Corporate Events Management: Types, Goals, and Feasibility Study

This report provides an overview of corporate event management, including different types of events, the difference between leisure and corporate events, and the criteria for identifying the audience for a new corporate event. It also covers the elements of a basic feasibility study for a corporate event and the process of planning and promoting corporate events.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Different corporate event.............................................................................................................3
Difference between leisure and corporate event..........................................................................4
Different types of corporate event and goals...............................................................................5
Different criteria to identify the audience for a new corporate event..........................................6
Elements of basic feasibility study for a corporate event............................................................7
Corporate event plan....................................................................................................................8
Promotional principal of corporate event....................................................................................9
Process for planning a corporate event........................................................................................9
Promotion of a corporate event..................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
Online........................................................................................................................................12

INTRODUCTION
The corporate event management includes planning and organising the different types of
event for company’s investors and engaging the attendees during the event. Corporate event
management includes the seminar, conference, team building, business dinner, trade show,
incentives programmes. This report covers the feasibility analysis and event planning. “Beyond
certainty team” is the one of advanced event management organisation in the U.K. The main
focus of beyond team is event run smoothly from start to finish. Beyond certainty is providing
their services in all over the world. This report shows the different range corporate events and
goals of corporate events. Difference between the corporate and leisure events. potential
audience for a new corporate event. This report also covers the basic element of feasibility study
of corporate event and plan for corporate event. promotional principle of corporate event is also
including. This report also covers the process of planning and promotion of corporate events.
MAIN BODY
Different corporate event
There are many types corporate events like “seminars and conferences”. Seminar are
generally a shorter event, normally a duration of seminar is a couple of hours. In seminar
members gather in same place and the number of speakers is usually limited like a single or
multiple speaker are there. Conferences are a big event; they can go for days. normally
conferences have multiple sessions that’s why usually conferences held at hotels. Another
corporate event is “product launch event”, In which company introduce the new product to
employees, media, client and inform about the company’s recent development (Albright, and
Crow, 2021). “board and shareholder meeting” is the another type of event. that are held to
inform to shareholder and member about the company’s performance and also important
decision are taken for company future. In this event also discuss about the goals, future
development, strategies etc. ‘Trade shows” are large scale events that includes multiple

exhibitors or vendors. Company choose to attend the trade show to reach the potential customers,
connect with supplier, and also to meet the other member of industry.
Next one is team – building event”. team building is the one of the event that every
corporate should consider hosting from time to time. This event is generally half day to full day
event. A corporate team building is anything from solving the mental puzzles of employees to
completing the outdoor problem or working together to solve the questions. Another one is
“executive retreats or Incentive programmes” in which individual performance is rewarded by
incentives (Dayarathna, and Perera, 2018). This kind of event is not for all organisation this
event is affordable by high- profile companies. The next event is “organisation and company
milestones”; this event is conduct for celebration. This events are limited to company’s
employees, clients and media. “Business dinner” is also an another corporate event. company
leader has to maintain a friendly environment at organisation. A positive environment or
atmosphere help to motivate the employees. Business dinner is conduct for the any celebration,
for welcoming fresher’s, for celebrating the achievement etc. “Year-end function or annual
holiday party” is also type of corporate event. This kind of event shows their employees that how
much loyal services and hard work is meant to organisation.
Difference between leisure and corporate event
Leisure event is a diverse and interesting field. That mange facility like park and
entertainment venue, sports ground, recreation centres. Leisure event involve in the managing a
sporting event, concert or contest, any celebration or festivals etc. corporate event is an event that
are organised and funded by business entity. It is a form of event, social and hospitality activity
organised by business for their company member and employees, staff, client or stakeholder of
organisation (Delalić, 2020). There are many difference between corporate and leisure event. the
purpose of corporate event is to create a more focused team and boost the company and
company’s employee’s morale, encourage the creativity, validate the staffs, keep employee’s
engagement, connect the employees and leaders, team or relationship build etc. and the purpose
of leisure event is to reduce the complete stress of person, from this kind event provides a
different experience to people, increase the self- value and empowerment.
There are various Types of leisure event that is social leisure event, this kind of event’s
main focus on entertaining with family and friends. Next is cognitive leisure event, in this event
the main focus in on hobbies, game and other psychologically encouraging activities. And last

