Different Range of Corporate Events and Their Strategic Goals

This report discusses the different range of corporate events and their strategic goals. It covers conferences, seminars, and trade shows. It also explores the criteria to identify potential audience and the key elements of a feasibility study for corporate events.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Different range of corporate events...................................................................................3
P2 Difference between corporate and leisure events..............................................................4
TASK 2............................................................................................................................................5
P3 range of corporate events and ways in which they meet strategic focus and goals..........5
TASK 3............................................................................................................................................5
P4 Criteria to identify potential audience for corporate event...............................................5
P5 Key elements of basic feasibility study for corporate events............................................5
TASK 4............................................................................................................................................5
P6 Plan for corporate event applying key planning and promotional principles...................5
P7 Process taken for planning and promotion of an event.....................................................5
CONCLUSION................................................................................................................................6

INTRODUCTION
Corporate events are those social gatherings in which many people who belong to a same
business or are related to some specific society of corporate come together at the same time and
venue in order to meet some demands and needs. A number of business organisations perform
various corporate events which can be meetings, conferences or even addressing employees or
some brand endorsements (Skaaksrud and Hollahan, 2019). In the following report discussions
are made on company bespoke events which is a famous event management company situated in
United Kingdom. The following company holds an experience of more than 25 years in planning
various events for corporate sectors. They have planned a number of events for fashion, finance,
entertainment as well as retail sector. Different types of events in corporate sector various
strategies and goals for these events, criteria are for identifying the audience, promotion as well
as planning are considered in this report. Along with this feasibility study of an event is also
mentioned in the report.
TASK 1
P1 Different range of corporate events
Corporate events in today’s Eire usually consist of various formal events in institutions,
corporate sectors as well as industries. It is necessary to take care of security and safety of all the
audience in these events. Some of the specific corporate events usually conducted with different
purposes through various organisations are mentioned below:
Exhibition: It is a specific event conducted by a number of corporate sectors in which a number
of audience are required so that corporate association can deliver their products or services to
their customers. It also helps a number of corporate ‘s two give competition to their rivals in the
market. In context of bespoke events it is crucial for the company to develop sponsorship rates in
order to make sure that they can publicise the event in front of maximum number of people.
They are required to make promotional plans for this evening so that they can effectively
conduct this event with as many as audience required.
Sales meeting: these are the events which are held by a number of corporations within regular
time interval in which they effectively develop relationship with all the sales person in the team
or organisation. In this all the internal as well as external stakeholders of a corporate sector
which includes retailers, distributors existing customers as Willis targeted customers are invited.

Bespoke events make sure that they can effectively entertain all the guest in these events and
make sure that the sales meeting is a success through introducing some activities to engage
attention of all the stakeholders (Haendel, 2019).
Product launch: These are the corporate events in which associations say introduce a new
product in the market at a high-level or even smaller level. The host of these events are the
corporations who are launching a new product. They invite all their investors as well as their
partners who are related to this new product and will benefit the organisation in selling these
products. Bespoke events make sure that they effectively conduct promotion of this event as well
as promotion of the new product so that they can manage this event and all the guest who are
attending this event.
P2 Difference between corporate and leisure events
Leisure events as well as corporate events at two of the most significant types of events
which are to be managed by an event management company. Both of these events require
different planning and perform differently. Important rules of this event are mentioned below:
Corporate events Leisure events
Corporate as well as commercial events are
considered in the category in which bespoke
event can effectively help an organisation in
making sure that they are delivering all the
desired objectives and goals to the targeted
audience(Moutinho and Vargas-Sanchez,
2018).
Leisure events usually include recreational
activities, sports, concerts as well as
entertainment events. These are specifically
performed to entertain various audiences.
These events are specifically performed so that
promotion of organisation can be done which
includes various facilities, charitable trust,
products and services for different causes.
The major objective of this event is to
entertain the audience. It is single-handedly
targeted towards making sure that the audience
or customers visiting these events are
entertained.
In a professional event or corporate
event there are a number of skilled employees
required who will help the organisation in
conducting this event successfully. Bespoke
The workforce required for such event need to
be good in communication and make sure that
they maintain healthy relationship with all the
customers and audiences so that they can

