Corporate Events Management

Corporate Events
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Different types of events..........................................................................................................3
Difference between corporate and leisure events...............................................................5
LO2..................................................................................................................................................7
Review different types of corporate events...........................................................................7
Recommendations....................................................................................................................8
LO3..................................................................................................................................................8
Different criteria to identify the potential audience for new corporate event...................8
Key elements of feasibility study in new corporate event...................................................9
Importance of feasibility study for proposed corporate.....................................................10
LO4................................................................................................................................................11
Plan for corporate event by use of planning and promotional principles.......................11
Evaluation of process taken for planning and promotion of corporate event................12
CONCLUSION.............................................................................................................................13
REFERENCES............................................................................................................................14

INTRODUCTION
Business or companies within market has always required to arrange different
events for boosting its existing performance and productivity. Top-level management
within different companies or businesses always contact to a events management
company for properly conducting a decided event. Currently there are various event
management companies are available in the market which provides facility to plan,
organise, control and monitor different events to a company. Currently corporate
businesses are taking huge advantages through different events management
organisation. A company always need to arrange various events in a year for positively
influencing it’s all business operations. This report mainly discusses corporate events
management function of The Events Company. It is a popular event management
company, situated in Redditch B98 9ND, United Kingdom. On the other side, some
other aspects of events management also have been discussed in this report. For
example; range of different corporate events, potential audience of a new corporate
events, etc. There .is a productive corporate event plan also has been mentioned in this
report with key planning and promotional principles.
LO1
Different types of events
Corporate events are mainly organises by different businesses or companies for
adding some value within their existing business operations. The main purpose of
corporate events in a company is to positively influencing its business environment.
There are always different types of events has organised in a company or business. In
this situation, some major events of an organisation, company or business has been
discussed below;
Sales Meetings
Event which has based on sales meeting is very common within the different
companies or businesses, because currently each company organises an event for

discussing about its sales aspect (Kolari, Pynnonen and Tuncez, 2017). Basically, in
this type of events, mainly upper management and employees of a company is
participates, because in a sales meeting an upper management always give specific
instructions to it’s all employees for increasing its sales.
Product Launches
This is another type of events within a company, where a company contacts to
The Events Company for organising a product launching event. Basically, this event
organises by companies to inform and aware people about their new products and
services. In a product launching event, a company always invites different people or
customers at the event venue, because when many people or customer visit at the
product launching venue, then a company can easily promote its new product on its
launching date.
Exhibitions
Exhibition is also a popular type of events within a company or business. Top-
level management within most companies always organises this event for highly
promoting their various products in the market by inviting different customers or people
within an exhibition hall. A company mainly focuses on providing specific information of
its various products to visited people or customers. Basically, this event organises by
companies for their promotional purposes.
Corporate Conferences
Corporate conferences are another major type of events, where accompany
organises a conference for directly interacting with its various stakeholders, like;
customers, employees, investors, shareholders, media etc. (Schaltegger, Burritt and
Petersen, 2017). This event mainly promotes interaction values within a company, that’s
why many companies mostly organises different conferences.
Seminars

Many times, organisations arrange different seminars for increasing their existing
efficiency. There is seminar also a major type of events. For example; many times,
companies arrange motivational seminars for highly motivating their employees and
workforce. In this type of events, The Event Company is responsible arrange all thing on
the basis on a company’s requirements.
Difference between corporate and leisure events
There are corporate and leisure events always has different needs, wants and
travel patterns. Basically, corporate events mainly organise for improving professional
standards. On the other side leisure events mainly organise for improving personality
standards. For example; a company always focuses on increasing its profitability index
while conducting a corporate event, and a company focuses on improving its relations
with different stakeholders while conducting a leisure event (Arora and et.al., 2017).
There are key differences in terms of content, planning and promotion between
corporate and social events has been discussed below;
Basis Corporate Events Leisure Events
Content Corporate event mainly
organises by a company
for fulfilling its commercial
needs and wants. Mainly
sales meetings, product
launch, motivational
seminars etc. events come
under corporate events.
The mainly objective
behind organisation of
corporate event is to
increase existing
performance and
efficiency.
Leisure events mainly
organises by a company
for improving its relations
within different
stakeholders. For example;
many times, companies
organise a dinner where it
invites all levels of
management, like; top-
level, middle level and low
level. Th main aim behind
dinner is to build an
effective relationship
between employers and
employees.

