Corporate Events Management: Planning, Feasibility, and Evaluation

This report delves into the multifaceted world of corporate events management, exploring various event types such as conferences, trade shows, and product launches. It contrasts corporate events with leisure events, highlighting differences in content, planning, and promotion. The report analyzes how corporate events contribute to achieving company goals, including issue identification, employee appreciation, and major announcements. It outlines criteria for identifying a potential audience, focusing on the importance of defining event purpose and creating attendee personas. Furthermore, the report assesses key elements of feasibility, including risk, time, funding, support, staffing, and environmental management. It also provides a detailed guide to planning a corporate event, covering aspects such as defining the event's purpose, budgeting, creating a project timeline, determining the audience, deciding on a theme, selecting the location, and promoting the event. The report concludes with a discussion on evaluating the planning and promotion process, analyzing feedback, social media activity, profit and loss, and media mentions.

Corporate Events
Management

Table of Contents
1. INTRODUCTION.......................................................................................................................1
2. Determining range of corporate focused events..........................................................................1
1. Conferences........................................................................................................................1
2. Trade show.........................................................................................................................2
3. Meetings.............................................................................................................................2
4. Convention.........................................................................................................................2
5. Product launch....................................................................................................................2
6. Incentive travel...................................................................................................................2
3. Comparison between Corporate and Leisure events....................................................................3
1. Content...............................................................................................................................4
2. Planning..............................................................................................................................4
3. Promotion...........................................................................................................................4
4. How corporate events are helpful in meeting company's goals...................................................5
1. Identifying issues................................................................................................................5
2. Appreciations......................................................................................................................5
3. Announcements..................................................................................................................6
5. Criteria for identifying potential audience for new corporate event............................................6
1. Defining importance of event.............................................................................................7
2. Creating Attendee Persona.................................................................................................7
3. Reaching out to network.....................................................................................................7
4. Marketing through Testimonials........................................................................................7
5. Promote on social media....................................................................................................7
6. Email marketing.................................................................................................................8
6. Assessing key elements of feasibility of Corporate events..........................................................8
1. Risk feasibility....................................................................................................................8
2. Time feasibility...................................................................................................................8

3. Funding feasibility..............................................................................................................8
4. Support feasibility..............................................................................................................9
5. Staffing feasibility..............................................................................................................9
6.Environmental management................................................................................................9
7. Planning a Corporate event..........................................................................................................9
1. Defining purpose of event..................................................................................................9
2. Budget.................................................................................................................................9
3. Project timeline.................................................................................................................10
4. Deciding audience............................................................................................................10
5. Deciding a theme..............................................................................................................10
6. Selecting Appropriate location.........................................................................................10
7. Promoting event................................................................................................................10
8. Evaluating Planning and Promotion process.............................................................................11
1. Feedbacks.........................................................................................................................11
2. Social media activity........................................................................................................11
3. Profit and loss...................................................................................................................11
4. Media mention..................................................................................................................11
9. CONCLUSION..........................................................................................................................13
10. REFERENCES........................................................................................................................14
Books and Journals...............................................................................................................14

1. INTRODUCTION
Corporate bodies are seen achieving new dynamics in their business life and social life
each day. They try to engaging themselves with public outside and inside the organisation as
much as they can. In this order Corporate events have proven well beneficial for corporate bodies
which they use to increase their business engagements, personal connections and many other
strategic goals of business like building business goodwill and engaging with prospective
business partners (Aneesh and et.al., 2020).
Therefore, this report have attempted to make discussion on management of corporate
events considering their importance in business and social life. A holistic discussion is
approached in report covering types of corporate events, difference between corporate and
leisure events, strategic importance of events for corporate bodies and key elements of feasibility
in holding an event. Also with help of example of Product launch event planning process of
corporate events are discussed and evaluated.
The following discussions are made on the determining range of corporate focused
events, comparison between corporate and leisure events, how corporate events are helpful in
achieving company’s goals, criteria for identifying potential audiences for new corporate event,
assessing feasibility study for the event, planning a corporate event and evaluating the planning
and promotion process with proper finding and conclusion.
2. Determining range of corporate focused events
Many types of events are organised in a company in which some fare planned to fulfil
recreational goals or leisure goals whereas some events are sticking specific to fulfil corporate
goal and company's particular goal. It becomes hard to identify difference between each type of
different events happening in a company because they all look similar if seen from a range but
each oh them are designed to accomplish a particular purpose and thus each have its own reason.
In this way it becomes necessary to understand key differences among them.
Few of the events, among a range of possible corporate events are discussed in the report.
