Corporate Events Management

This document provides an introduction to event management and focuses on corporate events. It discusses the types of corporate events, their comparison with leisure events, the significance of events in meeting goals, the identification of the target audience, and the importance of feasibility study. The document also includes a plan for organizing a corporate event and the process of planning and promoting the event.

Corporate
Events
Management

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
Corporate events.....................................................................................................................................3
Events comparison..................................................................................................................................4
TASK 2..........................................................................................................................................................5
Significance of events in meeting goals...................................................................................................5
TASK 3..........................................................................................................................................................6
Identification of audience........................................................................................................................6
Feasibility study.......................................................................................................................................7
TASK 4..........................................................................................................................................................8
Plan for an event.....................................................................................................................................8
Planning and promotion of event............................................................................................................9
CONCLUSION...............................................................................................................................................9
REFERENCES..............................................................................................................................................11

INTRODUCTION
Event management refers to a process of organizing and managing of projects so as to
successfully organize small-scale, medium-scale and large-scale events (Agrawal and Cooper,
2017). It is quite helpful for the organizations to conduct events successfully. Banks Sadler is a
large-scale event management organization which is based in London, United Kingdom. It is
planning to host a big corporate event for Tesco. This organization has been organizing
successful events over the years. It has a massive client base and gets orders for organizing of
various events in a year. It has high efficiency and effectiveness in the field of event
management which makes it one of the most trustworthy organizations in this field. In this
report, a detailed analysis will be made on comparison and contrast of corporate and leisure
events, analyzing the utility of events in achieving goals, identification of importance held by
feasibility study and evaluation of process of planning and promotion of event.
TASK 1
Corporate events
Corporate events refer to those events which are organized by the corporate sector so that
a large audience can be attracted (Azzoz, Abdel and Khamees, 2016). Banks Sadler specializes
in holding these types of events. The types of corporate events are as follows-
 Sales meetings- In these types of events meetings are held in order to discuss the sales of
an organization (Liang and Renneboog, 2017). Discussions are held on the sales figures
for a particular period of time say a year and comparison is also done with the figures of
previous years. Banks Sadler organizes these events for its various clients by charging a
fee for them. These meetings are organized according to the requirements of the client
and therefore this helps the organization in getting business and the requirements of the
client is also fulfilled which leads to increase in satisfaction level.
 Product launches- In these events, a new product are generally launched by a company
which enables it to penetrate the market effectively (Mohamad, Ismail and Bidin, 2017).
A presentation is generally made and it is run on a big screen which enables the audience
to view the features of the product. Banks Sadler specializes in these types of events as it
enables it to get contracts from big companies which pay a lot. These product launches
also attract a large scale audience which allows high revenue collection due to the brand
name and goodwill which is enjoyed by a particular firm. This can lead to an increase in
the profitability level of the organization.
 Exhibitions- In these events, a particular theme is chosen and than an exhibition is
organized on the basis of that particular theme (Todd, Leask and Ensor, 2017). These
events allow the companies to showcase their different types of products which enable
them to reach their intended target customers easily. Banks Sadler specializes in

organizing various exhibitions according to the requirements of the client which enables
it to collect high revenues from the exhibitions. Big companies with goodwill also enter
into these exhibitions which increase the revenue collection through the sale of tickets
and passes for the exhibition which allows the firm to raise its level of profits effectively.
Banks Sadler should target exhibitions because it will allow it to obtain a strategic edge
over other event management companies in the long-term future effectively and
efficiently. This will allow the organization to grow substantially as compared to
competitors.
Events comparison
Basis Leisure Events Corporate events
Meaning These types of events include
leisure activities which are
primarily for entertainment
purposes and for leisure of the
people visiting these events
(Brav and et.al., 2018). There
is nothing related to business
in these events as the primary
focus here is on the
entertainment of people which
are entering the event.
These types of events include
corporate and business
activities. These are held for
small as well as big companies
for helping them in
achievement of various
purposes such as talking about
sales figures, organizing a
seminar or a big corporate
party for the employees
working in an organization.
Focus The focus in these events is
primarily on activities related
with leisure and fun which
help in relaxation. People here
come to enjoy themselves and
come in a relaxing mood not
to discuss topics related to
business and work.
The focus in these events is
made on corporate demands
(Brown and et.al., 2019).
According to the demands of
the client the event is
designed. Also, in these events
the element of fun is very less
as the focus is mainly on those
activities which are related
with work and business of the
organization which is
organizing the event.
Amenities The amenities provided in
these events are related with
the leisure element and
recreation (Potdar and et.al.,
2018). Thus there may be fun
rides, games etc. These are the
main amenities which are
provided in these events.
The amenities provided in
these events are related with
corporate sector and thus
involve a very less element of
fun in them. Therefore the
main amenities which are
provided are business
discussion hubs, corporate
meeting halls, discussion
rooms etc.
Price The price for entry in these The price for entry in these

