Corporate Event Management: Bespoke Events Case Study Report

This report delves into the multifaceted world of corporate event management, focusing on the operations of Bespoke Events, a London-based company. The report begins by differentiating between corporate and leisure events, comparing their objectives, target audiences, and promotional strategies. It then evaluates how various types of corporate events, such as conferences, trade shows, and orientation programs, align with strategic business goals. A key component of the report is an assessment of feasibility studies, analyzing their importance in mitigating risks associated with launching new corporate events. The report also outlines the criteria for identifying potential audiences and provides recommendations for enhancing the effectiveness of corporate events through technology and promotional activities. Finally, the report presents a detailed plan for a corporate event, incorporating key planning and promotional principles, and critically evaluating strategic options to justify the chosen approach.

Corporate Event
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1:Determine a range of various corporate focussed events......................................................1
P2:Compare and contrast difference between corporate and leisure events...............................2
M1:Evaluate key difference between planning content and planning promotions of leisure and
corporate events..........................................................................................................................3
D1: Critically evaluate differences between corporate and leisure events..................................4
TASK 2............................................................................................................................................4
P3:Review a range of various of corporate events and assess how they meet different strategic
goals and focus............................................................................................................................4
M2:Critically evaluate growth of various type of corporate events in accomplishing strategic
business goals and objectives......................................................................................................5
D2:Recommendations and alternative solution for providing range of various types of
corporate events..........................................................................................................................6
TASK 3............................................................................................................................................6
P4:Assess various criteria to identify potential people for new corporate events.......................6
P5:Analyse key components of basic feasibility study for corporate events..............................6
M3:Evaluate importance of feasibility study in analysing risk associated with providing new
corporate events..........................................................................................................................7
D3:Critically evaluate content and role of feasibility study........................................................8
TASK 4............................................................................................................................................8
P6:Devise a plan for a corporate events, using key planning and promotional principles.........8
P7:Evaluate procedures taken for planning and promotion of a corporate events......................9
M4:Develop detailed plan for a corporate event, critically evaluating a range of strategic
options and justifying final choice............................................................................................10

D4:Detailed plan that critically evaluates a diverse range of information................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Corporate event management consider planning and organizing various type of events for
corporate stakeholders and attendees engagement during an event. This type of events can be for
different of reasons such as team dinner, orientation for new Joiners, trade shows, awards,
incentive programs, farewell parties, conferences and many more. Numbers of people depend
upon different size of organisations (Bodnar, Giambona, Graham and Harvey, 2019) . Below
report based on Bespoke Events, they creating extraordinary events for corporate and private
clients and this company based in park royal in London, UK. Below report includes contrast and
compare leisure and corporate events, Measure how different types of corporate events support
organisations to reach their goals, assess importance of feasibility study for proposed corporate
events and measure process of planning and promoting corporate events.
MAIN BODY
TASK 1
P1:Determine a range of various corporate focussed events
There are difference type of range where corporates focussed towards events that are
describe below as;
 Seminars and Conference: Their main purpose is to plan and retain meetings with
targeted people and provide them information which is relevant with business. Seminars
mostly shorter events they have multiple speakers and all take participation.
 Trade shows: It is based on lead generation activity. Company also select sponsor and
host a trade show for reinforce its image as an organisation leaders among people who
attend.
 Appreciation events: This is ranges of programs geared towards work-force's
appreciation to those for showing appreciation of clients. It provide opportunities to
create rapport and gain knowledge about common priorities in business (Dionne, 2019).
In this their are various programs include such as dinner and Theatre, private parties and
many more.
 Board meetings and stakeholder meetings: IN this both provide important purposes.
Board meeting provide an opportunities for board members to reach to review of
performance and meet with industry employees to make essential decisions. Stakeholder
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meeting offer opportunity to share present performance, future goals, targets and
organisation strategies (Doorley and Garcia, 2020).
 Orientation and executive retreats: Orientation programs conducts for new joiners to
introduce company and provide information about work process, job profile and many
other in organisation.
