Corporate Event Management: Planning, Execution, and Analysis Report

This report provides a comprehensive overview of corporate event management. It begins with an introduction to the field, defining corporate events and highlighting the role of Seven Events, a London-based event management company. The report then explores a range of corporate event types, including product launches, exhibitions, and team-building activities, and compares them to leisure events, outlining key differences in planning, promotion, and activities. The core of the report examines how different corporate event types meet strategic goals, focusing on mega-events, exhibitions, and local community events. It also assesses the criteria for identifying potential audiences for new business events, using Detoxify Bars and Restaurant as a case study. Furthermore, the report delves into the key elements of a feasibility study for corporate events and concludes with a detailed plan for a corporate event, incorporating planning and promotional principles, along with an evaluation of the planning and promotion processes. The report concludes with a discussion of the importance of corporate events in achieving business objectives, and is supported by references.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Range of distinct corporate focused events......................................................................1
P2. Comparison along with contrast of differences among leisure to that of corporate events
................................................................................................................................................2
TASK 2............................................................................................................................................4
P3. Review of distinct corporate events types as well as assessment of the ways they meet
distinct strategic focus together with goals............................................................................4
TASK 3............................................................................................................................................5
P4. Assessment of distinct criteria for identifying potential audience for new business event5
P5. Examining key elements that are part of feasibility study for corporate event................6
TASK 4............................................................................................................................................7
P6. Plan for corporate event with application of key planning along with promotional
principles................................................................................................................................7
P7. Evaluation of process that is taken to plan as well as promote corporate event..............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Corporate event management is stated as implementing large number of tactics and plans for
organising particular business event. In these events, the main audiences are stakeholders of the
corporate for making usage of entertainment and other type of facility. It engrosses involvement
of sponsors by company for its manpower, prospective clients and partners. In these events,
corporate owners primarily declare the ideas and objectives to employees and other stakeholders.
To develop information about corporate events management, Seven Events is selected company
that manages large events in London, UK (Seven Events, 2020). The event management
organisation has large number of services and also various production agencies to organise event
for clients and stakeholders.
The report highlights about various corporate focused events, differences and contrast
among corporate to that of leisure events and ways in which corporate events helps in reaching
goals. It also discusses distinct criteria for identifying potential audience for a new event and key
elements related to basic feasibility for an event. At last, a plan is devised for the events and
undertaken process is evaluated for planning and promotion purposes.
TASK 1
P1. Range of distinct corporate focused events.
In the business environment, corporate events plays essential role in attaining future
growth and success for particular organisation. Events are defined as the occasion that are
organised for some particular objective. An event achieves success when targeted audience takes
part in it and fulfilling its aims. It is the occurrence that exceeds thresholds and agreed level of
services (Ingenohl and Kube, 2018). The events are generally categorized in leisure and
corporate ones.
Seven Events is the magnificence business that have base at Central London and
Birmingham. It plans and organises various number of corporate events ranging from small
family celebrations to large lavish events. Some of various events hosted by the company
includes party pack delivers and corporate events such as client party, gala ceremony, seminar
and master class, anniversary offsites, borough launch and many more.
Corporate events are termed to those proceedings in which large number of population
gathers at one place and is generally organised by owners of the business. It is any kind of event
1

or social activity that is organised as well as funded by business concern. The targeted audiences
for these events are not restricted till stakeholders, employees, potential clients, board members
and so on. Corporate based events comprise set of functions and operations which includes value
together with formal security which is prearranged by institutions, professional work groups as
well as industries (Corporate events, 2017). In case with Seven Events, following are some
ranges if corporate based events that are organised by the event planner:
Travelup at Waterloo: It is a corporate event to promote brand marketing. The number of
attendees in the event are 200000 members of public on an approx. at waterloo train station, the
company organised the event. Seven Events organised the event for curating brand activation
experience wherein attendees visit Florida for some minutes. The services involved in the
corporate event are venue sourcing, designing and management of strategic event programme,
managing budget, scoping sessions to attain continuous success and so on.
Sales meetings: These are the activities which are organised to discus sales targets as well
as setting practices to effectively attaining them on predetermined duration. The objective behind
the events is to set and address contributions that will be made by each member of company in
increasing sales demand. In Seven Events, managers gather its entire people at regular time
intervals so to discuss information related to current sales and ways to enhance them in
upcoming phases.
Client party: It is one of corporate event which is hosted by Seven Events on demand
from its clients. The number of attendees in the event was around 200 and took place at bleeding
heart of London. The event reflected brand in personality along with precision, moreover,
various facilities including catering and entertainment arranged are unique, intriguing and so on
that touches heart of all audiences.
Product launches: These are pretty self explanatory as well as simple events that are
prearranged for the purpose of introducing a new or modified product of company. It is generally
used by Seven Events so to create hype together with generate public relations around
introducing something new in form of product, office or any service. As per the managers of the
event management company, successful product launch event is generally a combination that
entertains and engages potential clients with main goals to sell the product (Bain and Band,
2016).
2

