When it comes to hosting corporate events in London, success lies not only in the choice of venue but also in the way the experience is crafted for guests before, during, and after the day itself.
What’s more, having clear objectives that are agreed from the outset provides everyone with a focus.
Glaziers Hall, the historic Livery building on London’s Southbank, offers the perfect backdrop for corporate events, with capacity for up to 350 guests at any one time.
With seven versatile spaces, historic character, advanced AV facilities, digital connectivity, and exceptional catering delivered by resident catering partner, Life’s Kitchen, it provides event planners with the tools to create memorable experiences that go far beyond the event itself.
Engaging Prospective Guests and Invitees
The journey to a successful corporate event in London begins long before the first guest walks through the door. A well-designed engagement strategy ensures that prospective attendees feel valued and excited about attending.
Sending printed invites, as opposed to just emails, makes the approach more personal and offers an element of prestige and exclusivity.
Providing clear instruction about what people can expect and also what is expected of them is important. Dates, times and a basic itinerary – with reference to any headline or keynote speaker that may be involved – will all help someone to make a more informed decision.
Make sure to tailor the message to the audience. If you are hoping to secure 50 guests to an event, with a view to secure new business, make sure that each invite it specific. Remember, this is the first impression someone will have of this event, so make sure it delivers the positive response you hope for.
Once the initial invites have been sent, follow up with an email but again, add elements that bring the design, tone of voice and messaging together. Take the time to make sure that every communication is consistent.
If you intend to encourage guest participation at any point, make sure to give people prompts beforehand. Delegates rarely like being put on the spot and so providing time to prepare will be welcomed. Furthermore, you will get better quality answers from the event itself, which can be used as content post-event.
The importance of partnerships
Pre-event site visits, technical walk-throughs, and detailed run-of-show documents are all standard at Glaziers Hall, it’s part of the event experience that the team delivers.
Not only does it ensure that everything is on track, but also that any contingencies have been considered.
From configuring the AV for hybrid participation, to optimising Wi-Fi connectivity for interactive sessions, to designing menus that reflect both corporate style and dietary inclusivity, the Glaziers Hall team acts as a partner in every sense.
On the day itself, this collaboration ensures that any challenges are swiftly resolved behind the scenes, allowing the host to focus entirely on engaging guests.
When you’re hosting a corporate event in London at a venue that has some unique characteristics, it’s always good to have someone available to answer any questions or even, where possible, to provide a tour.
At Glaziers Hall, the Events and Operations team are on hand to support with the planning and logistics, as well as guest engagement. With such a rich history, people often want to know more about the building and its heritage, it’s all part of the charm.
Capturing Feedback in Real Time
It can be a challenge to make the time to capture feedback at the end of an event. After all, when the day is nearly done and you have been constantly on the go, it can feel like one more job.
However, finding out what people think and capturing the experience they have had is essential. Not only will it provide the positive responses that validate all of your hard work, but it will also give insights into anything that was missing or small changes or tweaks that could make the event better.
For those that would prefer not to use traditional feedback methods, why not deliver a digital survey that can be accessed via QR codes or facilitate an interactive polling during sessions.
Post-Event Follow-Up to Build Relationships
The end of an event marks the beginning of the next stage in the guest relationship. After all, if the objective was to develop new business, this will be the start of a much longer journey.
Thoughtful follow-ups are therefore really important. Sharing highlights through professionally produced video snippets or photo galleries allows attendees to relive the experience and to share the content on their own social media channels to their extended networks.
Combining this with personalised thank-you messages that reference specific contributions or moments from the day can also add more of a personable approach, making people feel valued.
Summary
Hosting a corporate event is about more than providing a venue; it is about creating an experience that resonates before, during, and long after the session is over. Depending on the objective, it could be the very beginning of a much longer engagement strategy.
By engaging invitees thoughtfully, working closely with the venue team, capturing feedback in real time or close after, and investing in post-event relationships, event organisers can transform a single occasion into a lasting partnership with their guests.
At Glaziers Hall, our Events and Operations team are on hand to help you with any obstacles that you might face when planning your next corporate event. Through sharing your objectives, vision and longer-term goals, we can make sure that your event delivers both on the day and beyond.