P2:Compare and contrast difference between corporate and leisure events
Basics Corporate Events Leisure Events
Meaning and Types It simply defines any form of
events, social activity and
hospitality which is funded or
organize by organisation
entity. In corporate events
various type of audience
available such as board
members, stakeholders, clients
and customers, workforce and
etc.
 It is involve in many
events that are
conference meetings,
inductions programs,
Exhibitions, official
dinner, launch events
and many more.
It defines as a experience of
quality and as free time. These
events organize for time spent
away from work, education,
job, company and many more.
Leisure events as experiences
mostly emphasizes concept of
detected choice and freedom.
 It consider managing
facilities such as parks
and entrainments
venues, sports grounds
grounds, festivals
managing, concerts and
contests and recreation
centres.
Functions
Promotional activities
 Corporate events
involve in various
factors and functions
such as planning,
organizing, directing
 Leisure events consider
planning and
organizing.
 Its promotional
activities based on
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and controlling.
 It's promotional
activities are based on
corporate events. For
business meetings,
conference, trade
shows and many other
they drop an email to
every employees. For
other corporate events
such as launch events
and other they use
digital platform to
reach potential
audiences.
events types like for
parties and leisure
events they print a
special invitation cards
and through digitally
also (Frkal and
Criscione-Naylor,
2020).
M1:Evaluate key difference between planning content and planning promotions of leisure and
corporate events
Basis Corporate Events Leisure Events
Planning content Planning content in corporate
events is part where Bespoke
company actually decide what
will do and when. It creates
specific topic to identify
themes, select particular type of
content and tactics to identify
objectives and goals, also
people's preferences then
Content planning in Leisure
events of Bespoke industry
consider themes, venue, menu,
dress codes and many more in
content. In this people not
follow other's preferences at
much.
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company put it entire data and
informations into editorial
calenders.
Planning promotions It is valuable tool of marketing
and in corporate events
promotion planning depends on
different type of events. Such as
if company launch new services
or product or expanding their
business so company target
various type of potential people
and provide promotional
messages through different
sources like social media, news
paper and etc.
In Leisure events promotional
activities are based on event
type such as for wedding and
engagement parties they
simply print an invitation cards
for relatives and personally cal
them. For concerts and contest
they provide all information
through social media channels,
websites and other sources
used by organizers.
D1: Critically evaluate differences between corporate and leisure events
Corporate events and leisure events are totally different and both have different
objectives and requirements. Corporate have wide range in events and they plan events as per
different levels such as awards programs, induction, corporate parties and many more. Some are
for encouraging employees and some are for provide relaxation from work burden. Leisure
events includes relaxing parties, wedding, consents and many more (Heath, 2020). This is for
time spent for relaxing their mind from work load or job work. Content and promotional
planning are different because in content include decided date, venue theme and many more.
Promotional planning are mostly perform in concerts and contest.
TASK 2
P3:Review a range of various of corporate events and assess how they meet different strategic
goals and focus
There are different corporate events that are helps in meet various strategic focus and
goals which are described below as;
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 Conference and stakeholder meeting in Bespoke company assist in transferring thoughts
and performance outcomes which are related to business activities and objectives.
Regularly meeting helps in better management of business activities to accomplish
strategic goals (Iakovlev, Vatamaniuk and Malov, 2019). It increasing thought process
and reduce any barriers.
 Induction and Orientation programs in Bespoke helps in providing information and
knowledge about company and introduce them about job position and profile. Employees
also understand organisation and its working environment.
 Awards and achievements shows in organisation assist in encourage more to employees
so they can perform in better way. Employees need awards and performance appraisal in
front of entire company, it directly affect their performance and business growth in
favourable manner.
 Launch product seminars and show assist in reaching potential audience for business
growth and performance. Company adopt various planning and promotional activities to
conduct an event to implement successfully and get favourable results.
M2:Critically evaluate growth of various type of corporate events in accomplishing strategic
business goals and objectives
As per range of corporate events all are assist in achieving strategic goals and objectives.
