Measure Event ROI and Brand Attribution to Better Strategize Your Next Event

Proving good event ROI is one of the most important practices a business can develop to shore up the budget for future events. While measuring ROI can sometimes be elusive, if you align your event strategy with company goals, you’re better able to build a solid business case. 

Event ROI is tied to the event’s purpose, which should be guided by a company’s strategy. When the value of an event is measurable, event strategists can best demonstrate how future events will help to propel company goals. Company events are typically tied to four purposes: bringing people together, introducing new messaging, launching a product, and educating your team. Here’s how to measure event ROI for each of those purposes. 

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Bringing people together 

The ROI for bringing people together can be determined by an event’s effect on a company’s culture and community. This is measured in how your attendees respond to an event. First and foremost — do they attend? Be prepared to design your gathering based on how potential attendees might feel about the event and how you’d like them to feel walking away from the event. If your company just laid off 100 people, your team may not want to see the red carpet rolled out for a celebration. But if you always host an annual event and cancel it this year, what signal does that send? The impact of the investment determines its value.  

Whether you’re celebrating a win or rebuilding from a loss, an event can be a great way to build team morale. If you want to honor your achievers with the gift of a significant experience, make it memorable. Some people don’t want to travel with coworkers, even if it’s an all-expense paid trip. 

If the event is at an attractive location, it can be an incentive for teammates to get to know each other better. If you’re going to take people away from their regular routines, an investment in an experience can make it worth their while. If it’s January at your office in Chicago, a trip to Hawaii is worthy of consideration. Once you make the decision to invest in an event, its value can be measured by the response of your attendees. This not only includes their willingness to attend but also how much they enjoyed themselves. How did the event make them feel? Consider asking with a post-event interview.

GET INSPIRED: UNIQUE CORPORATE EVENT PLANNING IDEAS

Introducing new messaging 

With any rebranding initiative, control over the messaging is of the utmost importance, and an event’s ROI is measured in the successful execution of the message. Getting your employees to unify behind messaging is a good investment to ensure a successful rollout. You can control the narrative of your company’s rebrand. The value of investing in this type of event can be as simple as a question and answer session to clarify any misinterpretations.

For example, if you’re introducing a new logo and brand name to your company, you could email that branding to thousands of team members, but when new messaging is emailed, you’re not able to create context. There’s no forum for questions. 

Instead, a virtual meeting with your CEO can more clearly communicate the message,  providing a firm foundation for connection before its lost in translation. In some cases, companies have hosted in-person meetings where cell phones are put into lockers to limit distractions. When a team is united in messaging, they’re less likely to leak an announcement before it’s been properly communicated to the group. The ROI of an event like this is best determined by measuring engagement with the message. Positive feedback, or the absence of negative feedback, is indicative of a successful messaging campaign.

CONSIDERING A SPEAKER?

Launching a product or service 

Experiential marketing is nothing new, as brands have been putting their products in front of people as far back as the first world’s fair. Infusing human senses create memories that can translate into a powerful and positive emotional response to a product or service. 

That type of event ROI is typically measured with sales. Wrigley’s introduced their chewing gum to the masses at the world’s fair in 1893. Needless to say, that proved to be a solid investment of time and resources. With modern-day events, many companies rely on event applications to track attendance demographics and the timing-related specifics of sales. Some of the more popular event apps include Whova, EventBoard, and Attendify.

The introduction of something new is a delicate process, and there’s inherent value in taking your time with a persuasive launch. People are often hesitant to accept change, with reactionary tendencies that reject new ideas. Investing in an event provides an opportunity to show and tell stories with multimedia, multi-sensory, immersive experiences. Whether it’s William Wrigley showing the value of chewing gum, or Steve Jobs showing the value of an iPod, it’s very effective for consumers to experience a new product in person. 

Educating your team 

If you’re rolling out a new product line, you may not see sales results for a year or more. The same can apply to an initiative to educate a team. To consider the value of training in person, we think most about retaining information. In our virtual world, it can be challenging to keep people’s attention with an online course. 

One of the biggest advantages of an in-person educational event is the opportunity to remove people from their regular schedules and into an environment that inspires creativity. By providing an immersive experience, you give your team a chance to be present and retain information. When you share with your sales team what they need to know to be successful, that event ROI is going to show up in your sales metrics. Another way to measure that ROI is with a thoughtful post-event survey. Did your attendees really learn anything? Ask specific questions and find out. 

Measuring event ROI with strategy

Whatever your event goals may be, the value of an in-person event is here to stay. Educators, entertainers, and marketers alike are asking their audiences to put phones down and engage their senses. The results are invaluable.

To determine the value of your next event investment, start with strategy and then measure with precision. At Heroic, we ask the right questions so that you can invest with confidence.

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Select the Right Corporate Event Partner to Elevate Your Brand

Your next big event will help foster your brand’s growth, so choosing a corporate event production partner is essential. Whether you need technical support or complete event design, the right partner will make all the difference in accelerating your brand’s growth. 

Your needs may vary depending on your company’s brand goals. An effective event production partner should always offer strategic thinking, experience, and collaborative expertise. At Heroic, we know the signals that determine what makes a good partner, so let’s look at some of the green and red flags any brand should consider when choosing a partner for a make-or-break event.

Strategy first

Before designing an event, corporate event production partners need to understand their audience, how they want to approach the audience, and any obstacles. With this in mind, the best partners will always offer solutions informed by your marketing strategy and branding. This strategic mindset comes with assessing the overall value of an event and letting that value guide corporate event production. Every event is unique, and successful events need design partners who bring a consultative approach to production.

RECOMMENDED READING: CORPORATE EVENT STRATEGY: THE SECRET BEHIND A SUCCESSFUL CORPORATE EVENT

Green flag: questions

Look for partners who ask questions and offer creative ideas. A successful discovery phase goes far beyond repeating and refreshing successful ideas from past events. Partners who seek to understand their clients’ company culture and needs will best understand what factors may impact their results.

Red flag: order-taking

Order-taking may be the right approach for some of your needs. There’s a distinct difference between a “what do you need us to do” question and probing questions that uncover your needs. Be on the lookout for order takers. A strategic partner will ask questions about timing, culture, logistics, and specific objectives that best guide their advice. 

Proven track record

Corporate event production partners reflect a company’s capabilities, and whomever you bring on board should be aligned with your company’s level of expertise. At Heroic, we look for vendors who demonstrate our sense of professionalism, urgency, and problem-solving know-how. Every event comes with challenges. If and when something unexpected happens, you’ll want a seasoned team ready to pivot. A proven track record shows that an event production team has the knowledge they need to evolve and offset whatever comes their way with alternative solutions. 

Green flag: referrals

Trust partners that other industry experts consistently recommended. Vendors that come with referrals are more likely to have built long-term relationships that improve the quality of their work. It helps if you’re looking for a recurring relationship, too. The more you work with one partner, the more expertise they will bring to your event needs.

Red flag: lack of specific know-how

If a vendor is seasoned but lacks experience relative to corporate event production, they may not be a good fit for your event. Make sure a potential partner’s skill level matches the needs of the event. The specific knowledge, network, and flexibility it takes to solve corporate event problems come from years of experience. The best way to determine this level of expertise before hiring someone is to ask detailed questions about their previous work.

A collaborative approach 

You achieve the best results when you work with experts who can collaborate and understand the whole of an event instead of one piece. When leaders surround themselves with trusted partners, the chances of success grow exponentially. Find a team that already has its team. You’ll know you can trust their ability to work together as professionals. Relationships you have throughout the corporate event production world make all the difference in the work when working long hours on an event, making it more enjoyable. Solid partners already have a strong network of working relationships that can meet any number of needs.  

At Heroic, we understand our core capability and know when to outsource. When we call our partners to fill in the gaps, we only choose creative partners as meticulous with timelines and budgets as we are. We also only select partners who are parallel in values in the way we work.  

