Corporate Events Management Report: Planning & Promotion

This report, prepared for the BTEC HND in Business program at ICON College, delves into the multifaceted world of corporate event management. The report begins by defining events and distinguishing between corporate and leisure events, followed by a detailed examination of various corporate event types, including sales meetings, product launches, and exhibitions. It then explores the strategic goals and focus of corporate events, such as conferences, team-building activities, and shareholder meetings. Furthermore, the report addresses the critical aspects of audience identification, feasibility studies, and the application of planning and promotional principles within the context of a newly appointed event executive at Story Events. The analysis includes comparisons, contrasts, and evaluations of the event planning process, culminating in a comprehensive overview of corporate event management strategies and best practices.

ICON College of Technology and Management
Faculty of Business and Management Studies
BTEC HND in Business
Unit Name: Corporate Events Management
Tutor:
Submitted By:
Name: SladanaBajukovic
ID:
Session:
Date of Submission:
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Contents
Introduction.................................................................................................................................. 3
LO1.............................................................................................................................................. 4
Determining different types of events focusing on corporate events........................................4
Compare and contrast the difference between corporate and leisure events...........................6
LO2.............................................................................................................................................. 8
Reviewing a range of different types of corporate events and assessing how they meet
different strategic focus and goals............................................................................................8
LO3............................................................................................................................................ 11
Assessing different criteria for identifying the potential audience for a corporate event..........11
Examining the key elements of a basic feasibility study for a corporate event.......................13
LO4............................................................................................................................................ 15
Devising a plan for a corporate event, applying key planning and promotional principles......15
Evaluating the process taken for the planning and promotion of a corporate event................16
Conclusion................................................................................................................................. 18
References................................................................................................................................ 19
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Introduction
Events can be defined as a public gathering for numerous issues like a celebration, marketing,
reunion, education, and many other things that are simply gathering of people for a certain
purpose where everyone gets invited and enjoys themselves for a certain period. A corporate
event is a form of event where the event is organised entirely for business purposes things like
hospitality or social activities which are funded also by the business entity for the business.
Businesses organise events for many reasons like education, reward, motivation, celebration,
and many other things. In this report, different types of events and the difference between
corporate and leisure events will be discussed. Then the strategy for various corporate events
or strategic goals for corporate events will be discussed. After that different criteria for the
potential audience for corporate events and the elements for basic feasibility tests for corporate
events will be discussed. In the last part of this report planning and promotional principal along
with processed for planning and promotion of the corporate event will be discussed as a newly
appointed event executive to a Story Events
.
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LO1
In this part of the assignment as a newly appointed event executive to a Story Events, various
types of corporate events where the focus will be on a corporate event such as sales meetings,
product launches, and exhibitions (Allen, 2013). Along with this, the difference between various
corporate and leisure events will also be demonstrated in this part of the assignment.
Determining different types of events focusing on corporate events.
Events can be described as a public gathering for various things like a celebration, marketing,
reunion, education, and many other things which are simply gathering of people for a certain
purpose where everyone gets invited and enjoys themselves for a certain period. There are
various types of events such as:
 Social events are events like birthday parties, stag parties, graduation parties, bachelor
parties, engagement, wedding anniversary, retirement parties, and many other social or
lifecycle events happen.
 Education and career events are another event type where various events like education
fair, job fair, workshop, contest, debate, competition, seminar, and many other types of
events happen.
 Sports events are another event where things like Olympics, World Cup, marathons,
wrestling matches, and much other sport happening events occur (Beech, 2014).
 Entertainment events are events like music concerts, festivals, fashion shows, fairs,
celebrity nights, beauty pigeons, function, flash mobs, and many other entertainment-
related events that occur in this type of event.
 Political events are also there where events like a demonstration, political procession,
rally, political functions, etc happen.
 Religious events are another event type where religious festivals, a religious procession,
Diwali Eid, etc happens.
 There is another event type known as the fundraising events where the event is
organised for raising fun for various things. An auction is a type of fundraising event.
A corporate event is a form of event where the event is organised entirely for business purposes
things like hospitality or social activities which are funded also by the business entity for the
business (Belloc, 2017). Businesses organise events for many reasons like education, reward,
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motivation, celebration, and many other things. Different types of corporate events are
described below:
 Sales meetings
A sales meeting is a kind of corporate event where the management communicates with other
people of the organisation about new ideas, initiated, and new ideas of the company for
increasing the sales of the organisation (Allen, 2013). Corporate sales meetings encourage
participation, reward high-value employees, and create new sales prepositions or selling
opportunities for the organisation. Sales meeting events are generally organised for providing
better selling of products for the company. So, the company can earn more revenue and profit
by increasing the sales of the organisation. This type of event is only organised by the
organisation and the members of this event are also specific to the organisation no other people
get invited.
