Corporate Events Management Report: Analyzing Corporate Events Success

This report provides a comprehensive analysis of corporate event management, focusing on the practical aspects of planning, execution, and evaluation. It begins with an introduction to corporate events, differentiating them from leisure events and highlighting their role in achieving strategic goals. The report then delves into the various types of corporate events, such as sales meetings and exhibitions, and explores the criteria for examining the target audience, using a case study of Ann Squared London and a fictional restaurant, Foodie Flavour. A significant portion of the report is dedicated to feasibility studies, covering risk, time, funding, and staffing aspects. Furthermore, the report outlines a detailed plan for corporate event execution, emphasizing the importance of conceptualization, promotion, and planning. Overall, the report provides insights into the key components of successful corporate event management, offering valuable information for event organizers and marketing professionals. The report discusses the success factors of events to attain goals, and also the significance of feasibility studies for effective planning. This report is a valuable resource for students and professionals seeking to understand and excel in the field of corporate event management.

CORPORATE EVENTS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Kinds of corporate event...................................................................................................1
P2. & M1. Leisure event v/s corporate event.........................................................................2
P3 Corporate events fulfil strategic goal................................................................................2
M2. Success of corporate events in order to attain goal.........................................................3
P4 Criteria for examination of targeted audience...................................................................3
P5 Factors of feasibility study................................................................................................4
M3 Significance of feasibility study.......................................................................................5
P6 Plan for a corporate event..................................................................................................5
P7 & M4. Promotion & planning of event.............................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
It is said that corporate events comes under those gatherings mainly done by corporate
entities who comes together to meet each other on a specific venue at a particular time. All these
occasions are generally conducted for the attainment of some specific goals and objectives. It has
been identified that such corporate events organised with a structure and planning to include
some specific elements which includes brand endorsement, formal meeting, staff addressing and
many more (Austin. and Pinkleton, 2015). The current report is based on a firm named as Ann
Squared London. It is an independent events organisation in the marketplace of London
which develop and executes various sort of events across UK as well as Europe. They
conduct event with corporate giants as well as exciting start-ups and different marketing
agencies. Ann Squared London is an event organisation having world wide reach and are
specialised in live and digital events which provide high experience to their clients . This report
includes detail discussion about various range of events along with kinds of corporate event,
criteria for organising such events and many more. At the end of this report, a plan for the
corporate decision is being processed for executing corporate event.
P1 Kinds of corporate event
Corporate events are those events mainly consist of different set of activities which
includes formal security as well as value organised in institutions, professional work groups,
industry and many more. Some of the most essential kind of corporate events are going to be
discussed as follows:
Sales meeting: It refers to the events commonly held within the company among regular
period of time. Such events are organised with the aim to address every person which are the part
of sales procedure. The staff members of organisations, wholesalers, distributors, renowned
retailers as well as current and potential users are the factors of sales meeting (Pröllochs and
Feuerriegel, 2020). In the present context of Ann Squared London, management team adopt
alternates of staff members in the meeting which will assist them in order to keep their minds
fresh as well as innovative which increases the level of productivity.
Exhibition: It is mainly considered as public exhibitions commonly attended by
associations. these are the corporate functions help business organisation in order to redesign
their brand image at the marketplace. In reference to Ann Squared London, it has been analysed
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that the main role of event supervisory crew is to install sponsorship rates in order to publicizing
the rational of corporate event. In addition to this, they also provide corner space & stage
services so that the employees of company can easily perform their functions to participants in a
positive manner.
P2. & M1. Leisure event v/s corporate event
Corporate as well as leisure events refers to the two main sort of occasions which mainly
takes place within event industry. The differences between two events are going to be discussed
as follows:
Leisure event Corporate event
 It refers to the type of events which
consist of occasions like entertainment,
recreational, circus, concerts, sports
ground & so on.
 It defines as the category of events
which includes different types of
commercial events along with charity
occasions.
 Primary aim of this event is to provide
entertainment to large number of
audiences (Jones, 2017).
 Prime aim includes promotion of the
goods, charitable cause, facilities and
many more.