LEARN ABOUT HEROIC’S SPEAKER SERVICES

Green flag: cohesive branding

True teamwork and collaboration happen when your attendees don’t feel the difference between the professionalism of a brand and its vendors. One event—one team committed to keeping your event moving efficiently. Solid partners understand a company and its initiatives enough to be unified in their execution. 

Red flag: the blame game 

When something goes wrong, and an event partner points fingers—it’s not teamwork. The best partners don’t look to blame anyone but instead calmly and efficiently get to work. No one wants to hear excuses. We want to hear “I’m on it” and see accountability for actions.

Invest in corporate event production partners who care

Experience, strategy, and collaborative skills are necessary, but that doesn’t add much if a partner doesn’t show passion for the work. Partners that communicate genuine enthusiasm for a project can better deliver the level of service that a company expects.

Heroic is a one-stop shop for staging, production, and creativity. Our experience makes us flexible to changes, and we’ve already vetted the pieces of our events puzzle—a determining factor in our readiness to deliver consistent results. Companies consistently partner with us because we choose our partners with professional integrity and understanding, and care for our client’s needs.

Contact us to discuss how we can apply our integrative approach to your next event

Choosing Your Corporate Event Entertainment

As an event highlight, corporate event entertainment has the potential to engage and inspire your attendees. It creates shared memories that will last far beyond the event. It’s a chance for them to snap out of their everyday thinking and experience something new. Your attendees might as well be back in the office if they don’t think they’re using their time productively—or if they’re not having a good time.

Choosing the entertainment for your event can be the difference between a so-so event or a great one. You can avoid common mistakes when you book corporate event entertainment for your next event. Like every aspect of event production, entertainment choices are most effective when guided by strategy

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Strategize a balanced event

When designing and producing a corporate event, it’s crucial to understand what purpose the entertainment will serve at the event. Once you’ve uncovered the need for entertainment, you can make strategic entertainment choices. You can then determine how best to measure the success of those choices. 

For example, if your primary event goal is to share new information, you may want to formulate a plan to balance entertaining and educating your attendees. Seating your attendees in classroom-style rows to listen to speakers all day might not be the best way to keep your attendees engaged.

You might consider live music or a dance group to create energy as people walk into the General Session or an idea wall during a break outside the ballroom (or meeting room). It’s essential to capture the collective brain power in the room that will be lost by the time everyone gets back to the office. If your attendees have been watching PowerPoint presentations for a few hours, allow them to get up and move with a dance instructor or something that involves interaction. It may be exactly what your event needs to gain more powerful momentum. 

DISCOVER UNIQUE CORPORATE EVENT PLANNING IDEAS

Consider timing and location

Timing is essential for corporate event entertainment. Understandably, the entertainment for an awards show on the final night will differ from a general session. The entertainment should benefit the overall flow of an event. That can mean a musician between breakout sessions or an illusionist to reveal the CEO. Corporate event entertainment is an excellent opportunity for event managers to get creative within the strategy for the event.

The room layout will affect the entertainment experience. If you want your attendees to dance or sit during a musician’s performance, you’ll need to plan for that and create the room layout accordingly.  

Think about your audience

Who’s going to be in the room? Corporate event attendees are often a very diverse group of people, and it can be challenging to find entertainment that reaches every demographic of your audience. Consider what will be most exciting and engaging to everyone who’s there. 

For example, executive leadership may have different entertainment preferences than most younger employees. Is there an entertainer that the 30-somethings and the 60-somethings can all enjoy? It may be that Lionel Richie would create a better overall experience than Harry Styles (assuming both are in budget).

To create a successful experience, work with leadership and follow their lead to create the appropriate experience. If a team has experienced significant setbacks this year, they may not be looking to celebrate with a concert. But if sales are up and employees are ready for their first post-pandemic reunion, then it may be time to party (Karamu, Fiesta, forever…all night long).  

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Artists with corporate event entertainment experience 

Once you know what you’re looking for, you’ll want to prioritize finding artists who can be enthusiastic about your event, ideally with experience and a willingness to give the audience the attention they deserve. A corporate event requires special attention and great performers willing to provide it. 

You must be ready to set your entertainers up for success. For example, they’ll need information about the organization, the attendees, and the messaging of the event. Your performers should know who they are performing for and the event’s purpose. Performers should also understand any challenges with the company or venue regarding timing, content restrictions, or sound ordinances.

When given preparation time and information, we’ve seen rockstars bring down the house with unforgettable performances of original songs written specifically for a corporate event. On the flip side, we’ve seen what happens when comedians haven’t been correctly informed or guided, to the shock and dismay of leadership (particularly HR). For better and worse, the effectiveness of corporate event entertainment strategy lies in attention to detail.

Have some fun

Corporate event entertainment has the power to transform the mindset of your attendees. When it’s all said and done, you can measure an event’s success by your attendees’ engagement. Best case? Your event attendees will be talking about the performance long after it’s over, cherishing the lasting memory of an event that brought people together around a common goal.

If you’re looking for corporate event production that goes above and beyond, call Heroic.

Unique Corporate Event Planning Ideas

If your team already knows what to expect from your annual company meeting, or they’ve seen some version of the same PowerPoint presentation ten times now, you may be due for some fresh corporate event planning ideas. Your attendees will thank you for it!

Corporate event planning ideas should be guided by your brand personality and strategic goals, with thoughtful consideration of location, entertainment, and timing of activities. The key to your attendees’ delight is in the details! To make your next gathering one to remember in all the right ways, here are a few corporate event planning ideas and tips to keep in mind. To illustrate how impactful these corporate event planning ideas can be, we’ll be using an example of an intimate event set at a beautiful Napa Valley vineyard that had pitch-perfect planning and execution.

Recommended Reading: Heroic’s Guide to Corporate Event Strategies

Gather with purpose

Carefully evaluating a venue’s location is integral to the success of any corporate event. If you’re gathering in person, gather with purpose. With that in mind, it’s important to let the “why” of your event” inform the “where” and “when.” When companies were hosting events at the height of the pandemic, they had to select locations that allowed planners to create standout experiences while also adhering to health safety protocols. Also, sometimes it’s just more fun to be outside. For example, we were wowed by a financial service company and their perfectly executed corporate event at a Napa vineyard. The ideal location and California sun gave attendees a refreshed perspective and a memorable experience. 

Timing is also a big factor here. If your vision is to create attendee experiences outside of a hotel’s 4 walls,  there’s such a thing as too much heat (and humidity) and then there is the hurricane season. Consider both the geography and the time of year if you want ideal outdoor conditions.

 A venue’s layout also affects the flow of the event, so be sure to consider how open or intimate a space you’d need to achieve your desired impact. Have you ever attended a breakout session in a rock climbing gym? You wouldn’t forget it if you did. How about an early yoga lesson on the beach? Don’t be afraid to get creative with the space!

Get creative with entertainment

Strategy should guide all corporate event decision-making, and entertainment is no different. Whether you’re hiring a musician to play between work sessions or a comedian to roast the CEO at your awards show, unique entertainment choices are a great way to engage and inspire your attendees. Think about what kind of performance might help your employees break out of their everyday mindset. Could they use a laugh right now? Or do they want to be inspired? The difference between the success of a stand-up comic or a motivational speaker could lie in the needs of your attendees.


Whatever talent you might hire, the best way to make corporate entertainment unique is to incorporate it in a creative and surprising way. If you’re hiring a band, consider asking them to write an original song specifically for the event. If you’re hiring a magician, think about which team members have great personalities for being on-stage assistants—it could add an extra touch of fun and connection to the performance.

Make it interactive

Interactive performances and events make an impact. Any opportunity to directly involve your attendees is only going to elevate the event. This could be as simple as inviting attendees on stage or offering attendees to “drink and draw” along with an instructor. 