Exhibitions: These are the events in which organisational products are presented and
displayed to mass population. Such kind of corporate events are attended by various associations
and general public so to lead generating actions. With these events, Seven Events managers gain
understanding related to redesigning their goodwill and brand image in comparison to the
competitors. This event is arranged by the corporate in form of cultural as well as educational
setting, for, example, interpretive exhibitions, trade fairs, smaller galleries and many more.
Team building: These are meant for boosting employee morale, confidence addition to
efficiency (Clarke, 2016). At Seven Events, team building events are organised so that
employees are given chances to share or express their memorable experiences with the company
and bringing them together with other team members. Along with this, these events provide
unique opportunities to manpower for spending quality time with others in non working
environment. These also involve workshops about emotions addition to sensitive training in
workplace.
P2. Comparison along with contrast of differences among leisure to that of corporate events
Corporate events: The event that are managed and sponsored by business concerns are
defined to corporate events. Many a times, business organisation funds these events to make
employees, clients and business happy and sharing necessary information. At same time, Seven
Events managers organise corporate event with the objective of declaring business ideas as well
as motto to manpower.
Leisure events: The events which are organised for spending durations in non compulsory
activities are said to leisure events. These events are organised by hospitality corporate so that its
employees spend leisure time in relaxations away from stress.
Within the confine of event industry, there are major two events that are corporate as well as
leisure events that are arranged by all the agencies or companies that works in it. These key
differences among the both are as follows:
Basis of comparison Corporate events Leisure events
Meaning The events which are organised
for the business purposes or
charity occasions are termed to
corporate events (Frawley, 2016).
The events that are arranged
for the purpose of recreation,
entertainment and for fun are
defined to leisure events.
Planning A corporate event is planned by Leisure events are planned by
3

the company through
conceptualising bid idea, setting
preliminary budget, making
appointments for viewing
locations and meeting vendors,
determining menus as well as
timings, signing contracts with
vendors, creating invitations and
sending them via e-mails, making
to do list and checking it again
and again, conducting the event.
properly understanding
audiences, defining the format,
choosing platforms, selecting
location, choosing venue time
as well as date, and marketing
event, devising PR strategy,
implementing program and
evaluating event (Jnr, 2019).
Promotion In context to Seven Events,
corporate events are promoted
through powerful invitations,
attractive websites, business-
specific agendas, amazing hand-
outs, added extra values and with
key partners.
Leisure events are generally
promoted through social media
platforms, creating buzz,
sending e-mails to potential
clients, generating word of
mouth, early bird promotions
and through event applications
(Hickman and Silva, 2018).
Activities deliver In Corporate event, major
activities that helps in achieving
goals of enterprise are delivered
so that major revenues are gained
and huge stakeholders taken
interest in the event.
In Leisure event, activities that
benefits community and
process access to sporting
opportunities, leisure along
with physical activities are
delivered so that the clients
enjoy their holidays or free
time in effective ways.
Despite of the above mentioned differences, there are certain similarities among
corporate and leisure events (Visser and Tolhurst, 2017). One is both events are conducted for
generating interest among prospective clients. The next is that both events engross activities that
4

benefit Seven Events in terms of making more revenues and customers in context to delivering
favourable experiences.
TASK 2
P3. Review of distinct corporate events types as well as assessment of the ways they meet
distinct strategic focus together with goals.
Corporate events are majorly organised so that all the objectives are shared with entire
relevant people and assist in achieving various strategies and goals of entity (Hopkin, 2018). In
an entity, various range of events are conducted by the managers and administrators so that they
can gain various benefits in meeting strategic focus addition to objectives promptly. In case with
Seven Events, the assessment of its some corporate events through which it achieves objectives,
goals and strategic emphasis:
Mega event: The large scale events that are organised at big level are described to mega
events (Cooper, 2017). This type of event is generally planned and organized at larger scale than
regular event. This involves visitor attraction, transformative impact, mediated reach along with
costs which positively helps the entity in meeting strategic focuses through systematic
investigation of costs, size as well as complement predominant emphasis. However, the event is
organised at large scale which attract mass population resulting in various negatively impacts on
achieving strategic objectives in defined criteria.
Exhibitions: In this event, wide population is attracted towards the presented products and
others services. All the relevant information is provided about the products to the people that
attend the exhibitions and are influenced to buy them. it is assessed that the main purpose of
organising exhibition by Seven Events is to promote interest within the general public so that
they starts purchasing its offerings and this increases their profit ratios which positively help the
entity in attaining determined strategic focus promptly. In contrary, exhibitions have limited
investors which negatively impact the business in making relations with multiple investors and
gaining the required capital. When exhibitions are not sponsored at desired level then it impacts
negatively on attainment of strategic objectives.
Local community event: The event which is organised by group of local people for social
gathering or celebrating some common occasion. The main objective of local community event
is to gather all the society people at one place and share happiness and joy with each other. It has
5

