Corporate Event Management

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 ............................5
TASK 4............................................................................................................................................6
P6 Devise plan for corporate event by applying key promotional and planning principles...6
P7 Evaluation of the processes taken for promotion and planning of corporate event .........7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Corporate event management involves organising and planning of various kind of events
for stakeholders of company along with taking care of attendees during event. This assignment
is based on Bespoke Events which offers corporate event designs in London. This company is
successfully operating in London from last 25 years and organise events for media, automotive,
retail, entertainment, fashion and finance sector. This report is going to discuss about range of
different corporate events along with difference in leisure and corporate event. Various kind of
corporate events and criteria to determine potential audience are mentioned. Key elements to
basic feasibility study is discussed. At last, plan for corporate design is planned and processes
taken for promotion and planning of corporate event is discussed.
TASK 1
P1 Discuss the range of various corporate focused events
Corporate Focused events are those functions which include value, professionalism and
safety when organised in an organisation. There are different type of corporate focused events.
Information about these corporate focused event is stated below:
 Sales meeting: These meetings are internal to an organisation and requires expertise
planning for their success. In accordance with their purpose, these meetings are kept short
and focused by keeping the timeline tight. To spice up the agenda of meeting, Event
management team of Bespoke Event London can hire some impersonator or comedian so
that mood of employees can be lighten up after discussing about sales strategies and
tactics to fight against competitor (Austin and Pinkleton, 2015).
 Exhibition: These are basically the trade shows which are attended by an organisation as
a lead generation activity. This corporate event benefits a business firm in upgrading their
image as market leader in front of rival organisations. Role of Event management team of
Bespoke Event London include sponsorship rates for promotion and advertising about the
agenda of exhibition. Also, they need to arrange booth space and stage facilities so that
leader of a company can represent their business operations to the attendees in proper
manner.
 Product launch: In this kind of business events, a new offering, service or product of a
company is introduced in a big manner. Host of the event shares objectives and goals of
1

the new product or service with group of shareholders and stakeholders. This assists in
generation of enthusiasm and excitement in the minds of employees and other
shareholders about the success and sales of new product within marketplace. Employees
in Bespoke Event London can use virtual reality or AR to enhance the experience of
people attending event. Other than this, event team can offer unusual food choices and
picks up a specific theme so that attention of people attending product launch event can
be gained properly (Bakke and et. al., 2016).
P2 Contrast and compare differences in leisure and corporate events
Corporate events and Leisure events are considered as two main type of event in event
management These events are very different from each other in their nature and purpose. The
main differences in Leisure and Corporate events are mentioned below:
Leisure event Corporate event
 These events include management at
recreational places, entertainment
venues, sports grounds etc. Other than
this, these events involves circus,
concerts, sporting contest or celebration
of an occasion.
 These events involve charitable and
commercial events like trade expo or
product launches, business meetings,
seminars, conferences, training
workshops etc.
 Purpose of these events is to provide
entertainment to the audience so that
they can spend a quality time with their
family, friends and loved ones
(Boateng and Abdul-Hamid, 2017).
 Main purpose behind this event is to
promote services, products or business
of a company in front of existing and
potential stakeholders. This will help
the concerned company in earning high
profits and revenues.
 For these events, manager of event
management company hires
enthusiastic workforce which must be
able to allure the target audience in
efficient manner so that event can be
considered as a success.
 In these events, manager of Bespoke
Event London will be required to
provide accommodation, entertainment
and catering for all presented guests.
Standardised arrangements will benefits
the concerned company in sustaining
2

strong reputation among guests.
 Manager of these events are required to
adopt value adding measures like
assigning staff roles so that each
customers can be served and engaged
properly within event. For example, in
events like pool party and circus, ticket
booking and ticket purchasing counters
must be near so that families and other
customers can face event comfortably.
 Manager in these events needs
extensive technical design expertise
along with clear grasp so that agenda of
an organisation behind the event can be
understood by the guests. Creative
concepts in event helps them to became
a big success.
TASK 2
P3 Mention different kind of corporate events and the manner in which they meet strategic goals
and focus of company
There are varied type of corporate events which are organised for a specific purpose.
These events benefits a business firm in accomplishing their goals and objectives in a proper
manner. Some of these events along with their description are mentioned below:
 Seminars: In this event, specific section of people are selected and targeted as an
audience so that valuable information related with business can be given to them. These
events are smaller than conference event and posses a single session which ends within a
day. Main purpose of organising these events is to train managers and employees of a
company to learn new concepts and ideas associated with business. This will help the
company in accomplish their goals and main focus in a timely and efficient manner
(Cagliano, Grimaldi and Rafele, 2015).
 Conference: This type of corporate event is organised by a business organisation as an
opportunity to demonstrate themselves as a market leader. Main aim behind this
corporate event is to gather a targeted audience at one place so that ideas and knowledge
can be shared and potential solutions to solve organisational problems can be
implemented. This helps a business organisation in receiving advice of experts while
dealing with complex situations. This help the company in earning high revenues and
3

