, go to #9510, Calendar of Industry Events.

BOOKS

The ISES Bookshelf offers several informative books, which may be purchased by calling 800-688-4737, or go to http://www.ises.com. They include:

Special Events: The Best Practices in Modern Event Management, by Joe Goldblatt, director of the event management program at George Washington University, is a guide to planning and creating events. It includes comprehensive checklists and practical tips for proposal writing, marketing, and risk management. $45 members. Also available through Amazon.com, $59.95.

Creative Event Development: The Strategic Steps to Success in the World of Special Events, by Elizabeth Wiersma, president, Wiersma Event Marketing, looks at special events and what they can do for your company. It contains idea-development strategies, ready-to-use forms, and step-by-step planning tips. $125 members. Also available through Amazon.com, $139.95.

Creating Special Events: The Ultimate Guide to Producing Special Events, by Linda Surbeck, president, Master of Ceremonies, is a guide to implementing promotional events. It includes information pertaining to sales meetings, trade shows, grand openings, fund-raisers, and open houses. $35 members. Also available through Amazon.com, $38.95.

ISES Worldwide Resource Directory. About 2,000 ISES members are listed in this directory, which is sent to 10,000 event professionals throughout the world. The 157-page directory is free to members and individuals on its mailing list. There is a fee for nonmembers. Call 800-688-4737.

Other books about special events include the following:

Organizing Special Events and Conferences, by Darcy C. Devney, gives step-by-step instructions on how to produce an event. It includes checklists and names of organizations that can assist in planning an event. $18.95. Available through Amazon.com, $15.16.

How to Plan, Produce, and Publicize Special Events, by Hal Golden. This book is out of print, but your local library may have a copy. 256 pp. Oceana Publications.

PUBLICATIONS

For a list of relevant publications, go to the Industry Publications page.