Planning The top-level management
of company always plans
for organisation such
events. After panning, the
management contacts to
The Events Company for
implementing planned
corporate events like;
conferences, seminars,
sales meetings etc.
In leisure events, mainly
HRM of a company plans
such events, where it only
focuses on developing a
happy and healthy work
culture (Lehdonpolku,
2019). For example; many
times, HRM plans informal
lunch for team leader and
team members. The main
purpose behind these
events is to maintain
excellent connectivity
between all employees
within workplace.
Promotion Most corporate events
always required promotion.
For example; a company
contact to The Events
Company for organising a
product launching event. In
this situation, The Events
Company is responsible to
promote that product
launching event also for
inviting lots of people at
the event venue. That’s
why promotion is always
required in most corporate
events.
There is promotion highly
required in these events as
well. For example; a
company contact to The
Events Company for
organising a concert,
because that company
wants to improve relations
with its customers by
inviting them in music
concert. That’s why there
is promotion is highly
required to aware and
inform different customers
in the market about
company’s concert. That’s

why promotion is
necessary in many leisure
events as well.
Comparing and contracting corporate and leisure events
CORPORATE EVENTS
1. Product Launches: Product launch event organises by companies to inform and
aware people about their new products and services. Company can easily
promote its new product with support of this event. This is some costly for a
company.
2. Corporate Conferences: Corporate conferences events, where a company
organises a conference for directly interacting with its various stakeholders, like;
customers, employees, investors, shareholders, media etc. This event promotes
interaction values within a company. This event is something time-consuming.
3. Motivational Seminars: Companies arrange motivational seminars for highly
motivating their employees and workforce. This event is very helpful in motivating
employees. On the other side, company need pay very high fees to a
motivational speaker.
LEISURE EVENTS
1. Festival Celebration: Festival celebration event arrange by a company for
improve moral values within workplace. This event improves productivity of
employees. On the other side, this event time-consuming.
2. Annal Function: This event organises by companies for making comfortable to
all employees at the year ending. Employees feel valued by company when a
company organises this event. On the other side, this event is not much effective
in comparison of other events
3. Picnic: Picnic event also arranges by a business for building effective
employment relations. This event encourages employees for putting their huge
efforts in the workplace. On the other side, managers, leaders and employees
waste too much time for selecting an appropriate place for organising this event.

Justification
Generally, there are both types of events have organised by different companies
or companies. A company is highly required to organise both corporate and leisure
events within its workplace to boost its existing performance and efficiency (Yilmaz and
Flouris, 2017). There are planning and promotion procedures completely necessary
within corporate and leisure events, but ways of conducting planning and promotion are
fully different within both types of events.
LO2
Review different types of corporate events
Contribution of corporate events in achieving business goals
Currently top-level management within each organisation is taking various steps
towards organising different types of events for boosting their existing performance un
the market. These all corporate events are very helpful; in achieving different business
objectives and goals. Corporate events always contribute in achievement of success for
an organisation. There is role of some common corporate events has been discussed
below which basically helps to a business for achieving its different goals and
objectives.
 Product launching event
Many companies or businesses organise product launching event to systematically
launch their respective new product. In product lunch event, a company takes various
steps for promoting this event, because that company can invite lots of people or
customers at the event venue by promoting its product launch event (Getz and Page,
2016). There are The Events Company is responsible to arrange event venue according
to company’s requirement. For example; a company always set sitting arrangement in
two sections within a product launching event, one section for VIPs and the section for
common people. In this situation, employees of The Event Company are responsible to
implement this common thing event venue for effectively organising product launching

