Corporate Events Management: Types, Planning, Feasibility Study, and Evaluation

This report provides insights on different types of corporate events, their planning process, importance of feasibility study, and evaluation of the process. It also includes recommendations on how to attain business goals through corporate events. The report covers examples of successful product launch events, exhibitions, and sales meetings. It also explains the importance of identifying potential audience and conducting a feasibility study to minimize risks associated with the event. The report concludes with principles of planning and promoting a product launch event.

CORPORATE EVENTS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
LO.1. Corporate events and leisure events:.....................................................................................3
Different Types of Events and their Comparison........................................................................3
LO2. Different corporate events helping the companies to attain their business goals:..................4
Review, Critical Evaluation and Recommendations for different events....................................4
LO3. Importance of feasibility study for corporate events:.............................................................6
Identifying the potential audience:...............................................................................................6
Key elements of a basic feasibility study for a product launch:..................................................7
Importance of feasibility study in identifying risks associated with a product launch................8
Evaluation of content and role of feasibility study to help assess the product launch event's
success:...................................................................................................................................8
LO4: Evaluating the process of planning and promoting a product launch event:..........................8
A plan for the Product launch event:...........................................................................................8
The process of planning and promotion of a product launch event:............................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
There are many types of events such as corporate, leisure, personal and cultural events.
Events that are organized by the companies are called as corporate events. These corporate
events can be of any type such as product launch, sales meetings, conferences, trade shows,
award functions etc. The events organized and funded by the company. In this report, there is
information about corporate events and how the corporate events are different from the other
events. This report also explains about the various examples of different types of events and the
planning process and analysis of the events of such corporate events.
LO.1. Corporate events and leisure events:
Different Types of Events and their Comparison
Corporate events:
Corporate events are the events that are mostly organized by the corporate sector. There is a
wide range of events that are being organised by the companies. It can be organized for
performing any kind of social or business activities (Perlin, Kirch and Vancin, 2018). This can be
of any type such as launch of product, conferences, exhibitions, events for the achievement of
the company and charity events.
The type of corporate events:
Product launch event: The companies use these product launch events to promote or to
advertise the products or the services provided by the company (Allen, 2021). In the product
launch events, the celebrations includes the customers, media, stakeholders and employees.
So many strategies are planned to create the hype about the events.
Exhibitions: The exhibitions are the events where many companies show their product. The
exhibition events are of two types, one is trade exhibition in which many companies come on
the same platform to showcase their products and the services, other one is customer
exhibitions, the product are put on the display for the general customers.
Sales meetings: The board members come together in the event to have discussion about the
company's strategies for future to achieve goals and also about the performances of the
company. Mostly companies keep these events as private programs but many firms also use
this as a possibility to show case their success and achievements.
Comparison
The comparison of leisure and corporate events:

 In both business and the leisure events the event manager need to understand
the purpose of the event and plan a blueprint while executing the plan (Kim and
Byun, 2018).
 Both the events require proper organizing committee that knows about their
targeted audiences (Park and Park, 2017).
 The event planner must plan these events in a way that they are meeting the
purpose of their clients at the end of their events.
Contrast
The differences between the corporate and leisure events are:
 In company or corporate events, it includes events like sales meetings and
product launches or charity events. And leisure events includes the sports, theme
and other entertainment programs.
 In corporate events, the room has to be allotted with proper sitting
arrangements(Kalgo and et.al., 2019).. Whereas leisure events are more likely
be fun and theme based events where the event manager has to manage the
sports and other activities.
 The leisure events are mostly organized as the client wants break and to
entertain themselves (Monterrubio and Pérez, 2021). Whereas the business
events are planned for a decision making, company meetings or product launch.
Content: Corporate events includes panel discussions, round tables and presentations
whereas leisure events includes the sports activities other means of entertainment.
Planning: This includes different approaches of planning. Such as business events need
planning to provide professional environment and the leisure events need to provide fun
environments and sports activities.
Promotion: For promotions of leisure events the event managers can advertise it through
pamphlets, newspapers and through their social media accounts whereas corporate events are
promoted through formal emails and formal invitations.
LO2. Different corporate events helping the companies to attain their
business goals:
Review, Critical Evaluation and Recommendations for different events
Product launch event

