The top challenges for corporate event planners

Part three of the State of the Industry: Corporate Report finds the biggest hurdles include measuring the ROI of events.

Almost 60% of corporate event planners say budgets are one of their top challenges in their job, according to a survey for the C&IT State of the Industry Corporate report 2019.

Working with stakeholders outside of events and measuring success/ROI of events were both mentioned by a third of planners surveyed as one of the top challenges.

And "attracting the right people to our events, minimising cancellations and no-shows," remains one of the perennial challenges, said Jayne Scott, head of events at Nucleus Financial.

Scott added that "the number of events competing for the same audience" made the job more difficult.

AstraZeneca's head of events Robert Quayle said: "A rewarding challenge this year has been the request from the organisation to consider sustainability in all aspects of what we deliver. We have achieved a lot in this area."

Quayle added that Brexit uncertainty was likely to be the biggest challenges for corporates because organisations are "holding back from selecting destinations until they know more".

Jessica Badminton, Quilter Financial Planning senior events manager, added: "Sustainability, it's an increasingly important subject and very much in the spotlight at the moment." 

"Events isn't currently a very sustainable industry and supplier/venue's commitment to it varies hugely. We need to do better."

One planner pointed out that sustainability was "hard to do well and genuinely".

Top challenges for corporate event planners:                                 

  • Budgets 59%
  • Working with stakeholders outside of events 33%
  • Measuring success/ROI of events 33%
  • Business relationships 26%
  • Regulatory or legal challenges 22%
  • Health and wellbeing 19%
  • Talent retention and recruitment 15%
  • Training and education 15%
  • Brexit 11%

One event planner said: "Safety and security remain one of the biggest challenges as can affect events and the attendees in so many ways".

Another said that challenges remain around "finding venues that meet our stakeholders' ever-increasing needs".

Other issues mentioned were diversity and inclusion, described as "still a huge issue that not many people are addressing."

Another planner said: "Corporates are constantly reducing budgets and questioning the spend on venues, agencies etc."

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