events specifically have a number of skilled
employees who are Best for corporate events
and help the clients in maintaining these events
and reaching all their goals and objectives for
the event.
engage them and entertain them. Bespoke
events specifically hire those employees who
have good communication skills and can
engage the audiences so that they can be
entertained through these events.
These are various differences in both leisure and corporate events. Both of these events have
different objectives and the clients and audiences for these events have different criteria is to
carry on these events. Company like bespoke event make sure that they look into every aspect
and risk involved with this event so that they can successfully carry out these events.
TASK 2
P3 range of corporate events and ways in which they meet strategic focus and goals
When talking about organisational contacts in today’s world there are a number of such
events taking place. It is seen that every corporate event is designed in such a way so that it can
bring a number of benefits to the corporation who is organizing them. There are a number of
strategic goals behind organisation of such events which are mentioned below:
Conferences: A conference is a social networking event in which it is the responsibility of a
project manager to make sure that all the information required by different professionals
according to the function within the industry or organisation are delivered with required
knowledge so that the conferences can meet the required goals and objectives for which they are
conducted (Kasperson, 2019). Conducting any such event of conference also includes various
purpose in order to accumulate a number of audiences at similar location so that potential ideas
and innovations or solution to different problems with a similar solution can be argued upon or
agreed upon. Sales meeting can be said a type of conference meeting which consist of various
objectives in order to improve sales of a company. An example can be taken of bespoke events in
which it prepared a special is meeting plan listing down all the needs and requirements of client
as well as audience who will be attending the conference. The primary benefit of such event can
be brought to client or through automatically saving the time of client and making sure that all

the arrangements required for the sales meeting conducted by event management company
effectively. Some of the famous business organisations such as Apple, Google and Microsoft and
a number of such international brands take help from such event management company so that
they can reduce the burden of the meeting upon them and the events can be conducted
successfully under professional guidance.
Seminars: The major purpose of organising a seminar is spreading information about a crucial
topic. This is the reason why such corporate events are conducted. There are a number of people
visiting such even who are affected by the topic and there are one sessions or conference through
which the information required is distributed in the seminar. When taking into consideration
bespoke event then organisation have conducted a number of seminars including different clients
so that they can make sure that all the audience of the seminar do not have any problem in
receiving the information also the client kind affectively distribute the information required.
Organisation of such events by bespoke events will help the company as well as its clients itself.
It will get competitive into vantage for both the client company and bespoke event. It is
necessary that event management company I look forward to fulfil all the needs and
requirements of client. In this way they can also increase their brand image and healthy client
together with it. An example of Apple can be taken where Steve Jobs used to take into
consideration such events in order to launch products successfully. This was in marketing
strategy of company which have benefited it crucially. All the techniques and innovations in the
new product of apples were specifically delivered by CEO of the company who made sure that
audience are engaged along with which the required information and technology of new product
can be delivered to the targeted audience. It is often seen that seminars are best for benefiting a
particular segment of customers.
Expo or trade shows: Major purpose of trade shows is to deliver a show in front of all the
potential customers of the business or industry in order to make sure that they can connect with
the suppliers and all the consumers for better revenues and profits in future. Auto Expo can be
considered as one of the major examples for such events (Nunes, 2018). Bespoke also helps in
launching event like auto Expo or any other such a trade show where a number of business
organisation reaches to their clients and also delivers the information about all the services and
the products which they are offering to their clients. Major objective of trade show is to target a
number of customers in a similar time and deliver the information about the range of products

and services which they are offering and how can the customer be benefited by it. When
critically analysing bespoke events company have ample advantages and a number of benefits
while they conduct such a trade show. There are a number of clients who visit such a trade shows
in this way the brand image of company can be enhanced along with advancing the brand image
of bespoke events. This will help in benefiting productivity for both the client company and the
event management company. Brand enhancement he is one of the major purposes which can be
fulfilled through the help of such trade shows.
It has also been analysed that when a particular event is conducted successfully the corporate
event manager who have helped in developing and conducting that event is achieving all the
goals required for the corporate or the client for whom the event is conducted as well as the event
management company together.
TASK 3
P4 Criteria to identify potential audience for corporate event
In the following report the client company of bespoke events is Foodie flavour, which is
looking for expansion of their business and also expansion of the food and beverages they are
providing so that they can consume large shares of market and also increase their customers. In
present the companies working in a small level and they have very small benefits for the
entrepreneur who is running the business. In order to enhance their business and expand the
business company is organising a launch event in which they will be launching all the new
products of their menu.
There are a number of criteria is with bespoke events need to take care of while determining the
target audience which are mentioned below:
Interested individuals in fast food and such drinks: As the companies related to fast food it is
necessary to target such customers who are regularly eating such food (Liu and et. al., 2018).
Bespoke event is considering such audience and using social media as a component to reach such
people. They are helping clients in making sure that there are a number of people present in the
launch.
Purchasing power of customers: this is one of the important criteria while looking for the guest
in the corporate event. It is necessary that customers buying the products have the buying

