Article by Andrea Surnit
July 11, 2025
Professionals today are more selective than ever about how they spend their time away from home or the office, according to Amex Global’s 2024 Global Meetings and Events Forecast.
And that makes earning an RSVP far more complex than it used to be.
Despite this shift, many brands still treat event planning as a checklist exercise, focusing on floral budgets and menu items while overlooking the guest experience and event strategy itself.
Cassie Brown, CSEP, CEO of TCG Events, says the most critical mistakes happen before guests even walk through the door.
I spoke with Cassie about the top issues she sees when brands aim for high ROI or stakeholder engagement, how her team keeps long-time clients engaged year after year, and the one question executives need to ask before booking a venue.
Cassie shares that this is the most common and most costly mistake brands make.
“The most significant area with the most mistakes we see starts before the event even happens. It starts with the invitation,” she explains.
“The invitation sets the tone for the event. An invitation that is poorly designed and badly executed will discourage attendance.”
Focus on These 5 Elements to Make Every Event Worth the Investment
No matter the size, format, or budget, every impactful corporate event shares a common foundation.
Cassie shares five non-negotiables brands must get right if they want to drive ROI and create a memorable experience.
Start With a Clear Goal
Every decision, from venue to agenda, should serve a single, well-defined objective. Without this clarity, events often become scattered or ineffective.
Treat Every Touchpoint as Brand Communication
From the save-the-date to the valet experience, every element shapes how guests perceive the organization. Nothing should feel like an afterthought.
Design the Experience for the Guest
Events that focus too much on internal messaging risk alienating attendees. The experience should feel valuable and engaging to the guest.
Nail the Logistics
Flawless operations are non-negotiable. Long lines, missing name tags, or confusing check-ins quickly overshadow even the best programming.
Ensure There’s a Measurable ROI
If the event isn’t tied to a specific outcome, like lead generation, deal acceleration, or stakeholder relationship-building, it’s just a costly social function.
Read full article below:
Most Corporate Events Fail Before They Even Begin. Here’s 5 Things Brands Must Do to Get It Right
