Company events can be one of two things: They can be something spectacular that shows off the brilliance of your brand, or they can be mediocre and result in negative impacts on your company’s reputation. A huge part of ensuring the former is involved in organizing your business event well.
How successful your event is depends a lot on where you hold it. The venue can make or break an event — everything from product launches to award ceremonies. The right venue and a great event can even earn you good Google reviews and boost your local rankings, but a mistake can result in poor reviews and damaging your reputation. While there are violations that allow companies to remove negative Google reviews, the best way to manage your online reputation is never to get those negative reviews in the first place. So how do you choose the right venue for your next company event? Here are five tips you should definitely follow:
Have a Good Time
Venues are less busy during the week, and so are those who you want to attend your event. You may want to hold the event earlier in the evening since attendees likely have to work the next day, but it can save you money on the venue and ensure that you have better attendance numbers. Depending on the event, picking a day during the workweek is good, but choosing a time during the day is not. You don’t want your potential customers to have to take time off to attend your event unless it is directly supporting what they do. Also, if you have an internal employee event, holding it during the day might work, but you will need to factor lost productivity into the cost of the event.
No matter what you choose to do, just remember the time and day of the week you hold the event will affect the venue you use, so figure out your best strategy first thing.
Location, Location, Location
How convenient is the venue for those who will be attending? Is there parking? What about traffic? Will most of them be going with or against the rush hour flow? The answer can make the difference between a well-attended event and a small audience. Just like your business, you want the location of your events to be convenient for those who want to attend. Look at entry and exit points and proximity to other attractions. Make sure it is easy to find. Use signs both inside and outside the venue to guide participants to the right place.
Think outside the box too. Places like museums, theaters, tea rooms, and other less conventional venues make your event stand out from the rest.
Know Your Audience
This is another vital part of choosing a venue: Where will your audience be most comfortable? C-level executives may be fine with a five-star restaurant, but your average purchasing manager might be much more comfortable in a high-end brewery or burger joint. It depends on their typical lifestyle. It’s not just about cost (more on that in a moment); it’s also about dress codes, personal comfort, and the ability to relax. A potential customer might be impressed by a high-end venue, but if they don’t feel like they fit in, they will be less likely to attend.
Also, know your numbers. Studying your marketing analytics can give you valuable insights: How many people will actually show? Is an RSVP necessary, or will you accommodate last-minute people? This helps you determine the size of the venue you need.
Count the Cost
Know what you can afford, and decide what you will provide for guests like appetizers and meals, but what you can’t, like an open bar. At the same time, know what your guests can afford too. Don’t invite them somewhere where they will be financially uncomfortable unless you are covering all of their expenses. Remember, think about what you will get out of this event. What will be your ROI? Spending too much can mean that whatever your potential gains, they will be swallowed up in what you spent. Have a budget and stick to it. You don’t have to spend a fortune to throw an amazing business event.
Entertainment Value
You can just hold an event, let people talk, maybe give a presentation, and sometimes that will work, but often a make or break for a business event is the entertainment. This is more than just an opportunity for your attendees to network — it also allows you to show you care about more than just business. Providing pleasant entertainment is important, as is the right entertainment. This means the venue must welcome that entertainment or host it themselves. Want people to be able to talk during the entertainment? A dinner band may be the answer. Want them to laugh? Try comedy. Want to wow them? Get a well-known band or other act they will all want to see. Entertainment isn’t always mandatory, but it certainly serves to boost the value of almost any event.
There are several factors to consider when selecting a venue for your next business event, and these are just a few of them. A venue can make or break your business event, and the event will impact your reputation, so use these tips to choose wisely.