 Product launches
Product launches events are self-explanatory and these events can be both simple and complex
according to the needs of the company. Product launch events are created for creating hype
and generating relationships around the launch of something, these can be products, services,
officers, and others (Beech, 2014). The product launch events are targeted towards varied
audiences or customers. Sometimes the target customers are the target people that can also be
press, stakeholders, and their employees. The desire for these types of events can also be
various types like a celebration, creating hype, and others. For example, recently iPhone
launched iPhone 12. This event of launching the iPhone 12 is a type of product launch event.
 Exhibitions
Exhibition events are large industry-specific events where businesses do various things like
buying a place, promoting their products or services to potential customers, and many other
things. Sometimes the business exhibitions can be promotional activities where the business
organiser funds the total program. Sometimes they get advertisers for their funding. Exhibition
events generally require promotional materials, motivation, and an effective sales team, a
unique method of enticing, and the most important factor is engaging the attendee of the event
(Belloc, 2017). For example, the IBM stand of 2010 at Hanover Fairground was the largest
exhibition event around the world which was organised in Germany.
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Compare and contrast the difference between corporate and leisure
events.
A corporate event is a form of event where the event is organised entirely for business purposes
things like hospitality or social activities which are funded also by the business entity for the
business (Berridge, 2012). Businesses organise events for many reasons like education,
reward, motivation, celebration, and many other things.
Leisure events are interesting and diverse field events where it involves managing facilities like
sports ground, recreation center parks, entertainment venues, and other types of events. Here
various types of celebration or festival sporting contests or concerts are created and organised
in leisure events.The difference between corporate and leisure events are described below:
Differences Corporate events Leisure events
Marketing The marketing of corporate
events is specific for the
company and the employee
of the company that's why
marketing is not necessary or
externally needed for
corporate events (Fenich,
2010).
Marketing is extremely
necessary for leisure events
as marketing easily creates
more advertisements and
brings more target customer
events in case of leisure
events.
Guests Corporate event guests are
usually limited in numbers
generally the employees of
the company and the people
within the organisation are
invited guests for corporate
events.
Leisure events have more
guests than the corporate
events as these events are
organised for more people
than corporate events
specific people.
Funding Corporate events are
generally funded by
companies from their budget.
Leisure events are funded
mainly by sponsors or by the
ticketing companies
(Schmader, 2017).
Venues The venue for a corporate
event should be according to
The venue for a leisure event
should be selected according
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the need of the organisation
and especially according to
the function for which the
event will be created.
to the number of attendees of
the event.
Planning time Corporate events are
straightforward and require
less time for planning to
create because here the
public that will be attending
the event is less (Berridge,
2012).
Leisure events require a
longer time for planning as
the people attending here are
larger in number so they
require larger time for
planning.
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LO2
Reviewing a range of different types of corporate events and
assessing how they meet different strategic focus and goals.
A corporate event is a form of event where the event is organised entirely for business purposes
things like hospitality or social activities which are funded also by the business entity for the
business. Businesses organise events for many reasons like education, reward, motivation,
celebration, and many other things (Berridge, 2012). Various types of corporate events are
given below:
 Conferences
Conferences are primarily networking events where professionals of the industry operating
within the same sector of industry meet each other for learning from one another. Here, they
discuss various opportunities of business and also they collaborate between businesses for
their benefit. The conference presents an opportunity for professionals to connect and learn
from one another about various things of business. A conference is an event where the main
motto is to learn and discuss various things of business (Fenich, 2010). So, everyone gets
benefited by learning about business.
 Team Building Events
Team building events are events where the aim is to increase or boost the morale,
communication skills of employees, and encourage employees to work together with efficiency
to bring glory for that company. Team building events are fun and the main motive of the event
is to improve the confidence and strength of the relationship between employees. So, they work
together for the benefits of the company (Schmader, 2017).
 Sales meetings
A sales meeting is a kind of corporate event where the management communicates with other
people of the organisation about new ideas, initiated, and new ideas of the company for
increasing the sales of the organisation. Sales meeting events are generally organised for
providing better selling of products for the company.