 Enthusiastic staff members is being hired
in order to develop leisure events in order
to engage their audiences in an effective
manner.
 Potential, skilled as well as
experienced candidates are being
hired capable enough to conduct
professional event in appropriate way.
P3 Corporate events fulfil strategic goal
In reference to organisational context, it has been said that there are various corporate
events undertaken. Therefore, every single corporate events includes some sort of advantages in
order to beat the level of competition arise at the marketplace in an effective manner.
Seminars: In this context, a specific segment of individuals are targeted by the
organisation with the aim of creating awareness and spreading information about the business
entity. These events are mainly small in size as compared to conference meeting (Cassano,
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2020). Along with this, it has also been identified that the primary aim behind conducting
seminars are to give training and development session to their staff members along with their
managers in order to learn new and innovative things associated with the organization.
Conference: It is considered as a networking function in which professionals activities
among the confines of similar sector meet as well as learn new things from each other. Main aim
behind this is to gather huge people at a single place so that they can effectively share their
thoughts and views and can agree on a one solution.
Trade Shows or Exhibition: It usually comes under large scale gathering where in
which exhibitors are showcase at the expo. Organisations select to attend such expo and trade
shows so that they can reach to potential customers, connect with the suppliers, meet other
members working within similar sector (Garri and et. Al., 2020). It has also been said that the
organisations who mainly conduct such shows conduct them in order to leave good impression
on the corporate entities who attend such shows.
M2. Success of corporate events in order to attain goal
Conferences, seminars and exhibition are some kinds of corporate events which are mainly
conducted by different event organisations. Such events are conducted with a motive associated
with clients business. It has been said that by successfully organising such events long term goals
and objectives can easily be attained within given time period.
P4 Criteria for examination of targeted audience
Ann Squared London, grab an opportunity in order to conduct an event for a new
restaurant named as Foodie Flavour, running the business at the market place of London.
Currently, they operates their business at small scale but the owner of the eatery wants to expand
their food & beverage menu among the large number of people so that they can retain them for a
longer period of time. This as a result assist the business entity in order to enhance their revenues
and profits at the market.
The existing event is linked with the launch of unique products which can be new dishes
or drink so that they can grab the attention of individuals. For example, if gathering of
individuals will be high in such events than it will assist Foodie Flavour in order to enhance their
revenues. For effectively executing the event, team of Ann Squared London, requires to
examine their potential guest for the corporate event (Skaaksrud and Hollahan, 2019). Along
with this, fail in identifying right audience for the event of product launch can decline the whole
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image of the company in an adverse manner. Therefore, a set criteria need to be considered by
the organisation for identifying their targeted customers which are going to be discussed as
follows:
Income as well as purchasing power:
It has been said that the prime or main criterion in order to chose right and potential guest
for the event is to identify their income level as well as purchasing power. In relation to this,
right and capable audience are the one who cab freely spend money on the food items offer by
Foodie Flavour in future context.
Interest in drinks and Junk Food:
Another criterion which needs to be considered by event manager at the time of
identifying their potential guest for the corporate event organised for Foodie Flavours. In the
present context, by using Artificial Intelligence, consumers behavioural as well as purchase
pattern can effectively be determined (Raj, Walters and Rashid, 2017). This as a result help in
examining & tapping the people who can stay longer with Foodie Flavours after consuming the
unique product line. In this, mainly people who are likelihood towards drink and junk food are
targeted.
P5 Factors of feasibility study
Some of the key factors of feasibility study in context of corporate event are going to be
discussed as follows:-
Risk feasibility: In this context, event manager of the organization needs to conduct an
in depth study about all the possible risks which can arise while launching new product event for
Foodie Flavours. For this, higher authorities needs to ensure that all the probable arrangements
are conducted in such a manner that there might be no damage to the property, no risk of injury ,
occurrence of unexpected circumstance.