events is kept according to the
size of the event. If the event
involves many activities then
it could be pricy. However if
the event involves less
activities then it may not be
that costly to enter it and the
entry ticket may be priced at a
lower price.
events is kept according to the
brand image of the company
which is organizing these
events. Thus the amenities
provided play a major role in
determination of price of entry
ticket in these events.
Banks Sadler Organization organizes both the type of events like leisure events and
corporate events. It specializes in organizing both of them and therefore earns a steady return
from both.
TASK 2
Significance of events in meeting goals
There is a significance of events in meeting the goals of the business. The different types
of corporate events are as follows-
Seminars and Conferences- In these events, a specific topic is selected and then a
seminar or conference is held on it (Calomiris and Carlson, 2016). These events help in meeting
of goals and objectives of business organizations as a detailed discussion is held on a particular
topic which helps in a detailed analysis and interpretation. Banks Sadler Organization organizes
seminars and conferences for its various clients. Seminars and Conferences are quite helpful in
achievement of different types of goals and objectives for different business organizations.
However conferences also create a negative impact on environment by leading to effect on
ecology when they are organized.
Trade shows- In these events, lead generation is on the focus as multiple companies
showcase the products and services they provide and note down the name of interested customers
(Feldman, Amit and Villalonga, 2016). Therefore these trade shows are quite helpful for the
companies to get the leads in terms of customers and many of these leads turn into actual sales
which help in achieving goals. Banks Sadler organizes trade shows for multiple companies
according to the products and services provided by them to the customers. Trade Shows help a
lot for the organizations to make sure that they are able to showcase their products and services.
However they can create problems also as the competitors may get to know more about products
and services of a firm.
Executive retreats and Incentive programs- In these events, business development is
the main agenda. However there are leisure activities too for the employees to enjoy themselves.
Through this, big companies hope to relieve the stress of the workers and therefore this motivates

them which helps in achievement of organizational goals Banks Sadler organizes these executive
retreats and incentive programs for its clients. These are helpful for the organizations in making
sure that the efficiency and effectiveness of the employees remains high. However they can lead
towards loss of focus also.
Golf events- In these events, golf is on focus as many companies seek to help their
employees enjoy leisure activities which can help them in focusing better on their work with
enhanced level of motivation (Gendron, Brivot and Guénin-Paracini, 2016). Banks Sadler
organizes these events and they are quite helpful for its clients to achieve their goals and
objectives. They are quite helpful in making sure that the organizations are able to increase the
concentration level of its higher-level management. However they lead towards increased costs.
Company milestones- In these events, a specific milestone of a company or an
organization are celebrated. These milestones can be silver jubilee, golden jubilee etc. They have
wide variety of activities for the employees. Banks Sadler helps the clients by organizing these
milestone events for them which helps them in achievement of organizational goals because of
increase in motivation level of employees due to the activities in these events. They are helpful
for the organizations in celebrating such a milestone. However they can create problems also as
there is a higher cost in organizing them.
Team-Building Events- Team-Building Events are used in order to increase the
cooperation and coordination in the employees of a particular organization (Jancenelle, Storrud-
Barnes and Javalgi, 2017). These events are also helpful for the employees to get to know each
other which help them in cooperating effectively. This helps organization in achieving its goals
and objectives. Banks Sadler organization organizes these events. These are helpful for the
organizations in making sure that the teams are built and cooperation and coordination is
ensured. However they can also lead towards increase in overall level of costs.
Evaluation- These events are quite helpful in meeting the different types of requirements
which are there of an organization. According to their needs and requirements the organizations
can organize an event by consulting an event-planning service and therefore in this manner can
organize the event successfully.
TASK 3
Identification of audience
As Banks Sadler organization is planning to host a mega event for Tesco. It has to
identify the audience it has to target for this event so as to increase its revenue and boost its level
of profits. Thus its target audience would be –
 Employees- Employees are the primary target audience for a corporate event. They along
with their families can visit the event in large numbers and can easily make it a grand

