Corporate Events Management Report: Strategic Goals and Planning

This report examines corporate event management, focusing on various types of events like sales meetings, product launches, exhibitions, conferences, seminars, and trade shows. It explores the differences between corporate and leisure events, the strategic goals of corporate events, and the crit...Read More

Corporate Events
Management

Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
P1 Determination of various corporate focused events..........................................................3
P2 Comparison and contrasting of different between leisure events and corporate...............4
Task 2...............................................................................................................................................5
P3 Review of a range of different types that corporate events carries...................................5
Task 3...............................................................................................................................................6
P4 Assess different criteria to identify the potential audience for a new corporate event.....6
P5 Examination of the key elements of a basic feasibility study for a corporate event.........7
Task 4...............................................................................................................................................8
P6 Applying for corporate event, applying key planning and promotional principles..........8
P7 Evaluation of the process taken for the planning and promotion of a corporate event...10
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
Corporate event can be considered as a special gatherings where number of people that
belongs to a particular business or in relation to a specific society comes together at a particular
time on a venue. in present time, business organisations performs corporate events for different
reasons like formal communicative meeting, addressing the staff for number of objectives and
brand endorsements (Raj, Walters and Rashid, 2017). Along with this, the project that has been
undertaken is based on the company that is Bespoke events which is one of the famous event
company in all over United Kingdom. On the other hand, this event company is holding
experience of more than 25 years and plans different events for various industries like media,
automotive, fashion, entertainment, finance and retail sector. Away with this, report will consider
different types of corporate sector various strategic goals that different corporate event carries,
criteria for identification of potential audience, promotion and planning of the event and lastly it
will consider the elements of feasibility study for a particular event.
Task 1
P1 Determination of various corporate focused events
In present time, corporate based event specifically consists of various number of
functions which may involve formal security, value which are helpful in organising for
institution, professional work groups, industry and so on. Some of the specific types of corporate
events that are conducted in order to attain different purposes by various organisations and these
are mentioned underneath:
 Sales meeting: This type of event is specifically held by different organisations in a
regular span where the project manager of the event managers specifically delivers the
information in relation to the overall sales process from the integral of the external
sections to the individuals who are invited within the meeting. This corporate event
arranges a number of members like wholesalers, renowned retailers, distributors, existing
customers, targeted customers, and many more other individuals. Basically, bespoke
event management organisation could effectively deliver some sort of entertainment to
staff members that are invited within the sales meeting with the help of innovative and
mind freshening related activities (Grayson and Hodges, 2017).

 Product launch: This is a type of corporate event where main business associations
specifically introduce a new product within the market which can be both at small or
large level. Host of the or event manager specifically associates the objectives in front of
both the partners along with the investors and delivers the information in relation to the
new product which company is going to launch in near future. Bespoke events can
effectively help an organisation in launching its new product in front of the potential
individuals who are connected with the launch and company.
 Exhibition: This can be considered as one of the crucial corporate event where public
exhibitions are specifically attended by number of individuals and some of these kind of
corporate associations delivers the assistance to many business forms rivals, and other
individuals in order to redesign or recreate the image of their own as a Pioneer in front of
the market. In present context, bespoke events which is one of the crucial event company
of London majorly developed sponsorship rates for the purpose of publicizing the event
in front of number of individuals and they also render corner space along with state
services which helps Pioneer in delivering the goal of conducting the event in front of
listeners.
P2 Comparison and contrasting of different between leisure events and corporate
Leisure and corporate events are considered to be the two significant type of events,
which plays an important role for events actor and a difference between these two are performed
underneath:
Corporate Events Leisure events
Both the charity along with the commercial
events are considered as the category of the
sands of events where we spoke event can
help in organisation in enhancing the number
of chances of delivering the desired goal to
the targeted public (Quarshie, Salmi and
Leuschner, 2016)
This could be understood with a good
example of event where concerts,
recreational, sports ground, entertainment,
circus are said to be the events that comes
under leisure events and these are specifically
performed in order to entertain the
individuals.
This type of events are specifically performed
or developed for promoting purposes of
various facilities, charitable trust, product and
Entertaining the audience is considered to be
the primary most feature and the aim of a
leisure event where every single task is

