What is a corporate event and how do you measure its success?

A corporate event represents a key opportunity for your company. It aims to strengthen ties, motivate your teams and leave a lasting impression.

As such, organising such an event is not something to be done lightly. You need a suitable venue, an attractive programme and an attentive audience. Beyond the organisation, the stakes are high: you need to create a unique moment that will leave a lasting impression on your teams. For this event to be truly significant, it is essential to prepare it well and then evaluate its success.

Here's how to turn your event into a memorable experience and find out if it really had the impact you were hoping for.

Definition of a corporate event

Your event must be memorable for a specific target audience. Its main objective is to bring people together around a common project linked to the life of the company. It can take the form of a seminar, a conference, job dating, a product launch, a company party or even team building. These events can be internal (bringing together employees only) or external (including customers, partners or other stakeholders). Their format will vary according to your objectives, the resources available and the size of your company. The primary aim is to create a framework conducive to exchange, motivation, training or building loyalty.

As well as being business meetings, these events are first and foremost moments when people are at the heart of things, when relationships are forged and a collective experience is shared. Whatever format you choose, the aim is the same: to bring people together so that we can move forward together more effectively. But to achieve this, it's essential to understand your guests' expectations and build the event around them. Whether the aim is to motivate, unite, inform or thank, its success depends on your ability to offer an experience that resonates with your audience.

How do you design your corporate event?

Why are you organising this event? What message do you want to get across? What do you want your guests to remember? Your objectives are your compass. They will guide all your decisions, from the choice of venue to the selection of activities and guests. For example, a team-building event will aim to strengthen the bonds between team members, while a product launch will aim to impress potential customers or partners.

What venue should you choose for a corporate event?

Choose a setting that is meaningful to your participants. The venue you choose should also be accessible, have the necessary facilities and reflect your brand image. Choose a venue with an atmosphere that matches the tone you want to set. If you choose your setting well, you can turn an ordinary invitation into a memorable and productive event for everyone involved.

How do you plan the logistical details?

Logistics are the backbone of your event. Think about everything from catering, accommodation (if necessary), transport and welcoming guests. Every detail counts to ensure a smooth and enjoyable experience. In addition, plan solutions to make your event accessible to everyone, including people with disabilities.

What events are planned?

Liven up the event with attractive content. Everything must be designed to captivate your audience, with no downtime. Your aim should be to maximise participant involvement. To do this, don't hesitate to include interactive elements, surprises or team-building activities that will reinforce the impact of your message. An event is much more memorable when it's lively and rhythmic.

Why hold a corporate event at the Stade de France?

Who has never heard of the Stade de France? This legendary venue has been the scene of so many historic victories, unforgettable concerts and the most unusual events.

Remember: on 12 July 1998, Emmanuel Petit scored the thousandth goal in the history of the French football team, which went on to win its first world championship title. Since that memorable date, the Stade de Saint-Denis has become a familiar venue for the French public. This is also the case for spectators from all over the world, who discover this choice stadium live as major sporting or musical events take place there. What is less well known is that the Stade de France is also a unique venue for organising corporate events. Judge for yourself:

Experience an iconic venue

Stade de France, with its rich history, special aura and symbol of French excellence, embodies the values of surpassing oneself, team spirit and success. These elements make it a unique venue that is hard to match. By choosing this iconic setting for your event, you can instil the same values in your professional entourage and create an exceptional experience.

Take advantage of the stadium's flexibility

With its modular spaces, the Stade de France can host any type of event, from the most intimate to the most grandiose. It offers an impressive capacity, suitable for meetings ranging from 80 to over 150 participants. What's more, its location close to Paris and major transport routes makes it an ideal place to welcome your guests, whether from France or abroad.

Creating a lasting impression with exclusive experiences

As you know, Stade de France has been the venue for many sporting and cultural events. You can offer your guests a private tour of the stadium, or invite them to attend a rugby match or concert, from a private box. In each box, a dedicated butler will provide personalised service throughout the event. Complete the experience with a top-quality catering service, with particular attention paid to gastronomy.

Benefit from tangible results

• How do you secure a major contract? By regularly inviting your partners to a lodge that you rent all year round!
• How can you create an environment conducive to professional exchanges in a relaxed atmosphere? By inviting your customers to a concert!

Here are a few testimonials from professionals who are regulars at the Stade de France, explaining why this is a first-rate choice.

How do you measure the success of an event?

Performance indicators and data analysis: these are the basic ingredients for assessing the success of your corporate event.

What performance indicators should be taken into account?

You can measure the success of your event by looking at the smiles on the faces of the participants or by counting the number of glasses raised, but this has no real value. Instead, rely on clear, quantifiable performance indicators to assess the real impact on your business.

Track the number of participants

The number of participants is a basic indicator, but counting heads is not enough. What counts is finding out who came and understanding why some of them didn't. Did your event target the right people?

Calculate the participation rate

The participation rate, i.e. the ratio between those invited and those who actually came, is a good indicator of the interest generated by your event. The higher the rate, the more you have captured the attention of your target audience.

Measuring participant engagement

The rate of engagement is measured through interactions: questions asked, participation in workshops, mentions, shares and impressions on social networks. The more active your guests are, the more engaged they are and the more successful your event will be. The number of exchanges on the internet before, during and after the event can be used to measure the media impact and interest generated.
 

Evaluating return on investment (ROI)

Return on investment is a key indicator of the profitability of your event. It is a question of measuring the benefits you have derived compared with the costs incurred. ROI can be financial (new contracts, sales) or in terms of brand awareness and image.

Analyse guest satisfaction

Don't neglect the qualitative indicator of guest satisfaction. Ask your participants what they liked, what could be improved, and whether they would be prepared to take part in another event of this type. Positive feedback is a good indicator of success, but constructive criticism is just as valuable for improving your next initiatives.

What is the purpose of a corporate event and why measure its impact?

Organising a corporate event is useful in more ways than one. Here's a quick overview of what you need to achieve:

What are the economic objectives?

1. To broaden knowledge of the sphere of decision making / influence
2. Create an emotional bond between you and your customers
3. Advance a business deal
4. Meet new prospects

What are the communication objectives?

1. Promote your customers and show them how much you appreciate them
2. Improve the perception of the brand and the company
3. Recognise and thank your employees
4. To launch a product or service

How do you analyse the results?

Once you've collected the data, take the time to study it. What did you do well? Where is there room for improvement? This analysis will help you refine your event strategy, so that you can do even better at your next event.

Has this article helped you discover how to make your next corporate event a success? Our sales team is on hand to help you organise your events and maximise their impact.