Anniversaries, seniority awards, team meetings, and other work gatherings should not be confused with social events. When we organize a business event, we run the risk of falling into one of two extremes: that it ends up being tedious and boring or, on the contrary, it becomes a social meeting with a lot of interaction, but without achieving a specific objective.
To avoid this, planning and control must be present in all events, from an informal welcome meeting for new employees to the corporate event to celebrate its anniversary.
With years of experience in corporate events, the director of AM Planning, Alejandro Mena, offers us 3 great keys so that these events fulfill their objectives.
1. Do not confuse with social events
“Something very important and that we avoid everything is that a business event becomes a social event. This does not mean boring or tedious, but a controlled event with an objective for the collaborator”, Mena refers. It is achieved by taking care of two aspects:
Monitor that the central objective is met. The event should serve to convey a message or story about the company.
Control the conditions in which it develops. The attendees’ behavior and the content of the messages must be consistent with the event’s tone.
2. Plan and develop 3 basic documents
“The key to the success of any event is planning,” says Alejandro Mena, without thinking twice. Specifically, it involves monitoring through three basic documents:
The assembly schedule. It contains the actions and schedules that each supplier must comply with. “This schedule of clarity to all: to the coordinator to know what to expect; and to the living room, so that the freight elevators and platforms are not saturated.”
The technical script. “It is a detailed sequence of both the speaker, the technology, the operation of the room, and guests,” says the specialist. An example is:
“During the director’s presentation, on the screen, we will see “x” slides; in closed circuit, we will see “x close up” of the director; the podium microphone must be on with the number “x,” and in the kitchen, there will be an indication that there are no waiters at this time. “
The “minute by minute.” It is the breakdown of general events, but with approximate times and duration.
3. Explore interactive formats, other than tedious events
If an act is not dynamic and takes too long, not even the largest budget will be able to save it. Therefore, when the event involves many people, but it is impossible to attend to all of them, it is worth thinking about other formats.
For example, you can have a meeting with some of the workers and involve the rest in different actions, with specific interventions that help convey the message.
Fashion events
“Currently, there is a boom for various issues that have been welcomed by the population and have picked up a lot in their request for events,” observes the director of the agency.
Stand up comedy. “It is a comedy resource more than social, political criticism. Standuperos have a greater contact with their audience, breaking what is known in the theater as the ‘fourth wall'”.
Gamers. Among young people and the community in general, the experience of videogames has taken hold. For example, some activations play online with the original Nintendo, and the opponent may be abroad. “In commercial activations in shopping malls, I have been asked for this type of moments for clients, and they generate a lot of impact on the visitors of the places,” says the expert.
Organize it from home or go to the professional?
The company can organize its event without any problem, highlights Alejandro Mena. The downside is that there is a high risk of omissions and logistical problems, as employees will have to combine this work with their regular job activities.
Instead, by asking for outside help, the chances of success are increased. “An agency will have a more objective view because it is external and will be able to give opinions or suggestions without suspicion when speaking,” advises Mena.
The impact achieved can also be greater with an agency. But yes, the manager observes that the collaborators’ guidance and information will always be required in the organization of an event.
