Corporate Event Management Report: Audience and Feasibility

This report provides a comprehensive overview of corporate event management, exploring various aspects such as event types, planning strategies, and feasibility studies. It begins with an introduction to corporate events, defining their purpose and significance in achieving organizational objectives. The report then delves into different types of corporate events, including conferences, exhibitions, product launches, and sales meetings, comparing them with leisure events and analyzing their respective objectives. It examines the strategies employed in different event types to achieve business goals, including conferences, trade shows, incentive programs, team-building events, and product launches. Furthermore, the report outlines criteria for identifying the target audience for a new corporate event, focusing on demographics, location, and psychographics. It also examines the significant factors of a feasibility study for corporate events, including risk and time feasibility. Finally, the report presents a plan for a corporate event, incorporating planning and promotional tools, and concludes with an evaluation of the planning process, providing insights into effective corporate event management.

CORPORATE EVENT
MANAGEMENT
Contents

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Determine range of various business events.....................................................................1
P2 Comparison between corporate and leisure events...........................................................2
TASK 2............................................................................................................................................4
P3 Reviewing different types of events in achieving various strategies which focuses on goals
and objectives.........................................................................................................................4
TASK 3............................................................................................................................................5
P4 different criteria to find out audience for a new corporate event......................................5
P5 examine the significant factors of feasibility study for a corporate event........................6
TASK 4............................................................................................................................................7
P6 produced plan for corporate event.....................................................................................7
P7 evaluation of planning process for corporate event..........................................................8
Conclusion.......................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Corporate event is form of event in which hospitality and social activities are organised
or funded by business firms to achieve organisational objectives. Such events are organised in
relation to reward, celebrate, motivate, educate, manage mergers, etc. so that specific
organisation objectives are attained. Thus corporate event management is process of planning,
organising and executing various types of events to achieve specific business objectives. Seven
Events Ltd. Is one of best events planner in London which organises and execute meetings at
global level and provide different event management services. In this report determination of
range of corporate events that focuses on specific events are to be included. There will be
comparison between corporate and leisures events. It will also include different types of business
events and how they help in achieving goals which focuses on strategies. It will assess different
criteria which will identify audience for new business events. It will examine significant
elements that will help in feasibility study of corporate events. Produce a plan for corporate
events that will apply important planning and promotional tools. At last, it will include
evaluation of process that was undertaken for planning and promotions of business events (Jones,
2017).
TASK 1
P1 Determine range of various business events
Corporate events are described as events held by businesses for their employees,
stakeholders or customers to maintain relations and achieve specific strategic goals. Seven
Events Ltd. is corporate event management services provider in London and is included in one of
best events companies who organises and manage events at global events. Some of the examples
are farewell parties, conferences, official dinners, annual meetings, product launch, awards
ceremony, etc. that have their respective goals to accomplish. Following are some of examples of
corporate events:
Conferences: These types of events usually last for minimum a day and have objective
of informing specific audience. This is one of most formal business events that includes
stakeholders, personnels, suppliers, resellers, customers, etc. This has goal to increase awareness,
and collaborations with audience so that sales can be increased.
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Exhibitions: Such events are organised by large industry with objective of promoting
products or services to targeted customers. Such events requires resources related to promotions,
motivated sales teams, unique method of engaging audience so that objectives can be achieved.
Award Ceremony: Businesses organise such events to reward efficient employees and
motivate others so that they work with increased productivity to get recognise. Corporates
sponsor and participate in industry awards with the objectives of promoting business, improving
goodwill and enhancing brand awareness (Raj, Walters and Rashid, 2017).
Product Launch: Such type of corporate events are focussed to create public relations in
launch of new products, services, offices, etc. These targets at various audience, media, social
platforms, employees and stakeholders with a view of celebration. This has objective to increase
reach to audience so that brand awareness is improved.
Sales Meetings: This is one of type of formal events which includes important
stakeholders, share holders and board members who has come together to discuss strategies and
performance. This has objective of showing off business productivity and way of rewarding
share holders as profit sharing.
Experiential: These types of events are are gaining popularity in present scenario and
has objective of building relationships with customers. The main purpose behind such corporate
events is to invite guests engage for company event and engage them in creative way so that its
create impact on their buying behaviour.
