Different Types of Corporate Events and Their Strategic Focus and Goal

This document discusses the different types of corporate events and their strategic focus and goals. It explores trade shows, appreciation events, holiday parties, product launches, business dinners, conferences, incentive trips, and more. The document also covers the difference between corporate and leisure events.

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Corporate Events
Management

Contents
Contents.................................................................................................................................2
INTRODUCTION...................................................................................................................3
LO1 P1 Different types of events 3
P2 Difference between corporate and leisure event 4
LO2 P3 Different corporate events and their strategic focus and goal 5
LO3 P4 Key Elements of Basic Feasibility Study
.....................................................................
P5 Different criteria which can find potential audience for new corporate event. 6
LO4 P6 Planning for a corporate event 7
P7 Process taken for planning and promotion of event. 10
CONCLUSION.....................................................................................................................11
REFERENCES....................................................................................................................12

INTRODUCTION
Corporate events are nowadays conducted in each and every business. Events are organized for
parties, wedding. In a business corporate events are organized with a reason for development of
business. Corporate events help business to analyse their working. Events are organized to train
their employees towards the services of organization. Business conduct events to engage large
number of customers with their services. Events organised to analyse the effectiveness of company
towards their employees. Events are organised for launching a new technology or services in a
business.
LO1
P1 Different corporate focussed of events
The corporate event is the event which mainly focuses its clients or its employees. These
corporate events are sponsored by the company itself. The main aim of conducting corporate events
are to entertain or reward the staff, launch of new product or etc. Some corporate focused events are
mentioned below :
Trade shows
The main aim of conducting trade shows by the organizations are to generate leadership as
well as to establish partnerships. The secret of success of such events are lucrative promotional
offers, multi-screen displays etc. These shows can be conducted on local and national level. It is
being organized for purpose of entertainment. These shows can increase income of tourism
industry.
Appreciation events
The appreciation events are mainly conducted establish tight connection between company
& loyal clients as well as between company and their appreciable employees. Thus, appreciation
events are conducted to recognize individuals. The secret of success of such events are providing of
valued prizes, relaxing atmosphere etc. These events are being organized in order to motivate and
appreciate employees or these kind of events are also can be conducted for students. These events
enhance motivation level of workers and students and support them in growing. (Raj, Walters and
Rashid, 2017).
.
Holiday parties
The goal of such event is to create relaxation and give break to the employees. The secret of
success of such event are ensuring that holiday party must be full of fun & relaxation for one and
all. In this travellers who come for spending holidays enjoys parties hosted by local over there. This
can also support in increasing tourism in that area (Baker, 2018).

Product launches
The main goal of conducting product launching events is to make targeted audience aware of
the new products or the services. One of the another aim of the company to conduct such events is
to acquire clients. The secret to success of such events is to get primary focus on gain of media
exposures Baker, 2018)..
Business dinners
Business dinners are generally conducted as the corporate event as to celebrate any success,
these corporate successes might be achievement of mile stone. Moreover, business dinners are also
conducted to welcome new employees. The secret of success of such events is to have
understanding of interests & preferences of the team members (Baker, 2018)..
Conferences
Conferences are varied common in corporates environment. These events are generally
conducted to gather targeted audiences at one place. Sharing of ideas, implementation of solutions
or collective expertise improvements are the various goals of conducting such events. The secret to
such events is to plan & focus on investment on the technology (Baker, 2018).
Incentive trips
The main goal of conducting incentive trips is for maintaining good business reputation
among the company employee to reward them for their outstanding work. Thus, these trips are
given to employee for their entertainment or as a reward(Jeon, Shen and Bundy, 2018).
P2 Difference between corporate and leisure event
Leisure events
Leisure events are the events which are conducted for management of facilities such as at
the parks or at the entertainment venues, at recreational centres or at the sports grounds. Therefore,
as the name suggest the leisure events are conducted for management of concerts, contests, sports,
various festivals as well as for the celebration of the achievement or success.
Some leisure event is conducted for the management of weddings or for some special
events, moreover conduction of Christmas markets as well as for the summer beach parties. Leisure
events mainly focuses on the joy and relaxation of an individual. The cost of expenditure is
generally more than that of business events. As leisure events are conducted for the individuals
pleasure and relaxation, so it has no limit on the expenditure. It all depends on the individual that
how much it wants to spend on the leisure.
Leisure events are the events that are never work oriented, and they do not include tasks or
time bounded activities. Therefore, leisure events are conducted mostly at the free time in the
evening or mostly on the weekend. These events also include recreational activities such as
swimming, skiing, walking, hiking, golfing, riding, horseback, curling, bowling, bicycling etc

