28 Corporate Events Management

Hi! On the Research Project i need to be written 6000-6500 words.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Discuss the range of various corporate focused events.........................................................1
P2 Contrast and compare differences in leisure and corporate events........................................2
TASK 2............................................................................................................................................3
P3 Mention different kind of corporate events and the manner in which they meet strategic
goals and focus of company........................................................................................................3
TASK 3............................................................................................................................................4
P4 Analyse different criteria to identify potential audience for a new corporate event..............4
P5 Mention key elements for a basic feasibility study of corporate event .................................6
TASK 4............................................................................................................................................7
P6 Devise plan for corporate event by applying key promotional and planning principles.......7
P7 Evaluation of the processes taken for promotion and planning of corporate event ..............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Corporate event is termed as a assemblage of business executives, employees, company
clients, partners and other prospective individuals within business organisation. These corporate
events can be in the form of meetings, holiday parties and conferences (Austin and Pinkleton,
2015). Business organisations conduct corporate events for variety of reasons such as team
dinners, farewell parties, exhibitions, orientation of new joiners, incentive and award programs,
trade shows etc. Present report has been conducted on Luxury Bespoke Events. With having 40
years of combined experience present company offer offer spectacular private parties and
corporate events, international and wedding production. In this report formative discussions has
been made on different types of corporate events. Further report discuss difference in between
corporate and leisure events. In addition with this process which is required to undertaken for
planning and promotion of corporate event is being covered in this report.
TASK 1
P1 Discuss the range of various corporate focused events
Corporate focused is considered as those functions that involves professionalism, value
and safety when an event is organised in an organisation. It has been determined that corporate
events are of many types. Some of the certain is bing defined below:
Sales meeting:
This meeting is conducted on internal basis within which discussions related to products
and services is done. Main motive to conduct this meeting is to effectively recognize
accomplishments of individuals sales professionals. In order to have best effective outcomes
from sales meetings Luxury Bespoke Events manager can hire a comedian or a impersonator in
order to light up the mood of employees after having whole discussion related to sales ratio and
other necessary topics related to sales. With the help of this company can effectively able to keep
their sales team updated in order to ensure continuous success.
Exhibition:
Exhibitions are termed as trade shows that are attended by companies as a lead generation
activity. With the help of this corporate event organisation can effectively able to enhance their
brand image and can further able to gain more competitive advantages as compared to their
competitors. In order to offer spectacular space of organisations, Luxury Bespoke Events
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provide different facilities that aid companies to represent their main agenda for conducting
exhibition. With their qualitative and satisfactory services Luxury Bespoke Events benefits
organisations to accomplish their goals and objectives in well defined manner.
Product launch:
In these form of events organisations demonstrate about their product and services.
Within these events hosts share goals, objectives and benefits of products as well as services to
organisation stakeholders and shareholders (Boateng and Abdul-Hamid, 2017). With the help of
this organisation seeks to enhance excitements and enthusiasm among shareholders and
employees towards success of product in marketplace. Employees and managers of Luxury
Bespoke Events can undertake advantage of AR and Virtual reality techniques in order to
increase experience of individuals attending event. In addition with this, event company can
offer exotic range of food and casual dining options to individuals those who attend event. With
the help of this company can not able to satisfy customers in best effective manner but can also
gain more competitive advantages against their rivals.
P2 Contrast and compare differences in leisure and corporate events
In event management corporate and leisure events are considered as most prominent form
of event. Apart from that it has been evaluated that, both of these events are different from each
other. Mentioned below differentiation among Corporate and Leisure event is being defined:
Leisure event Corporate event
 In Leisure event activities related to
management of entertainment venues,
sports venues, recreational places etc. is
being done. In addition with this circus,
celebration of an occasion, sporting
contest is included in Leisure event.
 Corporate event include commercial
and charitable events for example
business meetings, training workshops,
trade expo, product launches seminars
and conferences.
 Main purpose of these events is to
attract attention of audience by offering
them different types of entertainment
facilities to audience in order to make
 Main motive of this event is to
effectively make promotion of
organisation services, product and
business objectives among stakeholders
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them spend their valuable and quality
time with loved ones, friends and
family.
and shareholders. With the help of this
company can effectively able to earn
large base of profit earning.
