The first question you should ask when planning a corporate event isn't about the venue, the menu, or the entertainment. It's simply this: "Why?" Without a clear, articulated answer, your event risks being an expensive, enjoyable social gathering rather than a strategic tool for business growth. The secret to a successful event, whether it's a major product launch or an intimate client dinner, lies in a fundamental, often overlooked, step: defining your goals.
The Problem with the "Because We Always Do" Event
Running an event without a clear goal, is a bit like running a marketing campaign without a clear message. Sure, the event may be fun, quirky and everyone has a good time, but from a commercial sense, what did you actually achieve from it? Did your guests walk away with the right message? In a marketing campaign you wouldn't invest without a clear deliverable, so why would you with an event where the experience and engagement are so much more personable and impactful?
As an event planner, I've seen this firsthand. When I've asked, "Why are we running this event?", the answer I've received is, "Because we always do it," or "It's been going for ages, our clients love it." But do they? If attendance is dropping, or the sales team has to work harder each year to get the same number of people, is the event truly meeting its goals? And if so, what are they?
The Danger of Competing Objectives
Another common pitfall is trying to make an event do too many things at once. I once worked on a fundraising event where the goals were completely unclear and often competed with each other. Sometimes the priority was fundraising, other times it was brand awareness, then the focus shifted to the attendee experience, and sometimes it was about long-term corporate engagement.
While the event was ultimately financially successful, the messaging was incredibly confused, and we invested significant effort into activities that had a very low return on investment. The event tried to be everything to everyone and, as a result, achieved very little of lasting value.
Defining Your Event's Purpose
Setting goals isn't about writing a wish list; it's about crafting a strategic roadmap. While the objectives for a commercial event may differ from a client entertainment night, the process of defining them is the same. To cut through the noise, you need a clear, actionable plan.
Here's one powerful list to help you get started. Choose the one or two that matter most and let them guide every decision:
A Special Note for Industry Associations
For industry associations, business events are the lifeblood of member engagement and growth. The "why" is not just about a single business, but about the health and vitality of the entire community you represent.
I once worked with a colleague who demonstrated this perfectly. She was planning an event for a professional association where the primary goal was member education. She noticed the traditional theatre-style seating made it difficult for attendees to take notes and engage with the content. She made a simple but powerful change to a cabaret seating layout. This made it easier for people to use their laptops or notepads, ensuring they could absorb and retain the content. By focusing on the core goal—education—she elevated the entire event's value for attendees.
In the end, whether you're a major corporation, a small business, or an industry association, the principle remains the same. The moment you define your event's "why," you transform it from a line item on the budget into a strategic asset.
So to answer the question do we even need events? Absolutely! They are a critical business service that can deliver significant value and clear business outcomes. However, if you're unclear on those outcomes from the start, you're not planning an event; you're just guaranteeing you waste your money.