expected outcomes due to which organisational objectives and targets are accomplished
with full efficiency.
 Executive retreats: In these corporate events, large sum of money is spend on each
person by the company so that utmost comfort can be provided. Organisational planning
and business developments are the main topics of this agenda but other than this
emphasis is also given to reward and incentives. These corporate events lasts for three to
five days and in this events special attention is given to site so that employees of a
company can spend quality time in a standardised time. These retreats will motive
employees to deliver their best performance so that further vacations and retreats will be
sponsored by company. For this, they will give their full potential to organisational work
that will helps the company in earning high profits and attaining their goals in a
advantages manner (Getz, 2018).
TASK 3
P4 Analyse different criteria to identify potential audience for a new corporate event
Bespoke Event London has gain the opportunity to organise a new event for Foodie
Flavour which is a new restaurant in London. At present, restaurant is operating at small scale
but business owner of restaurant is planning to expand their food and beverages menu so that
maximum number of people can enjoy their facilities. This will benefits the concerned company
in increasing their customer base so that high revenues and profits can be earned.
This corporate event is based on product launch where new dishes and drinks will be
introduced by the restaurant. If gathering will be high in this event, it will helps Foodie Flavour
in earning high sales and revenues without any complexities. To organise this event in a
successful manner, manager in Bespoke Events London is needed to identify the potential guests
for this event. If event management organisation will not be able to target right audience for this
corporate event, this will reduce their reputation in corporate world (Jones, 2017). It will impact
their businesses and contracts in a negative manner. Criteria on the basis of which targeted
audience will be selected is mentioned below:
 Income and purchasing power: Main criteria for selecting right guests for this product
launch is the income of people and their ability to spend on junk food and beverages. On
the basis of income, those people will be identified which are able to purchase the
4

products of Foodie Flavour on regular basis. Selected people will be considered as right
audience for the event.
 Interest in Junk Food and drinks: This is another criteria which will benefits the
manager of Bespoke Events London to identify which people will be best for this event.
With the help of AI, behaviour and choices of existing customers of restaurants can be
identified. This will help in identifying those people which are regular customers and
spend high in buying their dishes. These customers will be specifically target for the
event (Kang, Germann and Grewal, 2016).
 Location of restaurant: All the people which lives near by restaurant are considered as
target audience of the product launch event of Foodie Flavour. This is because, people
residing near the restaurant are able to come any time even if they have hectic schedule.
If they will be acknowledged about the new dishes and drinks of restaurant. Their interest
will increase and they will prefer to buy their offerings.
P5 Mention key elements for a basic feasibility study of corporate event
Feasibility study is usually an opportunity or problem which is studied as evaluation of
current operation modes, defining needs, evaluating alternatives and deciding right action course.
In this context, a feasibility study is carried out for corporate event which is going to be
organised by Bespoke Events London for Foodie flavour. Elements of feasibility study for
product launch event is mentioned below:
 Risk feasibility: Under this element, the manager of Bespoke Events London is needed
to ensure event will be organised well and all joining parties must be satisfied. By this
event, agenda of Foodie Flavour must be accomplished. Beside it, in this event risks of
injury must be very less and contingency plan must be prepared to avoid unexpected
situations. Event manager needs to assure risks will not take place during event.
 Time feasibility: In this element, event manager is needed to assure that all activities of
event i.e. booking of venue, catering services or other facilities will be managed within
time. Also, event manager of Bespoke Events London has print pamphlets and advertise
in newspaper about the event so that guests of event can be given appropriate length of
notice (Moreau and et. al., 2017).
 Funding feasibility: This element of feasibility is related with money and funds
available for an event. It is very important for the event manager to prepare a budget in
5