leisure event is physical leisure event that covers sports and exercise. In opposite corporate event
includes seminars, conferences, team building, product launch, trade show, business dinner,
networking events, year-end party, board and shareholder meetings, holiday parties, charity
events etc. In corporate event the location of conference, seminar of business is convenient, and
easy to access the venue even in shorter period of time. And in leisure event involves the holiday
package with hotel facility with extra facilities like restaurant, fitness area etc. But the corporate
event does not put emphasis on the extra. Next difference is preference services; leisure event
prefers a wide range of choice or proposal a high degree of deviations (Mei, and Andry, 2019).
But in corporate event is stick to a known service that is desired for the effective process of the
corporate conventions and meetings. Leisure event is more price sensitive and spent a lot of time
on deciding the best appropriate facility to their leisure time. And just opposite corporate event
spends a lot of money on booking the hospitality services.
Different types of corporate event and goals
All corporate event of company has specific goal, and aim of company can be realise by
gathering all member in one place. The first event “conference” main goal is to gather the target
audience in one place to share the ideas, implement the solution, or increase the co-operative
knowledge. Seminar and conference both are almost same but seminar is for shorter and
conference is big event. The main purpose of the event is to deliver the member of event the new
and appropriate information about the company and industry (Monterrubio, and Pérez, 2020).
Another event “product launch” is the most common event for business to consumer companies.
Product launch event main purpose is to provide or raise awareness about the new product that
company launch to its employees, client and media. Board and shareholder meeting both are held
for important purpose, board meeting provides an opportunity to board member to meet with
company executives and make an important decision for company. Also board member review
the company performance. Shareholder’s meeting main purpose is to share the recent
performance of company to shareholder, and also share the targets, business strategies and future
goal of company to shareholders.
Next event is trade show the main purpose of trade show attend by organisation is a lead
generation activity. The purpose of trade show is to promoting, advertising the company product.
Next corporate event is “team building”. Team building main purpose is to boost the morale,
confidence, and goodwill of employees (Vuong, 2021). This kind of event provide an

opportunity to employees to spend time together in non-work environment. The next type of
event is “Incentive programme and executive Retreats” in which the main purpose of this kind of
event is to motivate the employees by providing the incentives and rewards according to their
performance and business development. The next one is “organisation and company milestones”,
the main purpose of this kind of event is the providing an opportunity to company to celebrate a
grand opening or anniversary or any other major milestone. Another one is “business dinner”, the
aim of business dinner is to celebrate any specific achievement, welcoming new employee in
organisation, celebrating milestones. this kind of event help the organisation to maintain a
friendly or a positive environment in the organisation.
Different criteria to identify the audience for a new corporate event
Identify the audience is essential part of corporate event. for identifying the target or
potential audience there are different criteria that company should Look at past attendees of
company, if company organise the same type of event in past than company look at past
attendees of event. that will help the organisation to identify the potential audience for the new
corporate event (HARD, 2020). Look at the competition of company, if company not organise
any same type event or not find out the past attendees than organisation look at audience of
similar kind of event of competitor, write everything that find from competitor’s event and looks
closely that will give a better idea of identify the audience for corporate events.
Send a customer survey, company can survey for potential audience by mail. Company
can create a pre – event survey and ask the people about the background, interest and anything
else that help the organisation to find out the potential audience. Question like what makes you
excited about this event etc. that type of survey helps to attract more attendees and also focus on
event marketing efforts. The next point to identify the potential audiences create an attendee
persona profile (How to design virtually brilliant events. 2020). Persona profile is creating by
collecting the information from attendees of competitor’s event or past attendees. For example,
from the past event attendees and competitors event attendees company find out that 70% of
attendees of event is attend by the men the age between 30-50, then the persona should be a 40-
year-old man.
The next point for identifying potential audience is choosing specific psychographic and
demographic characteristics. In this company create a document in which list out the
demographics data such as gender, age, income level, education level etc. and the next company

work on the psychographic characteristics of target audience like find out reason behind attend
the event, their motivation that help to find out the target audience. Another one is Reach out the
existing network. In this company reach its existing B2C and B2B network for event, that will
help the company to re-establish the network and help in investment in new project take place.
The next one is marketing through testimonials, it is the best way to attract the right audience in
company event (Linton, 2018). testimonial helps in quickly decide whatever or not an event is
appropriate for the taste of people.
Elements of basic feasibility study for a corporate event
There is no. of factors
1 Risk feasibility
The risk feasibility is the basic element of feasibility study of corporate event. in which
organisers identify, analysed and understand the level of risk and also a degree of confidence
about the event like The event will not outcome of any monetary loss. The equipment and venue
will not suffer from any unexpected loss or damages.
2 Time feasibility
Time feasibility is a crucial factor that determine that whether there is adequate time to
make entire necessary arrangement and plan that required in any event. like time require in to
book a venue for event and also provide an appropriate time to a participant. There is time
needed to plan the and organise the corporate event. also ensure that there is sufficient time to
promote the event.
3 Funding Feasibility
The another feasibility is the funding feasibility; this study need to be able to predict the
financial outcomes of event (Lynch, 2019). this study covers the budget of event in which all
expected revenues and all known costs are listed.
4 Support Feasibility
This study helps to find out how many helpers and supporter for event are from within
the organisation. Event also need help or support from outside of organisation. In this study the
organiser or planner has to find out the estimate amount of interested participant like helpers,
sponsors.
5 Equipment and venue Feasibility

