Corporate Events Management: Types, Planning, and Analysis Report

This report delves into the realm of corporate events, examining various types such as exhibitions, sales meetings, seminars, and conferences. It differentiates between leisure and corporate events, highlighting their distinct objectives and planning approaches. The report analyzes how different business events align with strategic goals and objectives, emphasizing the role of event management companies like Beyond Certainty Limited. It also provides insights into identifying potential event audiences based on criteria like interests, income, and purchasing power. Furthermore, the report explores the importance of feasibility studies, encompassing risk and time assessments, and outlines the key elements of corporate event planning and promotion. The analysis emphasizes the strategic importance of corporate events in enhancing brand value, connecting with target audiences, and driving business growth.

Corporate Events
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Various types of the corporate events.........................................................................................3
TASK 2............................................................................................................................................4
Leisure event and corporate event...............................................................................................4
Various kinds of business events and measure how they meet various strategic focus and
goals............................................................................................................................................5
Analysation of success of corporate events in achieving objectives...........................................5
TASK 3............................................................................................................................................6
Analysis of various criteria in order to identify potential audience for a new corporate event.. 6
Important elements of a primary feasibility examination for a corporate event........................7
Importance of feasibility study....................................................................................................8
TASK 4............................................................................................................................................8
Develop a plan for a corporate event..........................................................................................8
Evaluate the process taken for the planning and promotion of a corporate event......................9
CONCLUSION .............................................................................................................................10
REFERNCES:................................................................................................................................11
Books and Journals:..................................................................................................................11

INTRODUCTION
Corporate events are the events which are held by corporations and businesses for the
entertainment of their clients, stakeholders as well as staff (Previtali, and Cerchiello, 2020) .
These events can be of any type either for large audience like conventions or smaller events like
holiday parties and many more. These corporate events are the best way of the organisation to
celebrate promote as well as success of the organisation. These events can be organised by
companies to promote or represent product and services of the organisation, motivate team
members, meeting of shareholders and many more reasons. Beyond Certainty Limited is an
event management team which helps the corporates in management of corporate events. In order
to manage the events, companies prefer to hire event management organisation. The Beyond
Certainty Limited is one of the most innovative management company of UK which provides
management of events all over the world. The company is engaged in this business since 2001
and have a great experience in this field of event management. This report contains several types
of corporate events which are held in the corporate sector. There are two types of events that are
leisure as well as corporate events and difference between both of them is covered in this report.
It also contains the importance of feasibility of proposed corporate event in the organisation and
analysis of process which is used to plan and promote a corporate event.
TASK 1
Various types of the corporate events
Event management is all about planning and execution of that plan in order to plan an effective
event activities according to the needs and demands of customer. In order to satisfy their
customers, an event management company is liable to plan each and every activity of an event
like drinks, foods, seating arrangement, sound and lighting, attractive decoration, a proper stage
and many more according to the demand of their customers. There are several kinds of corporate
events which are explained below further:
Exhibition: Exhibition is an event in which the company wants to represent products and
services offered by the organisation. These events are held by the companies for the promotion
of their products and services and sometimes to increase sale of their organisation. This event is
generally an open event and is attended by several associations as well as customers. Beyond
Certain Limited company helps to provide all services related to exhibition type of corporate

event. The company provides their best of services in the event as it shows their hospitality
services offered to general public (Nigmatovich, 2020). It helps both the organisation that is
event management company and event organiser to grow their business.
Sales meeting: Sales meeting is an event which is managed by sales department in order
to enhance sales in organisation. These meetings are held between the sales department of the
organisation and prospective customers of the organisation. These events are organised by
companies to give customers a deep understanding about the products which are offered by the
organisation. It is an effective strategy to increase sales of an organisation. Beyond Certainty
Limited helps the organisation to create an innovative as well as technical meetings with all the
facilities which are essential to initiate sales of the organisation. Beyond Certainty Limited is an
experienced knowledge and help to prov8ide a proper environment which is required to conduct
a sales meeting.
Leisure event and corporate event
In order to run a business both type of events has their own importance (Weder, 2017). The
corporate and leisure events are different from each other and the difference between both
of them are given below: content, planning and promotion
Basis Leisure events Corporate event
Content to be included in both
the events
These are the events which are
held by both type of
organisation either public or
private and includes events
like entertainment, sport
events, and many more.
In this type of events, the
events are related business
which includes some kind of
entertainment to make that
event happening and include
events like conference,
seminars, trade shows,
meeting, and many more.
Main motive Main motive of conducting
these event is entertainment
only (Gaur, 2018).
Main motive of conducting
these event is to enhance
profitability of business
through various ways.
Planning Skills which are required in In order to manage these type

