We believe one of the best ways in which you can create connection is through shared experience. And while many companies host events aimed as creating connection, not all are created equally. So, we’re breaking down the things you should – and should not – do when hosting a corporate event to maximize your investment.

DON’T make it about you. When you focus your event on your products or services, you immediately shut off your prospective buyers. Instead, let your clients do the talking. Invite your current clients to speak on your behalf about how your services or product helped them solve a problem with your business.

DON’T cut corners. Your event should serve as an example of what it’s like to do business with you. Instead, invest where it counts. Depending on your event goals, this could mean investing in a stand-out keynote speaker, unique experience or high-end catering to name a few.

DON’T invite everyone you know. This dilutes value for your attendees who are looking to connect with their peers and makes it difficult to provide relevant content. Instead, focus on an intentional guest list. Is your business industry-driven or perhaps decision makers are usually c-suite executives? Identify the type of individuals who would benefit most from attending and focus your guest list (and content) accordingly.

DO tailor your content to your attendees. Content is not one-size-fits-all. A specialist or manager is likely more focused on tactics; while a c-suite executive is likely more focused on overall strategy. Consider your audience when creating content to share at your event. If it isn’t relevant to your audience, ditch it.

DO consider your event goals. Whatever your event goals are, let them guide you with every decision you make. This will ensure you get the ROI that you’re looking for.