Going back to the winery event example, a highlight was the team of jugglers that performed at the award ceremony. Some jugglers were dressed as waiters, and, midway through the presentations, began tossing wine bottles about as if by accident. This fun and unexpected surprise kept attendees engaged throughout the ceremony. Creative entertainment choices like this excite your attendees and have them looking forward to the company’s next event for months to come.

Personalize the experience

Another great way to keep your attendees engaged is to design the experience with them specifically in mind. What do your attendees need? Let that need guide the event idea. If your employees haven’t met yet, and they need a team-building exercise, an escape room might be a fun corporate event planning idea for the team. Or even if you know that you need your attendees sitting in chairs all day, there are ways to personalize that experience.

Let’s go back to the winery example one more time (we really loved this event!). As the attendees moved through a beautiful winery all day, enjoying the wine country scenery and juggling waiters, they were also each given a personalized wine bottle. The wine was delicious, the inscriptions on their labels were thoughtful, and no one left the event feeling like a number. It’s attention to detail like this that makes all of the difference for event planners’ success.

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Don’t forget the fun

When designing an event, consider your attendees’ feelings and how you want them to feel. Let the meeting agenda and your unique event activities evolve from there, and whatever you do—don’t forget the fun. It’s safe to assume everyone wants to let their hair down every once in a while, and a unique corporate event planning idea has the power to transform your attendees’ mindset. 

We’ve all seen the same presentations over and over. We’ve all sat in familiar rows of chairs, facing a seemingly endless lineup of corporate speakers. For your next event, consider flipping typical event planning ideas on their heads. When you think outside of the box, you’ll inspire your attendees to do the same.

 If you’re looking for a corporate event production team that thinks of everything, contact Heroic today.

How to Measure Event Engagement for Your Next Corporate Experience

Event success is as measurable as it is achievable—and if you have experience producing successful events, you know it’s all about event engagement. With engagement goals baked into your event strategy, you can effectively and accurately measure the success of your event.

But the age-old question remains: how do you quantify event engagement? 

Your purpose is your best metric. Do you want to increase sales? Cultivate relationships? Share a branding message? 

When your event has a clearly defined purpose, the metrics you’ll use to measure engagement will be easily definable. Engagement tools can help you learn whether attendees are moved to act on your purpose, helping you quantify event engagement. 

Post-event surveys

You may think it’s over when attendees walk away smiling and buzzing with compliments, but engagement goes beyond how attendees feel about the event. It’s what attendees do as a result of the event that matters. 

So, ask them what they’re doing post-event. A thoughtfully crafted post-event survey can generate meaningful feedback only if you ask the right questions. 

Put yourself in the place of your attendees when you develop your survey. Consider how you want them to be empowered in the days and weeks after an event. Net promoter scores help measure approval and room for growth, but more specific questions informed by clear goals—such as sales numbers, if applicable—can determine whether your attendees were properly engaged. 

Find ways to learn about attendees’ actions after the event, if any. Don’t be afraid to hear them say it was a waste of their time. Candid questions and responses are best: you’ll never know unless you ask. When you engage with emotional perception and understand how it motivates attendees, you get vital insights that will inform the strategy for your next meeting. At the very least, you want to know what held your attendees’ attention—and what didn’t.

Related Reading: Corporate Event Strategy – The secret behind a successful corporate event

Surveys for non-attendees

Event feedback shouldn’t stop at event attendees. Strong relationships with sponsors and speakers are just as meaningful—and measurable. Find out what your sponsors got out of an event, and don’t shy away from asking what they’d like to get out of the next one. You can ask about event messaging: was it clean and clear? Ask them if on-site teams felt supported by the venue and planners. 

How you ask questions impacts your results: the more thorough you are with your surveys, the better. Whether you’re sending out a survey as a mass email or setting up a call with your attendees, the effectiveness of event engagement data can vary significantly based on your approach to gathering it.

Event apps and social media

Many platforms support event management, and with those applications come helpful tools for measuring event engagement. The event app adoption rate is a valuable metric for understanding engagement levels. Your goals can determine any metrics you use beyond that.

For example, Whova provides tools to market your event, register attendees, and measure engagement with in-app polls and surveys. It can gauge how long attendees stayed at your event. Most in-event applications—EventBoard, BusyConf, Grupio, myQaa, TapCrowd, QuickMobile, SpotMe, Eventmobi, CrowdCompass, Attendify, and Pathable—can provide this kind of data and more.

Social media applications provide free data regarding click-through rates, post engagement, and page visitors. For example, LinkedIn metrics can provide information on social media traffic on the day of your event. Hootsuite and other social media performance tools can track the success of promotions across platforms and when attendees may have engaged with your event announcements. You can gain insight into when attendees clicked and why. If you experienced an engagement boost on social media after your event, social media tools can tell you exactly when it happened.   

If you allow your attendees to register for event updates, you can also offer them an opportunity to rate the speakers and programs they attend. With an in-event app, they can rate what they see within minutes of a session, providing much more accurate feedback than a post-event survey taken days after an event. You can use data to consider making changes to your next event if you find less-than-stellar engagement. 

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Raw numbers matter

While a thorough survey can provide invaluable qualitative data, sometimes the clearest indicator of event engagement is in the attendance numbers. Still, engagement tools in event applications can collect more detailed information on timing and demographic-related specifics. 

Maybe your attendees rushed to the ballroom for one keynote speaker, or perhaps your attendance numbers were inconsistent over the course of the event. If your attendees aren’t making it to every session, those numbers might also indicate factors that deter involvement—location, timing, personal preferences, or otherwise. Use this information to inform the strategy for your next event.

Related Reading: Heroic’s Guide to Corporate Event Strategies for 2022 and Beyond

Keep them talking

There are many ways to measure event engagement, but if the event ends with attendees taking action and speaking positively, you must capture these sentiments. Whatever insights you garner may be worth repeating with future events. 

Always ask the right questions, even if it’s uncomfortable. Consider how the results match your strategy and make adjustments accordingly. 

At Heroic, we focus on event strategy before any planning begins. That means success can be as accurately defined as it is measurable. Ask us the questions about event engagement you need answered, and we can build a strategy together. 

Heroic’s Guide to Corporate Event Strategies for 2022 and Beyond

If you’ve ever driven with kids in the car, you’re familiar with the question: “Are we there yet?” That’s what it has felt like the last two years for anyone who plans corporate events or develops the corporate event strategy.

With joy in our hearts, we can finally proclaim: Yes! We’re there!

Now it’s time for a new set of questions. Like, how have corporate events changed? What are the latest corporate event trends? And, what’s the best way to get started planning? 

We’re here to address these questions and more, including:  

  • How to reignite your corporate event strategy
  • What’s trending in corporate events 
  • How to create memorable brand experiences 
  • How to start planning your next corporate event 
  • How to measure your event success 
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How to reignite your corporate event strategy

Prior to the pandemic, in-person events were the gold standard for brands. It’s almost as if the event wasn’t live, it didn’t happen at all. As a result, virtual events, which existed long before the pandemic, often took a backseat to in-person events.

That sentiment is shifting big time.

Virtual events have hit their stride. In fact, we believe in-person events that include a virtual offering play an integral role in any corporate event, especially when you need to: 

  • Reach a bigger audience
  • Accommodate folks who are unable to attend in-person 
  • Manage your travel budget

What’s trending in corporate events? (How to give it that wow-factor)

Every day, we talk to brand and marketing leaders about their event goals and objectives and two things keep bubbling to the top of those conversations.

People want connection

Whether it comes in the form of networking with new people or reconnecting in person with longtime colleagues, the trend is all about establishing and strengthening relationships. 

This is especially true for companies that went from 100 percent in-office to 100 percent remote in a very short period of time. When planning your corporate event, be strategic with your agenda structure and create space and creative tactics to encourage connection, teamwork and celebration. 

