Corporate Event Management: Types, Planning, and Strategic Goals

This report provides a detailed analysis of corporate event management, encompassing various aspects from event types and planning to strategic goals and consumer analysis. It begins by defining corporate events and differentiating them from leisure events, followed by an examination of different corporate event types like sales meetings, exhibitions, and product launches. The report then delves into how corporate events meet strategic business objectives, using examples such as Hoopla and Stella & Dot. It further explores the criteria for determining potential consumers for new corporate events, including age, gender, education, and lifestyle. Finally, the report covers the key elements of a basic feasibility study for a corporate event, including risk, time, and funding feasibility, and provides a plan for a corporate event along with an evaluation of promotion and planning procedures. The report concludes with recommendations for delivering effective events, such as fashion shows.

CORPORATE EVENTS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Different types of events and range of corporate focussed events.........................................3
P2 Differences between leisure and corporate events..................................................................4
LO 2.................................................................................................................................................6
P3 Different types of corporate events meet strategic goals and focus.......................................6
LO 3.................................................................................................................................................7
P4 Different criteria to determine potential consumers for new corporate event........................7
P5 Key elements of basic feasibility study for corporate event...................................................8
LO 4.................................................................................................................................................9
P6 Plan for corporate event..........................................................................................................9
P7 Evaluate procedure taken for promotion and planning corporate event...............................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Corporate event management refer to development and creation of large event
such as conference, formal parties, conventions, festivals and ceremonies. It include
organizing and planning different kinds of events for corporate stakeholders (Rost and
Ehrmann, 2017). It engage attention of people during event and make all the
arrangements for business. The present report is based on managing corporate event, it
explain different types of corporate events, define comparison between corporate and
leisure events. It justifies, how events meet business goals and objectives, criteria to
determine potential consumers for new corporate events and key elements of feasibility
study for same. Furthermore, it clarifies plan for corporate event, applying promotional
and planning principles, evaluation for planning of corporate event.
LO 1
P1 Different types of events and range of corporate focussed events
The thing that takes place or happen, specially one of importance is called
events. Birthday, Wedding, business, trade show, exhibition, festival gathering, birthday
etc. are the examples of events. An events is described as number of people assembly
for purpose of marketing, celebration and reunion.
Corporate events is the form of event, social or hospitality activity which is funded
or organized by business entity. There are different types of corporate events, following
below:
Sales meetings-
It is kind of corporate event, sales meeting or conference is assembling in which
services or products of specific company is being discussed in group of individuals, as
well as benefits is outlined to potential consumers or buyer. Sales meeting is organized
in format of presentation and sometimes be in online interaction or informal
conversations. It is designed to build relationships between business partners, sell
goods, identify needs and outline benefits of products. Financial planner can use sales
meeting to make discussion related to build rapport, retirement goals etc.
Exhibitions-
Exhibition is organized display and presentation of chosen products and items, it
usually occur within educational or cultural setting such as art gallery, exhibition hall,

gallery and park. In context of business, exhibitions is the best and effective marketing
tools used by many companies for demonstrating and exhibiting its business and gain
benefits from this (Graham and Kaye, 2015). It offering business and franchises
opportunity packages for sales. It helps to increase brand awareness and profitability for
companies. It provide the best opportunity for large number of sellers and buyers in
specific industry to make direct connection with each others effectively.
Product launches-
This event range from small to large in house meeting to assure all phases in
organizational hierarchy is keep up to date. It is most usually held by businesses drive
towards selling and producing products to customers. It includes different stages which
include understanding people needs, testing of goods, advertising and marketing &
assuring that product reach out to all their consumers. Successful product launch offer
sales strength for organizations.
P2 Differences between leisure and corporate events
Corporate events is used for many companies to promote their brand and
service, it helps businesses to reach at their target market easily.
Leisure events include managing facilities like recreation centres, sports
grounds, entertainment and parks venues. It also add managing festival, sporting
contest and summer urban beach events for both public and private sector (Masterman,
2014). Leisure refer to totally free time that individual spend away from their daily
accountabilities of domestic and work tasks, in order to relax mind and enjoy life.
Corporate events and leisure events is quite different from each others based on key
elements.
Comparison between both of them-
Basis of
differences
Corporate events Leisure events
Planning In corporate events, event
manager communicate plan of
event to business staff and high
authority members. In sales
meeting, product launch, and
On the other hand, in leisure
events planning is different and
difficult because event planner
analyse the changing
requirements of people

