Corporate Events Management Report: Purple Patch Events Analysis

This report delves into the multifaceted world of corporate event management, examining various event types such as exhibitions and sales meetings, and contrasting them with leisure events. It assesses how different corporate events align with strategic goals, evaluating their success in achieving objectives. The report analyzes criteria for identifying target audiences, emphasizing the importance of factors like interest in specific products and purchasing power. Furthermore, it outlines key elements of a feasibility study, including risk, time, funding, and staffing considerations, underscoring their significance for successful event planning. The report focuses on the services provided by Purple Patch London Events Company and provides an in-depth look at planning and promotion strategies, evaluating the overall process. The report also provides a comprehensive overview of how to develop and execute a successful corporate event plan.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................4
Different types of the corporate events.......................................................................................4
Difference between Leisure event and corporate event..............................................................5
LO 2.................................................................................................................................................6
Different types of corporate events and assess how they meet different strategic focus and
goals............................................................................................................................................6
Critical evaluation of success of corporate events in achieving goals .......................................6
LO 3.................................................................................................................................................7
Analysis of various criteria in order to identify potential audience for a new corporate event..7
Key elements of a basic feasibility study for a corporate event ...............................................7
Importance of feasibility study...................................................................................................8
LO 4.................................................................................................................................................9
Develop a plan for a corporate event..........................................................................................9
Evaluate the process taken for the planning and promotion of a corporate event....................10
CONCLUSION.............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Corporate events are the important part of the organisation promotional and success
celebration activities. It is basically the combine event management activity and programmes of
the social and hospitality sector which aid the organisation to represent their product and success
with the stakeholder and promote their product and brand value with in the corporate sector of
the businesses (Antchak, Ziakas, and Getz, 2019). Corporates event is can be organize for brand
promotion, product and services representation, team motivation, product lunch, brand and
shareholder meeting. So here the responsibilities of corporate event manager is to provide the
best successful event for company in order to make them achieve their objective of the
corporate event. So this can be done by the influencing hospitality and social management
activities. Such as arrangement of the all essentials assets of the event along with the logistic
services to the members of event, with the systematic planning and arrangement. Purple Patch
London Events Company is consider in this report in prospect to corporates event management.
This company is offering various types of the corporates event services to according to the needs
of corporates organisation. Such as virtual conference, meeting, logistic management and so on.
This company is located in the London, England. So here in this report different type of
corporates event is going to be consider along with the evaluation of its difference from leisure
events (Choi, Jo, , Kim, 2018). Then analysis of the its process to meet the desire goal of the
event, process of the planing is done analysed along with the application of promotional
principles and planing strategies.
LO 1
Different types of the corporate events
Event management is about planing and implementation of effective event management
activities and techniques in order to meet the needs of customers (Deepak, and Jeyakumar,
2019). Same in context to the corporate event, manger plane for the corporate organisation event
satisfaction by providing them best event type services and then finally complete that event with
best logistic and hospitality service, such as food, drink, attractive decoration, seating
arrangement, projector and attractive stage, sound and lightning in formal way. Brief
explanation of types of the corporates event is given below.

Exhibition: This type of event is involving the representation of the product and services
with in the different stakeholder such, public, consumer, shareholder etc. this event is can be
attend by different association and consumers. So this is the event which help the businesses
organisation to increase their product and services awareness along with growth of brand value.
Purple Patch event company provide the effective exhibition event management service and help
them to effectively utilise their sponsorship rate and event investment cost, by the influencing
publications of the corporate organisation, with the aid of their best and attractive logistic and
hospitality activities.
Sales meeting: corporates company's want to organisation this event with different
objectives, where they try to develop the effective sales strategies by innovatively concerning it
with their different department of the product sales management. So this event is the meeting of
organisation sales management departments, which can help them to effectively understand the
sales strategies and implement it with correct steps. Purple Patch event company provide the
innovative and technical sales meeting management services to the corporates company's, by
facilitating all the essentials assets of meeting and presentation along with the other important
logistic and hospitality support (Goel, Pistikopoulos, 2019).
Difference between Leisure event and corporate event
Both corporate and leisure events are the important for industries and these are different
from each other in various prospect.
leisure events Corporate event
This involve the theme based event such as
sport events, entertainment and so on, it
provide the different theme event management
for both private and public sector.
This involve formal events with some
entertainment activities, such as seminars,
conference, meeting, trade shows and etc.
So main motive behind this type of event
organisation is to entertain and make people
enjoy different facility's and activities of the
enjoyment (Ikram, Zhou,Shah, and Liu,
2019).
Main objectives behind this type of event is to
make the product and services, awareness
along with its promotion and organisation
success planing. It also aid to the employees
motivation along with the customers attraction
towards the brand.