People want to have fun

After two years of staring at laptop screens, people are ready for something different – they’re ready to meet in-person. We’re seeing more interest in laughter, inspiration, balance, real-talk and fun. 

Frankly, we’ve never been happier to have speakers and entertainment as part of our core offerings.

Bringing in outside speakers and talent that are aligned with your event goals create that momentous experience for your audience. While the phrase “surprise and delight” may seem overused, this is definitely the time for it. 

How to create memorable brand experiences (on stage, on-screen, or both)

Lasting impressions rarely happen by accident. They take vision, creativity and lots of planning. Showing up strong at your next event starts with nailing your goals and objectives. This is the springboard for your ever-so-important event strategy. 

What’s the format?

Shakespeare couldn’t have predicted just how true his “all the world’s a stage” line would be in today’s world. The stage can be physical, like at an in-person corporate event. Or the stage can be “on-screen,” like during a virtual event.

What options does the format offer for branding?

In-person events offer more familiar opportunities for communicating your brand in the overall event design – think scenic elements, graphic design, signage, collateral and swag. All of these remain important and should be part of your overall event strategy as they impact the experience you are creating for your audience.

Virtual corporate events have plenty of branding opportunities, too.  

When we produce events for the small screen, we use what’s called a virtual platform to deliver the event. This virtual event technology is an intricate component of your event strategy. It not only sets your event apart from everyday Zoom or Teams calls, it supports the content and experience you are creating and managing.

Virtual events offer many opportunities to let your brand shine. From your pre-communications strategy to registration, to the login screen and pre-show lobby, to your mainstage, breakout rooms and so on – integrating your brand into the design of all touch points is critical. 

Your audience should know immediately that they are at your event, just as you do when you see an Apple launch or the NFL draft, as every detail supports the brand and the goals and objectives of the event.    

A friendly word of caution

Maybe it was living through two years of Zoom calls from home, but we’ve noticed audiences have a low tolerance for technical mishaps, poor quality, awkward transitions and lackluster production. Be sure to invest the time and dollars to make your next event feel special (whether it’s in-person, virtual, or hybrid). Your audience has been waiting for it.

How to start planning your next event

We all appreciate the gift of time, and that’s certainly true in the events industry. Where possible, our clients bring us into the planning process early. We’ve earned a seat at the table by bringing an objective clarity to their event goals and by providing a seasoned, strategic approach to planning and execution.

It is beneficial to nail down essential considerations early, especially:

Event location

This is driven by many factors including the type of meeting (incentive will drive the location/type of hotel), demographics of your audience (east/west coast, etc), airport accessibility, union/non-union labor city, expo component, your budget, etc.

Venue selection

This is critical to your event flow so approach this with a concise list of “must haves,” including: quantity and size of breakout rooms, General Session square footage/shape/ceiling heights with no low-hanging chandeliers, your preferred seating layout, staging/scenic footprint, flow of meeting space, outside meeting space, reception areas, and now more important than ever – the hotel guidelines and budget add-ons.

Site visits

Involve your production partner as you consider a venue for your event and include them on your initial and follow-up site visits. Their view is a combination of technical and production savvy and a discriminating view on what is possible to execute at a specific venue. Your production partner sees different things during site visits that should be factored into the technical budget. They will inquire about rig points, power, load-in restrictions and can also provide specific requests before a contract is signed. 

If event marketing is part of your strategy, you know the importance of making the event unforgettable. That’s where working with an outside partner can make all the difference in delivering a unique experience that drives your messaging and goals. They can:

  • Help you articulate your goals and objectives
  • Focus on understanding your target audience and what drives them
  • Discuss problems your audience may have directly or indirectly related to the event subject matter
  • Drive creative ideas and content that support your brand, messaging and engage your audience
  • Ask hard questions like – what do you want your audience to feel, to do after attending your event
  • Take broad ideas and funnel them down to what is impactful
  • Work with you on timeline management
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Timeline for planning a corporate event? 

There’s no magic number or foolproof equation. It all depends on what you’re trying to achieve and the support and resources. For example:

  • Do you need to bring people together quickly for an announcement? Or are you sharing a new strategic direction for the company?
  • Is it a brand-new product launch? Or the next iteration of an existing product?
  • Is it a one-time special recognition event? Or an important fundraiser?
  • Is your approval process straightforward or multi-layered with many stakeholders?
  • Is accessibility to leadership’s calendar accessible or impossible?
  • Do you have a budget to support partnering with an agency to produce and execute your meeting or are you driving solo?

Measuring the success of your corporate event

No matter how meaningful an event is, it also needs to deliver measurable value to the business. Who doesn’t want to show ROI to their leadership? Which route you take to measure your results depends on the goals and the corporate event strategy you established. For example:

  • Traditional measures – You can follow up with your audience using an email poll or survey.  
  • Technology – Virtual event platforms provide a wide variety of stats and data about your event – like how often people engage on the platform, which breakouts they attended, or which content they reacted to.  
  • Content-related goals – Let’s say you have an annual sales meeting. You could track customer engagement or retention after the event. If you introduce a new sales process, you can measure whether you have an uptick in sales after three or six months. If you host a state of the business update, you can follow it up with interviews.

It’s your move

We hope these corporate event tips and insights are helpful – especially as you’re thinking ahead to your next event. Let’s chat if you get stuck in the process. Our team would love to help you reignite your corporate event strategy.

What Factors Drive Costs for Top Audio Visual Companies?

We’re all familiar with the phrase, “You get what you pay for.” There is truth behind that statement, but do you always need to pay more to get what you need? Well, yes and no. As with most things, it helps to understand why prices vary, and then you can decide what level of service you need.

After all, the top audio visual companies got there for a reason. As an event planner, you know how important it is to understand what sort of AV set-up and timeframe will likely be needed for different types of events. Understanding the AV business itself from a behind-the-scenes perspective makes you an even more insightful and effective planner and partner, and it gives you a clearer picture of what goes into the charges you pay. Continue reading “What Factors Drive Costs for Top Audio Visual Companies?”

Virtual Event Planning Guide

Virtual events aren’t going away. Here’s what you need to know about virtual event planning.

For years, many of the in-person events we produced included a virtual element as part of their overall production. But it wasn’t until “it-which-shall-not-be-named” forced our industry to think differently, that going completely virtual became the norm. It was the only safe solution for our clients to keep telling their stories, sharing their messages, and celebrating their achievements.

Continue reading “Virtual Event Planning Guide”

Top 5 Tips for a Successful Virtual Commencement

It’s hard to believe spring is right around the corner, which means it’s almost graduation season. As you may have guessed, commencements in 2021 won’t be like they used to be – massive venues with hundreds, perhaps thousands, of people gathered for hours as they watched their loved ones walk across stage. But big venues and large crowds aren’t the only things that make a commencement memorable. Many schools are shifting away from cancelling commencements completely and transitioning to a virtual setting. We’ve compiled a list of our top five tips for you to consider when creating a successful virtual commencement.

Continue reading “Top 5 Tips for a Successful Virtual Commencement”

How to Book More Business with Speakers Bureaus with Diane Goodman and Kris Young

Jane Atkinson of The Wealthy Speaker Podcast featured our very own VP of Speakers and Entertainment, Kris Young, and the founder of Goodman Speakers Bureau, Diane Goodman, on her podcast about navigating toward the “new normal.”

Continue reading “How to Book More Business with Speakers Bureaus with Diane Goodman and Kris Young”

Don’t Cancel That Meeting. Consider Live Streaming!

The meetings and events industry has been shaken by the realities and uncertainties of the recent coronavirus (COVID-19) outbreak. Companies have started to second-guess their meeting plans, or are canceling them altogether, especially when travel is involved. Hindsight will be 20/20 as to whether or not these steps are overreaction or prudent. But, at the very least, they are certainly well-intended. And though that intention for your audience is there, the delivery of your event’s message has now been compromised. So, short of canceling altogether, what can your organization do to share its message, in a safe and timely manner?

