Corporate Event Planning Mistakes to Avoid

StrategyDriven Marketing and Sales Article | Corporate Event Planning Mistakes to Avoid83% of corporate marketers believe that business events are more useful in driving sales than awareness. With this in mind, you can’t afford to make mistakes when planning an event for your company. Although mistakes are bound to happen, they can be costly to your business.

Here are some common mistakes that can happen and how you can avoid them.

Lack of a Definite Goal for the Event

You should never start planning an event without a clear goal and objective. You need to deeply understand how the event will boost your business. Is the end goal to make employees more knowledgeable or skillful?

Once you have a goal in mind, set clear and measurable objectives, like the number of registrations you’re targeting. Whatever your objective, it should be measurable and concrete. Share them with your team for brainstorming and informed decision making.

An Underwhelming Agenda

While you might have a plan for the event, it may not be what the attendees want to experience. Make sure you’re delivering a life-changing experience by looking at the list through the attendees’ eyes.

Questions to ask yourself include:

  • Are the topics in the agenda fresh and relevant
  • How engaging are the presenters or speakers
  • Is there a communication strategy in place to let the attendees know what to expect?

You’ll need a mind shift to be able to pick what matters to them most.

Planning Late

One of the greatest enemies of progress is procrastination. If you want to pull off a successful corporate event, start planning as early as possible. Waiting until the last minute can bring a host of problems later.

As soon as you set a date for the event, come up with the occasion’s general scope. You also need to draw up a budget as soon as the date has been set. Book a venue in advance while you still have many options to work with. Remember, hotels and other venues tend to have many bookings all around the year.

If you plan to invite guest speakers, book their services early enough. Do your research to see what you can expect from your performers, including the entertainment band. Create a checklist, and as you make your plans, map out all the steps, and determine when they should be completed.

Not Checking the Competition

It can be counterproductive to plan an event and discover a more competitive one happening on the same date. It goes without saying that only one event will draw people in their numbers. You don’t want to take chances as you don’t know if that event will be yours.

Due diligence is essential to check for events scheduled on the same date as yours. Look at industry gatherings for sporting events and local events in your proximity. Once you’re sure the calendar is clear, you can send out “save the date” notifications to your guests. This gives those interested in your event enough time to mark their calendars.

Final Thoughts

Organizing a corporate event is not easy without the right skill set. Sometimes, you need to engage professional event planners like MTI Events to help you pull off a successful occasion. When planning from an expert perspective, you’ll cut down on these mistakes and more.

Four Tips to Manage Your Marketing Team Effectively

StrategyDriven Marketing and Sales Article | Four Tips to Manage Your Marketing Team EffectivelyMarketing is one of the most important departments in any small business. While your sales derive from the impressions you make with consumers across the world, you’ll find that it’s your marketing team that delivers these impressions, on a regular basis, to the consumers that matter most to you.

But marketing is also as much an art as it is a science, and this means that sound management and good decision-making can have a profound impact on the effectiveness of your marketing team. In this piece, we’ll look at the best forms of marketing management to help your brand grow and increase its sales this winter.

Measure Success

While it’s true that marketing is both an art and a science, it’s also true that marketing can be measured for success. Digital marketing is especially useful in this regard, as you’re able to monitor your strategies in real time by seeing how many clicks and sales your adverts generate in the online space. This is the data that’s most important for a manager who’s making the decisions about the next campaign and the ongoing marketing strategies. Keep an eye on what’s working well, and who’s working well, in order to keep prioritizing the hardest-hitting campaigns.

Set Goals

Marketing goals are also company goals. For instance, if you secured 100,000 sales last month, your target would be to increase your sales in the following month. You’ll be able to use the monitoring that you undertook in the previous month to direct the effort that your team puts into your marketing drive in this subsequent month. This pushes them to focus on the more effective marketing methods that are returning the most sales for the spend that you’re dedicating to your strategy.

Software Engagement

Marketing has been given a welcome shot in the arm over the course of the past decade by the rise of digital marketing and the software that’s come along with it. It’s this software with which managers can delegate less work to their staff, enabling them to get creative with their time, and to devote additional time to sales calls, customer service queries, or managing your social media channels.

Use enterprise SMS messaging software, for instance, to automate your SMS text marketing drive. Use analysis software to determine how your website is faring online. And use chatbots to talk to customers who land on your website’s URL.

New Ideas

Digital marketing is not a fixed discipline of professional skills and techniques. It’s constantly changing in line with the latest innovations in the marketing sphere, and the latest technologies that are driving those innovations. Moreover, the algorithms that dictate your SEO strategy are constantly changing, which means that you’ll always have to tweak and amend your strategies to fit in with the requirements of Google, Amazon, and Facebook. This means that your digital marketing team should never be static; it is always mobile, dynamic, and ready to change tack at a moment’s notice.

As a marketing manager, these tips are the most important for you to manage and drive success in your marketing team and across your enterprise.