exhibitions, the main concern of
organizer is planning. They
focused on making plans
according to requirement of
companies. Corporate event
planner work more closely with
consumers sponsoring functions
to understand financial budget
for event. Without taking
approval of clients event
planner do not take any single
step towards staring planning of
all accommodations and
activities for specific events
which is essential for success of
function.
according to the trends in
market. In corporate event the
structure is same, but in leisure
event demand of clients getting
higher which affects on
planning procedure. Organizer
focus on overall criteria to
meet needs of people. For
example, planning trip for
holidays event planner analyse
clients requirement which get
changed suddenly, it is the
long procedure as compare to
corporate events planning. In
planning of leisure events
menu planning as well as
venue planning is difficult task
as opposite to corporate
events.
Promotion Corporate events such as
business conferences,
Seminars, team building events,
shareholder meeting and
product launch, promotion is
essential to do. To promote all
these events or functions
organizer can used all the
promotional tools which is
beneficial for them as well as
their business. For example,
product launch is corporate
As compare to corporate
events promotions, leisure
events advertisements is quite
simple and easy through
templates and hoardings near
by large area of population.
Event organizer through their
own visiting cards and TV
advertisements spread
information about all the
facilities that they offer to
people according to needs by

events that need to strong
promotional strategy which
helps to attract consumers
towards purchasing. In this
procedure, event organizer
create their online as well as
offline websites or image that
also help people to reach at
them.
considering current and future
trends in market.
LO 2
P3 Different types of corporate events meet strategic goals and focus
Hoopla and Stella & Dot are the two different types of business, Hoopla in
London is one of the first every impro theatre, they present collection of the best impro
comedy in UK, they have a least two different teams in London who perform each night
so they can show huge variety of styles in country flourishing live scene. The aim of its
business is to drive people towards its work, they just wants to make people happy and
laugh. Along with this Stella & Dot is famous for its jewellery, accessories, bags and
clothing for trendy women.
Product launch, professional conferences and seminars is being managed or
organized by Firebird events in UK, which helps to achieve above strategic business
objectives effectively (Schroeder, Pennington-Gray and Bricker, 2014). When Stella &
Dot wants to increase their sales and drive people towards them, they plan for
launching their new products through product launch event which is beneficial for its
business and helps to increase profitability rather than before. The main purpose of new
product launch is growth and success of company. Through this event organization can
introduce their new goods into market, where media is one of the best source of
connecting people directly with organized event. It helps to build revenue and sales
through expansion of consumers base. Firebird provide production and commercial
conference services throughout Europe and UK, they are known as one of the leading

corporate event planner in nation. They organized product launch event for Stella & Dot,
that helps to build its brand awareness and increase sales.
Hoopla goal is to provide full entertainment night for people and make them
stress free, with the help to comedy show event organized by Firebird effectively,
Hoopla can entertain local people and achieve success for longer time. In this show,
event planner focus on setting arrangements for audience and provide all facilities to
each of them, people enjoy the show at the end.
Corporate events fully support in achieving strategic business goals and
objectives, Stella &Dot easily drive consumers towards buying their new range of bags
that they introduce thorough product launch event. Furthermore, Hoopla also achieve
their goal, audience enjoy comedy show, it make them stress free and keep mind fresh.
Recommendation for delivering effective events-
Fashion show event is recommended to optimise strategic centring and success
rate of business. Stella & Dot company can introduce their accessories and clothes
through fashion show organized by Firebird events organizer in UK which is beneficial
for business growth for longer period of time. Fashion show is the best opportunity for
company to show off its ethnic and other design clothes in front of many people
effectively.
LO 3
P4 Different criteria to determine potential consumers for new corporate event
Corporate events grab the attention of range of audiences towards activity, trade
show is one of the specific corporate event (Chang, 2016). It is large scale event
include multiple exhibitors or vendors whose areas of operations covers under same
industry being at trade show. Most of the organizations select to attend trade shows as
exhibitors in order to reach at potential consumers and to connect with various
suppliers. Event planners organized each and every thing for companies how are taking
part in this event, they also focused on targeting different types of people based on
various criteria, that are:
Age- it is the main criteria for determining the people for trade show, it is obvious
criteria to view, before starting new corporate event, planner specify age range of
people that is appropriate for the event.

Gender- Women and men are not necessarily engaged in same activity in same
place on corporate event. Event planner consider the number of women and men who
are able and like to visit trade show.
Education- it is the most essential criteria and success element of trade show,
educated people are able to understand the purpose of this event. Literate audience
can take its decision for purchasing goods and chose the best one for themselves.
Interests- Some people in market do not show their interest towards trade show
they think that it is time consuming activity, on the other hand some people know its
importance. Before inviting people event planner most focus on those people who are
interested in trade show rather than the others.
Income level- when audience are able to pay good amount in exchange for
purchasing products they can provide benefits to business. High and low income rate of
consumers is the another criteria of focusing for new corporate event.
Lifestyles- it matters a lot and influence success of trade show, when people
have good lifestyles they can contribute in new corporate event and increase sales
through buying essentials products related to their life.
P5 Key elements of basic feasibility study for corporate event
Feasibility study is the analysis that takes all of work relevant factors into
account, including technical, legal, economic an scheduling considerations, to certain
likelihood of accomplishing task successfully (Del Bene and et.al., 2019). There are
some elements of basic feasibility study for corporate event-
Risks feasibility-
Staging or organizing the event is risk for event planner that must be understood
and analyse before starting the function. Some point which has to be consider by
organizer in case of corporate event that are, event will not outcome in financial loss, it
is organized in effective manner that all participants are satisfied.
Time feasibility-
There are number of important factors that identified whether its is sufficient time
to make all essential plans and proper arrangements to stage of trade show. The ability
to book correct venue and necessity to provide participant the right length of notice is
essential for whole event.