success. Thus for Tesco’s mega event Banks Sadler has to focus on employees of the
organization. This is so because issuing of tickets and passes to them will mean
significant revenue collection which will help Banks Sadler. They can be identified as an
audience for meetings, tours on the part of the company etc.
 Board members- Board members are also the target audience for a corporate event. It is
so because they are the ones who devise an effective strategy in front of different
employees and shareholders in the event. They can talk about the strategy adopted by
company, its plans for the future etc. Thus presence of board members will surely boost
the ticket sales which will help Banks Sadler. They can be identified as an audience for
golf events, leisure tours etc.
 Stakeholders- Stakeholders are the target audience as they have a particular interest
within a company (Lam and et.al., 2016). Therefore if they are present there are high
chances of an event turning out to be successful. Thus their presence can significantly
boost the revenue collection through tickets. Banks Sadler can make their focus on them
so that they attend the event in large numbers to make it a success significantly boosting
the business of Banks Sadler. They can be identified as an audience for trade shows.
 Customers- Customers are the target audience for any organization. Thus their presence
is significant from the point of view of the company. The customers of Tesco are very
valuable for it and the company hopes that they attend the events in large numbers and
make it a success. Thus Banks Sadler needs to organize the event in such a manner so
that customers arrive in large numbers which will benefit Tesco and its own collection of
revenues through the sale of tickets and passes. They can be identified as an audience for
exhibitions.
 Potential clients- Potential clients are helpful for a company. They act firstly as leads
and when these leads mature they can increase the actual sales of the organization. Tesco
has to focus on them so that it is able to increase its business and thus Banks Sadler can
also focus on increasing its revenue level. They can be identified as an audience for trade
shows, exhibitions etc.
Evaluation- The events are organized for all of them and thus an organization has to
make sure that it is able to plan the event specifically so that the required goals and
objectives can be achieved without problems and issues. Planning specifically for an
event can help it a lot by ensuring that it is able to meet the purpose of the event.
Feasibility study
Feasibility study refers to the making of a plan of a proposed project or system (Mena
and et.al., 2016). It is quite helpful in knowing whether the plan which has been proposed will be
profitable or not. The feasibility study for the even planned by Banks Sadler is as follows-
Basis Explanation
Risk There is a high level of risk present in organizing a corporate

event. This is so because in case the event is failure it can
result in heavy losses. Banks Sadler has assessed the risk of
mega event of Tesco and has found out that the risk factor is
quite low due to the reputation of Tesco.
Time This factor is important from the point of view of client
because the venue needs to be booked on time and the
participants of events have to be informed in advance about
the event. Banks Sadler has assessed this element and has
found out that Tesco has appropriate time to give intimation
and make event a success.
Budget Particulars Amount( In Pounds)
Admin Exp. 40000
Organizing Exp. 30000
Security 20000
Other Exp. 20000
Total 110000
Funding The funding of the event will be done by Tesco through
sponsorship (Miragaia, Ferreira and Ratten, 2017). It will get
sponsors for the events allow them to advertise and they will
fund the expenses for hosting the event of Tesco.
Venue The venue for the event will be London, United Kingdom. As
is it’s the capital of the country there are a lot of potential
investors and clients which Tesco wishes to attract. Thus from
the point of view of the venue London is the perfect choice for
the company.
Environmental concerns People are increasingly becoming environment-conscious and
thus they expect the events to be eco-friendly as well. Thus it
will be good for Tesco to organize the event in such a manner
so that environment is not harmed.
Thus, Banks Sadler has undertaken the feasibility study for hosting the event and has
found out that the event can be a huge success due to proper planning done by Tesco for it.
There are different types of factors which should be considered for feasibility purposes
such as-
 Economic and technical factors- It is important for the event managers to identify
whether the event would be economically and technically feasible or not. Also it is
necessary to oversee whether it would be able to cover up its costs or not.
 Risk- The risk factor should be analyzed by the event managers before proceeding with
an event.
 Support- It is also important to ensure support during the event and helps in determining
the feasibility for an event.
 Legal aspects- The legal aspects should be considered while hosting a particular event
which will therefore ensure that the event is legal in nature.