Blog Like A Pro

StrategyDriven Online Marketing and Website Development Article, Blog Like A Pro

In case you haven’t noticed, a business can make good use of a blog. Whether it’s on the business site itself or a different address linked to it, content marketing can do plenty for you. It can increase your visibility, give legitimacy to your brand, and build the kind of connection you want with your consumer. But blogging is a venture that takes skill all on its own. If you want to look like a pro, you have to blog like a pro.

Value must be your focus
If you want to improve the search engine optimization of your business and build its visibility, it’s easy to focus on quantity rather than quality. However, that’s not going to do you much good in most cases. Search engines use algorithms, such as visitor interest, to see just how valid content is. For that reason, as ever, value needs to be the core of what you need to know about your marketing strategy. Make it informative and newsworthy or helpful and instructional. It can even be focused solely on entertaining. The fact is it needs value for you to consider publishing it.

StrategyDriven Online Marketer & Website Developer Magazine

Make it your own

That’s not to say the text is all that matters. The visual style of a blog has to have a certain uniqueness to it. If you can’t pay for your own design, then at least try to find ones that aren’t widely used while still being relevant to your theme. Even with images heading blogs, you should take care to personalise them. Instead of throwing up generic images, find or make ones that stand out and customise them further by turning them into banners. Otherwise, you run the risk of looking a generic content mill. That’s the kind of design that will ensure readers don’t even stick around long enough to read what you’ve written.

Reach out

Those readers are important. Not just because they can lend the blog credibility. Those are the kind of leads that the blog can build. As with your social media and all your other marketing efforts, you need to put the work into making a community out of them. Reply to their comments. Get them involved in giveaways and competitions. Ask if they have any topics they would like you to cover.

Don’t be afraid to have a personality

When marketing for a business, it’s easy to play things safe and stick to the branding message and tone alone. When it comes to a blog, however, showing your human side is important. Finding your voice gives you the chance to enliven the intros and outros to articles. It enables you to write comments without sounding like a corporate robot. It creates the human connection of the blogger that a lot of blogger-followers want to see. Blogging is a very social kind of marketing, so you need to get sociable.

Building your audience on the blog is only going to improve the business. That means you have to take time. Time for the audience, time for the visuals, and time, most importantly of all, for the content. Happy typing.

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How Managers Fail to Motivate Salespeople – and What They Should Do Instead

StrategyDriven Marketing and Sales Article | How Managers Fail to Motivate Salespeople - and What They Should Do InsteadHistorically, salespeople have been “given” their goals. Whether we call these goals, targets or quotas, it’s all the same. Sometimes the goal is arbitrary, as in, “I know you can do better, so next year I’m raising your target by 25%.” Other times it’s prescribed. For example: “Whatever you did last year, this year’s target is 10% higher. And, by the way, your bonus will be based on a percentage of quota attained.” Neither of these approaches deliver great results. Here’s why.

We assume that the fact that their bonus, or in some cases their very employment, is contingent upon making quota. We assume that this is motivating. In fact, the very opposite may be the case.

Two immediate (and all-too-common) situations come to mind. Consider the highly likely scenario that they may not buy into the target you’ve come up with. If they’re thinking, “There’s no way I’m going to hit that!” that’s not motivation!

Here’s the second situation: Assume they fall way behind after the first quarter. What will happen? Very often, they simply give up, knowing that the bonus (or whatever incentive you come up with) is lost.

The problem is that these are management’s goals, not the salesperson’s. There are two improvements we may want to consider.

The first is to include them in the process, and negotiate their targets, getting their input. Start by asking them what they think they can do next year or next quarter. Ready for a surprise? They will often give you a higher number than the one you were thinking of. In this case, when you suggest something lower, they love you and will work harder for you. If you need to negotiate the number up, that’s OK too. Just the fact that they were included in the process gets them on board. There’s an old saying: People never argue with their own data.

The second, and best, option is to have a private conversation with each person individually about what’s going on in their world. Forget about your revenue targets for a moment. Ask them about their personal life and their personal goals. What do they want their lives to look like a year from now, five years from now, and in retirement? Here’s the amazing thing: Just by asking, you are implying that you want to help them get there! That’s the magic, although of course it is most powerful when you really mean it. When they believe that you are willing to help them achieve their goals, they will, perhaps for the first time, be truly motivated to help you achieve yours – i.e. quotas and targets.

There’s one other side benefit to using this method. Every once in a while you will come across someone whose personal goal is to be you in a few years. A person who wants to grow in the company. Someone who is looking for a mentor and didn’t know how to ask. Now, how great is that?


About the Author

StrategyDriven Expert Contributor | Kevin ShulmanAs a certified Sandler trainer, Kevin Shulman has helped individuals, companies, and professional organizations set and attain important goals for almost 30 years. He specializes in helping business owners, sales leaders, and salespeople grow their base of business and reach their full potential.

For more information, please visit https://www.sandler.com/resources/sandler-books/goal-setting-bootcamp/.