Time feasibility: This factor needs to be concerned with the implementation of
feasibility study in order to examine the overall time taken to formulate each and every activities
of launching a new product. In this context, the main purpose of Ann Squared London, is that
there might be sufficient amount of time present in order to conduct all the functions which
includes managing, preparing as well as organizing every activity for the corporate event in
relation to Foodies Flavours.
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Funding feasibility: This factor is linked with the availability of finance so that the
whole event can be organised and manage according to the expectations of Foodie Flavours
(Brown and et. Al.,2019). In the present context, a budget requires to be developed by Seven
Events Ltd. London so that they can conduct all the functions in an effective manner linked with
new product launch event. With the help of sufficient amount of funds, it has also been identified
that management team of the company can easily perform their task in an effective manner.
Staffing feasibility: This is the factor linked with the implementation of study to identify
the needs of staff in order to organize and arrange new product launch for Foodie Flavours. In
the present context, requirements of Ann Squared London, is that they have sufficient staff in
order to conduct the functions in an effective manner. Apart from this, management team needs
to provide training sessions to their staff members so they can perform all the functions as per
the expectations of clients (Martín‐de Castro and et. Al., 2020).
M3 Significance of feasibility study
Feasibility study mainly done with the aim of examining present operational methods as
well as different substitute methods available for deciding the best and suitable course of action.
In this context, feasibility study generally done for corporate event organised by Ann Squared
London, in order to launch a new product of Foodie Flavours. With the assistance of this,
manager can easily identify risk related to time, finance as well as staff which can influence the
overall event in a negative manner.
P6 Plan for a corporate event
In the present context, Ann Squared London, is conducting an event for Foodie Flavours
where they launch new product at the marketplace. For this, the event manager requires to
develop an effective and well structured plan with the help of which they can perform their
functions and activities on a timely manner and produce favourable outcomes. It has been
identified that promotion as well as planning are the key factor for developing a well structured
plan. All these elements required to be considered by the higher authorities so that they can
maintain success and growth related to corporate events in an effective manner. Some of the
most essential and numerous factors of corporate event are going to be discussed in detail
manner as follows:
Conceptualisation of theme:
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It is required by the event manager that they must select a specific theme which will
assist them in order to attract their large number of people towards the organization. In relation
to the present context, theme of the new product launch is “Eat & Repeat”. Meaning of the theme
is individual come and eat variety of food items there and repeat this action on a regular basis
(Allen, 2020). With the assistance of this theme, Foodie Flavours can easily attract new
customers towards their restaurant and will be able to retain their older and existing clients on a
daily basis.
Set preliminary budget:
This is the another most essential and crucial factor of the event plan which is mainly
associated with the creation of preliminary budget. This is required to take all the expenses done
while organizing the whole event which is for Foodie Flavour in order to launch a new product
for them. The main reason behind doing this event is to attract new customers towards them and
to expand their menu list at the competitive marketplace so they can maintain their sustainability
at the market in a competitive manner (Bodnarchuk and et. Al., 2019). In relation to Foodie
Flavour, total amount which is decided by the event manager of Ann Squared London, and the
owner of the restaurant is around 1500-2000 Pounds.
Make appointments with owner of venue and vendors:
In this, Ann Squared London, event manager enter in a contract with the owner of venue
along with the vendor itself so that they can effectively and efficiently organise the whole
corporate event for Foodie Flavours where they introduce the new product offered by them to
their consumers. Main aim behind conducting the event is that they want to expand their business
and for this they grab attention of their potential customers. For this, it is required by the event
manager to conduct a meeting with all the parties and discuss all the terms as well as conditions
associated with the product launch event and agree on a specific topic decided by every member.
Identify right service for the potential guests:
Examination of right and most suitable set of services which needs to be provided by the
event manager to those guest who are going to attend the event organise for Foodie Flavours in
order to launch their new product at the marketplace. In case, if the guest of the event didn’t get
the right service at the time of attending the event it might create negative influence on the
customers and can affect the overall decision making in a negative manner. Therefore, it is
required by the event manager to identify the needs and requirements of the guest and then
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provide them services according to the needs so that they can easily connect with the restaurant
in a positive manner (Kasperson, 2019).
