How Global Brands Plan Unforgettable Large Events: 4 Ideas to Put Into Action
Global brands often bring in external event strategy consultants or event planning companies early—not to execute logistics but to co-develop the strategic architecture of their large events alongside their internal departments and stakeholders. While every program is different, proven best practices provide a starting point for planning impactful programs.
In this post, we discuss four practices to ensure your large corporate events are set up for success by aligning goals with strategy and data for proven results. We also explore the idea of a multi-region event series and how to know if a localized approach is right for your organization.
Ready to get started? Download the Corporate Event Planning Playbook with key considerations for each best practice. Then, keep reading to dive deeper and unlock unforgettable large-scale events.
4 Best Practices for Impactful Large Events
1. Plan around business goals, not logistical objectives.
To ensure your large event delivers a maximum ROI, identify objectives based on your company’s overall business goals. This results in stronger stakeholder buy-in, making it easier to receive and align internal resources. It’s also easier to measure ROI when KPIs are defined by business goals, such as generating leads, increasing media coverage, or enhancing attendee engagement. Focusing on outcomes provides a driving vision that influences logistics while still prioritizing key business needs.
Keeping planning focused on outcomes also allows greater flexibility when planning logistics. Logistical challenges always arise, but having clear goals streamlines your focus on delivering value.
At M&IW, our corporate event planners handle more than logistics. They provide strategic recommendations and innovative solutions tailored to your goals and objectives. Intent Strategy Group, the consulting division of M&IW, also offers Strategic Meetings Management, delivering customized, comprehensive enterprise solutions that are fully aligned with your company’s business goals.
2. Use the goldmine of data provided by integrated event technology.
Integrated event technology both enhances the attendee experience and increases your ROI by identifying trends, measuring engagement, highlighting areas for improvement, and more. For example, heat maps show the most- and least-visited exhibitor booths; this helps prove ROI to exhibitors and can be useful when planning future show flows. Real-time data on session attendance shows which sessions are underattended; you can then send targeted notifications in the event app to encourage greater attendance.
For maximum impact, integrate the technology before your event so you can take full advantage of its benefits onsite. Data can also be used afterward to analyze attendee feedback, engagement patterns, and preferences. This allows you to improve your future programs and deliver more meaningful experiences for attendees.
At M&IW, our award-winning business intelligence and data analytics consultants collaborate with you to create a strategic data plan for informed decision making based on your goals and business needs. Meanwhile, our experienced event technologists have the expertise needed to implement and manage your data-rich tech stack.
3. Align strategy across all departments from day one.
When planning a large event, departments within your organization may have different goals. Establishing cross-departmental alignment from day one is crucial to developing a shared vision with consistency across all elements. From a logistical perspective, coordinated planning avoids duplication of work and ensures efficient use of budgets, personnel, and time. For attendees, the result is a seamless program with a strong return on engagement and a clear brand presence.
When working with an event management agency, there’s an added challenge of aligning your third-party event planners with your internal team. At M&IW, we make this process seamless, becoming a true extension of your team thanks to our personalized approach and scalable solutions.
4. Include corporate culture and values in every aspect of an event.
Every element of your large event reflects your organization. It’s an opportunity to “walk the walk” when it comes to your corporate culture and values. Identify your organization’s defining values early, then apply that lens throughout the planning process.
For example, if your company is committed to sustainability, include questions about a venue’s eco-friendly practices in your sourcing RFPs. While onsite, communicate your sustainable decisions with attendees, then report on your sustainability goals post-event.
If you’re unsure how your company values can be incorporated, a corporate event company can help. At M&IW, we take the time to fully understand your business goals, your culture, and what’s important to your audience. We tailor our approach to meet the needs of all stakeholders and ensure your brand is accurately and consistently represented.
Another Option: Replace One Large Event with a Multi-region Event Series
If you’re not getting the results you want, or if you’re looking to provide a more intimate experience, consider replacing a large, centralized program with a multi-region event series.
A series of regional events is especially impactful when the goal is to drive attendee engagement and accessibility. Travel barriers are reduced, making it easier for people to attend. There’s also greater opportunity for stronger, more relevant networking. Another value-add for attendees is that the content can be tailored to the local culture and address region-specific needs.
From a business perspective, multiple events increase your brand presence, reinforcing visibility and trust in different markets. Insights from early in the series can lead to improvements for later dates, allowing for real-time optimization. Finally, performance risk is mitigated because if one region underperforms, the series’ success is cushioned by the other regions.
If your series occurs in a short time frame, planning all dates at once can seem overwhelming, and keeping each destination straight may bring additional stress. Fortunately, event planning companies like M&IW have the experience and the personnel to ease any logistical challenges.
Corporate Event Planning Playbook
Set yourself up for success! Download our Corporate Event Planning Playbook containing checklists, real-world examples, and more valuable insights on the best practices for unforgettable large events.
Elevate Your Large Events with Meetings & Incentives Worldwide
No matter your goals, M&IW’s corporate event planners bring proven expertise and strategic innovation to large-scale programs from conferences to trade shows and beyond, driving results and maximizing your impact. Are you ready to elevate your events with M&IW? Contact us or submit an RFP to get started.
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