Corporate Events Management Report: Bearded Kitten Analysis

This report provides an in-depth analysis of corporate event management, using Bearded Kitten as a case study. It explores various types of corporate events such as sales meetings, exhibitions, and product launches, and contrasts them with leisure events. The report examines how corporate events align with strategic business goals, discussing seminars, conferences, and trade shows, and evaluates their success in achieving objectives. It also delves into feasibility studies, audience identification, and event planning and promotion, highlighting key principles and elements. The report concludes with recommendations for optimizing strategic focus and success rates in corporate event management.

CORPORATE EVENTS
MANAGEMENT

EXECUTIVE SUMMARY
The below mentioned report seeks to explore the event management done in the
corporate context by taking the case of Bearded Kitten, a top event management company of
United Kingdom. This entity has been renowned over the course of time and winning awards for
organizing and managing creative events. It is identified that sales meeting, exhibition and
product launch are 3 of the most prominent corporate events. Further, the comparison of leisure
and corporate events portray that leisure events are for the purpose of fun or entertainment while
corporate events are for specific commercial purpose. In addition to this, there are mainly 3 types
of feasibility study named funding, risk and time. These collaboratively demonstrate the extent
of viability of an event. Planning and promotion are two crucial aspects that need to be taken into
due consideration while carrying out an event. In this regard, there are certain principles of
promotion as well as planning which need to be considered for effectively planning and
promoting the event.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Types of corporate event...................................................................................................1
P2 & M1. Leisure v/s corporate event....................................................................................2
LO2..................................................................................................................................................3
P3 Corporate events meet strategic goal................................................................................3
M2. Success of corporate events to achieve goal...................................................................4
D2. Provide recommendations and alternative solutions for delivering such events to optimise
strategic focus and success rates in businesses.......................................................................6
LO3..................................................................................................................................................6
P4 Criteria for identification of potential audience................................................................6
P5 Elements of feasibility study.............................................................................................8
M3 Importance of feasibility study........................................................................................8
D3. Critically evaluate how the content and role of a feasibility study help assess the new
event’s success and support your argument with reasons......................................................9
LO4..................................................................................................................................................9
P6 Plan for corporate event....................................................................................................9
P7 & M4. Promotion and planning of event.........................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
An event can be described as a project whereby people get accumulated for the purpose
of celebrating, educating, marketing, get-together, commercial reasons, reunion etc. Further, the
corporate event can be defined as the gathering of professionals at a specific venue at a certain
time. Such events are managed and organized for attainment of a certain purpose or objective
(Getz, 2018). There are several elements which are crucial for organizing a corporate event in an
effective manner and these are acknowledged to be communication, use of technologies, brand
endorsements etc. The following project is conducted to gain knowledge of the concept of
corporate event management as applied within the confines of Bearded Kitten. This is
acknowledged to be an award winning creative events agency that is known for coming up with
innovative and unique ideas. This event management company operates on the sole belief that
anything is possible. The company began as a festival side show and over the course of time has
become an award winning event brand in global market place. The focus of this entity is upon
creation of unique brand experience not only for the participants but also for wider digital world
people to accelerate reach of the campaign. As a newly appointed Event Executive of Bearded
Kitten, this report is prepared to throw on the discussion over the different types of corporate
event along with differences between corporate and leisure event. Further, the criteria for
identifying and selecting a target audience are covered. Lastly, the promotion procedures for an
event are covered.
LO1
P1 Types of corporate event
The corporate events tend to include a number of functions that are aimed at solving a
purpose in business context. Such events may be organized for business, industry, work groups
etc. A number of corporate events are managed and organized by event management companies
to attain specific purpose behind it. Bearded Kitten is an event creation firm that intends to
provide services which can capture the attention of public at large. In this relation, the main types
of corporate events are discussed in light of Bearded Kitten in an elaborated manner as follows:-
Sales meeting:
This is a type of event which usually keeps taking place within the confines of a company
at frequent time intervals. The main intent behind holding such a corporate event is addressing
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every person who is acknowledged to be the part of sales team of the company. All the
intermediaries and the internal sales team of the event organisation is ascertained to be the
participants to a sales meeting (Raj, Walters and Rashid, 2017). The size of group attending the
meeting is characterized by the actual purpose of holding the event. The event management team
of Bearded Kitten can make use of projectors to make it easy for the host to share the
information, facts and figures related to the sales of company with the participants to the event.