P2 Comparison between corporate and leisure events
Basis Corporate Events Leisure Events
Meaning In this type of events personnel or
team members travel and stay at
one place with the objective of
business work or achieving goals.
This is concerned with performing
business activity, networking
opportunities, sales, etc.
In this individuals travel to different
places to explore various culture,
places and have different
experiences of freedom. These
events are planned for personal
leisure and have objective of
increasing travelling experience.
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Content The business event are concerned
with understanding of travelling,
technical aspects and different
creative factors that helps in making
the event successful. Events
companies provide services like
meetings design, audio and visual
production, transportations,
budgeting, customer services etc.
Seven Events Ltd. should have
efficient personnel to make plans in
order to take correct decisions for
decorating stage creatively and in
accordance to objectives of
corporates events.
Leisure Event is one of the unique
and interesting types of events in
industry. Event management
companies are concerned in
providing services like sports
grounds, recreational centers, parks,
venues for entertainment, managing
festival, contest of sporting, etc.
Seven Events Ltd. manages all these
types of activities with the help of
effective and enthusiastic personnel
who are efficient in reaching target
audience (Dennis, Minas and
Lockwood, 2016).
Planning Planning is done in such a way that
personnel have accommodation near
to conference or event location. It is
done so that employees do not waste
time and energy in travelling from
hotel to venue and be productive in
their performance.
In these types of events travellers
plan according to exotic places,
recommendation from friends or
family. They are also concern about
best deal in terms of prices and value
they get from it. They are also
influenced by amenities provided in
travelling packages.
Promotions These events are limited in demand
and thus requires less employing of
promotional tools. Mostly
hospitality companies have tie – ups
with corporates and thus required
less promotions. Usually hospitality
firms organised corporates events
In this types of events various
promotional tools like media
advertising, social platforms, reviews
on sites are employed. They requires
continuous improvements in
promotion strategies so that they can
attract more leisure travellers.
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and thus plan whole facilities for
personnels.
TASK 2
P3 Reviewing different types of events in achieving various strategies which focuses on goals
and objectives
While hosting any business events Seven Events Ltd., brings individuals together so that
interpersonal relationships that are not effective within business environment can be developed
with the help of such events. Some of corporate event with their business objectives are as
follows:
Conferences: Such business events are of typical nature and have more than one session.
These are usually hosted at hotels venue and begin with a keynote session and then offers
different topic in breakout sessions. The main strategy behind organising such types of events is
to target potential audiences or guests so that company can provide relevant information to them.
Trade Shows: Seven Events Ltd.'s planning for such events includes activities like
negotiation about sponsorship rates for space, advertising, promotional tools and speaking
opportunities so that leaders of different businesses can speak in front of audience. Trade shows
are hosted in large spaces venues which helps in showcasing products or services of different
companies of particular industry. Main objective of companies who attend trade shows is to earn
more revenue so that profits can be increased (Miragaia, Ferreira and Ratten, 2017).
Incentive Programs: Such even last for 3 to 5 days and companies spend more on these
type of events. Some of the examples are executive retreat and incentive trips there is a need that
special attention is given to the planning of such type of events so that transportation, business
meetings, catering, etc. is planned properly. The main purpose of such events are business
development and organisational planning with the help of enjoyable activities as they are part of
these events.
Team building events: such type of events include workshop about emotions that arises at the
workplace and proper training is given to the employee. In this event some outdoor and physical
activities for group are design so that employees Build good relationship with each other. These
type of events help in increasing confidence and morale of employees While working in a team.
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Product launch events: these type of events are host to generate media and industry attention to
the release of new product or service by the company. These events give introduction about the
product along with all the information that is required by the audience. The main purpose behind
these type of events are that the launch parties to introduce a new product and service so that
they can gain attention of the audience and media. These are also most common type of
corporate events that any organisation host.
TASK 3
P4 different criteria to find out audience for a new corporate event
Seven even Limited will host a product launch event for company so that they can host their
Corporate event effectively. There will be more than 200 guest Who will be inviting to attend
this product launch so that company can give complete information about the new product. There
are different ways by which seven events Limited can identify potential audience for the new
product launch. Some of them are as follows:
Demographics: this criteria will help company to describe a specific segment of the population
according to the age gender marital status occupation education level income etc. In this
company will understand the product and then decide different factors on which guest are invited
for the product launch. Seven events Limited for this product launch will identify segment of
audience according to the above criteria and then attract them through various social platforms
and print media so that when is about this product launch is reach to the potential customers
(Endrikat, 2016).