(Jeon, Shen and Bundy, 2018).
Corporate events
Corporate events are the events sponsored by the company. The main aim of conducting the
corporate events is to either bring the selected employees or the targeted clients on one platform just
to appreciate them, or establish partnership or to launch new product (Jeon, Shen and Bundy, 2018).
Corporate events are generally conducted by picking a strategic location, by aligning goals of the
clients with the activities of the events, by choosing the most relevant software of event
management, by promoting the event as well as by building connections.
Therefore, corporate events mainly target the clients or the employee. There are various
types of corporate events are there such as trade shows, events related to the appreciation of the
clients or the employee of the company, holiday parties, launching of new products, business
parties, conferences, incentive trips, events conducted for charity, team building events, board
meetings, seminars, periodic business gatherings, expos, events that focuses on leadership &
networking, conduction of ceremonials or galas, VIP events, job fairs etc. Such various events.
corporate events provide the event planners a valuable asset in their event management
profession. Thus, it is always expected from the event planner team to have hand on experience on
as many types of corporate events as possible to stand long in this competitive edge.
Similarities in social and corporates events
There are various similarities between social and corporate events too as both includes gatherings of
large number of individuals, more ever sometimes both the events are conducted for appreciations.
Rewarding of an individual for its outstanding performance in the corporate work or social work
both requires to appreciate the individual. Moreover, some times the events are organized for the
general awareness purpose which could be either related to pollution free campus of the business or
the society. Thus, above are the similarities between social and corporate events.
LO2
P3 Different TYPES OF corporate events and their strategic focus and goal
Conferences
Goal of conduction of conferences as the corporate event is to gather all the targeted
audiences at one place so that all the individual will get collective expertise, share and implement
ideas to get the solutions. The secret of success of such events is it majorly focuses on the
technology investment which is crucial for the success of the organization.
Seminars
Goal of conduction of seminars is to target the audience and for delivering of the valuable
information to the participants of the seminar. Seminar can be conducted on yearly and timely basis.

These seminars can be attended by students which are pursuing different courses. Seminars which is
being attended by students can be beneficial for them(Jeon, Shen and Bundy, 2018)..
Periodic business gatherings or the internal company meetings
Goal of conduction of periodic business meeting is to make crucial decision related to the
business. The secret to success of such meeting is to discuss the company's value as well its
infrastructures. These events mainly ensure that the event is fit to everyone work schedule and
facilitates right condition for various discussion & debates(Jeon, Shen and Bundy, 2018)..
Trade shows or expos
Goals of conduction of such events is for the generation of the leaderships as well as for the
establishment of the partnerships. The secret of success of such events is ensuring of the company
that it stands out of the other companies in making usage of lucrative offers for promotions, multi-
screen displays as well as strategic lightning’s (Jeon, Shen and Bundy, 2018)..
Thought leadership & networking events
Goal of conduction of networking events is to provide opportunities for individuals who are
having the similar business interest in order to interact & meet with one another. This event also
focuses on presenting the brand authority in particular domain(Jeon, Shen and Bundy, 2018)..
Launching of products
Goal of conduction of such events in corporate sector is for rising awareness of the new
product or the service launched by the company. One of the goal is to retain or acquire clients by the
company. The secret of success of such events is to get highlighted by the media exposures(Jeon,
Shen and Bundy, 2018)..
Job fairs or recruitment events
Goal of conduction of recruitment events is to hiring of new employees. Job fair events are
generally conducted for finding the fresh minds for the organization who eventually helps in the
expansion of the business (Welford, 2016).
Team building events
Goal of conduction of such corporate events is to strengthen the social ties between the
various corporate teams within the organization. The secret to success of such events is tailoring of
the activities related to the event according to the interests of the employees. Surveying the staff
before the plan of team building event is one of the best strategy for the conduction of team building
events(Jeon, Shen and Bundy, 2018)..
Recommendations: Company should engaged in providing new and innovative ways in order to
meet out the requirements of clients. This will support them in increasing liking of events. Firm
should also engaged in taking feedback from customers in order to grow.