1. Conferences
Conferences are those corporate events where all the stakeholders of company, employees,
clients etc. meet and confer. That means that they exchange their views or a particular issues or
sometimes over a range of issues, debates on different topics of concerns, raises issues and
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problems faced by them etc. It should be noted that in a conference numerous stakeholders of
company are involved that comprise stakeholders within and outside administration of company
(Deuerlein, Meyer-Harries and Guth, 2017).
2. Trade show
Trade show is that event where people, in general, including new innovators, product developers,
artisans, craftspersons and many more are invited to display and exhibit their products and
services produced by them as per potential needs of markets. The exhibition of products are
available in both public and private domain.
3. Meetings
Meetings are events where many persons of similar interests, like Board of Directors,
Shareholders, financial creditors etc. meets and discuss their views, share opinions and
suggestions, learn from each other and undertake all such activities that fulfils their interests.
Unlike, conferences where all stakeholders are invited, meetings are attended by people having
similar interests (Francese, Risi and Tortora, 2019). Also, in meetings it is noted down that what
is meant to be achieved by stakeholders and they observes planning laid down administration of
company.
4. Convention
Convention is another type of large meetings in corporate events which is generally comprised of
many types of corporate events and goes on over few days. In conventions many types of events
undergoes therefore they are attended by different type of stakeholders which may or may not
possess similar interests.
5. Product launch
Product launch is an event where company have a purpose to exhibit or display its plan of
launching particular product or service in the market and thus in this event it inform multiple
users having interests about usages and benefits of product or service. In these events company is
seen targeting dealer and retailers.
6. Incentive travel
Incentive travel is a type of events undertaken by company for employees where it objectify that
their employees face multiple challenges in business environment in order to increase efficiency
of themselves and sales for the company.
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Hence, it can be noticed that although all events falling in corporate business line looks
similar if seen overall that includes gathering of stakeholders, exchange of informations and
opinions etc. But each of them have a unique feature of itself that satisfies particular purpose in
company.
3. Comparison between Corporate and Leisure events
Corporate events and leisure events comprise many differences in which they are distinctive in
their own nature and manner.
Basis Corporate Events Leisure Events
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1. Content Corporate events as the name
suggests includes events that
are conducted and managed by
corporate companies for
fulfilling their specific goals
and objectives. There are
some corporate events also
which are open in public
domain like trade show and
product launch.
Public or leisure events are
events which are open to
everyone in public domain
could be attended by general
public after payment of a
nominal fee or after
compulsory registration.
2. Planning Corporate events are funded
by company itself out of their
own budgets, sourcing from
reserves consolidated. In case
of corporate events company
may not bother too much
about choice of venue and
many of the times corporate
events are generally held in
company auditoriums or at a
hotel. In corporate events
invited guests are very limited.
Guests in these events
generally include
shareholders, employees,
clients, current or potential
investors, business partners
etc. And, moreover their
families are invited.
Events of public leisure are
either funded out of ticketing
and passes or by sponsorships.
In events of public leisure
venue is of more important
because planners have to
basically sell their events to
public. In public leisure events
guests comprises of wide
range of public, irrespective of
any specification and
differentiation. Entries are
completely open.
3. Promotion Corporate events promotion of
events is generally done over
Promotion is more extensive
and elaborated in case of
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website of company and in
company office premises. In
case where in a particular
event only employees are to
be informed or a group of
clients is to be informed,
marketing can be done by a
simple email or invitation.
public events in order to
attract large scale gatherings.
4. How corporate events are helpful in meeting company's goals
Corporate events are not only events meant for recreation and partying but they have any
particular intention and goal to be fulfilled by company. Although, these events offer some sort
of joy to attendants but their end results are well directed. Some of the objectives of companies
behind organising corporate events are discussed in report.
1. Identifying issues
Through events companies manages to bring a particular sort of employees sharing similar
interests with respect to company under one umbrella. In this way they can raise any issue faced
by them before company management and administration collectively. For example, in annual
general meeting of company shareholders, shareholders are seen raising various demands of
dividends and allotments, similarly issues related to investments and strategic alliances of
company are also raised. Likewise, in conferences large scale of stakeholders of company comes
at a spot undertake discussions on particular issues, share opinions and open debates (Kotenko
and Parashchuk, 2020). This way company can identify major issues in relation to a particular
group of stakeholders or an issue faced by all stakeholders in altogether manner, can note down
their requirements and taking actions accordingly.