for any other cause. performed in order to entertain the targeted
customers or the public.
A professional event is performed through
recruiting experienced along with the skilled
staff members so that proper organisation of
the event could take place in much effective
and efficient manner. Bespoke events
specifically consists of a number of staff
members that are skilled in nature and helps
their client to reach to the desired goal which
is to deliver the information with the help of
corporate event.
Another difference that came in front is the
entry aspect workforce is specifically
recruited by the event manager or by the
company which may help audience for the
public to get engage to with different
entertaining activities that has been
formulated for the particular leisure event.
These are considered to be the differences that both corporate and leisure events carries
from each other and helps in attaining different types of desired goals and objectives of their
clients for the particular task that has been taken into consideration within the event. Company
like Bespoke event look forward into every single situation along with the risk that may lead the
whole event to go through number of problems (Odriozola and Baraibar‐Diez, 2017).
Task 2
P3 Review of a range of different types that corporate events carries
In modern world, if it is talked about the organisational contacts then there are a number
of corporate events that majorly takes place. Every single corporate event is is aligned or design
for pulling out various benefits of businesses so that competitive rivalry can effectively be
enhanced. Some of these corporate events that consist of strategic goals are presented
underneath:
 Conferences: A crucial networking event where it is the responsibility of project
manager to deliver the information to different professionals in accordance to functioning
within the confines of existing industry in which they have already has particular
knowledge so that they can meet their desired goals or learn from each other. Conducting
this type of conference consists of a particular purpose which helps in accumulating a
wide audience at one location in order to deliver the potential ideas and to sort the

different problems with the common solution on which they may argue and agreed upon.
If it is critically analysed, then the sales meeting which is one kind of conference meeting
consists of a particular objective which is to improve the sales of a company. This could
be understood with a good example where Bespoke events has prepared a sales meeting
with all the needs and requirements of its client company so that they can look among
different aspects of there own, so that they can hit desired target of sales. Primary benefit
of this type of event if done by event company for its client then it automatically saves
the time of the client company, as they do not need to perform any sort of arrangements
and relation to the sales meeting. Some of the famous business organisations like Google,
Apple and many more other international brands specifically take help of event
companies in order to reduce the burden from themselves of conducting a meeting.
 Seminars: spreading the information is being considered as one of the crucial purpose of
this type of corporate event where targeted individuals are only the ones who can visit
this type of event and these are performed at small level as compared to other events like
and compass one session, conference and so on. If it is talked of the Bespoke event, then
this is the organisation that may be organised different events for their clients like
seminars and etc, so that they could effectively gain a number of advantages and not go
through any sort of problem in relation to conducting the event (West, 2017). If it is
critically analysed then, Bespoke events, if conducts this type of an event then it will help
both the client company and Bespoke itself to gain competitive advantages. With the help
of an event on product launch, client company which has given the whole responsibility
to the event company, then the event manager will effectively be looking forward to fulfil
every single need and their requirements which has been given all presented by the client
company. This could be understood with the very good example of Apple, where in the
past Steve jobs used to to take into consideration of a particular event company in order
to launch the product in a successful and in a befitting manner as it was considered as one
of the crucial marketing technique where the CEO of the company was specifically
launching a product for the target customers. On the other side, seminar specifically
consists of a range of benefits where it delivers information to the targeted group.
 Trade shows or Expo: Purpose of these kind of large scale events is to deliver a trade
show in front of the potential customers or in front of other business industries and to get

connected with the suppliers for the betterment of the future. Auto Expo can be
considered as one of the crucial example of this type of event. BeSpoke may help in
launching event like auto Expo or any other type of treat so where many business
organisations reaches to the clients and delivers them the information about different
products or services that they are offering. Primal benefit of a trade show is that it targets
a huge amount of targeted groups and delivers the information about the different range
of products and services that are going to be offered by the company or they are already
offering them. If it is critically analysed then, Bespoke can give ample number of
advantages through conducting trade shows or expo. Basically, it consists of different
numbers of client companies that visits a particular area and promotes its products and
services in order to improve customer base and for promoting the brand image as well.
This effectively help both the client companies and event company to improve
productivity and efficiency level when the particular event it reaches to a success level.
Also, it has been analysed that when a particular corporate event successfully gets
executed and organised by the corporate event manager then it helps in delivering the
achievement of various goals along with the objectives for the particular business entity that has
developed or formulated the event.
Task 3
P4 Assess different criteria to identify the potential audience for a new corporate event
The client company of Bespoke Events which is Foodie flavour, is looking forward to
expand its business through expanding the food and beverage menu in order to target a large
number of individuals within potential market. At present time the client company is working at
small level and was the living small benefits only to the entrepreneur. The idea of business
expansion was specifically being taken into consideration by the company and this is where, the
corporate event is going to be launched where different range of new products along with the
drinks and dishes will be e presented in front of the customers (Morris, 2018).
Hereby, successful organisation of this event will help the client company of Bespoke
events to gain competitive advantages and to hit their targets which are the desired ones. Also, it
will be required by the company to consider the right audience because failure into this may lead
to decline in the goodwill and the image of client company. In order to reduce the number of