In this study the event planner need to access the suitable venue. The venue should be
equal to the standard that is expected by stakeholders and other participants. If venue is
substandard than it is not good for organisation. The other one is equipment feasibility in which
equipment like lighting, scoreboard, timing equipment etc are the responsibility of organisation
to manage it, if organisation does not have enough equipment than company has to borrow or
purchase it at that time.
6 Staffing feasibility
There must be sufficient personnel for all event management. If there is no one with an
appropriate experience or if nobody is willing to offer themselves as event director than planner
has to hire the personnel from outside of the organisation (Morand, 2021). In this feasibility
study analysis, understand and determine the sufficient availability of personnel.
Corporate event plan
1 Develop event objectives and goals
Product launch and new sale is the objectives or goal of corporate event. A main
objective of this corporate event is to inform the employees, staff, client and media about new
product.
2 Establish the event’s budget
The budget is divided into parts like 43% of fund is for promotion and marketing, 29% of
fund is for printed material, 32% on speakers and talent, and 18% of fund on venue of event.
3 Create an event team
Any small event there is 2-3 people needed to manage the event, but in large event need
an organised team to execute the event. all the member of team assigns their duties and roles and
they report to their project manager. event team member includes event manager, venue
management, volunteer, sponsors, speakers etc.
4 Decide date and venue of event
Date of event is normally pre- decided (Soodan, 2021). The suitable venue for this kind
of event is hotel hall, garden. It is good for a company to book a venue as soon as possible.
5 Create a list of guest
The guest of product launch event is client, staff or employees of organisation, media,
stakeholder of company.
6 Spend time on promotion

The event manager spends a time and money for product launch event. For product
launch event there are various promotion technique that event planner uses to promote the event
like marketing of event on social media like advertisement on Facebook, Twitter, LinkedIn etc.
blog is also an effective promotion technique of event. another one is word of mouth to promotes
the product launch event.
7 Keep track and evaluate
When event is happening that time event manager keep track all the things like budget,
all expenses that incurred during that time, and manage all things and evaluate it. Also get a
feedback from audience about event.
Promotional principal of corporate event
For the promotion of corporate event there are various promotional principal that company has to
follow (TOMAKH, 2018). The first principal of promotion is to find out the “right participant”
or attendees of event. for this planner invite the potential participant through Email and also set
up the event website that provide all information about event. Another principal is “Venue”, the
location of event is must be at right place that is convenient for attendees and that place attract
the visitors. The next one is “visitor”, planner has to attract maximum number of visitors for
which planner identify the potential audiences. Attendees attend the event to learn about the new
product. Next one is “communication”, planner use social media to promote the event and
provide the information about the upcoming event. last one is “relationship”, company make
relationship with audiences by communicating with audiences after event and make a good
relation with them so that help in company future event.
Process for planning a corporate event
1 Develop event objectives and goals
The first step of planning of any corporate event is develop the event objective and goals
for which the event has to be conduct.
2 Establish the event’s budget
After identifying the objectives and goals of event the next step is set the budget event.
budget is the one of important part of event planning. with the help of budget company identify
all the cost and avoid the unwanted expenses (Giorgino, Supino, and Barnabè, 2017). The main
expenses in any events includes cost of venues, food and drink, entertainment, staff, marketing
and miscellaneous.

3 Create an event team
The next step of process of event planning is build an event team for execute an event.
create an event team is important for smoothly run any event. there are various people are
considering in team like event manager, venue management, sponsors etc
4 Decide date and venue of event
Decide venue and date of event is two major consideration of event. in any corporate
event, planner has to decide venue as soon as possible. The date is pre decided, but it must give
enough time to planner to plan an event.
5 Create a list of guest
After deciding the objective and budget the next step is to decide the guest or attendees
of events that organisation want to attend an event. attendees of event are anyone like client,
customers, employees of organisation and stakeholders of company.
6 Spend time on promotion
The next step of process of corporate planning is marketing of event. if event is for
internal one than no marketing is needed at that time (A Simplified Guide to Corporate Event
Planning. 2021). But the event is for the external one than company need to spend time and
money on marketing.
7 Keep track and evaluate
After deciding the all this things, the planner has to track the budget, expenses incurred
during the event. and also take feedback from attendees of event.
Promotion of a corporate event
For promotion of a corporate event planner make a powerful invitation to invite the
attendees. An invitation increases the chances of attend the event by audiences. For the
marketing of event planner and organisation do promotion on social media. Social media
marketing is the good platform for event promotion. Share information on Facebook, Twitter,
LinkedIn. Corporate event also promotes through blogs. Word of mouth is also promotion
technique of corporate event.
CONCLUSION
From the above report it had been conclude that in corporate event management, there
were different categories of corporate event like seminar, conference, product launch event etc.
Corporate event was different from leisure event and different corporate event had a different

strategic focus and goals for which the event is conduct. Event manager find out the potential
audience for new corporate event and also examine the basic feasibility study of any corporate
event that cover risk feasibility, time feasibility, Funding feasibility, equipment and venue
feasibility etc. this report covered a corporate event plan in which objective of event, budget and
event team all thing were discuss. This report also covered the process of corporate plan and
promotion principal of corporate event.

REFERENCES
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