Corporate Identity Events:

You want to celebrate your company’s anniversary or the winning of a big account. Great!

How do you do this? First, you need a location! Having a private enclosed area is one option – but maybe not the best one. I will address this in a moment.

So now – what to do about the event?
How to plan for its execution so the experience will be great?!

First Question: What is your objective?
OK – you want your employees to have a deeper bond with your company thereby inspiring loyalty and increasing employee retention..

Next Question: Do you want to use this event for later marketing efforts?
What? Wait a minute… Why would that even be important?

Let’s take a look what any promotional consultant (some call themselves counselor) will tell you about how and what to do to make this event a success for yourself and your comapany. Most likely, he will present a mix of several different promo items. Remember, you want to promote company identity. So ID tags, imprinted polo-shirts, some plastic drink-ware and don’t forget the hats! That should do the job! If he or she is good, a flyer or some kind of written invitation will be included and Voila! – Corproate Identity delivered. Or so you’ll be led to believe.

And it won’t matter if the event takes place in an enclosed environment or not.

Really? Is that the best one can do? I don’t think so…

The Better Question: What creates an impression that lasts?
Some kind of cheap and overused swag won’t penetrate the mindset of your valued employees and top salespeople. It absolutely will not!

If you want Brand Exposure AND strong Corporate Identity then most definitely choose a public space where your event and employees will be seen by hundreds of people and potential customers. That’s part one of the formula for a successful event.

However, if your main objective is creating a deeper bond – consider this:

How will your event be remembered and by whom?
If you look at your old class photo or a class reunion photo,
which person is the first one you will look for…
The teacher…?
Your best friend…?
The person you had a huge crush on…?
NOPE! You know it.. the first person you’ll look for is YOU!

We can learn from this…
So the first step is to invite the partners and spouses of your employees.

Spend time on choosing great entertainment:

• A musical band or a DJ.
• A stage with your Company Logo and Slogan in the background like you see at press conferences.
• A red carpet where invitees have their photo taken and are treated like celebrities upon arrival.
• A videographer who records the fun.

Just imagine – Tables of 4-6 couples each gathered together, conversating and enjoying the food. Then, after a short break, a glass of wine, bubbly, or a non-alcoholic beverage like freshly juiced carrots or oranges served by the catering staff. Video all of it.

Happy people, all together, laughing and enjoying the event.

NOW its time to get on the stage. Thank them for being part of the company and for their participation. And then, deliver the Top 10 list (or Top 5) of job performances and invite them onto the stage WITH their spouse. Now present a personal gift like a nicely framed certificate of Appreciation. And then present a beautiful customized watch with the company logo on it to their spouse — thanking them for standing behind their partner and their support. Thank them both for making the honored employee’s success within the company possible.

Tell the story of Time – How the company started, maybe even struggled in the beginning before finally succeeding…and how that success was a result of the support, understanding and time invested in the company by partners, managers, investors, and employees. . .

“And for this time well spent I present you with this gift to remind you that your time and efforts are valued too!”

Have some more fun, another beverage then start the music.
Talk to your employees – especially those who didn’t make it to the top List – YET! – and express your appreciation for their valued time spent and invested in your company.

The invitation states the start and the end of the event. So there is no need to officially announce when the fun stops.

1 week after the event send everyone a personal ‘Thank You Card’ with their Red Carpet photo enclosed! Let them know that a video of the event is available on CD at the office or can be viewed on your Company’s YouTube Channel (you can make this Link private or for everyone to see – Best PR).

Wouldn’t you agree that would be much more fun and effective for your goals than just printing your company logo on some swag articles? – none of which would tell the “Story of the Great Time” your employees have had or how much you valued THEIR time. You betcha!

To your Success