event. When a company launch its new product in front of many people, then it can
easily influence existing people to buy that product. At the end, this event contributes in
achieving different goals and objectives.
 Motivational seminars
Many times, a company organises motivational seminars also within its workplace,
where generally it invites its employees. By providing motivation seminars to
employees, a company easily achieve its goals and objectives in the market. When a
company wants to organise motivational seminar, then it contacts to The Events
Company for properly organising seminar. In this situation, the events company is
responsible to make ready seminar venue on the basis of company’s instructions. For
example; the event company is highly required to arrange sitting arrangement of all
employees and employer in proper manner, etc. Basically, a motivational seminar
organises by a company for improving existing performance and efficiency of all
employees. Reason is, when a company has highly motivated workforce, then it can
easily achieve its various gaols and objectives in the market.
Strategic focus and goals
Strategic focus and
goals
Advantages Disadvantages
Management Contributes in managing
different areas of business
Complicated process
Product life cycle Provides existence to a
product in the market
Stand against competitors
is tough challenge
Core business activities Supports in achieving final
goals on time
Time-consuming
Competitive strategy Helps in gaining
competitive advantage
Uses by almost all
businesses
Marketing Promote products and
services at the large scale
in the market
Costly

Talent management Provides talented
workforce
Retaining talent in
workplace is tough task
Recommendations
Top-level management of each company should take huge advantages from
different types of corporate events, like; sales meetings, seminars, product launch,
exhibitions etc. Generally, most companies or businesses within market always
organises these all events within their respective workplace, because these events
always positively influence to a company’s performance aspect. That’s why each
company should organise these all events. On the other side, there are the
management of The Event Company is highly required to give its best services to
different companies or businesses in the market which wants to organise various events
(Lee, 2017). Basically, the event company should completely follow the all instructions
of company which is organising an event. By organising an excellent corporate event, a
company will be able to achieve its objectives and goals in the market.
LO3
Different criteria to identify the potential audience for new corporate event
There are various methods to identify potential audience for corporate event so
that large number of guest can be attracted to come and make event successful.
Therefore various methods used by the event to influence maximum number of
customers are as follows:
Creation of customer’s profile: The event manager has planned to identify customers
that will like to enjoy corporate events. It has segmented and categorised customers on
various basis such as age, gender, income level and location so that effective strategies
can be formulated to attract large number of target audience (Getz and Page, 2016).
Therefore people of country are classified on the basis of demographical factors such
as:

Age: Potential audience should be identifying on basis of age of people such as mostly
young generation like to have corporate events. Therefore, the event manager has
identified potential customers by classifying people on basis of age factors for better
result.
Gender: Another way to identify potential customers for corporate events is
classification of people on basis of gender such as male and female so that effective
strategy can be formulated by The Event manager (Wang, Gibson and Zander, 2020).
Market survey: The event marketing manager can identify target customer range
through market research such as primary and secondary. It has planned to use social
media, sites and email to take survey about needs and preference of particular
customers. Feedback from target customers is another way to get to know about target
customers preferences and interest in corporate events.
Digital media: It is one of the recent and best methods to identify potential audience of
corporate events as most of businessman use social sites, digital media to run their
business operation (Valentin, 2020). So, The event by increasing its presence in social
sites can identify potential audience for corporate events.
Key elements of feasibility study in new corporate event
Feasibility study is analysis of opportunity or problem along with current mode of
operation, alternative option and requirements. There are six element of flexibility study
that are used by The event manager for new corporate event such as:
Project Scope: Manager of the event needs to clearly explain about various steps,
scope, and opportunity of corporate event and participants of particular event.
Current Analysis: Manager identifies current strength and weakness of corporate
event so that appropriate steps to be taken to remove defects or error to make event
successful (Pfitzner and Koenigstorfer, 2017).
Requirement: Different tool and techniques that are required to manage and create
corporate event so that audience can be delivered qualitative services.
Approach: Manager of corporate event also plan various approaches, method that can
be used to make event successful so that customers demand can be satisfied in an
effective manner.

Evaluation: At this stage of flexibility study manager of The event evaluate total cost,
benefits from organising corporate event so that various sources to raise capital can be
analysed for smooth operation of event.
Review: It is whole revision of flexibility study so that corporate event can be made
successful and different method can be improved for better and qualitative results
(Chen and et.al., 2017).
Importance of feasibility study for proposed corporate
There are various importance’s of flexibility study for making better and
successful corporate events as it helps in getting right by providing clear picture about
proposed project. Therefore different benefits of feasibility study for the event are as
follows:
1. Crucial information can be gained through flexibility study so that appropriate
decision can be made for making successful corporate events.
2. Helps in determining new opportunity in order to make corporate event innovative
so that customers can be provided qualitative services.
3. Identification of various reasons to include particular steps so that goals of
corporate events can be achieved. Thus enhance success parameter of
corporate event organise by the event by evaluation multiple parameters.
4. Flexibility study helps manager of the event to develop particular plans, steps
that need to be taken and goals of corporate events so that audience can be
delivered qualitative services beyond their expectancy (Mayo, Blum and Roussel,
2018).
5. Through flexibility manager can clearly define roles, responsibilities and task to
be performed by each individual so that predetermined objectives can be gained.
Therefore it can be critically evaluated that flexibility study helps in making event
successful through clearly defining each steps that need to be performed in order to
get particular outcome. It can also be stated that flexibility study is used by manager
to find different opportunities that can make event successful and satisfy needs of
customers.