risks Bespoke Events what required to consider a number of criteria in order to determine the
targeted audience and some of these are given underneath:
 Interested individuals for fast food and drinks: Since, Foodie Flavour is offering
customers with Fast Food services and different unique and fresh beverages, therefore, it
will be required by event manager of Bespoke Events to consider when those audience
that are likely to to stay connected with new flavours and different product lines in
relation to fast food as this will help in possessing the likelihood of different individuals
in relation to the different products and services that client company is going to offer
them in near future.
 Income and purchasing power: this is considered as one of the vital criterion in order to
select the rest of the clients for the event launch for new product menu for the client
company. this is considered to be the one of the crucial action which will help the client
company of Bespoke Events to gain competitive advantages for a longer period of time in
future context.
 Location of the restaurant: is also considered to be one of the crucial decision that is
required to be taken by event manager of Bespoke Events for its client company.
Basically, targeting people that lives near by 5 kilometres in the area of the restaurant of
the client will help up this company in gaming advantages as they will get the knowledge
of how restaurant is going to consider new flavours among food and beverage industry
(Hugos, 2018).
P5 Examination of the key elements of a basic feasibility study for a corporate event
At the time of conducting for launching a corporate event it is required by the corporate
manager of any business organisation like Bespoke Events to consider a number of key elements
of peaceable study and some of these are presented beneath:
 Risk feasibility: Every single corporate event consist of number of risks and if it is
talked about the corporate events that has been taken into consideration by Bespoke
Events for its client company i.e. Foodie Flavours for launching of its new flavoured
offerings, then it will be required by the corporate event manager to consider the risk
where any damage to the property, injury to anyone, any other circumstances in relation
to fire or any other situation that might take place wood required to be reduced through
conducting the risk feasibility study (Lopatta, Buchholz and Kaspereit, 2016).

 Time feasibility: another feasibility study which plays an important role within the
corporate event factor. In present context, aim of Bespoke events London's manager to
focus on delivering every single activity right on time and help organisations to
specifically prepare manage and deliver the best outcomes to the client company which is
foodies flavours.
 Funding Feasibility: availability of funds along with the financial resources is also
important for every single event manager when it comes to organise and manage the
corporate event. Basically, Bespoke events London would also required to consider
which type of feasibility as well because planning budget and executing the programs in
relation to the foodie flavours corporate event it will help in in launching the new product
of the client company in much effective and efficient manner.
 Staffing feasibility: this type of feasibility study will help in understanding the
requirements of work force at the time of organising the new product launch event for the
client company witches foodie flavours. It will be required by Bespoke events to recruit
enough number of staff members so that organisation of new product launch event
effectively take place at the right position in correct time.
Task 4
P6 Applying for corporate event, applying key planning and promotional principles
Bespoke Events, is specifically considering the launch of new corporate event for its
client company, which is Foodie Flavours, to offer customers with the proper detailed
information in regards to the new food item related menu that this company is going to launch in
near future. relation to this, it will be required by concerned manager to develop an effective plan
for systematic and timely execution of different activities along with the practices that are
undertaken within the event (Sorescu, Warren and Ertekin, 2017). Present context sum of
elements for the developed corporate event are presented below:
Setting of the budget: developing and preliminary budget would lead the whole
execution process along with the different activities that are linked with the corporate event for
client company which is Foodie Flavours, would effectively be executed and in relation to this
2500 pounds is the budget that is decided for the launching event for the client company by
Bespoke events.