LO3
P4 Different criteria which can find potential audience for new corporate event.
The different criteria to find the potential audience for the new corporate events would be:
On the type of corporate event
The potential audience can be found by gaining the enough knowledge about the type of
corporate event has to be conducted. There are various types of corporate events where some target
the employee of the company while some focuses on the clients of the company. If the corporate
event is for the employees, then it will basically for the appreciation or either relaxation of the
employee. Whereas, if the corporate event is conducted for the clients then it would be mostly for
retaining and acquiring of long term relationships with the clients.
Goals and objective of the corporate event
The potential audience can be found by finding the goal and objectives of the corporate event
(Jones, 2017). If the objective of the event is to reward the outstanding employees then the event
would mostly of the leisure type which includes incentive trips, holidays etc. And if the event is
related to the achievement of future success of the organization then the event would be of
conferences or seminar type.
P5 Key Elements of Basic Feasibility Study
Feasible study is the brief information which analyses the credibility of the information which
will help the corporate company decide the effective events for their employees and welfare events
as well. The feasibility study helps many industries to decide the financial budgets of the events and
also helps to analyse the different factors which can affect the corporate events adversely. There are
many factors which will decide that the vent is feasible for the corporate or not. The factors can also
be analysed with the help of external analysis and resolve the problems which can affect the event.
Financial analysis: To organize event budget will be £50000. It will include the following:
Basis Expenses
Rent of venue £10000
Salary of workers £10000
Other variable expenses £30000
Total £50000
This financial analysis can support company in knowing about the estimated cost which will help
them in knowing about company’s financial position. It will also support them in growth.
Risk analysis: Company must analyse risk; they must make sure that the venue which has been
selected for event. They must make sure that the floor is not sleeper and also travellers are satisfied
by it(Jeon, Shen and Bundy, 2018). They must make sure that floor of event is not slippery and
there are also fire hazards which is being placed in event.

Technical analysis: The corporate has to plan the event effectively before the preparation of the
event start and the company also have to take care that there should not be any errors generated
during the event as it can lower the goodwill of the company and also the Guests will feel
uncomfortable in the event(Jeon, Shen and Bundy, 2018)..
LO4
P6 Planning for a corporate event DEVICE A PLAN FOR A CORPORATE
EVENT, KEY PLANNING AND PROMOTIONAL PRINCIPLES
Organizing a corporate event is tough task. Management company needs to develop a plan
for smooth working of an event. Company needs to know the reason of event. The promotion
activities are done effectively so that event is able to attract viewers. Whenever a business prepares
planning for development of business. Corporate event like business meetings, conferences are
developed effectively so that it helps business to develop at large scale. Business needs to develop
an event with an aim to influence people towards the development of an organization (Baruch,
Panayides and Venkataraman, 2017). Helps business to achieve their objectives. Motivate
employees towards the achievement of goals. The plan for corporate event is following:
Mission
A corporate event is organized for the development of organization. Business organize
events to influence and motivate their employees. Events to bring a new innovation and technology
in a business. Corporate event comes with a mission to take proper care of people who are part of an
event. Event are organized for representation of industry situation and comes with a mission to
develop their employees by training and guidelines. Event are organized to present employees the
future plan of business and how they become a part of that plan effectively. Event mission to
organize all services effectively and proper execution of the event to provide details to the people
who are part of the event.
Vision
A corporate event comes with a vision to increase profitability and effective execution that
influence the people who are part of that event. Corporate vision is done to influence all employees
towards the effectiveness of the company (Bessembinder. and Zhang, 2017.). Corporate vision
comes with an aim to develop an organization at large scale.
Objectives
Corporate events main objective is to smooth working of a business. Corporate events come
with an aim for development of business and for competitive advantage over competitors in a

market. Corporate events for business comes with an objective to increase the profitability of
business by influencing their employees. Wedding event comes with an objective to satisfy all the
guest.
Situational analysis
Strength
When a business organizes an event they need to have a strong team to plan for an event.
The market image needs to be good the employees are motivated towards organization to attend
meeting.
Weakness
Corporate event is organized at big level and not covered by media. Unavailability of funds
and bad image in an market for company effects the success of event.
Opportunities
Development of infrastructure of territory where event organized. Low competition in a
market for company.
Threats
Increase inn competition effects the success of an event. Threat from government rules and
policies towards event.
Marketing strategies
Product
The product or service for the event is organised company needs to prepare an effective plan
according to the requirement of the employees and people.
Price
Events are organized for pricing of the products of the company (Miller, 2018). Prices needs
to be effective that influence customers to buy product.
Promotion
Promotion of an event is required to engage people with the event. Promotion can be done
online and offline or use any digital platform, social media. s
Place
Place is required to analyse the venue where a business going to organize event. Venue is
important to engage people with event.