Location: in a product launch their number of audience which is interesting and can be targeted
but the next criteria which is location narrowed down this selection. In this criteria seven events
Limited will decide location of the audience whom can be invited and feasible to attend the new
product launch of the company. This will help company to target most of the potential customer
and rest are informed by the social media platforms so that seven events Ltd can reach up to
extended market of the company.
Psychographics: this criteria interest activities attitude and opinions of the customers are
identified so that their buying behaviour can be understand. This criteria will help seven even is
limited to invite guess who are interested in the new product launch and can be turned into
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potential customer for the company. This criteria is most important as this factor can generate
sales revenue for the company and success of the new product launch is dependent on it.
Seven events Ltd need to pick at least combination of two identifiers so that it can be effective in
hosting product launch for the company.
P5 examine the significant factors of feasibility study for a corporate event
In the above section seven event limited identify targeted audience that has to be invited for a
new product launch of a company. Feasibility study is a process of assessing practicality of a
project with the objective of identifying strengths and weaknesses of the event. There are certain
criteria on which feasibility study can be conducted For corporate event, some of them are as
follows:
risk feasibility: there is a need that several events Ltd need to identify that this event does not
lead to financial loss to the company. What are the different type of risk that are related in
hosting new product launch for the company need to be analysed. There is a need that venue
equipments and services does not lead to harm to guest and staff members. In this section of all
type of risk are identified so that events are secure and save enough for every participants
(Harris, 2017).
Time feasibility: seven even is limited need to identify one of the crucial factor which is
sufficient time to be allotted to each and every activity in the new product launch event. This
factor insures that sufficient time is given to the participants from invitation to the date of event.
This feasibility study ensures that sufficient time is given to promote the event and planning
about the duration so that audiences are engage effectively. Absence of this feasibility study will
lead to failure of the event as engaging audience is one of the most important element in new
product launch of the company.
Funding feasibility: this study find out the financial outcomes that corporate event will have for
the company. In this study seven events Limited will ensure that budgeting process are effective
and made to achieve profit for the company. The study ensures that there is no loss in terms of
finance in hosting corporate event for the company on the other hand it should generate revenue.
Manpower feasibility: there is requirement of human resource in planning organising and
executing whole event. There is need that seven events Ltd have sufficient personnel so that each
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and every activity of event is carried out effectively. No planning for staff there is a need that
company understand the objectives of the event and then assign roles to their employees.
TASK 4
P6 produced plan for corporate event
Here are steps by which seven events Limited will plan product launch for the company:
Choosing right venue: in this step planning principal will be applied as there is a need that right
venue is selected. Seven events Limited will plan to choose venue which does not outline the
new product (Baruch, Panayides and Venkataraman, 2017).
Theme for product launch event: in this planning phase 7 events Limited will apply principle
of thinking sustainably. The steps categorise in identifying objectives of the company behind
new product launch and interest of the audience so that they are engage fully in the event.
Activities for engaging entertainment: in this principle of communication is applied as there is a
need that speaker have effective communication skills so that audience is captive for a longer
period of time. There can be activities like hiring stand-up comedian, engaging audience with
some contest, taking advantage of the venue services. this will help company to make its product
launch Memorable and have impact on the buying behaviour of the audience.
Time management: seven event Limited will plan about the time when product is to be launch
in the market. This factor is also identify the timing given to each and every activity that has to
be held in the new product launch. This stage is categorised in using principle of timelines that
manages schedules and coordinate activities related to events )(Bessembinder, Cooper and
Zhang, 2018).
Increase social media activity before launch: The product launch event the main objective is to
market the product in front of the targeted audience but before that there is a need that seven
even is limited in walls combination of different social media so that it promote the product
event also. This stage is effective after applying principal of marketing which involves using
different channels like direct mail digital marketing print media social media so that large
number of audience is reached.
