June

How to organize a business event

Business events are not only part of the corporate culture in many companies, but also a tool of event marketing. Such events help solve various business tasks, choose methods of effective management and PR, adjust brand's strategic plans. They also contribute to project development and team building.

Today we will talk about the types of business events and how to organize them correctly.

Goals and objectives of business events

Exchange of professional knowledge: discussion of cases and trends in the field of science, technology, HR, advertising and others;
Internal presentation of projects and business processes or media presentation of new products and services;
Expanding the target audience: introducing consumers to the brand;
Conveying the brand's core values, philosophy and mission;
Expanding business contacts by searching for partners, contractors and investors or strengthening current business relationships;
Training and improving soft skills: developing communication skills, teamwork, business etiquette, self-presentation etc.;
Shaping a positive brand image and strengthening an expert reputation in the professional community;
Attracting media attention to the brand and increasing popularity in wider circles: telling the company's story and successes; presenting industry and production novelties;
Search for new growth and development opportunities: cooperation perspectives, manufacturing sectors, sales venues, etc.;
Increase in demand for products and services, average bill, company revenues;
Reduction of conflict level within work teams, identification of leaders and performers, search for new motivation tools.

Types of business events and their features

There are many classifications of business events that take into account the circle of participants, scale, degree of formality, etc. For example, internal business events are needed for working with the team, while external ones involve interaction not only with employees. Official events are organized to achieve specific agreements and signing of documents, while informal ones are for networking and leisure.

Regardless of the tasks and complexities of organizing in the modern event industry, several typical formats of business events are distinguished. Let's consider them in more detail.

Presentation

Involves presenting a specific innovation by the brand, whether it's a product, service, or technology. Often, the presentation involves 1-2 speakers but always includes high-quality visual support. The goal of the presentation is to generate maximum interest, create excitement, amaze, and sell. Hence the need to speak the language of the target audience, address their pain points, and showcase all benefits.

Conference

This is a large gathering aimed at involving representatives from different organizations or all branches of a large corporation. At conferences, people share experiences, talk about their business specifics, regional successes, modern trends, etc. Conferences can attract media attention, thus contributing to finding partners and clients. Business conferences can also be held online, but their program remains unchanged: speaker presentations alternate with discussions and end with summarizing key points.

Seminar

A business seminar is similar in mechanics to a conference but involves significantly fewer participants and focuses on employees from one team. Often it takes the form of an interactive practice-oriented business event where employees mutually educate each other through short presentations, reports, or mini-lectures. Discussion is also an important element for seminars. In the field of event marketing, there are also open seminars that companies hold for anyone interested to promote their activities.

Training

These are corporate educational and usually specialized events aimed at enhancing employees' professionalism and contributing to their personal development. A training involves working with an experienced facilitator (business trainer) - an expert in a specific topic. Often this event may have an interactive basis, such as being conducted as a business game with role assignments and playing out certain behavior models. Trainings can be focused on hard skills (e.g., teaching sales) or soft skills (e.g., enhancing public speaking skills).

Exhibition

If a presentation can be part of another event (e.g., company anniversary or store opening), an exhibition is considered as a separate event where multiple companies usually participate.. If a presentation can be part of another event (for example, a company anniversary or store opening), then the exhibition is considered a separate event, which usually involves multiple companies.. They help find buyers, study competitors, and loudly announce all their successes and features.. They help find buyers, study competitors, and loudly announce all their successes and features.. Exhibitions длятся от пары дней до нескольких недель, поэтому всегда отличаются качественным и разнообразным техническим оснащением (стенды, стеллажи, витрины и пр.).

Reception

Business receptions can take the form of business breakfasts, lunches, cocktail parties, etc., organized for partners, clients, investors, media representatives, etc. Receptions are usually informal since they aim to build relationships and may be part of another event such as a multi-day forum. Receptions are often held to welcome colleagues from abroad or after signing an important contract.

Round table

In terms of its objectives, this event is similar to a conference or seminar but here the emphasis shifts from speakers to general discussion. Essentially it is a meeting but in an informal format where all roundtable participants have equal weight and the right to express themselves on a specific topic. The goal of the event is usually to find effective solutions to a problem or gather maximum ideas. Roundtables often become a way to shape brand image and attract media attention since they are organized by companies on very relevant issues with invitations extended to well-known figures from science, business, politics, etc.

Of course, this is far from a complete list of events that companies can use to solve various business tasks. In the event industry today, congresses, forums, press conferences, briefings, focus groups, congresses, symposiums, open days, etc., are also in demand. Many of these events are at the intersection of business, scientific, advertising, and corporate events, which is completely normal and helps brands address different tasks.

Этапы организации деловых мероприятий

Identification of key moments. At the very beginning, it is necessary to set the goal of the event, outline the circle of participants, think about the duration and scale of the event. All this will help to form a budget, estimate, and action plan.
Idea development. A conceptual approach to a business event will help to refine further technical preparation and develop a program. It is important to understand from which parts (forms of activities) the event will consist and to model the results in advance, with which each participant should leave the venue.
Preparation. This includes finding a venue (conference hall, hotel, restaurant, etc.), corporate/thematic decoration and zoning of the location, delivery and setup of sound and lighting, as well as multimedia, furniture rental, preparation of printed materials and souvenirs, catering arrangements, accommodation, and transportation. Equally important is the selection of hosts, moderators, trainers, speakers, and working with them.
Promotion. If the goal of a business event is to attract attention, it is necessary to work on event advertising. Various tools are used here: original invitations and press conferences with the media, announcements by bloggers, radio and television advertising, etc.
Проведение ивента. В день мероприятия важно проконтролировать встречу и размещение всех гостей, следование программе и таймингу, работу техники и наличие запасных планов на случай форс-мажоров. Важно организовать событие так, чтобы на него не повлияли плохие погодные условия, транспортный коллапс на дорогах и т.д.
Post-production. At the end of the event, it is useful to gather feedback from all participants. In addition, it is worth processing photo or video content from the event to complement official reports or stories about the event on the official website, social networks, partner platforms, and in the media.

Why trust us with business events?

Impressive experience and wide geography. For over 10 years we have been organizing B2B events not only in Russia but also beyond its borders.
Working with modern technologies. We love to experiment and constantly develop new online formats and hybrid event programs.
Large team and reliable partners. We organize turnkey events, so we quickly find contractors and also have our own technical base.
Respect and responsibility. We are honest with our clients in discussing prices and terms of organizing events; we pay close attention to implementing details and do not miss deadlines while always adhering to the approved plan.