Continue reading “Don’t Cancel That Meeting. Consider Live Streaming!”

Heroic Welcomes Kris Young As New VP Speakers & Entertainment

Kris Young_Heroic ProductionsWe are excited to announce our newest member to the team, Kris Young as VP, Speakers & Entertainment. In this role, Young will solely focus on helping clients secure talent to help deliver event key messages.

Continue reading “Heroic Welcomes Kris Young As New VP Speakers & Entertainment”

No Filter Needed: How to Add an Instagram Museum to Your Event

Creating an engaging experience that attendees can share on social media platforms is crucial to the success of your event and future attendance. And what better way to invite your attendees to engage with the event than by installing an Instagram museum, where they can snap selfies and post to social media!

Continue reading “No Filter Needed: How to Add an Instagram Museum to Your Event”

Planning a Gala That Goes From Gala Dulls-ville to Gala Hits-ville

The gala is a staple for fundraising and corporate celebrations. Easy enough, just roll out a few white stage lights, a projector, white tablecloths, a plated dinner, seat guests at the same table all night—and, cue the collective “YAWN.” It’s time to shake your mental Etch-a-Sketch on those ho-hum traditional assumptions and make way for fresh, energized, and memorable.

Continue reading “Planning a Gala That Goes From Gala Dulls-ville to Gala Hits-ville”

Music Harmonized: 8 Considerations When Planning Live Music for Events

Heroic Productions_Live MusicMusic inspires, incites, and indicates a level of thought and care that went into your event. Besides, who doesn’t like music? Or at least good, well-played, produced and curated music.

When you are planning for events, live music can serve as a background, or take center stage, or both. Either way, it’s essential to consider the details. Should it be a band, orchestra, duo, soloist, organ grinder with a monkey, or maybe a drum line? Wait, what genre—jazz, pop, rock, hip hop, cover dance, there are lots of choices. 

Continue reading “Music Harmonized: 8 Considerations When Planning Live Music for Events”

How Gustavus’s Christmas Performance Fosters Student and Alumni Engagement

Here in Minnesota, where choral music traditions are mythic, we are blessed with an abundance of Christmas concert performances. And one of those cherished traditions is Christmas in Christ Chapel at Gustavus Adolphus College.

When you talk to people about Christmas in Christ Chapel, the word you hear most often is joy. Happily, there is a long-standing connection between the Heroic Productions team and Christmas in Christ Chapel, or C in CC as it is known locally. In a way, you might even say Heroic has been there from the start. Continue reading “How Gustavus’s Christmas Performance Fosters Student and Alumni Engagement”

What We Prefer In A Preferred Event Vendor

Heroic Productions_Preferred Event VendorWe know it’s hard to believe, but no, we at Heroic do not do everything. We have trusted cohorts, collaborators, and creative comrades—and yes, we have preferences. Our vendor standards are as high as the standards we hold for ourselves.

Often, the client selects the partners on any given project. In which case, we anxiously and hopefully scan the roster. Sometimes we’re downright giddy, and sometimes we’re not, but we always play nice with others.

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Tour Tips: How to Take Your Corporate Events on the Road

08_07_TakeYourCorporateEvent-1Multi-location corporate events are more popular than ever. But that can really complicate things for event planners because corporate events that are scheduled in series should all have the same look and feel, no matter where you are. So, how can you take your show on the road and do it right?

Here are some tips using Delta Airlines’ retirement event for the 747 fleet. Continue reading “Tour Tips: How to Take Your Corporate Events on the Road”

Tips for Throwing a Kickass Annual Corporate Event

Heroic Productions_Kickass Corporate EventOnce the holidays are over and everyone’s back in the office, you may think your employees are partied-out. But, no! Kicking off the new year with a kickass corporate event is the perfect way to keep the happy holiday spirit rolling as everyone re-focuses on the work at hand. Throw the right event, and you can reinforce their renewed sense of motivation and look forward to a successful business year.

Continue reading “Tips for Throwing a Kickass Annual Corporate Event”

Tips for organizing a successful roadshow event

bring your own av teamMulti-location corporate events are more popular than ever. But that can really complicate things for event planners because you want to give all your attendees, in all your locations, the same message and experience. How can you take your show on the road and do it right? Take your AV team with you! Here’s how that works.

Everything revolves around logistics

Your AV team and all their gear need to be in the right place at the right time. You have to allow enough time for shipping/trucking and personal travel. For example, here’s how our Heroic crew handled the AV for Delta Airlines’ 747 fleet retirement event. Four locations across the US, 300-500 guests at each event, in four consecutive days. In winter!

Continue reading “Tips for organizing a successful roadshow event”

The Role of AV in Sponsorship and Brand Activations

Nintendo_Switch_Target_Heroic ProductionsLighting and sound convey emotion, which is why they are such critical elements of any AV plan. Emotions are what memories are made of, so creating an evocative experience makes your event memorable. It’s not surprising, then, that both lighting and sound can play an impactful role in brand and sponsorship activations.

Continue reading “The Role of AV in Sponsorship and Brand Activations”

Use AV to Create Emotional Appeal for a Successful Event

08-27-19_Emotional LightingEmotion is all about the senses. No matter the size or purpose of your next event, its emotional appeal is what will draw attendees in, keep them engaged, and give them an experience they won’t soon forget. Yes, your content is the foundation. But the way you highlight it and create an atmosphere around it make all the difference.

The pros do it in movies all the time. We don’t know the people on the screen, but somehow, we’re invested. Sure, there is a script and acting, but lighting plays a huge role in creating an environment that feels real.

Continue reading “Use AV to Create Emotional Appeal for a Successful Event”

Successful Event Planning: What’s Your Plan for When Disaster Strikes?

successful event planningBad, worse and full-out tragedy. For event planners, “disaster” can range from your speaker being unprepared, to a microphone malfunction, to the Fyre Festival. No one wants to think that something truly disastrous will happen during their event, but the truth is that things do happen. And if you aren’t prepared, the outcome will likely be worse – perhaps catastrophically worse. Planning for the worst usually means you’re better equipped to deal with it if disaster really does strike.

Continue reading “Successful Event Planning: What’s Your Plan for When Disaster Strikes?”

Theatre Lighting Techniques for Dramatic Stage Lighting At Your Event

Camera! Action! Wait, where are the lights? We often take lighting for granted, but as an event planner, the more you know about the creative side of lighting, the more you can engage your audiences and impress them with memorable experiences.

The best way to add drama with lighting is to take a tip from the theatre. Stage lighting pros are experts at using light to evoke emotions and create a dramatic (or romantic, or we-mean-business) mood. The same goes for big music events because nothing uses more lighting to make an impact than a rock concert!

Here are some stage lighting tips and tricks we regularly use: Continue reading “Theatre Lighting Techniques for Dramatic Stage Lighting At Your Event”

Want Massive Impact at Your Event? Try Storytelling.

event storytellingStorytelling. It’s not just for bedtime anymore. Now it’s all grown up and ready to wow guests at your next event. Telling stories can be a compelling way to massively boost your event’s impact and make it more memorable because it has multi-sensory appeal. Storytelling is the all-inclusive technique to deliver that extra wow factor! Continue reading “Want Massive Impact at Your Event? Try Storytelling.”

WOW Factor at a Zero Waste Event? It Can Be Done!

zero-waste-eventsEvery event planner’s goal is to wow their audience. While you can always do more to impress them, you can also do less. Nothing, to be exact!

Zero Waste events are a big deal these days, for both event hosts and attendees. Announcing “This is a Zero Waste event” is a great way to attract and enthuse the audience, and your event will positively impact the environment, too. But can you get the wow factor you’re looking for in event production and be sustainable at the same time? You bet!

