1. Understand the purpose of your event.

Once you decide you want to host an event, your first step is to define what you hope to accomplish.

“It is important to know the goals and objectives of the event you are trying to produce before you can do anything else,” said Brian Worley, creative director and owner of B. Worley Productions.

Start by asking yourself why you are hosting the event and what you expect from it. Once you’ve identified your goals and expectations, you can then determine what kind of event will resonate with your intended audience.

“Rather than thinking of it as just a corporate event, think about it like you’re delivering an interactive brand experience,” said Serena Holmes, CEO of Tigris Events. “You want it to be meaningful and engaging.”

2. Decide on your audience.

An important part of the planning process is defining your target audience. Is it your company’s executives and upper management, business partners, or community members? Is it for longtime clients or potential clients? Maybe it’s a combination of some or all the above. Figuring out your target audience and understanding how to reach them is essential to a successful event. Once you can name your audience, you can cater the program to their needs and interests. 

It’s always stressful to determine how many guests to invite to these events. However, according to Julian Jost, CEO and co-founder of Spacebase, it’s better to invite too many people than too few. 

“For small businesses, empty seats and uneaten snacks look bad and are a waste of money,” he said. “In most situations, having too many people show up isn’t really going to spoil an event – with some exceptions, like venues with very limited space or where a three-course meal is planned. If too many people turn up, it’s also great marketing. You’re sure to create a buzz the next day, and it will add to anticipation about your next event.” 

Regardless of how small or large the guest list is, what people will remember is how they were treated. “Every person attending the event is a potential brand ambassador or word-of-mouth spokesperson for … your business,” said Valerie Gernhauser, owner and principal planner of Sapphire Events. “It is important to make a significant impact on the guest experience by not overlooking the finer details that each attendee will appreciate firsthand.”

3. Set a realistic budget.

You need to know how much money you have to work with to determine what sort of event you can produce. According to Worley, decide early on how much you want to spend, and then plan on spending at least 10% more. 

“Things are always changing, and you should have a cushion for added and unexpected expenses that pop up,” he said. 

Once you have a budget, knowing where to allocate most of your resources is essential. For example, if you spend more on fancy decorations than you do on a skilled tech crew or personable speakers, your event might be lacking in substance. 

Additionally, don’t skimp on food or beverages, and take into account attendees with dietary restrictions. Though this may not seem as important as other aspects of your event planning, audiences are more forgiving of missteps when they aren’t hungry or thirsty. 

4. Choose a theme and format.

Once you have set your objectives and defined the audience, it’s time to choose a theme or topic for the event and determine the best format for presenting it to your guests. 

For example, coordinating a client event with an industry expert, such as a guest speaker, can position your company as a trusted advisor, instead of just a vendor. Peer-to-peer learning with client panels, keynotes, roundtables and breakout session speakers are other popular options. 

“Always offer opportunities for attendees to do something fun, memorable and entertaining that they wouldn’t typically do anywhere or anytime else,” said J.J. Barnes, chief marketing officer at enVista. “This might include hearing from a famous speaker, comedian or band; playing on an incredible golf course; or trying something new, thrilling or exclusive for the first time.”

A successful corporate event is both immersive and educational, according to Worley. 

“The ones that are interactive – rather than sitting in a ballroom watching a speaker all day – are more successful, informative and fun,” he said. “We really try to create experiences these days that go beyond theater-style seating, and put the attendees in situations and in front of the right people for networking and learning.

“Determine what you are going to do to make this an ‘out of the box’ event,” Worley added. “Spend the time now to figure out what will differentiate your event from similar ones in your industry or even ones you’ve previously produced.” 

5. Establish a project timeline.

Designing the event requires you to keep track of a broad range of tasks. This can be facilitated by creating a master detailed checklist. Online project management software can streamline all of the tiny details and help you stay organized. 

“The overall planning checklist serves as a tool for the duration of the planning process,” Gernhauser said. She said her team starts with a list for 12 months out and works in checklist increments at nine months out, six months out, four months out, two months out, the month of, two weeks out, the week of and the day of the event. “Breaking down the task list like this helps our team foresee the schedule of milestones we need to target.”