2. Appreciations
At such events where multiple players like shareholders, clients, business partners, media etc. are
involved company can fulfil its objective of appreciating employees whose contributions have
proven remarkable for company and took its business over new heights. This type of surprised
appreciations before larger gatherings helps increasing morale of employees in much more
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multiplying effect rather than simple motivational steps. There results are more fruitful and long
term. It increases loyalty of employees towards company hundred folds times. In this way
company management can fulfil its objective of motivation to employees. Also, at large events
company can honour its important strategic business partners and put forth to everyone how their
alliances have yielded fruitful results and how their relations have improved over these years.
3. Announcements
These events provides a very good platforms to company management for making major
announcements crucial for company and its business at present times as well as in future. These
announcements can include any new product line or a new product or service comprised in
existing business operations of company that would be launched by company (Kubler and et.al.,
2017). Events like product launch provides a very good platform for company in this manner.
Similar announcements can include any new investment to be made by company or where
company is deciding to merge with any other company or take over business of any other entity,
then platforms of conferences and AGM of shareholders are those event platforms where
company can inform large scale of concerned audience altogether and seek their consent or
dissent at the same time.
However, there are many other purposes Celebrations and formal ceremonies, recruiting
events, celebrating sales accelerations etc. that are fulfilled by company in light of events. In this
manner company's manages to fulfil goals of organisation and objective of celebration at the
same time.
5. Criteria for identifying potential audience for new corporate event
Corporate events are those which comprise specific purpose and limited number of
attendees in the events. Also, these events are held to satisfy particular purpose and rationale of
company behind the event. Therefore, it is important that only targeted number of people attends
the event, so resources and important seats in event can be saved for meaningful audiences
(Langham, 2018). In this report, while understanding this issue an example of Product Launch
event is taken. Instance of such reasonable and prominent corporate event will help getting better
insight about the topic.
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1. Defining importance of event
Before identifying targeted audience in the event company must start these steps by defining
“why” of the event. This includes mentioning about the purpose of conducting such event. Like
in case of Product launch event company must lay down exact purpose of Product launch event
that whether a new product in same business is to be launched or a new line of product is to be
launched by the company.
2. Creating Attendee Persona
After identifying purpose and significance of event to the company, management should prepare
a fictional persona for potential audience that has to be targeted for event. While creating persona
for product launch event, company must screen background of businesses of audiences they
belong to. In product launch events most productive audiences will be dealers, business
contractors and partners, product developers, competitors in market of same product, marketing
management companies and media personnels.
3. Reaching out to network
In this step company must each out to its existing business network in Business to Business as
well as Business to consumers manners. This comes as a part of courtesy of company towards
those people who are supporting business of company from past many years. For a Product
launch event this can be helpful for company in another manner where it can also find support
for new product in existing market before entering new market.
4. Marketing through Testimonials
Marketing through testimonials includes going through past experiences of similar events and
use their results, projects and collaborations as marketing material for current event as well. In a
product launch event it will be helpful for company to find out reaction of like mined individuals
for new product of new line of product through social proof content of past (Perez, Lagman and
Adao, 2017).
5. Promote on social media
Social media is the best platform in modern times for marketing of events. The platform provides
an efficient platform by targeting wide range of public at the same time across borders and many
more limits. Marketing for Product launch event through this platform is will be more helpful,
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for company because company will not only be targeting audience at large at one point of time
but also be informing them about the product at briefest.
6. Email marketing
Email marketing is helpful where company is well aware of its existing and potential product
users and interested business partners effectively. For example, in case of Product launch by an
existing clothing brand, company is aware of its frequent customers who visit their stores where
their personal details are noted. So company while launching any new product can easily identify
frequent users and inform them about launch of new product through email or text messaging.
By following these steps or similar steps, an organisation can find out easily that who are
potential audiences for a particular corporate event. However, in corporate events like meetings,
conferences and internal discussions, management is already aware of guests and audiences as
they are inside the organisation itself.
6. Assessing key elements of feasibility of Corporate events
Feasibility is an important task to consider while holding any event. A company
management must consider different factors before launching an event in a way that it is
convenient to everybody from company itself to guests visiting the event. Many different
feasibility factors are discussed in report.
1. Risk feasibility
This factor includes those unfortunate results that may happen and turn the event as an
unfortunate one (Sajjad, 2017). For example, event can bring financial loss for company, any
such contingencies that may cause injury and hurt to any guest, any difficulties in organising
event properly etc. includes risk factors that should be well assessed and avoided.
2. Time feasibility
It includes those factors in which suitable time is given to guests for planning their schedules
accordingly so they can reach at event on time comfortably. Notice of event shall not be rendered
in hustle.
3. Funding feasibility
It deals with the issue that funds for event should be sought in budgeted manner where all costs
are listed and meet in such way that it do not create burden or exchequer of company and any
difficulty in future financial management of company.