Continue reading “WOW Factor at a Zero Waste Event? It Can Be Done!”

What Factors Drive Costs for Top Audio Visual Companies?

top audio visual companiesHave you ever wondered why the “same” meal costs more at a nice restaurant than at a corner diner? Probably not, because most of us just know the difference. At a nice restaurant, we expect a better chef, better ingredients, and better atmosphere at the nice restaurant, and we realize there are costs involved with that. Yet when we want something special, we know exactly where to go for an experience that lives up to the occasion.

The same holds true for top audiovisual companies. Some of the factors that affect the cost for an event include the size of the venue, goals of the production, and the AV gear necessary to make it happen – yet it’s just as important to make sure the right gear is in the right hands. Experience and expertise are the factors that can make your event production truly memorable and increase the value of your investment. Continue reading “What Factors Drive Costs for Top Audio Visual Companies?”

Gala Tips and Takeaways from the Minnesota Star Awards

minnesota star awardsWe had a unique 360-degree view of this year’s Minnesota Star Awards, the International Live Events Association’s gala to honor the top performers in our industry. Not only did we have the opportunity to present one award and win another – which was a true honor – but we also handled the entire AV production. And if you don’t think we pulled out all the stops for a ballroom full of our industry colleagues, you don’t know us very well!

It was a huge event, and working with industry insiders as both our “clients” and the “talent” only added to the pressure, yet that ultimately proved the value of some of our most trusty processes to pull it all together.  Continue reading “Gala Tips and Takeaways from the Minnesota Star Awards”

Day of Event Checklist: What You Need For Any Sized Event

Day-Of-Event-ChecklistWhen you’re hosting an event of any size, there are a lot of details that have to come together. Chief among them is AV, because every event needs sound, visuals, and (usually) lighting. One of the best and easiest ways to avoid overlooking an important detail is to create a day of event checklist. You can use it to plan your event and also to literally check off each item as you review your final preparations.

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14 Fundraising Gala and Event Themes Attendees Will Love

People will attend your fundraising gala because they want to support your organization. But, let’s face it — a fun or intriguing theme won’t hurt. After all, you want to maximize attendance from people who are willing to invest in your cause! This is where fundraising gala themes come into play.

You’ve probably heard of the Met Gala, an annual fundraiser for the Metropolitan Museum of Art’s Costume Institute that draws every top celebrity in the country to one venue. Each year, the gala follows a certain theme:

  • Rock Style, Cubism, and Fashion
  • Superheroes: Fashion and Fantasy
  • Punk: Chaos to Couture

While the Met Gala is one of the most extreme examples of gala themes, you can pick a theme that intrigues invitees and sets the tone for your entire event. But, what are some good fundraising gala themes you might consider? Here are 14 of our favorites. You can adapt them for your event or use them to kick-start your own imagination. Continue reading “14 Fundraising Gala and Event Themes Attendees Will Love”

Event Management Skills: 6 Tips to Remember When Things Go Wrong

event management skillsThere’s nothing more frustrating than putting a lot of time and money into planning an event only to have something go wrong. But, as we all know, it happens — ALL THE TIME! Whether it’s a small misunderstanding about table settings or a technical issue with the soundboard, people will make mistakes and problems will arise. Your job is to remain calm, adapt, problem solve, and communicate.

So, how do you show your event management skills when things go awry?  Continue reading “Event Management Skills: 6 Tips to Remember When Things Go Wrong”

What to Know When Working With a Union Venue

union venueAs you’re looking for that perfect location for your next event, be sure to ask this question: is it a union venue? If so, that fact may affect your budget and will likely impact how you schedule certain elements of your production. What, exactly, does it mean to work with a union facility? There are different types of unions – governing different jobs – so let’s look at the basics from an AV perspective.

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Fundraising Tips: How to Get The Most From Your Silent Auction

silent auction tipsIf you’re hosting a fundraiser, chances are you’ll have a silent auction. Silent auctions are a great way to raise money, and you can get a lot of unique donations to put up for auction. But success (as in maximum dollars raised) is no accident. These silent auction tips will help you get the most from yours.

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Impressive Event Swag Ideas to Keep Your Business Top of Mind

swag ideas Staying top-of-mind after an event is important for businesses. And what’s the best way to do that? Provide free swag to event attendees. After all, who doesn’t love free stuff? But beware, there’s stuff, and then there are really great swag ideas. A bag full of “who cares?” won’t do anything to identify your business as innovative or memorialize your brand.

So, what can you give away that will really impress your guests and keep them thinking about you long after the music stops? Two critical factors to keep in mind:

Small Event Tips: What You Need to Plan a Small Event

how to plan a small eventIf you are new to event planning, you’re still learning what kind of AV equipment is available, let alone what’s necessary for a particular type and size of event. That’s OK, there’s a lot to learn. And even seasoned pros sometimes need help when it comes to knowing how to plan a small event that makes the best use of audio and visuals.

So, let’s talk about the kind of equipment small events typically require. Even when your audience is small — say, around 75–200 people — you still need entertainment and/or speakers. Every event has some kind of programming, so it’s simply a matter of scale.

Maybe you just need the basics for a meeting with presentations or an awards luncheon that will include a video or live entertainment. Whatever the details, the last thing you want to do is cut corners. The event will reflect on your company or client, and on you as the event planner, so you want it to deliver its professional best.

Continue reading “Small Event Tips: What You Need to Plan a Small Event”

Event Management Tips: 6 Ways to Reduce Stress While Planning an Event

event management tipsLooking for some event management tips to help reduce stress? You’ve come to the right place. Being an event planner sounds like nothing but fun to those who don’t have to do the job. But you know it takes a lot of creativity and careful choreography to pull things off flawlessly. And that, of course, is stressful.

You’re responsible for managing vendors, presenters, performers, caterers, contracts, marketing, and all those tiny details that go into planning an event. You’re good at that, but you need to get good at managing your stress, too. So, here are some event management tips that are guaranteed to help: Continue reading “Event Management Tips: 6 Ways to Reduce Stress While Planning an Event”

7 Websites That Make Finding an Event Space Easy

event spaceUsing new or unusual venues keeps events interesting and engaging. But finding the perfect event space can be time-consuming. It has to be the right choice, otherwise, your event could flop or execution could become a major headache. Thankfully, there are websites you can consult to simplify your selection process.

Here are some of the best websites we’ve found that make finding an event space easier. While some of them are global in reach, others focus on the U.S. Many even allow you to contact the venue or submit requests for proposal (RFPs) directly from the site.  Continue reading “7 Websites That Make Finding an Event Space Easy”

What the Numbers Say About Your Event’s Audience Engagement

event-audience engagementCreating an engaging event for your attendees is top of mind as you’re planning the event. But how do you know if you succeeded? Can you actually measure audience engagement — and, if so, how?

You can look around as your event unfolds to see how people are reacting (and you should), but that’s pretty vague and doesn’t necessarily give you an accurate picture. You need reliable data. Details. Ideally, you need to measure attendee response to every aspect of your event — not only the content but the ambiance, the food, the venue, even the back-end processes such as sign-up. Sure, people came to your event, but were they engaged? Continue reading “What the Numbers Say About Your Event’s Audience Engagement”

Event Branding Ideas: 5 Classy Ways to Brand an Event

Branding your event is really important for business, but attendees don’t want to see your logo and brand colors plastered all over the venue. Too much, and it all becomes “background music,” losing its visual impact. Besides, your brand is more than your logo and colors anyway — it’s the total perception people have of the company, whether they’re employees, customers, or event guests.