capability and power for using such products. Bespoke event is making sure that all the
customers they are reaching healthy buying capability for product of Foodie flavours.
Location of the Outlets: It is necessary for bespoke event to consider all the decisions of
customers keeping in mind that they are available near the outlets of the restaurant. It is
necessary that customer can get the availability of products by foodie flavour on a regular basis.
In order to do so it is required that all the customers are in a range of 10 km from all the outlets
of foodie flavour.
P5 Key elements of basic feasibility study for corporate events
In order to conduct the launching of event it is necessary for the managers of bespoke
events to list a number of key elements so that they can assess the feasibility of the event some of
such factors are mentioned below:
Risk feasibility: There are a number of risks attached to every corporate event. When talking
about this launch of new product by foodie flavours it is seen that there are a number of risk such
as damage to property, injury to anyone visiting the event or even risk of hampering the
relationship with customers. It is necessary for bespoke events to take care of all these factors
while conducting the event.
Time feasibility: This is another major factor of feasibility in a corporate event. The manager of
bespoke events is required to make sure that all the planning is done on the time which is allotted
to them. They need to make sure that they can arrange all the resources and activities required for
the events before the date of the launch (Morris, 2018).
Resource feasibility: It is necessary to make sure that there are if enough resources present with
both the corporate and the event management company to carry out the event successfully.
Bespoke events need to make sure that they have enough resources and the amount which they
are collecting from foodie flavour is enough to conduct this event successfully. They cannot go
of budget or over budget in order to conduct this event as it may be difficult for companies to
fund more budgets as it is a small entrepreneurship company.
Workforce feasibility: Workforce feasibility refers to the availability of employs while
conducting the event. It is necessary for bespoke events to make sure that it has enough staff
required to conduct the event successfully and that no guest or remained unattended. They can
also take the help of employees from foodie flavours who can help them in entertaining all the
guest arriving at the launch.

TASK 4
P6 Plan for corporate event applying key planning and promotional principles
It is necessary for bespoke events to take care of a number of key factors while planning
this event. Some of these are mentioned below:
Budgeting the event: In order to conduct the event successfully it is necessary for bespoke
events to 1st list down the budget of the event and mention it to foodie flavors’ the following
event bespoke events have budgeted an amount of £5000 for foodie flavor.
Setting up a theme: It is necessary for bespoke event to set up a team who will be managing this
event of foodie flavours (Srivastava, Das and Pattanayak, 2018). This team will consist of all the
members in the event management company who are specifically recruited for corporate events.
The following team also consist of a creative head who will manage the event as per a team. The
theme for this event will be “take time and eat” in order to attract a number of customers to the
launch event.
Appointments with vendors: The manager who is managing the following event need to take the
appointments from all the vendors and meet them on time so that all the decisions regarding the
event can be taken. This includes the venue manager, the food and beverages manager along
with the one who is managing all the decorations of the venue for the event.
Determination of service for guest: another major step in setting up the event is identifying all
the guest who will be arising in the event. It is the duty of bespoke event to promote in such a
way that majority of people are attending the event. They also need to make sure that they
identify the potential customers and entertain them while the event.
Principal of promotion:
 Who is necessary for event manager to focus on the customers in order to enhance the
sales in the event as well as bring repeated sales for company.
 There are a number of online resources which can be used for promotion of product and
event.
Principal of planning:
 It is necessary to have the proper knowledge of event as well as product of company in
order to plan the event and target the audience.
 It is necessary to perform all the activities included in the event in the right time and right
order.

P7 Process taken for planning and promotion of an event
Planning and promotion or two elements which are crucial in a corporate event. In context
of this company, both of these are described below considering the new product which is to be
launched by foodie flavors and this event is undertaken by bespoke events.
Planning
It is required for event management company to derive a proper plan which will include
information about audience so that company can effectively plan the event according to them. It
is necessary to satisfy all the guest which will be visiting in this event (Flickinger and Zschoche,
2018). There for the manager of bespoke requires to have proper knowledge about potential
guest and also need to satisfy all their requirements through different activities in event.
Promotion
It is necessary to utilise all the online resources as well as social media so that the promotion
of the event which is to be undertaken by bespoke events can be done effectively. It is necessary
to gain the attention of as many as customers possible so that this event can be a successful one.
It is also necessary to promote the event after it is conducted successfully so that more people
can come to know about this successful event.
CONCLUSION
From the above report it can be concluded that there are a number of events which are
managed to be by an event management company so that all the goals and objectives can be
fulfilled in time. These events may include trade show, farewell party, conferences and a number
of other events which require a proper strategy and goals. In order to carry on a successful event,
it is required to identify the target audience and also summarise the feasibility study according to
the audience in order to design an event. From this report it can also be concluded that the
individual factors and interest are also necessary in order to conduct a successful event.

REFERENCES
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