management team in order to
manage these type of events
are good communication
skills, skills to influence public
and attractiveness and
enthusiasm to attract the target
people and keep them engage
for longer time period.
of event a proper qualified and
skilled team to manage these
events. They also require to
have some abilities to
influence people to fulfil the
formal needs of organisations.
Promotion There is no need of promotion
of leisure events as the guest
are invited for these events.
The promotion is done by the
event companies by inviting
more and more potential
customers in the event in
various ways.
TASK 2
Various kinds of business events and measure how they meet various strategic focus and goals.
There are several kinds of corporate events which are organised by business organisation
in order to meet the objectives of the business organisation (Żelazna, Bojar, and Bojar, 2020). In
this modern era, company takes place several types of corporate events in order to enhance their
brand value in general public. The events which are organised by Beyond Certainty Limited to
help business to increase their profitability are given below:
Seminars: In these type of events a small group of people are gathered which involves
communication either orally or in written. In this type of events a representative from the
company develop a description of the product or service which is offered by the company in
front of the group of people. As Beyond Certainty Limited has a great idea about the seminar
type of events and have skilled as well as attractive employees the organisation can also offer
representative to the client company to conduct that seminar which further improves their
productivity.
Conference: Conferences are the events in which the a group of people meet together for a
purpose of a group discussion on certain subject matter. The conference can be of one day or
include multiple days. It completely depend on the objective of conference for which the

conference is going to held in the organisation. The conference helps an organisation in
engagement of more advices and suggestion to the company regarding the product and services
which are offered by the general public.
Trade Shows or Exhibition: Trade Shows as the name signifies are the events in which
the company displays the product and services offered by them. Generally so many organisations
group together and conduct an event of exhibition with proper stalls of a particular organisation
in order to display their products and services in general public. In many cases where an
organisation offers variety of services, one organisation conduct that trade show or exhibition to
show the products to general public (Bourveau, Lou, and Wang, 2017).
Analysation of success of corporate events in achieving objectives
There are different kind of organisations which are involved in several kind of events in order to
enhance their profitability. All these kind of events help an organisation to achieve their goals
and objectives effectively and efficiently. These events help the organisation to get connected
with more and more people which creates a good image of the company and increase footfal of
the customers to the organisation. Not only for the client organisation it is also beneficial to
conduct corporate event for the event management company as through these events they show
their hospitality to more and more people which helps them to get more projects for further
business (Park, Cho, Park, and Shin, 2019).
TASK 3
Analysis of various criteria in order to identify potential audience for a new corporate event.
In this modern world which is full of competition requires new and innovative ideas in order to
promote goods and services of the organisation. In order to create brand image it became very
essential to involve in promotional activities of business. Corporate events helps the organisation
to target the large people or target customer base to increase sales of the organisation (Christl,
Kopp,and Riechert, 2017). These days corporate events became a best way to communicate
about the products in general public. There are several factors which help to decide the need to
conduct a corporate event. After considering these criteria the event company can be able to
ascertain potential audience whom the company needs to target. The criteria to attract the
audience is given below:

Interest in drinks and Junk Food: Beyond Certainty Limited company use this criteria
in order to attract the organisation who are involve in the business of drinks and junk food. The
company is engaged in so many events in which they require junk food and drinks to offer the
general public. It attracts the organisation who deals in such products to give business to the
Beyond Certainty Limited Company. It is best way to attract events for the organisation because
the client company knows that they have the right customers whom they want to target.
Income & purchasing power: In order to select event audience for the company, income
and purchasing power of the organisation is considered as essential criteria. In this criteria the
Beyond Certainty Limited consider the financial status of the audience in order to invite them in
the event. This help the company to select financially stable audience to target in the corporate
event. It helps them to target right audience for the particular event.
Interest towards new things: Sometimes to invite audience to an event include audience
which requires something new to take interest in. It is also an essential criteria to attract audience
in the event. In case of organisations which came to offer new and innovative product in the
market, Beyond Certainty Limited needs to attract audience who have interest in getting new
thing and love to try those things (Dannhauser, 2017). This criteria is useful in this situation for
the company to attract more and more customers to the organisation.
Important elements of a primary feasibility examination for a corporate event
Feasibility examination of corporate events in respect of Beyond Certainty Limited are given
below:
Risk feasibility: Every business faces a risk which is associated with the operations of a
business organisation. In order to examine the feasibility it is essential for an organisation to
assess the risk feasibility associated with the corporate events. This risk can be associated with
any function of the organisation. It can be associated with hospitality services, chances of injury
in an event, sound issues and many more. The risk can be of any kind minor or major but in
order to avoid the accidents in events, an organisation needs to pre-plan the activities of the
business. The pre plan prepared by the organisation will help the organisation in situation of
uncertainty to cope up with the situation. Beyond Certainty Limited always have a plan for the
risk that can be associate for the working of an event. In case of unplanned risk the experience of
the company help them to manage the event.