been assessed that the event generally invites local residents top bring their photographs to
become digitalised, share information related to local as well as family history which positively
help in attaining recognised strategic objective effectively. However, local community events are
only restricted with local residents and when organised least people take interest in making it
successful which negatively help in attaining strategic goals.
TASK 3
P4. Assessment of distinct criteria for identifying potential audience for new business event
Seven Events has achieved the opportunity to prearrange and organise an event for a new
restaurant that is Detoxify Bars and Restaurant that operates in the area of London. The
restaurant operates at small level and its entrepreneur is planning to enhance its operations
though expansion and for this, major changes are made in its menu so that attention of wide
population are grabbed and retained for huge time. In context to the event planner, its manager is
planning to organise an event that is new product launch in which it will introduce Detox juices
and salad of the small restaurant for the purpose of grabbing population attentions. It is seen that
the corporate event company has huge gathering of population that will act as strength for the
small restaurant for generating wide-ranging incomes (Kleymann and Seristö, 2017). For
organising the event, it is important for the event planner to determine the prospective guests for
the restaurant and for this, certain criteria that will be taken in consideration are as follows:
Age group of customers: This is one of criteria that is considered by Seven Events
managers while recognising potential audiences for the new event. It is seen that all types of
event organisers focuses on age factor of the targeted audience for the event they are planning to
host. This assists Seven Events in identifying best audiences for specific type of event. For
instance, detoxed juices and salads are preferred by age group of people among 15 years to 55
years and the population falling between the age group is the identified audience for the event.
Number of visits: It has been analysed that general population prefers to visit the
hospitality place that are nearby to their places (Frawley2016). It has been considered by
administrator of Seven Events that they will determine or target those prospective clients that
live in surrounding areas of the restaurant. Along with this, it is also evaluated that they will also
focus on their duration and number of visits so that they can garb opportunity to offer them
6

something new that is Detox juices, salads, drinks and many more as per the orders that will
positively help in achieving success in the event.
Risks: It is one of criteria that is necessary to be considered for identifying audiences for
the event. In all events, various risks are involved that limits success of the working of company.
For example, in the event of Seven Events for Detoxify Bars and Restaurant, risk like market
risk, reputational risk, operational risk etc are involved which can have chances to restrict
success. Moreover, it is also evaluated that identification and management of risks positively
help in identifying potential audience for the event.
Awareness for juices and salads: The another criteria that must be considered by the
administrators of Seven Events to identify audience for its upcoming event is awareness and
interest in juices and eatables that are prepared through detox ingredients. It has been evaluated
that it can help the event planner to determine and attract prospective clients that will have more
chances to stay in relation with Detoxify Bars and Restaurant for huge duration after using or
consuming its products that are launched by the event planner in positive manner. In this,
corporate event managers will only attract people that have huge interest for the juices and food
which are healthy and are prepared through detox ingredients.
P5. Examining key elements that are part of feasibility study for corporate event.
Feasibility study is termed as an assessment that helps in uncovering strengths addition to
weaknesses that are related to proposed venture or current business (McDermott, 2019). It
involves two criteria that are cost required as well as values that are to be achieved. Some of the
key elements which are part of feasibility study for upcoming corporate event of Seven Events
are underneath:
Description: The main objective of the study is to organise the event successful.
Event background: A new event of product launch is been organised by Seven Event
company for Detoxify Bars and Restaurant in order to introduce its products and help it to
expand in untapped regions and enhance market shares. In this aspect, most important changes
are finished in its menu which will grab attention of extensive population and retain them for
huge time.
Administration: The date of the event on which it will take occurrence is August 20,2020 at
premise of Seven Events in London UK. Primary stakeholders of the event are government
authorities, local residents and investors.
7