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4. Support feasibility
Support feasibility requires that there should be support for the event from within and outside the
organisation. This can be assessed by numerous meetings as well as one-to-one consultations.
5. Staffing feasibility
It is required to assess that whether company will be able to avail sufficient number of
personnels to plan, organise and conduct the event in desired manner. Personnels for this
includes from event director to volunteers and security personnels.
6.Environmental management
This is an assessment that event should not cause any damage to environment and public
convenience. This include parking management, avoiding water pollution, sanitation issues,
noise pollution etc.
Therefore, there many factors that has to considered before holding any event which
requires an intensive planning before launch of event.
7. Planning a Corporate event
In a rapidly growing digital world corporate events are significant in developing genuine
connections and professional and personal contacts. According to marketer surveyors, live
corporate events are becoming increasingly important to develop business connections as well as
achieving organisational goals. Report shall be studying planning of corporate events through
instance of Product launch events.
1. Defining purpose of event
It is important to highlight goals and objectives of event before launching it. Like in case of
Product launch event, company must clear whether a new product or a new product line will be
launched by company.
2. Budget
Then, planners should set a realistic budget that suffice meeting all costs of the event. This
include lighting, seating, food, musical equipments, rent of venue, payment to volunteers and
other personnels etc.
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3. Project timeline
It mentions about setting a checklist over prioritising the timing of different programs that are
included in the list and all programs should be complete on time concluding overall event to end
at fixed time.
4. Deciding audience
In a Product launch event, audiences at best includes management of company, product
developers, employees of organisation, major shareholders, dealers and contractors, business
partners, chief guests and other VIP guests and Media personnels (Savita, Muniandy and
Mathiyazhagan, 2018). It is necessary to prepare list of all potential interest holders and give
invitation to them at convenient time.
5. Deciding a theme
It is good to give a theme to the event, sometimes. Thematic format given to event helps building
image to event before public more impressively. Like in product launch of any traditional or
cultural product, then all decorations of event can reflect traditional themes.
6. Selecting Appropriate location
Venue is utmost important part of event planning, majorly than any other part. Planners should
choose such location for event that is accessible to targeted audiences, can cater strength of
audience, reflects image of company and should align with budget of event.
7. Promoting event
Promotion of event is another important task. Company must use all meaningful sources from
print to digital sources, to promote its event in a manner that its visible to all targeted audiences
and potential consumers as well as other important stakeholders. For a product launch digital
promotions are best competent way as through this mode company can not only promote its
event but can also brief audience about use of product.
For success of promotions activities company must be able to use best use of available
technologies in this field. In modern there are many such software and apps available that help in
planning, promoting and evaluating success of events. Providing seamless on-site check if
attendees and programs, check genuine visitors, enhances presentations and many more
functions with help of recent technology can be done efficiently.
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8. Evaluating Planning and Promotion process
Evaluating the process of event planning is important to track any loose holds and
lacunae that hinders success of corporate event, especially in an important like product launch
where company have to make best presentation of new product and target and develop market
with event itself. Any organiser can evaluate success of event in following manner:
1. Feedbacks
This most efficient way of knowing about success of event where you can seek views of eye-
witnesses of event. Those who visited the event are best source in this manner to offer direct and
impartial opinions. In best way, feedbacks can be sought from questionnaire that have quantified
answer between scale of 1-10.
2. Social media activity
It is an evaluation through engagement of people over social media platforms by name and
advertisement of event (Sönmez and Günel, 2018). For example how many likes have been given
to advertisement and event related post, trending of event on social media, number of time event
was tweeted or retweeted, what comments were posted by users etc.
3. Profit and loss
This is an analysis between elements of benefits sought from event and cost incurred from event.
In a product launch event profits are seen in terms of receipt of advance orders for product by
dealers or directly by consumers. More the positive gap between two elements more is success of
event to company.
4. Media mention
It is information about event availed through media personnels like newspapers, magazines etc.,
that what these personnels have to say about success and failure of event. Their comments
becomes necessary as media is voice of public.