There are different principles like budget planning which effectively manage budget and
minimise the risk of loss. Another planning principle is event objective which states that event is
impossible without set objectives Das seven even is limited should have complete understanding
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about the goals of the event. The principle is managing risk in selecting venue, equipments for
the event, making backup plan and in executing activities during the product launch.
P7 evaluation of planning process for corporate event
In the above section planning is undertaken for new product launch of the company event so that
objectives can be achieved. In this section different factors will be identified which are
undertaken while planning for the new product launch event by seven events Limited. The
factors are as follows:
Testing: There is a need that seven events Ltd as the whole planning before the main day of
launch event so that deviations can be find out and corrective actions can be taken on time. In
this section company will examine the new product launch activities so that there is no incidents
of harming staff members audiences or other individual engaged in the event (Kolari, Pynnonen
and Tuncez, 2017).
Team building: every event is different in terms of time, objective, audience, company and
needs. So there is a need that seven events Limited build effective team so that even turns out to
be successful. Organisation should employ its best and efficient professionals to handle the
activities and planning of the new product launch.
Proper time management: While hosting any type of film seven event limited should know that
timing is everything in term for event to be successful. There is the need that company identifies
the perfect time when product launch will have strong influence on the market, competitors,
audiences andTarget customers.
Ensure Safety: One of the most critical factor while hosting any type of event is insuring
security and safety for the individuals who are Engage during the events. So there is a name that
seven events Ltd have proper arrangement for the risk assessment and backup plan in case of any
emergency.
Conclusion
It can be concluded from the above report that corporate events are the activities which business
undertake to fulfil specific type of organisational objectives. There are different types Corporate
events like conferences, award ceremony, product launch, sales meeting which has different set
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objectives. There is difference between corporate and leisure events in terms of meaning,
content, planning and promotional activities. This also includes different type of events which
helped organisation in achieving various started Jaekel object is which focuses in the directions
of the long and short term goals. There are different type of criteria like demographic, location
and psychographics which help in identifying audience for a new corporate event. There are
different type of factors like risk, funding, manpower which identifies feasibility study for a
corporate event. At last this report will produce plan for corporate event and evaluate the process
undertaken in planning the same event.
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REFERENCES
Books and Journals
Jones, M. L., 2017. Sustainable event management: A practical guide. Routledge.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
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linking audience, content, and management to blog visibility. Journal of the association for
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entrepreneurship: Drivers of sports sponsorship policy. International Journal of Sport Policy and
Politics. 9(4). pp.613-623.
Endrikat, J., 2016. Market reactions to corporate environmental performance related events: A
meta-analytic consolidation of the empirical evidence. Journal of Business Ethics. 138(3).
pp.535-548.
Harris, E., 2017. Strategic project risk appraisal and management. Routledge.
Baruch, S., Panayides, M. and Venkataraman, K., 2017. Informed trading and price discovery
before corporate events. Journal of Financial Economics. 125(3). pp.561-588.
Bessembinder, H., Cooper, M. J. and Zhang, F., 2018. Characteristic-based benchmark returns
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events. Forthcoming, Critical Finance Review.
Horne, J., 2017. Sports mega-events. Sport, Media and Mega-Events, p.19.
Wans, N., 2017. Corporate social responsibility and market-based consequences of adverse
corporate events: Evidence from restatement announcements. Journal of Accounting, Auditing &
Finance, p.0148558X17725968.
Pacelli, J., 2019. Corporate culture and analyst catering. Journal of Accounting and
Economics. 67(1). pp.120-143.
Gider, J. and Westheide, C., 2016. Relative idiosyncratic volatility and the timing of corporate
insider trading. Journal of Corporate Finance. 39. pp.312-334.
Funchal, B. and Pinto, J. P., 2018. Corporate events’ performance and corporate governance: the
Brazilian evidence. Corporate Governance: The International Journal of Business in
Society. 18(1). pp.14-34.
O Riordan, L. and Fairbrass, J., 2016. Responsible Stakeholder Engagement. A comparison of
corporate approaches in the UK and German Pharmaceutical Industry.
Mason, A., 2019. Media frames and crisis events: Understanding the impact on corporate
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Communication. 56(3). pp.414-431.
Prokhorova, V. V. and Zakharova, E. N., 2016. Peculiarities of corporate governance
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Morsi, N. I., 2016. Events as an internal communication tool Integrating corporate value through
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