Big Dreams!

2013 is the 50th Anniversary of Martin Luther King’s inspirational ‘I have a dream’ speech that changed the world as we know it. Whilst most of us won’t need to have such incredible vision for our corporate events, we do all have goals and objectives that we aspire to achieve. So here are our top 3 tips for helping turn your event visions into reality.   

1)      Set measurable event objectives. So often we can plough straight ahead into the logistics and detail of an event without stopping to clearly identify what makes the event a necessary business activity and what success will look like. Defining exactly why you want to hold the event and what has to happen as a direct result helps to avoid burning budget and time. Once the objectives have been defined, setting related targets and ways to measure them should be straightforward – the less complicated the better! Very often, an entire brief can change as a result of pausing to consider the desired outcomes of an event. For example, we recently spoke with a client who wanted to run their annual conference at a business style venue with a full day of presentations, sit down 3 course dinner and a comedian. When they stopped to consider that they had 20% less budget than last year and the event needed to be an opportunity for the guests to network, share best practise ideas and take latest business developments  back to their departments they realised they needed to redesign their format.  The final event was a relaxed country house affair, exclusive meeting spaces, shorter presentations and lots of networking opportunities during drinks and a BBQ dinner on the terrace. Their event results? Total costs came in £1000 under budget and they achieved scores of 90% (against targets of 85%) rating the event content, format and application back in the workplace.

2)      Think like your audience. We can all fall into the trap of organising the style of event that we would like, the food we like, the entertainment we like, the venues we like…you get the picture! Finding out what the audience appreciates makes all the difference to the success of an event. For example considering the age range of your attendees is an obvious start. People are retiring much later in life, the demographic of the workplace is changing and so the entertainment you offer may need to reflect a more travelled, experienced delegate. Understanding your guests will go a long way in delivering the professional, memorable event you need. You could also avoid making mistakes such as the occasion our client booked dancing ‘Santa’s Elves’ for their Christmas dinner. Unfortunately, the elves were very scantily clad girls and the audience was employees and their partners!

3)      Dream big and then scale down. I’m not suggesting you go crazy imagining you can achieve a Blenheim Palace backdrop, Take That as your after dinner band and Cartier gift bags for a budget of £100 per person! But thinking of the very best style, atmosphere and feel for your audience (an unrestricted budget wish list if you like) helps to take the barriers off thinking to explore unlimited possibilities. That way, you can imagine an effect that you’d like to have on your audience … then discover the best way to achieve it with the available budget. Remember, your guests won’t know that you imagined flying them on a private jet to Barbados  to enjoy the amazing Crop Festival … but they will appreciate the VIP Concorde Flight invitations, airport styled check in at pre-dinner drinks,  Coral Reef themed bar with rum cocktails, ‘beach’ dressed dining areas, seafood BBQ and Rio style costume parade. (Before you think I’m hopelessly out of date, Barbados’ airport is home to Alpha Echo, one of BA’s old Concorde aircrafts, and it’s been turned into an all-singing, all-dancing visitor attraction!)

Hopefully these pointers will help you achieve all your goals when you’re planning your next event. But, if you’d also like a little more specific assistance then we’d love to hear from you!

Author: Nicky Wrighte, Commercial Director at KDM Events


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