Corporate event chosen here is the new launching of the product like for example the new
mobile phone has to be launched. It is important to identify the target audience for the given
which are more Technology freak and digitalised along with the lots of knowledge of mobile
phones and are interested in buying the mobile phones as for the lifestyle and purchasing power.
it is important to first describe the importance of the event to the audience along with the
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attending the customers so that the network can be made for a long term with the target
customers and moreover the marketing can be done with the help of testimonials and the
promotion on social media along with the email marketing. There are different feasibility studies
which are important to analyse such as risk feasibility in new launching of the product is the
place and the target audience because it is important to conduct the large service so that
maximum number of audience can be invited as per their interest and demands. Time feasibility
is on the deadline of the event that of how much time the event is to be conducted so that the
customers can easily come and go. Funding feasibility depends upon the budget of the place and
many other facilities which are important so that the customers could get attracted. Support
feasibility depends upon the external stakeholders which are associated with the organisation
because they are the ones who can make the customers attentive. Stopping feasibility depends
upon the number of people available for the stage management, hosting management,
presentation management and many more. The purpose of the event is to communicating the new
features of the mobile phone in such a way that the customers can get the new innovative thing to
purchase from the company. The whole budget of the event from planning to the after service of
customers is approximately the investment of two or three lacs. Project timeline from planning to
the final day of the event can be of two weeks. Target audience can be decided by performing the
surveys and questionnaires along with the interviews so that it can be decided that who can will
the target audience so that the arrangements can be made accordingly. Increase of deciding the
theme of the event it should be Technology everywhere which is advancing the world in the form
of mobile phones by communicating the benefits of it. Selecting the appropriate location of the
corporate event of product launch should be the crowded place where it should be the hall type
area so that the decoration as per the theme can be done in an appropriate manner with the proper
spacing. Last part must be the promoting of the event mainly with the help of digital marketing
so that it can be the broader reach to the customers with less time and less cost with good and
strong content. Increase of evaluating the planning and promotion process of the event, it is
important to gather the feedback from the customers who has attended the event from the
surveys and question answer along with the social media activity. The major measurement and
evaluation of the success of the event is the amount of profit and loss to the company after
investing in the event. This is a practical plan for a specific corporate event that is the product
launching event.
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9. CONCLUSION
From above discussions in report it can be concluded that corporate events have gained
very much significance in corporate life. They not only triggers professional engagements and
meetings but are also helpful in accomplishing certain organisational goals. A new point, that
came out from discussion is that Live events are more helpful in this manner rather than virtual
conferences and meetings. These events do not have only recreational purpose but holds some
strategic importance in organisation. Through successful events, organisation also aim to develop
their name in market. They try gaining attraction of as many people as can to bring themselves in
mainstream market process. In this manner successful events works as marketing tools also.
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10. REFERENCES
Books and Journals
Aneesh, R. and et.al., 2020. Community web application for event management platform.
International Journal of Progressive Research in Science and Engineering. 1(5).
pp.116-120.
Deuerlein, J., Meyer-Harries, L. and Guth, N., 2017. Efficient online source identification
algorithm for integration within a contamination event management system. Drinking
Water Engineering and Science. 10(2). pp.53-59.
Francese, R., Risi, M. and Tortora, G., 2019, May. A Multi-device Cloud-Based Personal Event
Management System. In International Conference on Green, Pervasive, and Cloud
Computing (pp. 192-207). Springer, Cham.
Islam, S. and et.al., 2019, September. Toward a Generic Event Management System for
Academia. In 2019 5th International Conference on Advances in Electrical Engineering
(ICAEE) (pp. 706-711). IEEE.
Jones, K. and Moital, M., 2017. Techniques employed to create event prestige value for
corporate VIPs: the VIP Framework. European Journal of Tourism, Hospitality and
Recreation. 8(2) pp.117-129.
Kotenko, I. V. E. and Parashchuk, I. B., 2020. Model of security information and event
management system. Vestnik of Astrakhan State Technical University. Series:
Management, Computer Sciences and Informatics. (2). pp.84-94.
Kubler, S. and et.al., 2017. Open IoT ecosystem for sporting event management. IEEE Access, 5.
pp.7064-7079.
Langham, T., 2018. Reputation Management: The Future of Corporate Communications and
Public Relations. Emerald Group Publishing.
Perez, M. R. L., Lagman, A. C. and Adao, R. T., 2017, December. Event Management Solution
Using Web Application Platform. In Proceedings of the 2017 International Conference
on Information Technology (pp. 206-211).
Sajjad, Z., 2017. Event Management (Doctoral dissertation, University of Management &
Technology).
Savita, K. S., Muniandy, M. and Mathiyazhagan, K., 2018, August. Smart Event Management
Waste Bin. In 2018 4th International Conference on Computer and Information
Sciences (ICCOINS) (pp. 1-6). IEEE.
Sönmez, F. Ö. and Günel, B., 2018, December. Evaluation of Security Information and Event
Management Systems for Custom Security Visualization Generation. In 2018
International Congress on Big Data, Deep Learning and Fighting Cyber Terrorism
(IBIGDELFT) (pp. 38-44). IEEE.
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