Different Types of Corporate Events and Their Strategic Focus

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Range of different corporate focussed events........................................................................1
P2 Compare and contrast the difference between corporate and leisure events.........................2
TASK 2............................................................................................................................................3
P3 Different types of corporate events and assess how they meet different strategic focus and
goals............................................................................................................................................3
TASK 3............................................................................................................................................5
P4 Different criteria to identify the potential audience for a new corporate event.....................5
P5 Key elements of a basic feasibility study for a corporate event............................................6
TASK 4............................................................................................................................................7
P6 Plan for a corporate event, applying key planning and promotional principles....................7
P7 Process taken for the planning and promotion of a corporate event......................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Corporate event management is an application of the project management to creation of
large- scale events like conferences, weddings, concerts, festivals etc. This consists studying
brand, devising event concept, identify the target audience and also coordinating technical
aspects before launching event (Bowdin and et. al., 2012). Jack Morton is biggest event
management firm in UK. It led way under which marketing brand experience and makes event
perfectly. This firm was founded in year 1939 by Jack Morton. In this report will be discuss
about range of various corporate events. There will be discussing about various kinds of
corporate events and in what manner they meet with various strategic objectives. Plan for
corporate event, promotional principles and key planning is going to discussing in this report.
TASK 1
P1 Range of different corporate focussed events
Corporate event is form of hospitality, social activity of event which mainly organised
through business entity. Concept of organising an event evolved to develop the new lead as well
as reward staff members for work and launch new product. Corporate Focused events are those
which consists, safety, value and professionalism when organised in company. The focusing
events is explained as the disasters which were significant in scope of the disruption created the
high level of the public discontent (Bladen and et. al., 2012). There are various kinds of
corporate focussed events mention below:
Exhibitions- It is an organised display and presentation of selection of the items. It
mainly occurs within educational or cultural setting like exhibition hall, art gallery, library etc. In
upgrading image in front of competitors at market place, this corporate event provides the benefit
to business firm. Role of the Event Management team in Jack Morton includes promotion as well
as advertising sponsorship rates on the exhibition agenda. They also require to arrange stage and
the space facilities so that company's leader can represent the company's business activities in an
effective way.
Sales meeting- It is related to gathering under which service or goods is being discussed
and advantages are outlined to potential consumer. This is mainly designed to sell goods,
develop relationships and determine requirements of consumers. These type of meetings are
internal to company and need planning expertise to be successful. The sales meeting are kept

short as well as focused through keeping timeline tight with purpose. To enhance the meeting
agenda, Jack Morton's Event Management Team can recruit entertainer so that employees ' mind
can be lightened after discussing sales strategies to compete with the existing competitors.
Networking events- In this, team building events are useful and necessary toll for make
improvement in communication in an organisation (Yeoman and et. al., 2012). These programs
help in encourage cohesion of Jack Morton, enhance employee morale and improve growth rate.
These assist in provide the benefits to those people which attend the networking events.
Product launch events- These kinds of the meetings mainly introduce new goods and
services offering in big way. The host communicate the objectives and goals to stakeholders at
once and developing sense of enthusiasm and excitement.
P2 Compare and contrast the difference between corporate and leisure events
The corporate event is any event that sponsored through an organisation for consumers
and employees. These events can be for the large audience like conferences and conventions or
for small events like holiday parties, retreats etc. On the other hand, Leisure event is diverse and
interesting area. This consists managing the facilities such as recreation centres, sports grounds,
entertainment ventures etc. Corporate and the leisure events both are the main kind of events and
they are different from the each other (Jones, 2017). Difference among Corporate and Leisure
events mention below:
Corporate events Leisure events
In this, guests are mainly the consumers or staff
members of an organisation.
These events are open to anyone which
purchases or registers for tickers. Event
planners should be assure that they reach
target audience when advertising public event.
The corporate events include commercial and
charitable events such as product launch,
conferences, business meetings, trade meeting
and many others.
This consists management at the entertainment
venues, recreational places etc. On the other
hand, leisure events also included occasion
celebration, concerts, circus etc.
The main purpose of conducting this events is
to promote goods and services in front of all
stakeholders of company (Agrawal and Cooper,
Its purpose is to entertaining the audience so
that they can able to spend more time with
their friends and family. Its main focus on give