Planning Corporate Events

Corporate events are a wonderful way to communicate your message and values while bringing business people together. To be successful, there are a number of perspectives to consider. There are the hosts of the event, the employees working the event and the audience. Obviously, the audience is of the utmost concern, but it is also important that the hosts and the employees are engaged as well. A successful event has an atmosphere of enthusiasm and energy.

Start by asking a few simple questions. This can get you headed in the right direction.

What is the goal of the event?

Planning an event begins with a goal in mind. Setting clear goals and objectives, in the beginning will help you to stay on track as the event takes form.  Events require a tremendous amount of organization, by referring to your goals along the way, this will ensure you are staying on track.

Who is our audience?

No matter what type of event is being hosted, without people, it will be a flop. Understand your audience and what would feel good to them. What is the benefit of attending? Is it networking, awards, food or entertainment? How can you value your audience’s time while communicating your message and values?

What’s the date?

Consider the timing of your event to be a platform for success. Picking the right time of day and the right day is very important. Always check local calendars, sports, school and holiday schedules to make sure your events don’t overlap with other high profile events. Think about your audience and the timing required to make attendance a viable option, rather than a hardship. For example, planning an event downtown Indianapolis, during a Colts/Pacers game could be tough sell.

Work well with others.

Truly partner with all your vendors. Build relationships that promote success for co-workers, caterers, delivery people, valets and with the venue staff. Success is not mutually exclusive. There is space for everyone to shine. Take the time to compliment, encourage, offer assistance and laugh with the people you are working with.  Find the fun and enjoy the event.

Build your team.

Successful events take highly organized people, yes. But you also need thinkers, doers and don’t forget that you need creative people too. Creativity is necessary in events planning. In many cases, creativity, flexibility and being a problem solver all mean the same things. Inevitably there will be a curveball or two. Things happen unexpectedly, sometimes it is a failure in equipment or an unexpected absence of someone or something crucial. Just breathe, know that there is a solution, then find that creative person for ideas.

Start attracting more customers to your business.




Ashley Heinemeyer
Ashley Heinemeyer
Events + Special Projects Manager

Ashley Heinemeyer is the Events & Special Projects Manager at Valve+Meter Performance Marketing. She has spent the majority of her career in marketing. She has experience in coordinating and implementing marketing communications, articulating outbound tasks for customers and presenting enterprise software solutions through demonstrations, presentations and trade floor management. Her roles at Software Artistry, Product Evangelist for Tivoli Systems/IBM and as a Product Marketing Manager for Tivoli Systems and Peregrine Systems have all provided tremendous growth opportunities. The last few years she has served in a personal assistant role, enjoyed proofreading, editing and legal permissions for multiple publications, while experiencing the joys of being a parent. Ashley is now a proud member of the Valve+Meter team, focused on the customer and employee experience through events management and special projects.