People
People are one of the most important element to organize an event. People are required to
develop business at large scale.
Financial planning
Whenever business organize an event they require funds for smooth functioning of event.
Business needs to analyse their budget to conduct an event, resources available to them that helps
for organizing event with low wastage. Financial planning about the venue and for facilities that are
provided in an event.
THE DATE: The date when the event will be organized is 15 July 2017. It is a type of cultural
event.
TIME: Timing will be 6PM to 12 PM
WHERE: Event will be held in London Central which is easily accessible by travellers.
BUDGET: Budget which is being decided by company is pound 50,000. They have estimated all
expensed.
MARKETING AND PROMOTION: In this company will make use of social media marketing in
order to attract consumers.
HOW’S THE TARGET: Target for event will be people between the age of 25 years to 35 years
P7 Process taken for planning and promotion of A CORPORATE event.
KPI
Event for launch of an organic product needs to know the key performance area or key
topics that are used by business in their meetings to influence their customers. Business conduct
corporate events to satisfy their customers from their services that are providing to customers. Event
conducted to know the employee’s efficiency towards the achievement of goals and responsibilities.
Employee satisfaction is one of main performance area for success of a business and launch events
are organized to know the feelings of employees towards the working of organization (Baker,
2018). Promotion of events are effective that are able to influence customers and engage them
effectively.
Benchmarking
Events for a launch of an organic product are organized to analyse the performance of

employees, and effectiveness of products and services that are able to influence customers.
Benchmarking or organizing an launch event helps business to analyse future opportunities for
development of business. Launch events for a business are conducted to analyse the services offered
by competitors. Corporate Events for a launch of product are organized by choosing a topic or new
technology up gradation, launching a new product for a business and prepare policies for
development of all those services. Benchmarking comes with a benefit to improve performance of
employees. To develop an competitive advantage in market.
Sales analysis
Business conducts launch events of organic product to analyse the sale of their in a market
and effectiveness of product to influence customers. Sales are analysed and compare with their
competitors to know the market share of company. Sales analysis is important for development of
business at large scale. Business needs to analyse the effectiveness of product and services to
influence their customers. Sale helps business to develop in a market and compete with their
competitors at a large scale. Sales analysis develop business towards the success and helps engaging
large number of customers.
CONCLUSION
This report has detailed information about how corporate event have to organize their events
keeping in mind various factors so that it can increase the revenue with minimum cost. There was
also some description about how corporate event should analyse its external and internal
environment to lower the risks of failure and how the events has to find many ways to promote its
events and increase the popularity so that more audience can be attracted to generate more revenues.
The corporate events are mainly done to increase the aware about some causes and also raise the
money which can be used for the social welfare and social upliftement of the poor society.

REFERENCES
Books and journals
Baker, C.L., 2018. A CRITICAL INVESTIGATION INTO THE KEY FACTORS AND
CHARACTERISTICS OF AN EFFECTIVE CORPORATE EVENTS TEAM (Doctoral
dissertation, Cardiff Metropolitan University).
Baker, C.L., 2018. A CRITICAL INVESTIGATION INTO THE KEY FACTORS AND
CHARACTERISTICS OF AN EFFECTIVE CORPORATE EVENTS TEAM (Doctoral
dissertation, Cardiff Metropolitan University).
Baruch, S., Panayides, M. and Venkataraman, K., 2017. Informed trading and price discovery
before corporate events. Journal of Financial Economics. 125(3). pp.561-588.
Bessembinder, H. and Zhang, F., 2017. Long Run Stock Returns after Corporate Events Revisited.
Critical Finance Review, Forthcoming.
Calomiris, C.W. and Carlson, M., 2016. Corporate governance and risk management at unprotected
banks: National banks in the 1890s. Journal of Financial Economics, 119(3), pp.512-532.
Guizi, A.A., Wada, E.K. and Gândara, J.M.G., 2016. Stakeholders, corporate events and
hospitalidade: multiple case studies in Bourbon Hotels & Resorts. Revista Iberoamericana
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Jeon, C., Shen, W. and Bundy, J.N., 2018, July. Responsiveness to Status Change and Corporate
Acquisitions. In Academy of Management Proceedings (Vol. 2018, No. 1, p. 15571).
Briarcliff Manor, NY 10510: Academy of Management.
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
Miller, D., 2018. Discussion of “Managing reputation: Evidence from biographies of corporate
directors✰. Journal of Accounting and Economics. 66(2-3). pp.470-475.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Welford, R. ed., 2016. Corporate environmental management 2: Culture and organization.
Routledge.