 As to deliver best effective services to
attendees of event, organisation can
hire enthusiastic and potential
employees. This will aid company to
effectively satisfy perception of
customers in well defined manner.
 In these events, manager of Bespoke
Event London will be required to
provide accommodation, entertainment
and catering for all presented guests
(Olson and Brown, 2018). Standardised
arrangements will benefits the
concerned company in sustaining
strong reputation among guests.
 As to manage activities and function of
Leisure event, it is essential for
managers to take advantage of different
types of value added measures such as
value adding. With the help of this
company can effectively able to assign
role to staff members as to serve
customers in best effective manner. For
instance, in the events of circus and
pool party ticket counter must be near
in order to save customers time as to
make them enjoy event fully.
 In order to effectively manage
corporate events it is essential for
manager to undertake use of technical
tools and well as techniques. With the
help of this managers can effectively
able to design and communicate real
agenda of meeting to guest. Thus, with
the use of technical expertise
organisation can effectively able to gain
competitive outcomes in a creative
manner.
TASK 2
P3 Mention different kind of corporate events and the manner in which they meet strategic goals
and focus of company
There are different form of corporate events that undertakes for a particular reason. By
conducting these events organisations can effectively able to accomplish their goals and
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objectives in best effective manner. Mentioned below there are some certain form of events with
description is being defined:
Seminars:
In this for of event there are selected number of audience those who are targeted by
organisation as to deliver specified and valuable information. As compared to conference events
seminars are smaller. In addition with this, there is single session of seminars that stand for only
a day. Major reason for which organisation hold seminars is to successfully train employees,
managers and other related individuals within organisation. With the help of this company can
effectively able to accomplish their short as well as long term goals in specified period of time.
Conference:
These of corporate events is undertaken by companies in order to demonstrate
organisation within marketplace as to become market leader. Main motive to hold this event is to
effectively target selected group of individuals and share knowledge, issues and ideas as to
resolve problems in best effective manner. This event benefit organisation to gain experts
advices as to solve particular form of problem in well defined manner. This will allow company
to deal with complex form of situations and further increase revenues and profitability of
company in order to accomplish organisational targets in perfect framework of time.
Executive retreats:
Within executive retreats organisation spend large sum of funds on each and every
individual in order to offer them satisfaction at utmost level. Organisation undertake this form of
event in order to deliver thoughts related to organisational planning and business developments.
In addition with this main focus of this event is towards incentives and rewards. Executive events
mainly last for 3 to 4 days and attendees of these meeting get qualitative treatment in well
effective manner. With the help of these events organisation can make their employees to deliver
performance in best effective manner as they look forward to get more retreats. This will
simultaneously aid organisation to increase their profitability and productivity.
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TASK 3
P4 Analyse different criteria to identify potential audience for a new corporate event
Luxury Bespoke Events acquired opportunity to conduct new event for Foodie Flavour.
It is a new restaurant within London. Present organisation currently operates their functions at
small scale but associated business owners is looking forward to expand organisation operations
in order to enlarge their profit holding capacity and hold large base of share within marketplace.
With the help of this company can effectively able to increase their customer base that will
further aid them to gain high revenues.
Present event is going to be on launching of product in which different taste and types of
drinks and dishes will be introduced by restaurant. Thus, Luxury Bespoke Events is required to
conduct this event in attractive way as to gather more number of individuals. This will allow
Foodie Flavour to increase their brand image that will simultaneously aid them to increase their
overall revenue and sales margin. Further it has been determined that Luxury Bespoke Events is
required to selected target audience for this event in order to save themselves from being get
negatively affected. Mentioned below there are some criteria that aid event management
company to elct right audience:
Income and purchasing power:
Main motive to select right guest in order to launch this product, is to identify income
level of individuals along with their ability to spend their earning on beverages and junk food.
By determining income level of customers restaurant can effectively able to offer in those
marketplace where they can offer Foodie Flavour product. By offering products in right
marketplace organisation can effectively able to increase their profitability and growth
expectations.
Interest in Junk Food and drinks:
It is one of the other criteria with the help of which managers of Luxury Bespoke Events
can effectively able to determine targeted group of individuals with the help of AI, those who are
attracted towards particular taste and variety of food. In addition with this, by analysing
behaviour of customers restaurant can effectively able to serve customers with exotic dishes.