Funding feasibility-
It need to be able to predict financial results of staging the trade show to
reasonable level of accuracy. Funding it the main source of event success, due to low
source of income event planner will not be able to organize a great corporate event
effectively which affects companies who are taking participation within it.
Staffing-
Human resources or workers required to plan, managed and organize entire
event include everyone who provide their services at trade show. It is essential to
assess whether company is likely to have adequate personnel for all event
management work. Staffing is very essential for the success of trade show, it makes
people able to get the best products or services in entire event.
Venue feasibility-
In corporate events the main things which need to be analysed that is venue of
function, the location or venue must be safe and better than standard expected by
participants and all stakeholders. Event planner must consider any types of danger for
people and participants if event is being start. Lack of suitable and appropriate venue
has major impact on function feasibility.
In order to deliver the best services and products in corporate event, it is very
essential for understanding the risk associated with organizing events. Feasibility study
is important as it help to look at how certain proposal work in long term period and also
helps to find out financial risk that may be impact on planning new corporate event.
Feasibility study play vital role as it help to assess success for new events, it
provide business and other stakeholders a clear picture of organized event and its
purpose that helps to bring many benefits for them as it drive target audience towards
buying. Goods.
LO 4
P6 Plan for corporate event
The success and achievement of corporate event is totally based on effective
plan which include planning and promotional principles.
Approval from local government-

Before organizing event, event organizer take permission or inform local
government of function if is required (Elder and Paul, 2019). They can check local visitor
information centre to find out that there is any other corporate event schedule for same
location and date is mentioned or not.
Budget-
Without budget plan, planning for event is not sufficient, organizer primary
prepare the budget for event and monitor spending in each and every activity which is
essential.
Location-
After taking permission and deciding budget, selection of venue for corporate
event is the most difficult but significant work for organizer, which they need to perform
effectively. The location must be more closer to the population areas which make
people able to reach on time. Event organizer provide transportation facility for those
guests who are not been able to travel for long distance to event, Parking facility is
available at chose venue.
Event agenda-
the agenda of trade show must be clear, event planner develop event timeline,
collect written communication from MC and submit advanced deposit for any additional
service when is required in event.
Sponsorship-
In planning procedure for corporate event, finding potential sponsors is beneficial
for function, in which management create sponsorship proposal.
Marketing and promotion-
In plan for corporate event, marketing and advertisement play vital role as it help
to reach at target audience and increase sales rather than before (Lee, Parrish and Kim,
2015). For online marketing, designing promotional material and logo is quite important
and must be attractive. Online and offline marketing need to be used in plan for event.
Risk Management-
According to the planning principles, arrangement for first aid kits and health care
facility at event location is significant. Fire extinguisher must be placed in every side to
event venue which reduce risk of any sudden incident and harm of people well being.

Security plan-
For controlling the crow, security must be tight, security workers check each and
every thing at decided venue for safety concern of people as well as participants.
P7 Evaluate procedure taken for promotion and planning corporate event
Evaluating planning procedure for corporate event is important because it helps
to know about every step of event towards success, with the help of measuring
procedure event organizer can identify risk if it have and manage it effectively. Self
monitoring is the best way for evaluating the entire process taken for promotion and
planning of specific event (Brown and et.al., 2015). It helps to communicate with
participant and audience directly, allow organizer to know that people are enjoying the
event or not. It also help to assure that each and every one are getting all the facilities
without any risk of well being. It is very essential in event venue because self analysing
require event planner to observe the effectiveness of promotional plan, they can also
add some more strategies that provide benefits in achievement of event goals. Event
organizer evaluate procedure for promotion and planning of event because they each
and every thing work effectively and perfectly without any type of risk that impact
negatively on event performance.
Strategic options is available at venue of event, it save time and handle situation
suddenly happen in event. Emergency number such as police and health care service
centre will mentioned at place that help people if any issues get arise. The arrangement
of food is proper, event organizer pay additional fee to catering service when food
amount is low and number of people is high. Event management team communicate
with each other, provide information about running event, coordination make them able
to share essential things happen on location. Self monitoring is one the information
source can use in event.
CONCLUSION
From above it has been summarized that corporate and leisure events is different
from each other on the basis of planning and other key elements. Event planner or
organizer play important role in success of different corporate events. Effective planning
and appropriate promotional tools helps in achieving business goals as well as
objectives. Furthermore, on the basis of age, gender and other things, event planner

need to identify potential consumers for trade show that supports to gain positive results
and make show successful. In order to run and operate event successfully and
effectively, planning is important in which organizer need to monitor each and every
level themselves. Risk feasibility, staffing, marketing and promotion activities is
feasibility study key elements need to be focused for greater success of event and
make them memorable in mind of people for long period of time. There are different
types of information sources available at venue.