 Product launches
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Product launch events are created for creating hype and generating relationships around the
launch of something, these can be products, services, officers, and others. The product launch
events are targeted towards varied audiences or customers (Berridge, 2012). Sometimes the
target customers are the target people that can also be press, stakeholders, and their
employees.
 Exhibitions
Exhibition events are large industry-specific events where businesses do various things like
buying a place, promoting their products or services to potential customers, and many other
things. Sometimes the business exhibitions can be promotional activities where the business
organiser funds the total program. Sometimes they get advertisers for their funding.
 Shareholder/Board Meeting
Shareholder or board meeting is a part of private and public limited companies where they
communicate strategy and plan for the whole year. This meeting serves as an opportunity for
the board of directors to reflect on the performance of the company and various problems as
well as the strategies for solving these problems. Generally, the business executives tend to
make bigger decisions for the company with the approval of the board of directors in these
meetings.
Corporate events strategic goals and focus
Designing the plan of action for creating successful events and achieving the goal of those
events is the corporate event strategy and should be the focus of corporate events (Berridge,
2012). The strategy of a corporate event is a plan of action for achieving goals through those
business events. The problem is that most people do not recognise that many things should be
considered and those things can happen before starting to think of corporate events. These are
known as the corporate event strategy they are discussed below:
Analysing context of operating
The first of any business event strategy is to understand both internal and external
environmental factors which may affect the business both positively and negatively (Schmader,
2017). After analysing the event should recognise the strength of the business as well as the
weaknesses of the business. So, this can be discussed in the event to make the employees
understand where they can make decisions or choices to implement that strategy effectively.
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Deciding the goals
Understanding the goal and success criteria for any business is another key strategy for
business events where various things like revenue budget, target customers, customer
relationship, and many other key factors are discussed. But before deciding the goals the event
organisers of business should remember in mind that the goal should be specific, measurable,
attainable, realistic, and properly timed.
Identifying strategic options
The strategy for business is many but every strategy is made for different businesses.
Businesses need to understand those strategies and select or identify the best strategy for their
own business. Then they should discuss them in the business corporate event (Berridge, 2012).
So, the people attending the event can understand and have their opinion in the event which is
the best strategy for business.
Selecting the best options
After analysing the best options for the business the business should select the best option for
them and should plan in detail the various tasks which should be discussed in the event of a
business. So, that other employees can easily understand what the business is deciding to do.
For example, if the corporate event is focused on the strategy of defining goals such as brand
awareness, the technique should be specific to branding the presentation and lecture of the
event. So, it is easily understandable for the employees (Berridge, 2012).
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LO3
Assessing different criteria for identifying the potential audience for a
corporate event.
The target audience for corporate events is extremely vital for the promotion of the event
because without a proper audience the event will not be successful. The event is organised for
specific people. The organisers of the event might think that many people might be interested to
participate in the event (Simmons, 2017). But it does not happen so the target audience and
assessing the criteria for the potential audience for any corporate event is extremely vital and it
should be properly executed. So, the event becomes successful or it gets to achieve its own
goals and objectives. Various criteria for identifying the potential audience for a corporate event
is described below:
 Past attendees
Corporate events should be organised by looking at the past attendees of the event. Because
the past attendees of the event can provide good information about the potential audience or
the people who might attend the event. Past attendees can provide great information about the
assessment of various criteria of the audience who will participate in the event which is a great
identification for the corporate event that provides information about the audience of the event.
 Looking at the competition
Looking at the competition of the event is another great criterion for the assessment of potential
audiences for a corporate event (Whittington, 2020). Assessing the competition for the event is
great information for the organisers of the event to understand the people who might come and
attend the event.
 Taking a suggestion from the expert
Many people are experts in the field of assessing the potential audience for the event. Taking
suggestions from them and asking various questions about the potential audience of the
corporate event organisers can get the actual idea of the potential audience. Because the
expert will be able to better understand the audience who will participate in the event which will
be very helpful for the organisers of corporate events to understand and assess the proper
criteria for the potential audience of the event (Richmond, 2011).
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 Providing audience interest in attending the event
Providing an interest in attending the event is extremely vital for bringing people to attend the
corporate event. Because without providing interest the people will not be interested to attend
the event (Simmons, 2017). For example, recently the event of launching the iPhone 12 was
greatly interested in the people because they created hype and made people interested in this
event that's why many people attended the event. Like this, every company should create hype
so that people grow interested in themselves to attend the event.
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