This by identifying selected group of customers organisation can effectively able to increase
loyalty of customers towards organisation that automatically enhance restaurant brand image at
marketplace.
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Location of restaurant:
In order to increase profitability and growth of organisation it is essential for restaurant to
select location in best effective manner as to attract large base of customer attraction. Individuals
those who resides near by restaurant are termed as targeted audience in order to launch event of
Foodie Flavour. As near by customer usually visit even having hectic schedule if they are
attracted towards new and exotic dishes and flavour served by restaurant. This automatically
increase overall profitability of organisation.
P5 Mention key elements for a basic feasibility study of corporate event
Feasibility study is termed as an opportunity and a issue which is studied as identification
of evaluating alternatives, current operation modes, determining needs and selecting right and
effective course of action (Wang and et. al., 2016). In relation with this, feasibility study is being
conducted for a corporate event that is going to be organised by Luxury Bespoke Events.
Mentioned below there are some certain elements of feasibility study is being described related
to product launch:
Risk feasibility:
Within Risk feasibility, Luxury Bespoke Events is required to effectively ensure that
event will conducted in best effective manner and all the related joining parties must satisfied.
By holding this event, Foodie Flavour can effectively able to accomplish their objectives in well
defined way. Apart from that, it is essential to reduce risk elements in event for this it is essential
to have contingency plan in order to effectively overcome unexpected situations (Boateng and
Abdul-Hamid, 2017). Thus, manager of Luxury Bespoke Events is effectively required to ensure
there there will be no risk at event.
Time feasibility:
Within this element, it is essential for event manager to make sure that all the essential
and required activities must be accomplished as per according to specified period time. In this it
is essential for managers to ensure that functions relating to catering services, booking of venue
and other essential functions are managed properly according to time. It has been determined that
Luxury Bespoke Events printed pamphlets and advertise about event in newspaper as to gather
large base of individuals in event as to make them successful.
Funding feasibility:
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Funding feasibility factor is mainly related to money as well and funds that are being
required to conduct event in best effective manner. Thus, in order to effectively accomplish event
and fulfil all necessary requirement event manager is required to frame well defined budget in
order to manage expenses and unnecessary cost. Thus, proper budget aid event manager to
eliminate risk and further fulfil each and every requirement of event in cost effective manner
while ensuring best effective end outcomes.
Staffing feasibility:
This factor is related to employees and staff those who are engaged in event as to make it
successful. In this regard, manager of Luxury Bespoke Events is required to ensure that they
engage potential, skilled and efficient employees as to conduct event activities in best effective
manner. There are different types of factors that may hamper organisation working thus, it
becomes essential for event manager to effectively analyse problems of their staff and overcome
them as to to gain successful outcomes from event.
TASK 4
P6 Devise plan for corporate event by applying key promotional and planning principles
As to effectively gain success from event of Foodie Flavour, Luxury Bespoke Events
event manager is required to formulate well effective plan. With the help of this, they can
effectively able to conduct their activities according to time frame and accomplish event
operations in well effective manner (Bakke and et. al., 2016). Certain elements related to
corporate event is being discussed below:
Conceptualisation of theme:
Within this, it is important for Luxury Bespoke Events manager to select a special theme
as to effectively attract customer or guest attention. Manager of event organisation selected a
theme of event “ Eat and repeat with near and dear ones”. With the help of this cheerful theme
Luxury Bespoke Events is looking forward to influence customer to spend their valuable
moment at Foodie Flavour.
Set preliminary budget:
Manager is required to must have appropriate budget and include all essential cost and
expenses elements. In order to accomplish event for Foodie Flavour, manger of Luxury
Bespoke Events approved budget of 3000 pounds.
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Make appointments with vendors and owner of venue:
In order to conduct all activities on time, manager of Luxury Bespoke Events is required
to have meetings with venue owners and vendors on continuous basis as to fulfil requirements of
event according to pre plans.
Determine right service for potential guests:
In order to effectively satisfy guest of event manager of Luxury Bespoke Events is required to
identify the form of service that will successfully offer them immense level of satisfaction.
Negligence of this factor may hamper sales of Foodie Flavour.
There are some certain form of planning and promotion principles that are required to be
undertaken into account by event manager in order to accomplish event requirements without
any form of loopholes.