Time feasibility: Every work needs to be completed on time as time is an important
factor for success of any business. In case of event organisations, the event company needs a
proper time management in order to provide professional services to their client. A delay in work
can led to a loss for the company. In case of Beyond Certainty Limited, the company has a very
large projects of managing corporate events and they became successful because the company
knows the value of each and every second.
Funding feasibility: In order to manage the event in successful manner in an event
organisation it is essential to have a feasibility of funds in the organisation. A funds needs to be
pre-distributed to each and every event activities for its successful management (Ritchie, and
Jiang, 2018). In case of Beyond Certainty Limited, the company believes in pre preparation of
budget for the same. The company allocate the funds in various activities in order to attain the
goals of the organisation in effective manner.
Staffing feasibility: In order to manage an event staff of both the companies that is event
company as well as corporate company plays an essential role. They both need to take care of the
event as success of event is necessary for both the parties. In order to manage an event it is
essential to make an effective event management team which consist of experienced, skilled and
educated staff. In respect of Beyond Certainty Limited, the organisation is well experienced to
develop such an effective team and manage the feasibility of staff in the organisation.
Importance of feasibility study
Feasibility study helps an organisation to know an check the final arrangements of various
elements which are required to conduct the event. It is used to analyse the positives, strengths,
negative as well as weaknesses of the project process and assets used in the process. It is very
essential to have this study because it helps the organisation to effectively manage the risk which
is associated with the process of event.
TASK 4
Develop a plan for a corporate event
The Beyond Certainty Limited is planning to conduct an event of an organisation which is
planning to launch a new product with the help of an corporate event. The organisation wants the
company to effectively manage the events and make it a real success (Gao. and Zhang, 2019) .
As they want to attract new customers for their product event company needs to create an

structured plan for the same and consider the important elements which are required to plan this
event. The steps of planning the event are given below:
Conceptualisation of theme: In order to start the process of plan it is essential for an
event planner to first decide the concept or theme of the event. The theme needs to be planned in
such a manner that it attract the audience in the event. The theme needs to be so innovative that it
excite the audience to attend the event. It si the first as well as most important step in order to
plan an event.
Set preliminary budget: in order to start the planning the budget needs to be allocated to
each and every function or work which is associated with event. A preliminary budget can be
exact in some cases only but it needs to be approximately or nearly the function take to perform.
The budget is set according to the theme selected as it is the decoration to which the major
budget is allocated. The Beyond Certainty Limited needs to prepare a preplan budget to allot it
to the client organisation for the effective working of the project.
Make appointments with owner of venue & vendors: After allocation of budget it is
time to fix the venue as well as vendor for the event. Venue is the place where the event is going
to be organised and all those vendors needs to be appointed who supply essential materials at
venue such as food, decorative items, flowers and many more (Pillay, 2017). Beyond Certainty
Limited use their qualified staff to arrange meetings with owner of venue and vendors top crack
attractive deals for more profits of the organisation.
Select right service for the potential guests: It is the essential step in the planning
process as satisfaction of guest is the main aim of the event. In this step the manager decide the
services which will be right for the target guest of the event. Staff needs to be directed to treat the
guest in respectful manner and in accordance with their requirement.
Principles for planning
 Appropriate planning in right manner.
 Awareness for the needs and interest of audiences so that they can be targeted in effective
manner.
 Monitor the possibility of risk at the time of planning only.
Principle for promotion
 Social medial and online networking can be used to reach large numbers of audience.
 Invite the potential customer's which can help in huge promotion by mouth promotion.