So, what are some branding ideas that will draw positive, memorable attention? You want buzz, not zzzzzzzzzz. So think beyond the same-old-same-old. Continue reading “Event Branding Ideas: 5 Classy Ways to Brand an Event”

An AV Experience: What We Learned from Super Bowl LIVE

super bowl liveThe opportunity to work on Super Bowl LIVE festivities doesn’t happen very often for Minnesota vendors. In fact, the last time we hosted The Big Game was in 1992, when the Washington Redskins defeated the Buffalo Bills 37–24 at Hubert H. Humphrey Metrodome. When The Big Game came to U.S. Bank Stadium last year, we were honored to have a seat at the table by being chosen as the lighting provider for all of Super Bowl LIVE 2018.

Super Bowl LIVE was hands-down the largest event we’ve participated in to date, and it challenged us in ways we’ve never experienced before. We learned a number of great lessons from our AV experience at Super Bowl LIVE that we wanted to share with others in the event production world. Before we jump into the lessons we learned, it’s important that we lay out the details of this large-scale event. Continue reading “An AV Experience: What We Learned from Super Bowl LIVE”

6 Ways to Get Out of Your Event Design Rut

event designIt’s every event planners goal to make things go as smoothly as possible at your event. So it’s easy to follow a tried-and-true formula of branded colors, logos, and speeches from the CEO — no surprises there! But, think about it from your audience’s point of view. No one wants to attend the same event over and over again. So, if you’re focusing on efficiency instead of your attendees, it’s time for a change!

Here are six ways you can get out of your event design rut, freshen it up, and reignite excitement. Continue reading “6 Ways to Get Out of Your Event Design Rut”

Event Production 101: What it Takes to Pull Off a Large Event

Large Event ProductionA lot of work goes into hosting a great event no matter what size it is, but larger events require bigger venues and more of everything. And more almost always means more complicated, especially when you’re talking about audio-visual requirements. So, what goes into AV setup for a large-scale event?

Continue reading “Event Production 101: What it Takes to Pull Off a Large Event”

Event Setup: 3 Tips for a Quick, Stress-Free Load In and Load Out

Loading DockIf you’re planning an event for your business or organization, load in and load out may not be the first thing that comes to mind. It may not be “your job,” but a smooth load in and load out process can make all the difference for your event. So it is up to you, as the planner, to do everything you can to ensure event setup goes well. Continue reading “Event Setup: 3 Tips for a Quick, Stress-Free Load In and Load Out”

A Crash Course on AV For Event Planners

av eventsIf you’re an event planner, every one of your projects incorporates audio visual elements in some way. Your needs might be quite simple, or they could be fantastically complex. You don’t have to be an AV expert (that’s what the pros are for!), but a basic understanding of the sound and lighting terminology and how to work with your AV team will help make each of your AV events flawless.

With that in mind, we’ve put together this crash course on AV. We hope it helps!

Continue reading “A Crash Course on AV For Event Planners”

10 Must-Use Promotional Strategies for Your Large-Scale Event

how to promote an eventYou want people to attend your event, yes? Then don’t get so caught up in planning the experience itself that you forget to promote it! When considering how to promote an event, the more avenues you can tap into, the better — as long as they’re relevant, of course. So, go ahead and use traditional options such as posters and press releases, but be creative, too. Especially when it comes to digital promotion.

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Going Once, Going Twice: Tips for Conducting a Charity Auction

AdobeStock_142288278 [Converted]If you’ve ever been to a fundraising event, you likely cruised the silent auction tables and watched (perhaps in amazement) as an autographed football jersey sold for $500 in the live auction. Auctions are one of the most fun and profitable ways for organizations to raise money. But a charity auction is also a lot of work.

Whether your event will feature a silent auction, live auction, or both, you’ll need careful planning and savvy strategy to bring in top dollar. In addition to auction item donors, recruit sponsors to help cover event costs because, ultimately, “top dollar” really means net income.

Continue reading “Going Once, Going Twice: Tips for Conducting a Charity Auction”

Event Planning 101: 4 AV Fees You Should Know

AV FeesNo matter how great your audience finds your event, it cannot be deemed a success if you blow out your budget. So, as you’re searching for an AV partner and set-up that won’t break the bank, remember to ask about additional fees. You may not think you need to pay for extra cables, a scissor lift, or lunch for the crew, but you do. Or you might. Don’t get caught off guard by overlooking these details.

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#EventOfTheYear: How to Create a Socially Shareable Event

You want to attract the largest possible audience to your event. After all, you plan to deliver some truly impressive event experiences. But not everyone can attend. So, how can you take those experiences to non-attendees? Through social media, of course! By creating shareable moments throughout your event, you can reach a larger crowd than is physically possible and inspire even greater participation next time.

Fear of Missing Out (FOMO) is one of the strongest motivators ever. A socially shareable event plays on that worrisome FOMO, by building pre-function anticipation. Your event is all the buzz — clearly, it is a must-attend. Sharing also eases FOMO by enabling non-attendees to benefit vicariously.

A socially shareable event allows you to take the experience to those who cannot attend, and to bring them in as participants. And if you’re thinking social sharing is only for millennials, think again. No matter your type of content or target audience, you can bet your people are using social media.

Continue reading “#EventOfTheYear: How to Create a Socially Shareable Event”

Captivating Your Audience: How to Find Engaging Conference Keynote Speakers

conference keynote speakersYou can plan fun breaks, great food, and live-wire after-hours entertainment, but if your conference keynote speakers aren’t absolutely terrific, your attendees will leave feeling short-changed. Speakers should be informative, of course. But they should also be so captivating and engaging, your audience won’t believe the time went so fast. More! More!

How can you find stand-out speakers like that for your next gathering? Here are some things to keep in mind. Continue reading “Captivating Your Audience: How to Find Engaging Conference Keynote Speakers”

Event Staff: Hiring Tips to Ensure Your Event Runs Smoothly

event staffCreating an extraordinary experience for attendees is your goal for any event, and event staff plays a big part in that. So, once you’ve planned your event, you need to hire the right people to run it. Sometimes, a hotel or conference center will have their own personnel for coat check, food and beverage, etc., leaving you to fill only a few jobs. Other events, however, require an entire staff. And not just anyone — you want experienced professionals who understand your goal and how to bring it to life.

No matter what positions you’re hiring, here are five tips to make sure your event goes off without a hitch.

Continue reading “Event Staff: Hiring Tips to Ensure Your Event Runs Smoothly”

How to Create an Event That Appeals to All 5 Senses

create an eventImagine an event without music, visuals, or food and drink. It doesn’t sound very captivating, does it? That’s because events are better — not only more captivating but more memorable — when they appeal to all your senses.

Skip a sense, and you’ve omitted 20% of the way attendees experience your event. That won’t do these days when attendees expect an immersive experience. But fear not. There are ways to turn virtually any event into a multi-sensory wonderland. No deprivation, no overload. Everything just right.

Sight and sound are no-brainers. Every event includes things for people to see and hear. (And we’ll assume you plan to work closely with your AV pros to ensure every audiovisual aspect of your event is flawlessly presented.) But why stop with the obvious? Here are some ways to create an event that appeals to the senses.

Continue reading “How to Create an Event That Appeals to All 5 Senses”

Top Factors When Choosing Corporate Event Locations

corporate event locationsYou have a large corporate event coming up and you need to find a location that works for everyone. Do you want to be close to the office for convenience or further away for a retreat feel? And just as important, if you have entertainment or a big speaker planned, how will the venue work for your show? Here are some key factors to consider when looking for an event location.

Your goals

Every event has a purpose, whether it’s training, entertainment, a major announcement, or something else. You can be creative when it comes to corporate event locations (and your attendees will probably thank you for that), but the venue you choose must be conducive to your overall goals. Remember that workarounds, whether for audio-visual or any other set-up, will cost more and may not deliver quite the experience you envision.

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5 Tips for Managing Your Event Planning Team

event planning teamIt takes an entire team of dedicated individuals to create a large-scale event that draws big crowds and goes off without a hitch. But with a lot of people working on one event, it can be a bit chaotic if you don’t know how to manage them well, so delegation and communication are just as important here as they are with any other aspect of your business.

