View events as investments
Every organization regardless of size, industry or location will host a meeting or event. This may be as simple as internal meetings within your office in a conference room or external meeting in a hotel or conference meeting space.
The purpose and goal will be different for each organization, but they typically all have one thing in common: provide your firm with the opportunity to sell something. It might be selling the launch of a new product to your internal team, or you may be reinforcing the value of your brand to multiple customers at the same time. Since a meeting or event is an opportunity to sell, it will generate a real and measureable return on investment.
I've seen too many companies make the unfortunate mistake of not recognizing the value of high-quality meeting and event production. They oftentimes see it as a frivolous expense, with no real potential gain. Anytime you have an opportunity to make a first impression, make it great. Would you submit a proposal to a potential client with a plain white cover page?
1. Know your audience
Is your meeting being hosted for your internal or external audience? Who would invest in attending your meeting or event? What is the value for them to attend? What will their take away be from attending? How do you want your attendees to feel? How do you want to keep them engaged post event?
Typically for internal meetings, it's about employee development to meet the organization's future goals. For external meetings, it's sales driven – to reach your business development goals or increase brand awareness.
2. Set measurable goals
Keeping your audience as well as the purpose and message in mind, you'll need to determine your budget. At first glance that may seem simple; cost of venue plus food & beverage, and you're done. While that should certainly be a big part of developing your budget strategy, think a few steps forward.
Calculate the value of revenue that may come out of this meeting. Will you be able to reduce operating costs by sparking the engagement of your team? Is there marketing content that can be created and leveraged as a result, such as high-quality video or photos for their firm's website or social content? This analysis will not only help in determining a budget, but it also give you a set of measurable goals through the event lifecycle to assess the return on your investment.
3. Have your brand & culture stand out
It may seem obvious that an external meeting is a representation of your brand and that internal meetings are a critical component in the development of an organization's culture, but you might be surprised at how many companies overlook this.
A face-to-face meeting is an opportunity to make a first impression, regardless of the audience. A well-curated presentation executed in a comfortable environment will keep your audience engaged. True participant engagement not only enhances the reach of your message but creates a lasting impression, keeping your brand and message present in the minds of the audience long after they leave.
This can be leveraged well into the future in the form of new business, innovation, organic growth of company culture and excitement for the next event or meeting.
4. Know when to call on an event professional
While you may not need the services of a professional event production firm for every staff meeting or presentation, it's important to know when you do. While there is an added cost when a professional production firm becomes part of the strategy, it can improve the return on your investment.
A professional can offer an external view of your strategy, reduce the amount of time you and your team spend on preparation, and provide a trained eye for the details that will make your presentation a success. They become your trusted advisor, offering their expertise as well as creative solutions that align with the goals and purpose to the meeting or event.
A well-planned meeting or event is an investment that when executed properly, can add real value to your operation. If your meeting or event doesn't accomplish your goal or engage your audience by way of buying or through professional/personal development, then there is no value for either party.
Regardless of resources companies of all size, scale and industry should set a goal to create a quality production that makes the value of association with their brand clear to everyone in the audience.
Catherine Leiras is the sales & marketing manager for Worcester event services provider Revelation Productions, Inc.
WBJ Web Partners
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