Evaluate the process taken for the planning and promotion of a corporate event
There are several steps which are required for the process of planning and promotion of a
corporate event. Beyond Certainty Limited company is an experience company and uses a good
system for planning and promotion of the organisation in order to effectively manage the
corporate event.
Planning
In depth planning: As an event involves certain risk and it needs to be focused every
small thing in the process of planning of an event Beyond Certainty Limited like to have in
depth planning of the event.
Data of the audience: In order to manage the process of event in successful manner it is
essential to have a data of audience to invite them in the event as the event will be unsuccessful
without proper audience in the organisation(Pillay, 2017). Beyond Certainty Limited has a large
data to personally invite the audience in the organisation.
Promotion
Strive for repeat business: Beyond Certainty Limited works on the principle that there
is a need to make efforts by the company in such a way that the existing customers of the
company became their permanent customers.
Adopt online resources: In the modern trend of online promotional activities it is
essential for Beyond Certainty Limited to adapt online sources in order to promote event of the
organisation
Implementation Schedule with KPIs and analysis criteria for above plan
In the beginning of the Planning process an in-depth planning has been formulated to
ascertain the risk which are associated with the corporate event. After planning the organisation
will collect several date of the audience in order to promote the corporate event among the target
audience. Photo of the audience provide a corporate event manager people to segment according
to their interest and needs and target them for different corporate events according to their needs
and wants. After this planning process the corporate events needs to be promoted by various
sources such as physical pamphlets and online advertisement or other promotional activities
which attracts more and more gathering in the corporate event. The above plan is best tutored for
a successful corporate event in an organisation.

CONCLUSION
All the above analysis help to conclude that corporate events plays an important role in
the promotional activities of an organisation. These events helps an organisation to create brand
image and profitability for the organisation. In order to attract events for the event company, they
need to classify the customers on certain basis and must have an audience to attract more and
more corporate orders for the business. It is essential for an event company to check the
feasibility of the project to reduce the risk associated with the project.

REFERNCES:
Books and Journals:
Bourveau, T., Lou, Y. and Wang, R., 2018. Shareholder litigation and corporate disclosure:
Evidence from derivative lawsuits. Journal of Accounting Research, 56(3), pp.797-842.
Christl, W., Kopp, K. and Riechert, P.U., 2017. Corporate surveillance in everyday life. Cracked
Labs, p.6.
Dannhauser, C.D., 2017. The impact of innovation: Evidence from corporate bond exchange-
traded funds (ETFs). Journal of Financial Economics, 125(3), pp.537-560.
Gao, H. and Zhang, J., 2019. SOX section 404 and corporate innovation. Journal of Financial
and Quantitative Analysis, 54(2), pp.759-787.
Gaur, M., 2018. To analyse the impact of business intelligence on business/corporate travel
domain (Doctoral dissertation, Dublin Business School).
Nigmatovich, R.T., 2020. Ways to reduce bank risks in financing micro, small and medium
business and private entrepreneurship by increasing corporate social
responsibility. SAARJ Journal on Banking & Insurance Research, 9(3), pp.69-73.
Park, H., Cho, I.H., Park, S. and Shin, G.C., 2019. Application of Whiteheadian creativity to
corporate creativity: A five Cs creativity model.
Pillay, R.G., 2017. Adaeze Okoye, Legal approaches and corporate social responsibility: towards
a Llewellyn’s law-jobs approach. The Law Teacher, 51(4), pp.525-527.
Previtali, P. and Cerchiello, P., 2020. Corporate governance and the responsiveness of
organisations to a change in accreditation standards. Quality in Higher Education, pp.1-
11.
Ritchie, B.W. and Jiang, Y., 2019. A review of research on tourism risk, crisis and disaster
management: Launching the annals of tourism research curated collection on tourism
risk, crisis and disaster management. Annals of Tourism Research, 79, p.102812.
Weder, F., 2017. CSR as common sense issue? A theoretical exploration of public discourses,
common sense and framing of corporate social responsibility. In Handbook of
integrated CSR communication (pp. 23-35). Springer, Cham.
Żelazna, A., Bojar, M. and Bojar, E., 2020. Corporate Social Responsibility towards the
Environment in Lublin Region, Poland: A Comparative Study of 2009 and
2019. Sustainability, 12(11), p.4463.