Exhibition:
This is a type of industry or company specific event whereby organisations take a space
on rent and showcase their products and services in front of the public at large in an attractive
manner so as to significantly appeal to them. It is acknowledged to be a type of lead generating
activity or event. Such an event provides assistance to the company in reframing its brand image
amidst the public, to attain an edge over the rival firms present in market place. The event
management team pertaining to Bearded Kitten can make use of Holograms, interactive screen,
digital signature booth etc. to better appeal to the participants attending this event.
Product launch:
This is a type of corporate event which is basically aimed at launching a new product or
service among the people in market. In this event, the host is seen sharing the goal and objectives
linked to the launch of a new product (Jones, 2017). All the stakeholder groups of the company
gather for this purpose. In this relation, the event organizer within Bearded Kitten can make use
of Augmented Reality for the purpose of enhancing the experience driven by participants to this
event. This technology has been successfully used by Bearded Kitten in past also and has yielded
positive results (OUR SERVICES. PRODUCTION, 2020).
P2 & M1. Leisure v/s corporate event
There are two main categories of events that are held within the confines of event sector. In
this relation, it has been acknowledged that these categories are namely leisure and corporate
events. It is crucial for event management sector to identify the differences lying between these
categories of events so as to categorise an event to be managed accordingly.
Basis Leisure event Corporate event
Components This is a category of events which
include birthday parties, recreation
This is a category of events
constituting events like commercial
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activities, concert, circus, sports event,
live shows etc.
events, charity occasions, etc.
Purpose The primary intent behind executing a
leisure event is creation of
arrangement for providing
entertainment and fun to participants
(Armbrecht, Lundberg and Andersson,
2019).
The main purpose behind conducting
corporate events is promoting a new or
an existing product / service,
charitable cause, formal company
discussion, etc.
Workforce
requirements
Enthusiastic manpower is required for
organizing and managing leisure event
as they are aimed at entertaining the
audience.
Talented, competent and experienced
workforce needs to be recruited for
organizing such kind of professional
events.
LO2
P3 Corporate events meet strategic goal
Several corporate events take place in corporate world. Hereby, every event has some
benefit linked to it for the company. In this relation, some corporate events conducted by
Bearded Kitten along with their goal are discussed beneath:-
Seminars:
Herein, a specific section of individuals are put to target for the purpose of dissemination
of data linked to business. These events are usually held on a smaller scale as opposed to
conferences. One session of seminar gets completed in a day (Bessembinder, Cooper and Zhang,
2019). The main intention of Bearded Kitten behind organizing seminars, is the provision of
training and guidance to managerial staff so that they can enhance their learning and duly enrich
their professional personalities. The strategic focus behind organizing this event is to empower
the workforce so that they can give their significant contribution to achievement of goals and
objectives of Bearded Kitten.
Conference:
This is a kind of networking event whereby professional from same or similar sector
collect with a view to share their views and learn from one another. The main intent of Bearded
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Kitten behind carrying out a conference is accumulation of a large base of professionals at one
place for the exchange of potential information that can ensure benefit for all in individual as
well as business context. The strategic focus behind holding conferences is to capitalise on the
knowledge and information imparted by professionals from different fields of works to ensure
success and growth in event management sector for Bearded Kitten.
Trade Shows or Expo:
This is a large scale corporate event wherein vendors are represented at or by expo. In this
type of event, an entity may opt for participating as exhibitors with a view to enhance its reach
within the potential audience, other companies within or outside same industry, suppliers etc.
This is an event which is basically executed with a view to set networking of the business with a
number of individuals who may be beneficial to the company in the long run (Raines, 2020). The
main intent of event management companies like Bearded Kitten behind this event is inflating
their image within the public so as to enhance their revenues and profits. The strategic focus
behind participating in trade shows is to ensure that Bearded Kitten gets a chance to get in direct
contact with prospective leads and inform them about the organisational service package to
persuade them to make a purchase.
M2. Success of corporate events to achieve goal
Seminar, conference, trade show are acknowledged to be the diverse corporate events
which are executed in the commercial sector. Each of these corporate events is organized with a
certain purpose or intent. Generally, it is seen that that such events are able to achieve the goal
with which they were organized as event management companies take every measure to make
the event successful and gain the attention of large number of participants. However, at times,
some goals of the events are not duly met. In this regard, the critical evaluation of their success
in achieving strategic business goals and objectives is presented as follows:-
Seminars
Seminars are the corporate events which are mainly aimed at empowering the employees
by providing them with due knowledge regarding the key aspects of the business.