LO4
Plan for corporate event by use of planning and promotional principles
Manager of the event has to follow various key principle of planning and promotion
in order to effectively manage corporate events and get desired results. There are
various steps that need to be taken by manager of corporate events so that
requirements of customers can be satisfied (Sampath, Gardberg and Rahman, 2018).
Such as:
Understand purpose of event: The first steps that need to be taken by manager is to
identify purpose of corporate events, its goals, activities that need to be performed by
each individual to plan and promote events so that large audience can attend events
and have fun.
Target audience: The second step that needs to be followed by event manager is
target audience of corporate events so that various strategies can be formulated to
attract customers to choose corporate events of the event so that it can grow and
expand its market share.
Resources to be required for planning and promotion: There are various resources
that are to be needed in order to promote and plan steps that need to be taken by each
team member so that goals of events can be accomplished. Such as for promotion new
techniques are used so that younger generation can be easily attracted to select
corporate events of the event firm.
Definite budget: It is another principle of planning and promotion that state budget
need to be prepared so that various activities can be smoothly carried out and
objectives can be gained. Manager of the event has prepare budget for planning and
promotion activities of corporate so that necessary expense can be meet and firm can
earn specific amount of profitability.
Project timeline: It is one of the most important principles of event management which
state about timeline within which planning and promotion needs to be done to get
desired result. Manager of the event has effective determines time to promote corporate

events and perform various activities in limited time so that audience can be get better
experience beyond their expectancy.
Management of risk: Manager has planned to effectively manage different uncertain
risks that are associated with corporate events such as fire. Therefore, safety measures
are planned by manager so that no harm can be posed to guest and team members
that are working to make event successful.
Backup plan: It is the last principles of planning and promotion that is considered by
manager of the events which state that if plan is not implemented as per expectation
then next steps to be taken to execute and promote corporate event of firm. Thus, it
ensures contingency and sustainability of plan for longer period of time for better
results.
Evaluation of process taken for planning and promotion of corporate event
On the basis of above plan process, steps that are taken for planning and
promotion of corporate events of the event company were successful and innovative
that helps in meeting needs and demand of large number of customers range. There
are various strategies options that can be used by the event manager to make event
successful such as:
Event vision: Manager by identifying vision of firm can easily formulate various steps
that need to be performed so that vision of particular event can be achieved and
customer’s needs are fulfilled. Therefore it helps in effective planning and using of
promotion techniques to influence maximum number of customers.
Planning of timeline: The event manager plan, evaluates appropriate time taken to
perform specific task so that better and qualitative services can be offered to guest.
Planning in advance and effective management to time helps in maximum utilisation of
available opportunities so that guests are provided better experienced (Asikainen,
Hailikari and Mattsson, 2018). Therefore, it helps in completion of task and promotion of
events within particular time period.
Promotion: Social media is one of the best strategies to promote corporate events to
large number of customers within minimum cost, efforts and prices. Planning of events

can also be made by analysing recent trend, customer preference through use of social
media such as Facebook, Instragram.
Therefore one of the best strategies for the event to plan and promote corporate
events is to use innovative technologies such as social media, sites and effective
determination of vision so that event can be planned and promoted successfully (Mayo,
Blum and Roussel, 2018). Vision helps manager to decided various steps that need to
be performed so that task can be accomplished.
CONCLUSION
It can be concluded from above analysis that there are different types of events
such as sales meeting, exhibition and products launch. Different techniques are used to
plan and promote corporate and leisure events so that events can be made successful.
It can also be concluded that feasibility study is important for new corporate event that is
organised by the event firm to earn profitability.

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