Have you ever wondered why some businesses have break-out events, like Apple and Nvidia, and others have events that fall flat on their faces? It might be surprising to discover that it’s not about the subject matter or topic of the event in question. Instead, it comes down to the planning and execution. Successful events are done well because they understand human psychology and what is likely to make others tick. So what actually makes a business event successful? Here’s what we know.
Setting clear goals
All business events should have clear objectives. Companies that put them on must have a purpose. That purpose could be anything, like raising brand awareness or creating leads, but executives should make it explicit. Having clear objectives helps in the planning process and ensures the fundamental reasons for hosting the event make sense.
Successful business events also involve strategic planning. The goal isn’t just to put on a show, but also “win” in some way. That means companies need to carefully consider budget, timing, and logistics to make the event a success. Overall, it should be a net positive for the firm. If it’s not, there’s no point putting it on.
An engaging itinerary
Another feature of successful business events is their engaging itineraries. Companies that put them on must focus on the things that are actually going to appeal to their audiences. Apple is particularly good at doing this. When Steve Jobs used to hold seminars, he seemed to understand precisely the sort of features and gizmos his audience cared about, creating a hype machine that lasted a decade after his death.
Great business events also receive marketing treatment before, during, and after. Companies focus on getting the word out in advance to boost attendance while also continuing to leverage the event in the form of follow-up marketing and emails once it’s over.
If you are hosting an event, hire a photographer near me to take as many photos during the day as possible. Use these as marketing materials to send to people at completion and also to advertise the next event.
Top-class events also embrace technology to enhance the overall experience. For example, many events have an event “app” that shows people where everything is, and where they need to go. Many also leverage technology to bring the event to a wider audience. Live streaming and online webinars help to expose people to content that can’t be there in person.
It’s said that Steve Jobs would spend hours pacing through Apple’s offices, practicing the speeches he would give at the company’s events. He would keep going until he had the intonation and syntax perfectly arranged in his mind so that he could deliver a more engaging and mind-blowing speech on stage. This execution is what companies should aim for at their events. The more you can turn it into a thrilling show, the more likely individuals are to remember and appreciate it, as the top brands prove.