 Positives: This corporate event is successful in providing theoretical information to
employees about the company and its major operations. This seeks to motive the
workforce and enables them to carry out the activities of business in an effective and
efficient manner while exhibiting maximum productivity.
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 Negatives: Although seminars are able to provide the employees pertinent to Bearded
Kitten with theoretical information about the business, it is not able to provide any
practical understanding to the workforce regarding how business tasks and activities need
to be conducted.
Conference
This is a networking event whereby professionals from all walks of life are called to
share their views and experiences so as to provide employees with the exposure to industry and
market knowledge and experience.
 Positives: This corporate event takes place on a scale larger than that of seminar. As
several professionals accumulate in this event, so it inflates the knowledge of business
persons and acquaints them with knowledge of all kind of possible positive and negative
circumstances that may arise in the commercial context. As a result of this, individuals
pertinent to the company as well as Bearded Kitten are able to prepare itself for
unforeseen future events.
 Negatives: Arranging a conference is expensive for business. Further, often it is seen that
conference is not taken seriously by the participants. Majorly, only few participants
dominate the doings in the conference while others are not even conscious of the business
affairs being talked about in this corporate event.
Trade Shows or Expo
It is a corporate event which takes place at a large scale to pull the attention of audience
towards the brand and its offerings.
 Positives: Trade show is considered as an effective opportunity for the businesses like
Bearded Kitten to get in touch with their potential customers and acquaint them of the
organisational services package. Further, this corporate event provides assistance to the
company in inflating the brand awareness amidst the public at large. Trade shows or expo
is an excellent platform for launching new products and services as it has large base of
audience that comes to attend the event.
 Negatives: The cost of being a part of trade show or expo is quite high as business
entities have to buy stand space and also incur amount for the stand design. Further,
Bearded Kitten has to pay amount for the representatives who take part in the event in the
form of their food, accommodation and travel arrangements. The time that these
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employees spend out of office also has a cost which the business has to take into due
consideration. In addition to this, the probability of being over powered by the rival firms
at the expo is extensive, creating more of negatives than positives for Bearded Kitten.
D2. Provide recommendations and alternative solutions for delivering such events to optimise
strategic focus and success rates in businesses.
The recommendations to ensure the achievement of success with the conduction of
corporate events like trade shows, conferences and seminars are given beneath:-
 Hybrid conferences: This implies that the business should hold conferences which can
be either physically or virtually be joined by the participants. When there is an element of
virtual in the event, it sorts of instils excitement and craze within the participants. This
also allows the individuals who want to attend the conference but cannot due to any
reasons; attend the conference remotely from any location or even their homes. This
recommendation is especially applicable in the wake of COVID-19 scenario prevailing
across the globe.
 Collaboration tools: It is suggested that Bearded Kitten should make use of
collaboration tools such as Todoist and Trello to manage the tasks on software instead of
sticky notes and whiteboards while organizing and managing seminars. These task
management software and tools intrigue the audience and pull their attention towards the
topic of discussion.
 Social media and email marketing: It is important for Bearded Kitten to have an upper
hand over the rival firms exhibiting at the trade shows or expos. Thus, the event
management firm is recommended to capitalise on email and social media marketing to
create awareness among the public at large about the company participating at the expo
or trade show.
LO3
P4 Criteria for identification of potential audience
Bearded Kitten is a renowned event agency which organizes events across the globe for
varied purposes. In this relation, it has been identified that Bearded Kitten has gained the
opportunity of conducting an event associated with Foodie Flavour, a newly developed
restaurant of London. At current stake, the respective restaurant is running its business at small
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scale but further focusing on expanding its business for enhancing its sales performance as well
as profitability in rightful manner. Here, the respective event manager has planned to conduct an
event for the newly introduced product range especially for the chosen company with the motive
of influencing customers’ interest towards them. It has also been seen that corporate events are
highly successful in grabbing attention of bulk number of people towards them with the motive
of influencing customers’ interest towards them in rightful manner (Malik, Robinson, and
Yaussy, Uber Technologies Inc, 2020). This would directly generate higher revenue for the
Foodie Flavour in the coming time. With the motive of executing this event in rightful manner
the respective manager of the Bearded Kitten is required to emphasise on knowing their potential
guest whom they are planning to invite. It can be said that if the right guest are not invited then it
could directly affect the name of the restaurant at market place that could further affect their
sales performance in the near future. For this, appropriate selection criteria has been developed
that would be considered by the event manager for acknowledging their targeted audience. The
same has been explained with the help of STP model. Segmentation, Targeting and Positioning
(STP) is a model which is put to use by companies in order to identify its target audience and
thereby devise strategies in accordance with the aim to appeal to it. The same is explained below
in descriptive manner:-
Segmentation: This is defined as the comprehensive procedure of dividing the market
into targetable segments. For the product launch event of Foodie Flavour, the management of
Bearded Kitten is segmenting the market in accordance with demographic and behavioural
segmentation.
