Corporate Events Management: Types, Planning, and Promotion

Corporate events
management

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Determination of range of different corporate focussed events...................................................1
Comparison and contrasting between corporate and leisure events............................................2
Evaluation of the key differences between planning, content and promotion of corporate and
leisure events...............................................................................................................................3
LO 2.................................................................................................................................................4
Reviewing a range of different types of corporate events and assessment of the way in which
they meet strategic focus and goals.............................................................................................4
Critical evaluation of the success of different types of corporate events in achieving strategic
business objectives and goals......................................................................................................4
LO 3.................................................................................................................................................5
Assessment of different criteria to identify the potential audience for a new corporate event....5
Examination of the key elements of a basic feasibility study for a corporate event....................5
LO 4.................................................................................................................................................6
Devising and developing a plan for a corporate event by applying key planning and
promotional principles.................................................................................................................6
Evaluation of the process taken for the planning and promotion of a corporate event...............7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Event management can be defined as the process of formulating different types of
strategies which can help to manage the events that are performed by events management
companies. With the help of it, effective ideas for developing and conducting specific events
could be formulated. In order to meet requirements of all the clients it is very important for
entities which are conducting them to manage all the events properly. It can help to meet all the
business goals successfully. If the companies that are organising them are not able to manage
them appropriately then it will be very difficult to reach the future targets. Present report is based
upon analysis of different types of corporate events and the way in which they accomplish their
strategic objectives. For this purpose, a newly appointed Event executive of Seven Events is
required to produce a report on approaches to conduct a feasibility analysis and planning for a
corporate event. This organisation is one of the best event management companies in London
and Birmingham (Seven Events, 2020). The report covers various topics such as comparison and
contrasting of corporate and leisure events, evaluation of various types of them to reach business
goals and assessment of importance of feasibility study for a proposed corporate event. Apart
from this, procedure of planning and promoting a corporate event is also covered in this report.
LO 1
Determination of range of different corporate focussed events
Corporate events are mainly related to the business entities which are planning to attain
growth in future with the help of them. It is very important for companies such as Seven Events
to make sure that they manage all of them properly. It can help to accomplish all the goals that
are formulated previously. There are various types of corporate events that are conducted by the
entity. All of them are discussed below separately:
Exhibitions: It is a type of corporate event which is held for the purpose of displaying
selected items to the public. It could be for an organisation or an artist. There are various
companies which are conducting exhibitions to showcase their products. It is also focused with
demonstration of the new product which will be introduced in the market very soon.
Sales meetings: It can be defined as the conference which is conducted to discuss about a
specific product or service so that information of benefits of them could be delivered to the
potential buyer. It is a corporate event as with the help of it, large entities plan to meet their sales
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targets by formulating effective strategies (Baker, 2018). All the sales managers, ASM (Area
sales managers), RSM (Regional sales managers), Business heads, Board of directors etc. are the
attendants of such events. All of them formulate effective decisions for future collaboratively so
that the entity can reach to the future goal.
Product launches: It is one of the main corporate events which is conducted by the
companies for the purpose of launching a new product in the market. Main purpose of such
events is to aware maximum number of individuals about the new item which is being
introduced in the market. It is not compulsory that the product launched will be new it could be
the existing item which is sold by the company (Bartov, Marra and Momente, 2019). Media is
also called in such events so that it could be covered appropriately and information of the
launched product could be delivered to the targeted clients.
All the above described corporate events are conducted by Seven Events and all of them
are managed properly. It helps to meet all the requirements of clients (Curran, O’Gorman and
Van Egeraat, 2016).
Comparison and contrasting between corporate and leisure events
Corporate events: These are the events which are funded by business organisations. The
purpose of them is to educate, reward, celebrate, manage organisational change, mark key
milestones, launch a new product, showcase the items etc. Different types of them are product
launch, exhibition, sales meeting etc.
Leisure events: These are such types of events which are focused with delivery of
different facilities. These events are focused with management of a festival celebrations, sports
event etc. There are various types of them such as sports tournaments, cultural events, wedding
planning etc. The targeted audience in such events are the normal public (Devenish and Moital,
2019).
Differences between corporate and leisure events: There are various differences
between leisure and corporate events. All of them could be understood with the help of following
table:
Basis Leisure events Corporate events
Planning While conducting leisure events planning
is focused majorly. It includes making
arrangements like place for guests to sit,
The planning of such events includes
making arrangements regarding the
product launching or sales team which
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