Product launch events are the events that a company organizes for the launching
product. These events are the marketing strategy to create the hype of their company, product
and their services to grab the eyes of the customers and the stake holders. Also, the goal is to
boost the sales and the publicity of their product and also to gain the faith of the anticipated
customers.
Exhibitions
The events like exhibitions are organized along with many other competitors
of the company. The exhibition events are celebrated with the aim of informing the
customers and clients about product a( 10 Most Common Types of Corporate
Events, 2020). The companies go into the exhibitions with clear strategy of proving
their product as the best. The strategy behind such exhibition is to talk about the
business targets, strategies and new scopes of developments with the potential
stake and share holders of the company. By meeting them and talking to them they
can achieve their goals.
Sales meetings and company meetings
The sales meetings are conducted with main goal of boosting the sales. The
main purpose of such event is to discuss the strategies such as how to increase
the sales and also to motivate the sales department on their achievement and to
work more. Sales department employees help them in creating the strategy. These
events are mainly organized for making the strategies and creating goals for the
future expansion. With the involvement of all these people and the strategies the
goal can be achieved.
Critical evaluation of success of events
Product Launch
Unilever had a product launch event in which they have launched a range of
beauty products with a tag line “saying no to normal”. The thought behind the tag
line was to see the beauty ideals on wider range. The event was successful and got
increased brand advertisements.
Exhibition
Burberry exhibited a fashion photography with the tag line “here we are:” in
London fashion week along with thirty other contemporary photographers. The
theme of this event was to mix the art and the fashion. The event was successful in
fulfilling the goal and in grabbing the attention during the fashion-week.

Sales meetings
Astrazeneca tied up with future pharma. This conference was designed to
help the pharmaceutical companies in evaluating their sales strategies and
marketing after the pandemic. Also the aim is to provide them an insight on
commercial success. It was a successful conference and help them achieving their
targets (The World’s Leading Pharma Commercialization Event, 2021).
Recommendations
Product Launch
Unilever always comes with good ideas in tag lines and the agenda behind
the tag lines are also always clear. For better and effective success of the events
they can include interactive sessions with the audiences ( Unilever says no to
‘normal’ with new positive beauty vision, 2021).
Exhibition
The Burberry can create an online buzz before organizing any exhibition.
Also they can release the teaser photographs. For more association of interested
people.
Sales meetings
The Astrazeneca can set their agenda explain them beforehand so that they
can understand the clear picture on the targets of the company. This will be helpful
in more effective discussions.
LO3. Importance of feasibility study for corporate events:
Identifying the potential audience:
For example, a product launch event is being organize by Burberry. The
criteria for the potential audience for this event will be as follows:
Product
The understanding about the product is important ( McKinley, 2017). The
audience of any event can be identified on the basis of the product that is
launching at the event. The age and gender can be the points of consideration
while identifying the people who may attend the product launch ( 5 WAYS TO
IDENTIFY THE RIGHT TARGET AUDIENCE FOR YOUR BRAND, 2020). Burberry had
launched the range of designer clothing in the launch event for their potential
customers. The people who are interested in new designer clothes will join them in
the event.

Attendee Persona
According to the type of event and the industry, the audience can be
classified. On the basis of the previous events organized by the company the
planner can know about the type of personalities that might attend the event as
their audience. Also by analysing the audiences of the competitors they can
understand the potential audiences. The Burberry is a clothing company, so people
related to the textile industry would be there as their guests. The managers and
designers and also the models can be present in the clothing launch event.
Price
The audiences also depend upon the price of the product. When they know
they can afford the product it will develop their interest in the product and they
would like to know more about the product ( Jeng, 2020). These audiences are
mostly those people who are regular or the potential customers of the Burberry.
They will explore clothings from Burberry and will buy it. So price will also play
major role in identifying the audiences for the dress launch event of Burberry.
Key elements of a basic feasibility study for a product launch:
The key elements are the factors which determine the feasibility of the event. For
example, if a product launch event is to be organized for Burberry for its newest range of
premium clothing, the key elements of feasibility will be as following: Risk feasibility: The staging of the event is least risky as the event will be a major point
of attraction to all the stakeholders. Time feasibility: There is enough time to plan and book a venue and notice periods to
all the participants. Funding feasibility: The company will be investing least, as the sponsors will pay
majority of the event on behalf of the company (Kampira, 2018). Support feasibility:The event will be supported well as the venue, huge funding and the
product are major attractions. Staffing Feasibility: Majority of the staff has volunteered to work in the event and rest
of the staff will be the hired professional staff (Components of a New Product Feasibility
Study, 2021).
 Environmental management: The event will be environment friendly and the protocols
related to environment sustainability will be followed precisely.

