You and your upper leadership have had your fingers crossed for months as you’ve planned what is going to be the “company event of the year”. Guests are starting to pour in, grab their drinks, and your anticipation for this event has had your stomach in shambles for 10 hours. But less than 2 hours into the event, the “buzz” you expected is non-existent, and your excitement has turned into a jumble of confusion. What happened?
Too often, companies wildly misstep when planning corporate events- expecting them to be groundbreaking while overlooking foundational flaws. If you’ve been stuck wondering why your event fell flat, you’re not alone. Here’s three common reasons why corporate events fail, and how to avoid these mistakes in the future.
1. You expect your event to change a culture.
Ouch, yeah I know…we’re starting off strong. But think about it this way: many companies toss around events like quick fixes, expecting a one-time party to miraculously reshape their corporate culture. The reality is that an annual client appreciate party does absolutely nothing if the daily interactions clients have with your organization tell a different story.
Events have a way of exposing the fractures of an organization. (You know how people say “Weddings bring out the best and worst in people”? Corporate events are no different- They just bring out the best and worst of the company.) There’s only so much legwork a planner can do to make an event appear successful, but no amount of fluff, flowers, or balloon arches can mask a disconnect between the event’s goal and the company’s day-to-day culture. If things don’t line up, your clients and guests will see right through that discrepancy.
To avoid falling into a mess like this, prioritize authenticity and consistency. Make sure your clients are experiencing the same version of your organization throughout ALL of their experiences- not just once a year.
2. You lack the resources to execute your vision.
One of biggest mistakes companies make during event planning is misallocating resources…especially the human ones. Far too often, I hear stories of businesses assigning the newest manager (IE the one they believe has the smallest workload) to plan an important event with a zero dollar budget. They stress the necessary impact of the event, and it’s clear that the future of the newest employee depends on the success of this event. This is a clear recipe for failure for a significant number of managers put into this position. Even worse, companies usually have grand visions without the resources to match, and they lack the self-awareness to recognize that when execution falls short of intent, it damages client trust.
When you pull internal resources to plan an event, several issues come up. First, you’re pulling employees away from their actual jobs, which has lasting effects on performance and company goals. Second, you’re often asking them to operate outside of their skill set, which leads to burnout and dissatisfied employees.
The simple solution? Hire externally and find someone with the skills necessary to run your event effectively. Lots of people have good ideas, but few can implement them at a level that makes an event memorable, successful, and profitable.
If you absolutely MUST use internal resources due to budget constraints, please (please, please) be intentional about it. Take time to understand the implications and prep your team accordingly. It is possible to pull off a feat like this, but you’ve got to be clear about why you’re choosing this route, and have a solid plan to support your team through it.
3. Your goals are for the company, not the client
There. I said it. Every other aspect of your brand has goals- Q1 through Q4 have monetary projections, retention goals, click-rate tracking, and strategic meetings to edit, evaluate, and implement. But when it comes to events, companies often mistakenly believe those same goals will translate seamlessly into event planning.
While you may know how your clients think when it comes to products, performance, and purchasing, do you understand how they want to be appreciated? Can you listen to what they want to see from your brand at an event? It’s crucial to dig deeper and genuinely grasp how they want to relate to your company in a non-transactional setting.
Now what?
- Start with Realistic Goals: Identify what is truly feasible for your event, starting from the ground up. Determine what is within your control and what resources you need to execute the event.
- Make a Skills Inventory: Make a comprehensive list of the skills needed for the event and assess which of these skills your team already possesses. Identify gaps in skills and experience, and considering hiring or training to fill these gaps.
- Assess Capacity: Evaluate how much of your team’s current skills can be utilized without overextending them. Consider their workload, availability, and capability to handle event-related tasks without compromising their core responsibilities.
- Plan for the Unexpected: Determine your absolute maximum budget, then subtract 15% to account for unforeseen expenses. This new number is your new absolute budget, with the 15% gap serving as wiggle room for surprises. For example, think about the extra costs for accommodating dietary restrictions, unexpected changes in decor, event insurance, or handling excess alcohol consumption.
- Understand your Audience: Clearly define your target demographic and understand how they relate to your brand. What experiences do they value most? Consider how these preferences can translate into event experiences that are both meaningful and scalable. Take inspiration from successful companies that excel in recognizing and celebrating their audience.
By breaking down the planning process into these actionable steps, you ensure that your event aligns with both your company’s capacity and your guests’s expectations. When done correctly, your corporate event won’t just be another attempt to impress; it will be a genuine opportunity to connect and strengthen relationships with your clients.
The bottom line is this: successful corporate events require way more than just good intentions and big ideas. You’ve got to have a clear alignment between your company’s culture, resources, and realistic goals. By understanding these pieces, you can create meaningly experiences that resonate with your audience, rather than leaving them with unmet expectations. Don’t forget to intentionally assess your team’s abilities, set realistic goals, and allocate resources wisely. When you shift your approach to be more intentional and realistic, your next event will be more than just an annual check-box on your to-do list. It will be an impactful experience that genuinely strengthens relationships and enhances your brand.