Conference meetings are important part of organisation to get participation of each employees or
employers for better decision making process. It makes easy to share ideas for planning and
business activities so company achieve common business objectives and goals. Awards shows
industries conduct to provide awards to workforce for their performance in business growth and
for contribution in success (Jain, Kashiramka and Jain, 2018). Orientation programs are assist in
better interaction with new employees and understand them in terms of their expectations, needs
and special talent. So company can give them work as per their requirements to perform business
task in effectual manner. Launch services and new products are helps in reach and identify
potential people in society to provide them quality in goods and services to increase sales and
business growth in market.
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D2:Recommendations and alternative solution for providing range of various types of corporate
events
As per above discussion company can adopt more techniques and technologies to make
effective corporate events and achieve success rate in right direction. All ranges are provide
different advantages in own terms. Such as conference meetings are measure growth rate and
performance rate of planning (Kalgo, Bany-Ariffin, Nahar and Matemilola, 2019). Awards are
helps in motivate to employees and retain them for long time period. Company need to make
effectual promotional activities to reach potential people from different locations.
TASK 3
P4:Assess various criteria to identify potential people for new corporate events
There are different criteria to identify potential audiences for new events for corporate
which are explained below as;
 Planning: It is important in every organisation before implement task or business
activities. To identifying potential people for new event, company need to research in
market about needs and expectation of people and as per their schedules. According to
research result company can target different people to full-fill expectation towards
services and goods.
 Surveys and feedbacks: It assist in find people who are suitable for their new products
and services. Company conduct a survey and take feedbacks on regular basis so they get
to know about people's preferences.
 Create network and connections: An effective network in market introduce new people
for their corporate events.
P5:Analyse key components of basic feasibility study for corporate events
Feasibility study defines aims to rationally and objectively uncover weakness and
strengths of an organisation, opportunities and possible threats present in natural environment.
Resources needed to carry via and ultimately prospects for growth. In corporate events it analyse
present mode of operation (Kim, Woo, Uysal and Kwon, 2018). It is generic in nature and
applied to any business projects for more development. There are six components of effective
feasibility study that are described below as;
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 Project scope: It is used to define issues of business and address opportunities. It is
important to explain parts of affected business either indirectly of directly and consider
participants in projects (Lennox, Wang and Wu, 2018). It consider an opportunity for
organisation.
 Current analysis: It is used to explain and understand present methods of executions
like goods and services and etc. through this company identify strength and weakness of
present approach.
 Requirements: In this needs are defined as per object of task attentions. Event company
plan as per requirements of clients and their preferences.
 Approach: This indicate recommended resolution or course of action to provide
satisfactions as per requirements in terms of product designs. This is stage where use
existing framework or commercial alternative are carried.
 Evaluation: It analyse cost effectualness of approach selected and this start with examine
estimated total expenses of projects. Event company set budget as per requirements of
events.
 Review: At this company review all proceed components are accumulated into study of
feasibility. It is essential that all events sign an agreement which clients are accept their
expenses and commitments.
M3:Evaluate importance of feasibility study in analysing risk associated with providing new
corporate events
It is important to perform feasibility study in examine risk which are associated with new
corporate events. Feasibility study play essential role in better business development. It allow to
organisation to identify where and how it will run or operate. Company can analyse potential
obstacles that may impede their operations and recognize cost of funding, it will require to take
the organisation up and operating in smooth manner (Lerbinger, 2018). They have major aim for
strategies for marketing that are assist convince to investor or funding banks which are investing
in specific project of choice of business. There are various key elements of feasibility study that
are helps in measure growth and estimate future position in market.
D3:Critically evaluate content and role of feasibility study
Content provide clear thought about time, themes, venues and more, role of feasibility
study is more important because of it identify growth rate in specific time period. It assist in
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examine possible opportunities, strengths, threats and weakness to make right strategies for
business and make plans as per events requirements (Mardiana and Purnamasari, 2018). In this
there are different steps or factors which explained above and all are necessary for organisation
and plan events.
TASK 4
P6:Devise a plan for a corporate events, using key planning and promotional principles
Planning principles to plan a corporate events
 Date considering: For planning corporate events right date is important and avoiding
major holidays so it cannot affect business work.
 Venue selecting: Right venue is must for events to provide comfort place to people and
make event successful.
 Budget consulting: Making effective budgets for an corporate events is must to
minimize extra expenses.
 Defining objectives: Clear objective is play crucial role to achieve common goals
towards business events.
