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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