Having a “dream team” to help plan and run your event not only makes everything go off more smoothly, it brings a lot more brainpower and varied perspectives to the project. That can elevate the entire experience – for you and for your attendees.

Here are some of our top tips for managing your event planning team from day one. Continue reading “5 Tips for Managing Your Event Planning Team”

Eco-Friendly Event Planning: 8 Ways to Host a Sustainable Event

ways to host a sustainable eventSustainable living keeps getting more and more popular with many people, whether that’s opting for reusable shopping bags, organic cotton clothes, LED light bulbs, or composting food scraps. So, it’s no surprise that making events eco-friendly is becoming more and more popular, too. Doing your part to conserve our natural resources can boost your event’s appeal and give attendees more ways to engage while they’re there.

If you’re not yet an old hand at the Three R’s – reuse, reduce, recycle – don’t worry. There are lots of easy ways to started, and every step you take makes a difference.

Continue reading “Eco-Friendly Event Planning: 8 Ways to Host a Sustainable Event”

11 Memorable Event Entrance Ideas with a Wow-Factor

We all know how important first impressions are. Your event entrance is your guests’ first impression of what’s to come. It sets the tone, so you want it to engage, excite, and fill them with anticipation. You want to wow ’em.

You can do that in big and small ways, limited only by your imagination and budget. The secret is to make it a multi-sensory experience to trigger maximum engagement. Here are some of our favorite ideas to get your creative juices flowing:

Continue reading “11 Memorable Event Entrance Ideas with a Wow-Factor”

Special Event Tips: 11 Things to Look for in Your Venue Contract

things to look for in your venue contractDon’t sign that venue contract! At least, not until you’ve read it and are sure you understand what it says… and what it doesn’t say. Once you sign, you’ve agreed to those details. So, does the contract cover everything you want and need — without sneaking in anything you don’t need or want? Is the language clear? Ambiguity can work against you if something goes wrong.

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Hiring Vendors: A Comprehensive Breakdown of AV Quotes

08_23_AVQuote_REVAs a new event planner, you had to learn how to read a venue contract in order to book your hotel, expo center, etc. You learned (perhaps the hard way) where the phrase “the devil is in the details” came from. The same applies to AV quotes. If you can’t understand the lingo, your event could get off to a less-than-stellar start.

So, what should you expect from your AV quote? How do you avoid surprises? And can you negotiate your quote? Here’s a comprehensive breakdown of AV quotes to help answer those questions.

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Tech Team Roles: 11 Important People in Your Planning Process

tech team roles

When you work with an audio visual team, it can be supremely helpful to know who does what. The more complex your production, the larger your tech team will be, but many of the key roles remain pretty much the same. Don’t worry if you don’t know every individual and their job, they will still do the same amazing work they always do. But the more you understand specific behind-the-scene roles before and during your event, the smarter and more creative you can be in planning and executing something truly memorable.

Here are some common job titles in the AV industry and their responsibilities.  Continue reading “Tech Team Roles: 11 Important People in Your Planning Process”

Testing 1, 2, 3: Event Timing for Your Audio Team

event timing for your audio teamTiming is everything. We hear that often, but when it comes to producing an event, this expression really says it all. Event planners always create a detailed production schedule leading up to the big day, so nothing is overlooked. It’s just as important to have a game plan when you go live, because event timing is crucial if you want everything to go off like clockwork.

The more information your AV folks have in advance, the better job they can do advising you on how to create an experience that’s flawlessly functional and impressively impactful. Sound is just one part of that, but it is fundamental. And it has to blend beautifully with visuals, staging, lighting, and any special effects you have planned.

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Political Event Planning 101: How to Organize a Rally

It’s campaign season. And what better way to launch a campaign than by hosting a rally? A rally can be appropriate for any campaign whether you’re running for a position on the school board, for governor, or if you’re promoting a ballot measure.

Here are some tips on how to organize a rally.

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5 Event Planning Tips to Create Cohesive Multi-Site Events

Heroic Productions_Event Planning Tips_Create Cohesive Multi-site EventsHosting an event no longer means you have to be limited to one location. You can take advantage of technology to increase attendance and create a more inclusive event. And you can do it without sacrificing the sense of “being there” that sparks attendee engagement. Here are some event planning tips that will open new doors for those looking to produce meaningful, memorable programs.

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8 Event Safety Tips to Keep Production Staff and Crew Safe

Heroic Productions_Event Safety TipsStructural staging for events almost seems to materialize right before your eyes. It’s impressive. But most non-AV folks don’t think about what it takes to set up and tear down, or how critical event safety is during those processes. Equipment can be massive, and it’s fragile. So are human bodies. Rigging all that heavy equipment can be dangerous if you don’t take proper safety precautions.

No one wants injuries, whether minor or catastrophic. Following these tips will help ensure your event production staff and crew stay safe during setup and teardown.

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Event Staging: 11 Tips for the Best Stage Setup

If your event includes a presentation or performers, your stage should be the focal point of the room. But where should it go? The front of the room may seem obvious, but is that the best location? If people can’t comfortably see the action, your event will be a bust. These tips will help you determine the best event staging for your space.

Hint: Get your AV team involved in planning right from the beginning. That way, you can avoid overlooking vital details and get the best show on earth (or at least on your stage) for your budget.

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Lighting Considerations for Your Next Event [VIDEO]

Lighting during an event plays a much bigger role than most people realize. When done right, lighting seamlessly creates a mood and enhances the theme of the event. But if you have never worked with lighting before, there are a few things you should know that will impact how it will affect the feel of your event. In this video, Heroic’s Jon and Steve talk through some key information to consider when choosing what type of lighting should be used at your next event.

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Event Planning 101: First Steps to Hosting a Successful Event

Heroic Productions_Event Planning 101If you’ve never hosted a big event before, it can feel overwhelming. There are a lot of tasks to complete and people to manage. But don’t worry, you’ll be fine. The key to creating a stellar event is to take it one step at a time. You can’t do everything all at once, so the first rule of event planning 101 is: start with the foundation.
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Weather Permitting: Special Considerations for Planning Outdoor Events

Heroic Productions_Planning Outdoor EventsFestivals and other outdoor events have maximum appeal as long as the weather cooperates. But, what if it doesn’t? No matter how “reliable” the date you’ve chosen for your event, you have to be prepared for inclement weather. It can be a small annoyance, or it can cancel the whole event.

It’s hard for attendees to enjoy themselves if they’re soaking wet or roasting under a way-too-hot sun. You can put up extra tents or hand out sponsor-branded plastic ponchos or paper parasols. But what about protecting rigging and equipment? Hosting an outdoor event requires special considerations to ensure everything is secure, protected, and functional under adverse conditions.

Safety is the number one concern at outdoor events, and weather can play an unwanted role at any time. Here are some key issues to think about and prepare for: Continue reading “Weather Permitting: Special Considerations for Planning Outdoor Events”

Union or Non-Union Venue: What to Know Before Hiring Event Pros

There may come a time when you plan a large-scale event at a venue that requires union labor. In this instance, it’s crucial that you work with an audiovisual company that understands what it means to work with a union house. One who knows how to provide the services you need while making sure union members also get what they need. Here are some tips to ensure all runs smoothly in situations like this.

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Best Tips for Creating a Successful Event Planning Timeline

Heroic Productions_event planning timelinePlanning any size event takes thought, time, and organization. When that event includes a large crowd, catering, live music, staging, and displays, it takes even more. So, what do you do first, how soon do you book your venue, when should you hire a production company, when do you finalize details?

Don’t leave any of this to chance. A thorough event planning timeline can save you from forgetting any detail, big or small, and prevent headaches down the road. Here’s a template to help get you started.

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