Importance of feasibility study in identifying risks associated with a product launch
 Feasibility study of the product launch event of Burberry will minimize the risk of
product failure in the market.
 Research before the event will help the organization in minimizing the risk of
event failure of its new range of clothing (Jebrin, 2017).
 Feasibility study will conduct the research about all the participants which can
minimize the risk of low participation.
 The feasibility study can help the company to clear the doubt of the team about
accomplishment of the mission of the product launch event.
 It can help the company in providing extra time for testing its range of premium
clothing before the implementation to minimize the risk of any unplanned
incidents at the event.
Evaluation of content and role of feasibility study to help assess the product launch
event's success:
 It can give the clear idea, if Burberry's new range of premium clothes will be
successful or not.
 It will provide evidence why and how the event will be executed to get maximum
benefit of the event to be successful.
 It can prevent threats from occurring and help them in mitigation before and in
between the event which will ensure the success of the event.
 It can give the team of Burberry and its stakeholders valuable insight of the event
and new range of clothing to be introduced to ensure maximum participation and
success of the event (Jebrin, 2017).
LO4: Evaluating the process of planning and promoting a product
launch event:
A plan for the Product launch event:
Following are some key planning and promotional principles: Event objective: The first principle of planning an event is to define the objective of the
event proposed (Ito and Omura, 2020). For example if Burberry plans to launch its new
range of clothing then, the purpose of the event will be to promote the product on a large

scale which will attract existing customers and potential customers as well (Dowson and
Bassett, 2018). Budget planning: The second principle is budget planning. For example: the budget of
the event of Burberry will be huge because it will be sponsored, and the major costs will
be incurred by the sponsors. The company will be investing very little. Target audience: The target audience is that segment of audience which is potential to
be the customer. The target audience of Burberry's the product launch event is premium
segment of the population. Timeline: It determines what has to happen when. The timeline for the event is Saturday
evening, so that audience can easily participate without having to take leaves from work.
It will ensure maximum participation in the event as most of the population ave their
weekends free. Venue selection: It is the location of the event. The event of Burberry will be held in one
of the leading resort of the city with the best catering and sitting arrangements. Managing suppliers: Every event involves a number of suppliers. The product launch
event will involve individual suppliers for from cater to lighting which will be firstly
shortlisted, bargained and then finalized by Burberry. Suitability thinking: The event will be planned in an environmental friendly way which
will attract more participants. The decisions which consider the social and environmental
impact will be considered. Marketing and promotion: The event will be promoted and marketed through e-
mailing, invitation cards, mails and meetings. The event will also be promoted on the
social media platforms and the press will also be invited. Risk management: Risks are associated with every event. The management will be
creating a risk management committee which will test the event prior, supervise and
monitor and provide solutions to all the issues arising (Arvanitis and Estevez, 2018).
 Backup plan: Backup plan is the alternative plan which can be adopted if the initial plan
fails. The risk management committee will be preparing 2 alternative plans if the product
launch event fails or suffers losses.
The process of planning and promotion of a product launch event:
The product launch event can be planned and promoted by using various processes
(Su, 2019). For example, if a product launch event is to be organized for Burberry for its newest
range of premium clothing, the process will be as follows:

 Defining goals: The goal of the event is to attract a large base of premium audience to
the new clothing line. Establishing budget: The budget will be prepared by financial team after consulting the
sponsors (Importance of Feasibility Study : Definition, Reasons and Steps Involved,
2019). Building team: The product launch event will involve two teams first the volunteers and
the second will be professional individuals. Venue and date selection: The event will be held on a weekend evening and the venue
elected is the best hotel of city. Event branding: The theme of the event will be formal and the website and invitations
will be designed according to the theme selected. Planning the programs: There will be a single track of workshops and talks program.
 Confirming sponsors and speakers: The CEO and BOD of the company will the
speakers, who will be present along the all the sponsors. Identifying and selecting tools: The event will use the certain technologies such as
mobile apps for live steaming, registration and ticketing which will be implemented far
before the event and some will be held off until the event day is close enough (Yoon,
2021). Creating a marketing and promotional plan: The marketing plans to promote the
event will be media, social media and emails. Various billboards, blogging to online
advertising will also be used to promote the event (Dowson and Bassett, 2018). Determining measurement: The event will be measured on the basis of ticket sale and
occupancy of the audience in the venue.
CONCLUSION
It can be concluded that a company can held a range of different events including
business meetings, product exhibitions and product launch events. Every event up-to some
extent is similar and different from each other. Corporate evens are the official formal events for
a company which results in the success of the company while leisure events are held for the
purpose of entertainment and distressing. Every corporate vent have different strategic focus
and gaols. The basic elements which are needed for feasibility planning of a corporate event
includes risk, budget, time and funding. Feasibility study can ensure the success of the product
launch by minimizing the risks associated like failure. The corporate event of Burberry can be

planned on the basis of various principles like backup plan and sustainable thinking and by
following various steps like event branding and team building.
REFERENCES
Books and journals

Allen, J., 2021. Event management. Wiley.
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practice. Kogan Page Publishers.
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