Principles of planning
 It is essential for event manager to plan each and every activity in well defined manner.
 Event team is required to have necessary and required information of targeted audience.
 Event manager must ensure and check all activities in order to make sure that all
functions are running according to the plan.
Principle of promotion
 In order to demonstrate event motive manager is required to target loyal customer base.
 Event manager can undertake use of different social media promotion sites in order to
promote event in well defined manner.
P7 Evaluation of the processes taken for promotion and planning of corporate event
In order to gain successful results from event, manager is required to have proper
planning. With the help of this Luxury Bespoke Events manager cab effectively able to organize
each and every related activity in best effective manner.
Detail planning:
This factor is associated with corporate event planning. Thus, it is important for Luxury
Bespoke Events manager to finalise every related things according to plan in order to avoid any
kind of future failure.
Information about audience:
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It is one of the most effective factor, as in this event manager is required to have effective
knowledge related to potential audience. As negligence of this may affect success of event and
may further affect Foodie Flavour sales margin.
Trust but verify:
As per according to this factor, event manager of Luxury Bespoke Events is required to
have formative trust on their team members as well as subordinates. In addition with this
manager of event is required to contentiously evaluate progress of event as to avoid any kind of
failure.
Principles of promotion
In order to gain best effective successful outcomes from event, manager is required to
adopt efficient form of promotional channels through which sales and revenue ratio of Foodie
Flavour can be increase.
Strive for repeat business system:
In this manager of Luxury Bespoke Events is required to revise Foodie Flavour sales as
to identify their loyal and regular customers. Further in order to retain them to long duration of
time event manager asked Foodie Flavour owner to offer attractive discounts as to retain regular
customers for long duration of time.
Use online resources and include social media actions:
Managers can undertake use of different online sites such as Facebook, Twitter and
Instagram in order to demonstrate customer related to event (Jones, M. L., 2017). This will allow
Foodie Flavour to effectively increase their sales ratio.
CONCLUSION
As per the above mentioned report, it has been concluded that there are number of
corporate events that are undertaken by an organisation in order to deliver business objectives in
best effective manner. Event organisation is mainly a hospitality service which is duly funded
and effectively managed by business entities. Seminar, conferences and other form of leisure
event is undertaken by companies in order to increase performance and efficiency of business. In
order to gain successful outcomes event manager is required to ascertain income level of
individual, select targeted audience in order to further promote main motive of event in order to
benefit organisation is best effective manner.
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REFERENCES
Books and Journals
Austin, E. W. and Pinkleton, B. E., 2015. Strategic public relations management: Planning and
managing effective communication campaigns. Routledge.
Bakke, T. E. and et. al., 2016. The causal effect of option pay on corporate risk management.
Journal of Financial Economics. 120(3). pp.623-643.
Boateng, H. and Abdul-Hamid, I. K., 2017. An evaluation of corporate social responsibility
communication on the websites of telecommunication companies operating in Ghana:
Impression management perspectives. Journal of Information, Communication and
Ethics in Society. 15(01). pp.17-31.
Cagliano, A. C., Grimaldi, S. and Rafele, C., 2015. Choosing project risk management
techniques. A theoretical framework. Journal of Risk Research. 18(2). pp.232-248.
Getz, D., 2018. Event evaluation: theory and methods for event management and tourism.
Goodfellow Publishers Limited.
Jones, M. L., 2017. Sustainable event management: A practical guide. Routledge.
Kang, C., Germann, F. and Grewal, R., 2016. Washing away your sins? Corporate social
responsibility, corporate social irresponsibility, and firm performance. Journal of
Marketing. 80(2). pp.59-79.
Moreau, P., and et. al., 2017. Adverse event management in patients with relapsed and
refractory multiple myeloma taking pomalidomide plus low‐dose dexamethasone: A
pooled analysis. European journal of haematology. 99(3). pp.199-206.
Olson, E. D. and Brown, E., 2018. Perceptions of students in an event management program of
annotation systems and their influence on student learning. Journal of Hospitality &
Tourism Education. 30(2). pp.118-126.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Veal, A. J. and Burton, C., 2015. Research methods for arts and event management.
Wang, H. and et. al., 2016. Corporate social responsibility: An overview and new research
directions: Thematic issue on corporate social responsibility.
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