which all the expenses will be mentioned properly. Risks within this element is arise of
an unexpected cost or lack of sponsorship. To avoid this risk, manager is needed to
formulate efficient budget which covers all kind of costs and expenses.
 Staffing feasibility: This aspect of feasibility study is concerned with the employees
which are engaged in this event to make it successful. Here, event manager in Bespoke
Events London is needed to assure that they have sufficient staff to cater the need of
audience which is going to attend the event. Risks in this feasibility study element can
laziness of workers to give their full potential ,inability of employees to understand the
needs of guests. To overcome this problem, training can be given to the staff of Bespoke
Events London so that high outcomes can be gained from this event (Wang and et. al.,
2016).
TASK 4
P6 Devise plan for corporate event by applying key promotional and planning principles
In order to make the event of Foodie Flavour a big success, manager in Bespoke Event
London is needed to devise an appropriate plan. This plan will helps in increasing the
effectiveness of event in a considerable manner. Manager in Bespoke Event London has
prepared this plan by using planning and promotional principles. Elements of corporate event
plan are discussed below:
Conceptualisation of theme: Manager of Bespoke Event London is require to choose a
special theme which will be able to grab the attention of customers or guests in a considerable
manner. Theme of concerned event is “ Eat and repeat with near and dear ones”. This theme is
cheerful and going to encourage customers to spend good moments at Foodie Flavour (Olson and
Brown, 2018).
Set preliminary budget: Manager is needed to prepare budget which will include all
expenses and cost. For this event, expected budget is 2000 pounds.
Make appointments with vendors and owner of venue: This is one of the main aspect
of corporate event plan in which manager is required to meet with vendors and venue owner on
regular basis so that all the activities of plan can be performed as per expectations.
6

Determine right service for potential guests: It is important for event manager to
identify which kind of services will be better for guest attending this event. If guests will not be
provided services as per their expectations then they will not like the offerings of Foodie
Flavour.
Below are mentioned some principles of planning and promotion which must be included
by the event manager so that event plan can be prepared without any loopholes:
Principles of planning
 Event manager is required to plan all activities of event in detailed manner.
 Event team must have some basic information about their targeted audience.
 Manager is needed to assure all activities are taking efficiently (Raj, Walters and Rashid,
2017).
Principle of promotion
 Event manager must target loyal customers to increase repeated system.
 Social media and online resources must be used for promotion of event.
P7 Evaluation of the processes taken for promotion and planning of corporate event
There are some principles of planning for event which must be adopted by the manager.
This will help the manager of Bespoke Event London to finalise everything with the guarantee
that concerned event will be organised without any contingency. Evaluation of these principles
are stated below:
 Detail planning: It is the major principle linked with corporate event planning. Manager
of Bespoke Event London is required to finalise each thing by full planning so that there
will be no chances of contingency and failure of event. If all aspects will not be planned
in detailed manner, loopholes can take place that can fail the agenda of event.
 Information about audience: Another principle of planning is to have sufficient
information about the potential audience of customers. If event manager will not have
any idea about the preference and choice of their guest, it will be difficult to satisfy
audience which will reduce the effectiveness of corporate event for Foodie flavour.
 Trust but verify: This principle for planning states that event manager in Bespoke
Event London is required to trust its subordinated and team member about event
preparation. But, event manager also has to verify the progress from time to time. If
7

verification of process will not take place then may be some contingent situation can arise
which will leads to event failure.
Principles of promotion
Principles of promotion will help the event manager in promoting their products to those
customers which can be highly beneficial for the revenues and profits of Foodie Flavour
restaurant. Evaluation of those promotion principles are listed below:
 Strive for repeat business system: This is the main principle linked with promotion of
product launch event. Event manager in Bespoke Event London is needed to revise the
sales of Foodie Flavour so that their regular customers can be identified. Rather than
creating new customers, retaining the previous ones are more beneficial. In this context,
For loyal customers of restaurant, event manager has asked business owner to give
special discount as their promotional strategy. If repeat business will not be considered,
retaining customer base will not be possible for Foodie flavour (Veal and Burton, 2015).
 Use online resources and include social media actions: Event manager has created an
event at social sites such as Facebook, Twitter and Instagram in which all the information
about upcoming event are mentioned. Due to the vastness of social media, maximum
people in London will be able to acknowledge about the business expansion of Foodie
Flavour and may come to event. If social media will not be used then it will be difficult
for event manager to promote event via door to door promotion.
CONCLUSION
As per above given report, it is concluded that different events in corporate events are
team dinner, conferences, farewell parties, exhibitions, trade shows, incentive programs, new
joinees etc. These events are basically a social or hospitality activity that is funded and organised
by a business firm. Corporate events are concerned with a business organisations and their
activities whereas leisure events are for fun and entertainment. Seminar and conferences benefits
the employees of concerned firm in improving their business performing capability due to which
organisational work will be performed desirably. Main Criteria on which targeted audience will
be selected are Income of people, Interest in Junk Food, Location of restaurant. In feasibility
study, main risks associated with this product launch event are lack of financial and interest of
people in restaurant.
8

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.
9