Targeting: The segments targeted by Bearded Kitten for the product launch event of
Foodie Flavour as per behavioural and demographic segmentation are defined as follows:-
 Income and purchasing power: As per this criterion, main focus is provided by the event
management team of Bearded Kitten upon the income and purchasing power of the
customers. Hereby, only those individuals are targeted who have the purchasing capacity
and the will to pay in order to buy dishes and items sold at Foodie Flavour. This is aimed
to foster increment in revenues and profits for Foodie Flavour in upcoming time period in
an effectual manner.
 Interest in Junk Food and drinks: In this, main focus of event manager of Bearded Kitten
is on ascertaining and targeting the segment of population which have likelihood towards
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Junk food and drinks. This will draw their attention towards the new product launch
event of Foodie Flavours. Artificial intelligence can be used to determine behavioural and
purchase pattern of consumers and thereby target only those who have interest in junk
items.
Positioning: This is the comprehensive procedure whereby the company seeks to place
its offerings among the target audience to inflate its existent level of financial performance.
Herein, the management team of Bearded Kitten will make use of social media marketing to
create a buzz about the new product launch event of Foodie Flavours.
P5 Elements of feasibility study
Feasibility test simply aware corporate event manager about the success of the corporate
event. Some of the main feasibility elements used by event manager for Foodie Flavours event
are specified as below:
Risk feasibility: In this, main focus of event planner is on determining expected risk for
the event that could take place in the near future while the launch event towards Foodie Flavours.
By determining this, they can surely ensure that there would be no risk of injury, property or
another unexpected circumstance that could affect execution of event.
Time feasibility: This feasibility test simply specifies that the pre planned event have
satisfactory time for the effective execution of all the activities or not. With reference to Bearded
Kitten, the main motive of its event manager is to execute all activities in the rightful manner that
includes preparing, managing and organizing the corporate event for Foodies Flavours (Veal and
Burton, 2015). Here, the event planner wishes to set satisfactory time for each activity so that
event could get successful in the near future.
Funding feasibility: In this type of feasibility, event planner focuses on checking that
whether they have availability of required financial resources or not. In order to determine this in
appropriate manner, event manager is required to develop effective budget for the same so that
activities could be planned according to the availability of financial resources which could
satisfy expectation of Foodie Flavours event.
M3 Importance of feasibility study
Feasibility study is carried out by an organisation for the purpose of evaluating the present
operational mode along with the alternatives that are available for replacement. In relation to the
new product launch event being organized and managed by Bearded Kitten, the organisation is
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acknowledged to be carrying out the feasibility study in accordance with the domains like time,
human resources, finance and risk. This provides aid to the company in determining whether or
not it would be suitable for the entity to hold such an event within its premises (Sharma, 2019).
Further, the feasibility study acquaints an organisation with the probable risks that may occur in
relation to the different types of feasibility studies and the ways in which they can be tackled. It
also helps in determining a well defined and structured approach towards executing the event as
per the expectations and requirements of event management team as well as the client.
Feasibility study allows the investors to gain an insight into the positives and negatives of the
project or the event and thereby take the significant decision related to provision of funding for
the same.
D3. Critically evaluate how the content and role of a feasibility study help assess the new event’s
success and support your argument with reasons
The content of feasibility study is quite effective for an organisation to gain knowledge of
the viability of conducting an event. It has the role to define the goals of event and determining
the extent to which these goals and the chances of their accomplishment are aligned with the
market conditions. On the basis of conduction of feasibility study, the event management team of
Bearded Kitten can devise a plan in accordance with which the new product launch event for
Foodie Flavours will be executed. Thus, overall it can be said that this kind of study provides
assistance in examining the success of the new event.
LO4
P6 Plan for corporate event
Bearded Kitten is now emphasizing on organising en event for the new product launch
named as Foodie flavours. In order to organize it properly the respective manager of the
company has planned to develop an effective plan so that they can execute each and every
activity related to the same in systematic manner within the provided period of time. Here,
manager has specified that promotion would be acknowledged as the main element of the overall
plan as it aware individuals or associated people about the corporate event which would make it
successful in rightful manner. Other essential elements of this corporate event are specified as
below:
Conceptualisation of theme:
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