Setting concept theme: it is much needed by the event manager of Bespoke events to
consider and effective and innovative theme for the purpose of launching a new product of client
company and to target the large audience of a particular area of 5 kilometre which has already
been decided. The theme is “Take a pause and Eat”, which will effectively gain or attract number
of clients from all over the set area.
Setting up appointments with both owner of the venue and vendors: another
responsibility of event manager of Bespoke Events while planning the hole event where it will be
required by him or her to develop contract with owner of the venue along with the different
vendors that are connected with the corporate event of the client company. Considering this
purpose, it can easily be said that it will be required by manager to conduct meetings with
different parties that has been considered within the event and also it will be required to discuss
number of conditions and the terms that are connected with the new product launch event
(Gendron, Brivot and Guénin-Paracini, 2016).
Determination of right service for potential guests: it will be required by the event
manager of Bespoke Events, to identify the appropriate service which is required to be delivered
to the alliance of the client company e at the time of launching of the corporate event. in order to
reduce the chances of coating the negative impact over clients of the potential consumers of the
client company I.e. Foodie Flavours, then it is necessary for event manager of bespoke events to
identify the different needs and the trends that are running through performing need analysis.
Principle of promotion
 It will be required by event manager to target the potential customers in order to enhance
the sales of the company and this will be done with the help of repeated system.
 Consideration of online resources like social media for promotion of the event.
Principle of planning
 Event team should have the proper knowledge about the event in order to deliver the right
information to targeted audience.
 All the activities are performed right on time and in effective manner.
P7 Evaluation of the process taken for the planning and promotion of a corporate event
Over the years, it has been analysed that planning along with promotion are said to be the
two crucial elements which plays an important role for a corporate event. In present context, both

of them are described underneath considering the execution of new product launch of the Foodie
Flavours that has been taken into consideration by Bespoke events.
Planning: proper planning like detailed planning, information of the audience, trust but
verify are said to be some of the crucial elements that are required by event manager of Bespoke
Events at the time of satisfying the guests of client company. Hence, it will be required to gain
appropriate knowledge about the potential guest so that even manager could satisfy the needs
through forming different activities (Schaltegger, Burritt and Petersen, 2017). It has been
analysed to that, planning an event specifically consist of different range of activities which
starts from setting an objective, developing a team, setting a date of the event, branding the
event, creation of the budget, evaluating the overall activities and so on.
Promotion: utilisation of online resources including the social media can be considered
as one of the crucial action that can be taken by Bespoke events, in order to gain the attention of
maximum people in London which will help its client company to expand its business with the
help of the event which has already been taken into consideration. In present context, Bespoke
Events can utilise different marketing channels like advertising, social media, telesales, partner
organisations and so on. These marketing channels are described underneath: Advertising: Bespoke events can utilise advertising as a marketing channel in order to
promote the event that the company is conducting and it will also help them in promoting
their brand name as well. Considering advertising over different channels like television,
podcast and so on would help organisation in grabbing attention of a specified group of
public only. Social media: With the help of promoting the event company itself on social media will
help organisation in grabbing the attention of potential customers from all over the world
through creating a marketing campaign on different social media channels like Facebook,
Instagram and so on. Telesales: This type of promotion technique is a little less effective because it will be e
both cost and time consuming where the company will be targeting one individual at a
time on the telephone. Therefore, utilisation of this type of promotion related technique
will be less efficient for Bespoke events. Third Party Marketing (Partner Organisations): This another type of program or
technique that will help Bespoke Events to promote the event that has been taken into

consideration as it will help organisation in grabbing the attention of potential customers
in rightful manner where management team of this organisation would not required to do
anything because they have paid for the promotion two other company in order to
promote the brand image along with the event that has been taken into consideration.
In present contacts, social media can be considered as the crucial marketing channel that will be
both less time consuming and it will also not cost much to the company.
Conclusion
With the help of above mentioned report, it is been concluded that number of corporate
events and their different types helps and organisation in meeting different range of goals and
objectives in particular time frame. Some of these type of events our team dinner, tradeshow,
farewell party, conferences, incentive program and so on which consists of different strategic
goals that helps in meeting different targets in a short period of time. It is also been concluded
that several criteria in accordance to target audience is selected by the corporate event managers
for a particular aim of conducting the event. Also, it is summarised that with the help of
feasibility study number of tourists can effectively be identified when it comes to design a event
and it shows the interest of individuals and other factors as well.

References
Books and journals
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97.
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Organisations: A Case Study Approach (Doctoral dissertation, Cardiff Metropolitan
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Hugos, M.H., 2018. Essentials of supply chain management. John Wiley & Sons.
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Gendron, Y., Brivot, M. and Guénin-Paracini, H., 2016. The construction of risk management
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Schaltegger, S., Burritt, R. and Petersen, H., 2017. An introduction to corporate environmental
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