Will you be counting the cost this Christmas?

If you have been put in charge of organising the office Christmas party, don't moan! Consider it a chance to expand your role, enhance the skills on your CV - and have glory heaped upon you! And getting from the point when you seize the opportunity to shine to the appreciative thanks at the end is easier if you initially consider the party as a business project and not just a soirée of fun and high jinks.

Of course, you are more than capable of working out what has to be done and the priority of tasks. But there can be more to an "end-of-term" company bash than picking the right venue and party package, and ordering the food and drinks for colleagues and special clients.

In a challenging and competitive corporate world there is an increasing requirement for the justification of a party in a business sense. Finance departments will tell you it is easy to spend money, but can the outlay be quantified in terms of the business success of such an intangible event? Can its cost be justified to the Board and shareholders in terms of business benefit gain?

"Yes, if you get it right," says Sam Gill, chairman of the £20million Concerto Group, a unique event service business whose extensive portfolio includes The Ultimate Experience, which was voted "Event Management Company of the Year" at the Corporate Event Association awards in 2004.

Building loyalty

He clarifies this statement by adding: "A party is great for staff loyalty. £100 spent on a party, tax free, is a better motivator than £75 net in the pocket. It's easy to spend the money, but you can't, and never will, quantify the business success of such an indeterminate thing. It is a subjective and unquantifiable spend. Good managers will know if it was money well spent; finance directors never will!"

Another key to helping sweeten the pill for your corporate bean counters is to take every precaution against over-spend, or unnecessary expenditure. Keep a tight grip on your budget, and beware of the common elements where costs can spiral. Sam has this advice: "You avoid hidden extras by making sure you buy a package including drinks, or place a bar limit. And be aware of the policy on taxis home. If you are happy to pay for them, make an allowance. If not, ensure that the policy is clear."

In the very first instance, you must consider the budget and attempt to measure the ROI (Return on Investment) on the party programme envisaged by you or your company. You need to be able to gauge your success and justify your spend. This is where expert events agencies come into their own, as they have a range of solid measurement tools for a party programme. They can take a lot of the hard work out of organising a party and can be easily found on the net. Our list below will help you get started - e-mail them for initial advice.

"There are several ways you can make sure you get the best value," says Sam. "Check the organiser's credentials. Ask to speak to a few past clients. If you are happy with early December dates or Mondays, wait until the end of October and shop around for some good deals!"

It is generally considered that parties are an added company bonus. They are great networking and motivational events that bring out the best in people as they interact and relax with one another in an exciting environment. "It's parties like this that boost staff morale, increase staff retention, and make employers more desirable to job seekers," Sam adds.

Mixing it up?

When it comes to events where clients and customers are also included, the key to a memorable party that can have significant business benefits lie in the mix of guests, and the invitations. "Get the mix right," advises Robert Courtney, Account Director at First Protocol, a London based international events company. "Random invitations to your whole customer database is a no-no," he says. "Decide on who would find it appropriate, say CEOs or Sales Executives, and then invite people accordingly. And don't under-estimate the power of your invite. Have something designed that is relevant to your company." (See our feature in this issue about party invitations, for more ideas!)

Finally, says Robert, ensure there is a follow-up communication to client guests thanking them for attending. If staying in contact afterwards and taking the relationship forward are not prime considerations then there's no business benefit to the party in the first place!

It's a tough balance for the PA organising the annual bash. You have to keep your workmates and colleagues happy, keep the boss happy, keep the suppliers happy, keep clients and customers happy - and at the end of it, put a smile on the face of your finance director. But then, come to think of it - no. That's just asking TOO much!