events goals

Questions for Corporate Event Planners

Every event planner should know that the first step in organizing an event is to set the targets.
All decisions from the big details to the tiny ones should center on achieving those targets.
However, you need to articulate your goals by asking questions.

Sometimes, corporate events fail not because the event planner or DMC is unskilled but because they don’t define the goals.
If you don’t know why you are organizing an event, then you can’t possibly organize it successfully.

The event Management Company or event planner should ask the right questions. It does not matter if the questions seem obvious because you might be surprised that no one thinks in that light.

Here are some of the logical questions to ask.

  • What do you want to accomplish with this corporate event?

    Encourage clients to give specific expectations of the event.

  • Who is the target audience?

    To successfully plan the event.

  • Do you expect any call to action?

    Reaction from attendees.

  • What’s the budget?

    Know the estimated budget.

  • What branding and mission management?

    Paramount and crucial too

What do you want to accomplish with this corporate event?
The Management Company needs to encourage her clients to give specific expectations of the event. You should know if the event has a particular outcome or a variety of successful outcomes. The results should also be measurable if possible. For instance, the goal of the event could be to raise sales by 20%.
However, if the goals seem vague, you should ask your stakeholders to give specific examples that will exhibit the success. For example, if the goal is to enhance the reputation of the company, then they should give a practical example.
The example could be ‘the expatriates thought our company was just satisfactory, but they left feeling we are a continental leader in network services’.

Who is the target audience?
You need to find out exactly who the target audience are to successfully plan the event. Although words like the audience, guests and attendees are often used interchangeably, you need to be specific and examine who the audience is. You should know exactly the people you want in the meeting or conference room.
You should equally know why you are targeting this group and not the others. For instance, you should be aware why you choose to target more women than men.
The answers to these questions will help you organize the event better.

Do you expect any call to action or change in behavior?
You need to know if the stakeholder expects a reaction from attendees regarding behavior. If so, you should investigate what motivates the guests/attendees and incorporate into the event program.
What’s the budget?
After knowing the goals of the event as well as the target audience, the event planner should also know the estimated budget. Knowledge of the estimated budget will enable the event planner work more efficiently.
The reason is that he does not need to go into negotiating items he can’t afford. The overall budget will mainly ease his process of site selection

Why is this event the perfect approach to meet your targets?
Even though corporate events are glamorous and beautiful, they are not necessarily the best way to achieve a goal. An experienced event planner knows that it is sometimes better not to hold an event.
He could equally suggest an entirely different type of event that would better meet the client’s goals.

How does this fit our branding and mission management?
This question is paramount, and the answer is crucial too. The reason is that some events may not be by the company’s missions, visions and objectives. Branding is critical in business.
Hence you shouldn’t make your audience to be confused because an event didn’t fit your brand prescriptions.

These questions can help clarify the objectives of the event. Take note that these natural questions can be challenging to answer. They may not even need one word or one sentence answers. They are simply guides that help the event planner start a conversation and subsequently establish partnership with a French dmc.

With that said, you should revisit these questions in the planning phase and use their responses as a preliminary measurement for your event’s triumph.
J-Pierre Gombert

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