The Importance of The Message, When Producing a Corporate Event

  |   Blog, Jeff Kirk



When you hold a corporate event, you want to make sure it reflects everything that your company stands for. What does your organization stand for? You need to have a firm answer to this question before planning your workshop. So, why are you in business? Do you want to make the world a better place through eco-friendly products? Do you want to project a corporate message about harmony or creativity? Your corporate message boils down to your organization’s core identity, the products or services you have to sell, and how you are different from competitors. If you aren’t sure about your organization’s specific mission statement, now is the time to do some deep contemplation on the topic. Why? Because everything your corporation does or says, from your signage, website, advertisements, blogs, and logo, should stem from that very message, and this is particularly true when you’re planning to host an event. Before you decide on specifics of your workshop, ask yourself some questions.



What Is Your Story?


Before you can market your organization to the world, you have to know who you are and where you came from. Did you start manufacturing green cleaning products because you so believed in the development of environmentally friendly household and commercial cleansers? Well good for you, and you probably have a pretty darn good reason for being drawn to this type of business. Maybe you had a kid who ended up with serious allergic reactions to harsh cleaning products. If some life-event changed your career path and you want to share your experience with the world, this could be a huge and important piece of your corporate message. Before you hold an event, you want to make sure all products used at the venue are safe, and you want to build your seminar around this. Your message to the world might be that consumers should be able to trust the safety of their cleaning products.



What Are You Selling?


Maybe your company sells interactive educational games to schools, because in your former career as a teacher, you saw how effectively kids learned while having fun. You might have left the classroom to develop a line of electronic games to teach students of all ages to read, write, and do math by incorporating merriment. If so, your corporate message might be that learning is fun. Once you are clear about that, you’ll want to make sure your event is built around joyful activities and recreation, as well.



Who Is Your Target Audience?


The tone of your corporate message should take your target audience into account. Who will be buying your products? If you are selling a line of upscale baby goods such as hand-carved cribs, high chairs, rocking chairs, innovative breast pumps, educational toys, tiny carefully-stitched leather shoes, and unique little outfits, your audience will likely be financially secure young parents or parents-to-be. They might also be grandparents or boutique owners who want to carry your items, but they all will have a few things in common. For example, these are people who care about infants and young kids, plus they have enough discretionary money to buy nice goods. With this knowledge in mind, your company’s message might be that babies are people, too, so deserve high quality furnishings and clothing. Your event theme could stem from this statement and belief.



Why Should Customers Care?


Your company must stand above the ordinary and customary, or why should you be in business? Each new entrepreneur should be able to answer the why-are-you-in-business question in his or her sleep. Starting and running a company takes a huge outlay of energy and passion. In order for it to be successful, the person running it must be driven to get the operation off the ground and then to keep it aloft. For example, the individual who started up the green cleaning products company did so because he or she passionately believed people should be safe when they use soaps and polishes. The former teacher who developed educational games really and truly believed that kids learn more effectively through play. The owner of the upscale baby goods operation felt strongly about having artful, well made items for the youngest members of the human race. Customers will care when you, the business owner, cares.



How Should You Communicate Your Message?


Once you are very clear about the mission statement and purpose of your company, it’s time to plan your event and communicate your message. You can do this is many ways.



  • Location:  The venue and geographic region you choose to hold your event in can reflect your company’s message. For example, if you sell environmentally safe cleansers, you might want to select a city known for its eco-friendliness. One such city might be Portland, Oregon, because residents of Portland are so adept at recycling, have awesome public transportation, and an overall mindset that aligns with “green goods.” If your company sells educational games or baby items, you might select a town with nearby attractions that kids would probably want to frequent. Orlando, Florida is one of the nation’s number one event planning spots, and is home to Disney World, to boot.


  • Colors:  The color scheme you select for decorating your meeting room can align with your logo and company message in general. For example, yellow projects a friendly image, orange translates into optimism, red is bold and exciting, purple relates to creativity, blue means trust, and green aligns with peace. Back up your organization’s mission statement by choosing the right colors for the décor.


  • Souvenirs:  In the course of your event planning, don’t forget to include souvenirs that support your corporate message. Water bottles in safe plastic could be a perfect giveaway item for the trade show featuring non-toxic cleansers. Carry-alls that double as book bags or diaper bags might be perfect for events given by educational game designers and baby goods manufacturers.



Holding an event can boost your company’s recognition factor in the world. Before you send out the invitations, however, make sure you truly know what your business stands for. Remember why you opened your operation, and then make sure your customers know who you are and all that you stand for.