Building Lasting Connections: The Key to Maximizing ROI and Engagement at Corporate Events
Corporate events are an integral part of fostering relationships and driving business growth, however, we fall short when only measuring the success of these events by attendance numbers. The connections forged at these events have the ability to transcend the duration of the event itself and can have profound impacts on business goals. Engagement is key to building new relationships. So how can organizations ensure that their corporate events are not just memorable, but yield tangible results in terms of ROI and engagement?
Define a Clear Purpose
A clearly defined purpose provides a guiding light for the entire gathering. Whether it’s a business meeting or a conference a well-defined purpose is the cornerstone, ensuring every element from the venue to the discussions aligns to that purpose.
Understand the Needs and Expectations of Attendees
Every person attends an event with a goal in mind: to learn, to network, to sell. If you understand what your attendees want to gain for having attended your event, your path to success becomes more clear. Simply align your run-of-show to meet those needs.
Curate the Guest List Thoughtfully to Facilitate Optimal Networking Opportunities
Networking remains one of the primary goals for attending a corporate event. Curating the guest list to facilitate beneficial relationships will leave your attendees with a really valuable takeaway. Carefully consider who should be a part of the gathering. Aim for a mix of individuals who can contribute meaningfully to the event’s purpose. Diversity in experiences, backgrounds, and perspectives can enrich discussions and lead to more engaging interactions.
Create Intentional Structure Using Interactive and Personalized Experiences
Educational entertainment drives engagement and gives your guests something tangible to leave with. Curated content that attendees can participate in, like a wine tasting, gives guests a shared experience and therefore a common ground on which to connect. The more you can involve guests on a personal level, the higher the level of engagement.
Commit to Active Hosting
Active hosting involves taking responsibility for the success of the gathering. A host’s role goes beyond logistics; it includes facilitating conversations, encouraging participation, and managing dynamics. A proactive host can guide the group toward deeper engagement. If you don’t have an active host on staff, hire someone who can facilitate.
End With a Meaningful Closing and Post Event Engagement and Follow Up
The way an event concludes is crucial to leaving a lasting impact. That said, the end of the event doesn’t mark the end of the connections made. Following up post-event is crucial for solidifying relationships. Sending personalized follow-up emails, sharing event highlights, or even organizing smaller follow-up gatherings ensures sustained, long-lasting connections.
Measure Success Beyond Numbers
Evaluating ROI should encompass factors like post-event collaborations, business deals initiated, and continued engagement amongst attendees. The true impact of our gatherings lies in the long-term impact of the connections forged.
Priya Parker states in her book, The Art of Gathering, that the biggest mistake we make when planning an event is to focus on the stuff: the mechanics like the AV, the menu, and the equipment. We shrink a human challenge down to a logistical one, and in doing so, the soul of the gathering is lost in the shuffle. Rather than what we do with people, it becomes what we do with things. The gathering is about how we make people feel, and while logistics are important, they are not what makes an event extraordinary.