TASK 4
Plan for an event
The planning for an event can be done by application of various planning and
promotional principles such as-
 Identification of opportunity- It is very important to identify a significant opportunity in
terms of planning for an event (Schaltegger and Burritt, 2018). This is necessary because
on the basis of this opportunity event will happen. Banks Sadler identifies opportunities
in terms of events which it can organize. One of these opportunities is the event of Tesco
which it plans to organize.
 Communication channels- After identifying the opportunities it is necessary to
communicate properly so that information can be used for assistance. Banks Sadler
identifies these communication channels and uses them for effectively communicating
with the clients. The communication channels it will use will be the modern one like
digital marketing techniques, internet etc. for event of Tesco.
 Determining objectives- After identifying communication channels, it is important to
determine the necessary objectives. Banks Sadler determines the objectives which it has
to achieve by organizing the event. It has determined the objectives which Tesco can
achieve by organizing this mega event.
 Determination of promotion mix- After determining the necessary objectives it is
required to determine the promotion mix. Banks Sadler develops the promotion mix
before organizing its events so that it can identify the modes of promotion which it can
use to organize an event successfully. Banks Sadler can determine a promotion mix for
Tesco to use to host its mega event.
 Promotional message- After determining the promotion mix, it is also necessary that a
promotional message can be created (Shiu and Yang, 2017). Banks Sadler uses the
promotion mix to determine the right message which can be conveyed through the event
successfully. This helps it in reaching the target audience. The message which Tesco
wants to give through this event has to be set.
 Promotion budget- After ascertaining a promotional message, it is necessary for the
event management company to set a budget for event. The promotion budget is required
to be set for the event of Tesco so that the event does not exceed its limit.
 Campaign effectiveness- After determination of a budget, campaign effectiveness can be
identified. If the campaign runs by Banks Sadler for the mega event of Tesco is effective
then it will help in attracting a large-level of audience.
Implementation schedule-
 Firstly, a detailed plan will be made for the event.
 Secondly, the staff of the company will be briefed about the implementation schedule.
 Thirdly, the staff members will be told about their respective roles.
 Finally, the schedule will be implemented.

Planning and promotion of event
The steps which can be taken for the purpose of planning and promotion of event are as
follows-
 Goals for event- It is necessary to identify the goals for the event (Sorescu, Warren and
Ertekin, 2017). This will help Banks Sadler to organize the right event for Tesco and will
also help in achievement of goals.
 Budget- After identifying goals, it is required that a budget is also established by the
event management company for the event. This will help Banks Sadler to organize the
mega event for Tesco if a right budget is set for it.
 Venue- After the framing of budget, it is necessary to finalize a venue where the event
would be held. As Tesco has selected London for its mega event then it is necessary to
prepare plans for holding the event there.
 Selection of tech- After the venue has been finalized technology and software may be
used by the event management company to sell tickets and passes for the event (How to
Plan an Event: A Simple 8-Step Guide, 2019). Banks Sadler can make use of technology
for selling tickets and passes for the event of Tesco.
 Partners and vendors- After the technology has been selected, it is necessary to identify
the partners and vendors. Banks Sadler can identify the partners and vendors so as to
successfully host the event.
 Figuring out main attraction- After the partners and vendors have been identified, it is
necessary to figure out the main attractions of the event. As Tesco is an MNC it is
necessary for Banks Sadler to figure out the main attractions at its event which can make
it successful.
 Marketing campaign- After the attractions have been figured out, a marketing campaign
has to be developed. This is necessary so as to ensure that Banks Sadler can plan its
marketing strategies accordingly to host the event to derive maximum benefit from it.
 Development of plan- Once all the above parameters have been decided, it is necessary
that a plan should be developed and must be put into action (Wang and et.al., 2016).
Banks Sadler must frame the plan for hosting the mega event of Tesco and must ensure
its proper execution. This will make sure that the event is a success which will help both
Tesco as well as Banks Sadler by boosting the revenue growth and profit of both of them.
CONCLUSION
From the above report, it can be concluded that event management is a process of
planning and successfully hosting events in return of specific charges and fees. There are
different types of corporate events and comparison can be done between their various categories,
events can help a lot in meeting goals and objectives, criteria needs to be set for identification of
potential audience at the event. A feasibility study is required to be prepared to identify the
feasibility of a particular event and plan for a corporate event can be prepared using the planning

and promotional principles. Also, the process for hosting of an event has to be framed carefully
so that it can be hosted successfully ensuring high revenues.

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