Time feasibility: The element considers period that will be taken by the event to get
complete. Moreover, the element generally studies required duration for devising and executing
activities for the purpose of upcoming event that is new product launch. In case with Seven
Events, the main objective is to ensure that they have adequate time for organising workings that
are related to planning, managing and controlling the event.
Resource feasibility: The element of the study that helps in analysing those adequate
resources is available with the company to organise the event in successful manner (Human
Rights Watch, 2016). In this case, managers of Seven Events ensure that they have all resources
that are equipments, funds and technology to conduct the event and attain determined objectives
as per set aspects.
Risk feasibility: The element that helps in indentifying probable risks which can impact
execution of the event (Moeller, 2018). In this context, it is prime working of top management
team of Seven Events to have separate research department that will work to research external
addition to internal business environment and find the risks that might occur while executing
new proposed event. Along with this, if any risks is ascertained then managers will plan suitable
strategies to mitigate them so that no working are hampered and all activities will be executed
effectively.
Economic and technical factors: It is important element of feasibility study that includes
all the economic and technical factor that have huge chances of impacting corporate event that is
being organised by Seven Events. Some of economic factor includes trade cycle, regulations,
consumer purchasing power etc. at same time, technological factors includes automation rates,
available of innovations and many more which attract multiple audiences towards the event.
Legal aspects: Legal aspect is key element of feasibility study as it assist in analysing
legislations that are imposed by political parties for organising an event. It is necessary for Seven
Events to consider that all its activities are undertaken by considering legal aspects that will help
in generating possible outcomes in legal manner.
Next step: Once approval of the feasibility study by all the stakeholders the next is to start
working on it so to achieve the recognised objectives.
It is important for the event planner that is Seven Events to conduct a feasibility study so
that current practices are properly evaluate and emerging operations can be determined to
8

achieve objectives related to the new corporate event. It is conducted for analysing situations and
making suitable strategies to avoid any hurdles.
TASK 4
P6. Plan for corporate event with application of key planning along with promotional principles
At present, managers of Seven Events are planning to conduct an event to launch products
of Detoxify Bars and Restaurant. In this context, the event planner is required to devise a plan
that will act as blueprint to execute all operations in systematic and sequential manner. In the
plan, main elements are principles of planning and promotion that are main focus of the vent
planner to work towards success (O’Faircheallaigh and Ali, 2017). The plan is as follows:
Event planning: In corporate event, the main task is event planning. To plan an event, it
is important to figure out goals as well as conceptualising theme. In this context, Seven Events
has set objective to gain huge attention of prospective population. Moreover, theme that is
conceptualise for the event is “Eat Healthy and stay healthy”.
Purpose of event: It is next step in which the main purpose of event is identifies or goal
of event are defined. In context to Seven event, the main goal of the event is to attract large
audiences for Detoxify Bars and Restaurant for introducing its products. The other objective is to
expand in untapped regions and enhance market shares
Deciding audiences: Herein, managers will understand needs of potential audiences and
target suitable audience for the proposed event. It is necessary to build the event around the
people so that they are attracted to it (Rugman and Verbeke, 2017).
Financing and budget planning: In this stage, budget planning is done for the event.
Herein, managers of Seven Events have developed a budget of £ 5000 to take up expenses that
are associated with product launch event. Following are some principles of planning the event
which the managers of Seven Events will adhere:
 Principle of time in which all required and essential activities will be planned and
executed on time.
 Principle of balance that states that all the workings must be executed in balance to each
other.
Timing and location: The date of the event on which it will take occurrence is August
20,2020 at premise of Seven Events in London UK.
9

Making vendor appointment and selecting venue: In this stage, managers of Seven
Events make contractual appointments with vendors that are owner of restaurant and selects
suitable venue to organise meetings as well as discuss conditions for the proposed launching of
event.
Marketing and promotions: In this stage, managers will set marketing strategies and
will follow various principles to promote the event. Following are some of the promotion
principles:
 Principle of Uniformity in which distributing promotional opportunities will be set in
uniform manner.
 Principle of fair and impartial will also be followed by the company so that the set
policies to promote the event will be fair and impartial (McDermott, 2019).
 Principle of social media for promoting the event by using social media platform.
 Principle of follow up wherein the entity will set sound promotion policy for suitable
system as well as reviews.
Managing checklist and approvals: It this stage, managers of Seeven Events focus on
managing event checklist as wlel as takes approvals from required committees for organising the
event.
Implementation and evaluation: It is last stage in which managers and the team of
Seven Events implements actions and evaluates the practices performed by each member to gain
success of event.
P7. Evaluation of process that is taken to plan as well as promote corporate event
The procedures of planning as well as promoting are considered as important part of the
proposed plan. It is important for managers to evaluate them properly. In this regards, the
evaluation done by managers of Seven Events for the procedures related to planning and
promoting the new product launch event are as follows:
Planning: Following are evaluation of some of the procedures that are evaluated by
managers of the event company:
Framing objectives: In this, the main working is to set the major objectives for the event
(Stren, 2019). This helps Seven Events to provide brief information about the event and
presenting a proposal to stakeholders. At same time, it is time consuming stage.
10