These are the most essential principles related to promotion and planning which is
required to be considered by the event manager of Ann Squared London,. This will assist them
in order to conduct the whole event in an effective manner without any sort of loopholes:
Principles for planning
 It is required by the event manager that all the activities and functions are planned by
them in an appropriate and systematic manner.
 Another principle related to planning is that the event management team must have basic
knowledge about the targeted and potential audiences of the company.
 Manager need to assure that each and every activity is conducted in an appropriate
manner.
Principle for promotion
 It is suggested to the event manager that need to target potential and loyal customers so
that they can enhance the end result.
 It is said that both social media as well as online resources needs to be adopted by event
manager for the promotion (Wang and et. al., 2016).
P7 & M4. Promotion & planning of event
Promotion & planning are the two most essential factors in context of corporate event. In
this context, it has been identified that Ann Squared London, firm adopt promotional as well as
planning procedure in order to ensure that the product launch of Foodie Flavours will be
conducted in an effective manner.
Planning
In depth planning: It refers to the process of effective planning with the aim of
executing the event in an effective manner. Effective and detailed planning assist in doing the
whole event in a systematic manner without facing any sort of issues. This will leads towards the
success of product launch event which as a result increases the profit margin of the company.
Data of the audience: It is associated with gathering complete knowledge about the
guest of the corporate event. In relation to the event company which is Ann Squared London, if
manager do not have sufficient knowledge about the audience will not be able to satisfy the
needs and wants of the guest.
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Pre purchase: It is the stage where buyers analyse the products before purchasing it and
comparing it whether it satisfies the needs and requirements of customers or not. It is the stage
which highly influence the marketers as purchasers can make decision in this stage whether to
buy the product or not.
Purchase: It is the stage where actual buying process has been performed by the individuals.
This is the phase which comes only after completing the pre purchase phase.
Post purchase: This stage arose after the buyer purchase the products and services. It might
includes after sales services offered by business organisations to them. It is highly affecting the
marketers as if customers will not feel satisfied they will switch the product and ho to another
company who sell similar products with more features.
Promotion
Strive for repeat business: It refers to the major principle associated with the promotion
of new product launch event. Ann Squared London, Event manager is required to revise their
sales for the restaurant Foodie Flavour so they can easily examine their daily customers. It has
been said that apart from gathering new customers towards the organisation, it becomes
beneficial for the firm that they retain their older customers. In reference to this, event manager
asked to the business owner that they must provide some discounts to their loyal customers as the
promotional strategy (Jones, 2017).
Adopt online resources which include social media: In order to promote an event, it
has been identified that an event manager develops a page on different social media platform
where they mentioned all the information about their upcoming activities. This platform
includes Facebook, Twitter and many more. With the help of this, large number of individuals
within London can acknowledge about business expansion done by Foodie Flavour.
CONCLUSION
With the assistance of above stated discussion, it has been identified that there are
different types of events which are mainly organized by event management firms. These events
are trade show, exhibition, conference, tram dinner, farewell party, and many more. Furthermore,
it has also been identified that these corporate events are associated with business organisations
along with the aim of entertainment. It has also been analysed that there are various criteria
according to which target audiences are chosen. For this, basis can be income level of people,
interest and many more so that they can effectively perform their roles in an effective manner. .
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REFERENCES
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and assessing corporate challenges via topic modeling. Information &
Management, 57(1), p.103070.
Jones, M. L., 2017. Sustainable event management: A practical guide. Routledge.
Cassano, R., 2020. Corporate Global Responsibility and Reputation Risk
Management. Symphonya. Emerging Issues in Management, (1), pp.129-142.
Garri, M., and et. Al., 2020. Building dynamic capabilities for high margin product development:
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Organization, 50(1), pp.91-106.
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methods of enhanced management of a wireless node network based upon an event
candidate related to elements of the wireless node network. U.S. Patent 10,313,199.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
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performance. Journal of Public Affairs.
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Wang, H. and et. al., 2016. Corporate social responsibility: An overview and new research
directions: Thematic issue on corporate social responsibility.
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