 Approach trusted services providers: Select right services provide is important to
manage event and requirements in easy manner.
 Review: After approaching services provider it is important to review of plan to identify
success rate and control if there is any mistake in events.
Promotional principles to plan corporate events
 Event objectives: This provide clear vision to company and marketing activities which
helps in perform promotional activities in smooth manner.
 Planning for budget: It make sure about budget are properly making so it helps in
saving extra cost and avoiding extra expenses.
 Know target audience: It is must to understand targeted people's wants and expectations
to full-fill in right manner.
 Timelines: It is important to make particular timelines for effectual performance of
corporate events.
 Selection of venue: Venue must be clear in everyone's mind so it assist in marketing
activities to perform successfully.
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 Manage suppliers: Managing relationship with suppliers provide material on time and at
budget friendly cost.
 Marketing and communication: Interaction is important to avoid any type of barriers
and explain marketing purpose to people.
 Sustainability: Promotional activities provide sustainability in corporate events and
event company also in terms of growth.
 Managing risk: After measuring all factor risk managing as per requirements and issues
so company can avoid any barriers in promotional activities.
 Backup plan: There should be a backup plan if first planning getting fail or any issues.
P7:Evaluate procedures taken for planning and promotion of a corporate events
Corporate events consider various process for planning and promotions which are
explained below as;
 Set business objectives and goals: It is first step before plan any events and company set
goals and business objectives as per type of events (Muda, Maulana, Sakti Siregar and
Indra, 2018). Clear objectives and goals assist in operate task or specific project in
smooth manner. They take care about people's expectations as per list for events.
 Set event's budget: After set business objectives company make proper budget as per
event requirements and expectations. It helps in minimize cost and prices negotiate where
possible.
 Make list of people: After effective planning of budgets and setting business objectives,
company make guest lists which corporate enterprise wants to invite.
 Select location: Right venue is important to take maximum participation of people and
choose proper dates.
 Time spend on marketing and promotional activities: In corporate events if there is
any product launch event company need to spend money on marketing to reach people
and convince them.
 Make entire arrangements: It is important to arrange as per planning and select names
and theme as per arrange all equipments which are needed.
 keep monitor and evaluate: Tracking budgets, goals and all aspects related to events. It
helps in measure growth rate of company and successful rate of events.
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 Gather and share ideas: Collect and shares thoughts helps in getting innovative ideas to
make successful event.
 Motivate participants: Encourage participants who take parts such as in concert and
contest of corporate related so they can perform in better manner.
 Create network and make connections: It is must to explore new potential audience
because effectual network can assist in find people.
 Follow up after corporate event: After event take follow up is important to identify
mistakes and what people like about event and what are dislikes.
M4:Develop detailed plan for a corporate event, critically evaluating a range of strategic options
and justifying final choice
There are various steps involve in corporate events all are important to achieve success
rate in executing planning of events (Næss, 2020). Corporate events are conducting for
workforce and to explore potential people in market to achieve business objectives. Different
range of strategic options are define various aspects which are related to business activities.
Company can select effective technologies to perform all activities related to planning a
corporate events and doing promotional activities.
D4:Detailed plan that critically evaluates a diverse range of information
Event process and plan provide different benefits and range in events. All factors needed
potential data and information to full fill expectations and wants. Through effective plans
organisation can achieve targeted objectives and goals which are set at the first stage
(Routledge .Pröllochs and Feuerriegel, 2020). More events planning and performance helps in
provide more opportunities for business. Using proper plans and steps provide growth rate and
measure right budgets also.
CONCLUSION
It is concluded the above report, corporate event management is essential part in every
organisation to conduct various types of events which provide various advantages in terms of
performance growth, employees engagements and many more. Corporate and leisure events are
different because corporates events are for workforce and potential audience but Leisure events
are relaxing events which conduct for parties, concert and many more both have own benefits.
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There are various key principles of planning and promotions which are provide favourable
outcomes towards business objectives and goals. Feasibility study is important to analyse
strength, weakness, opportunities and threats. An effectual process of corporate events helps in
better management, improve performance, encourage workforce, explore more potential
customers and many more.
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