In this type of event the most important skills
is to consider in the management team is not
about the qualification, but it is about the
attractiveness, communication, and public
influencing skills along with the Enthusiasm
which can attract the audience and retain them
for long time.
In this type of the event project management
skilled and qualified management team is
require along with some influencing skills, in
order to meet the formal and professional
needs of the corporation (Kim, Lee, and Kang,
2021).
LO 2
Different types of corporate events and assess how they meet different strategic focus and goals.
In prospect to the corporate organisation it has asses that corporate events are divided into
different range and they help the organisation to meet their business objectives and goals along
with the effective hospitality and logistic support. Some type of the corporate event provided by
Purple Patch event company, is explain below which help the organisation to sustain in the
competitive market (Lundberg, and et. al., 2017).
Seminars: This is the type of discussion within the small group and it involve oral or
written communication. In which one single representative of the organisation develop and
represent their product and services information report with in the group. Through this event
company can get effective product promotion ideas and they can provide training to their
employees for further productive performance.
Conference: This is the formal meeting type organize for the big group discussion where
people involve for the common subject discussion. It done with in one day and it can extend for
multiple days depending on the objective of the conference. In context to the commercial
organisation it can help in the public involvement for product and service discussion, it can aid
to get the suggestion for improvement and encouragement for the effective work along with this,
conference can aid to the development of more knowledge related to the customers and market.
Trade Shows or Exhibition: This event basically involve the goods and services s
exhibition in order to make customer's aware about the new product arrivals, along with the
presentation of product properties. So this aid to attract more consumers along with the suppliers
and retailers and help to develop strong relationship. This also help the organisation to

introduces with the new users and similar competitor, through this company can show their
effectiveness over the competitor and develop the mouth promotion along with the meeting of
commutative agdes (Maguire, and McLoughlin, 2019).
Critical evaluation of success of corporate events in achieving goals
From the brief discussion of the different type of organisation it has been evaluated that,
all these corporate events such as exhibition, seminar and conference help the organisation to
effectively achieve their businesses objective through this. These event aid to make people aware
about brand and its product in huge level of the population, so through this company get
opportunity to achieve their goal with productive results.
LO 3
Analysis of various criteria in order to identify potential audience for a new corporate event
In the percent competitive world and market there are the various types of the corporate
company's, who seek for the innovative idea of their brand and company promotion in order to
meet their competitive edges. So every organisation have their own region for the events
organization ( Monfort, Villagra, and Sánchez, 2021). Purple Patch event company have
recently done various corporate events for the food industries with their effective audience
identification criteria . There are some factor's which effect the event requirement of the
organisation and audience which help the event company to develop the audience attracting
criteria explain below.
Interest in drinks and Junk Food: Purple Patch event company use various criteria for
identification corporate event audience. Such as they use the people drink and junk food
interest in order to attract them for the corporate event of the food processing company's. So
company have audience identification criteria is people interest for food and drink items, they
done this by analysis the people purchasing methods. Through this event-er can easily attract the
correct audience for the event and it can help the organisation to meet their objective by huge
sale of the product at promotional level.
Income & purchasing power: This is another most essential criteria use by the Purple
Patch event company, for event audience selection criteria. Where they consider the financial
status of the peoples for invitation, so they can select the financially stable peoples for the event
in order to get success if the organisation in event by huge sale.

Interest towards new things: Purple Patch event company use the people interest for
new things as a audience identification criteria. Through which company target the interested
people for the event who can attain this for complete time and provide its positive effect by the
information enhance between other peoples (Mouline, 2019).
Key elements of a basic feasibility study for a corporate event
Some feasibility study is given below in context to the Purple Patch event management.
Risk feasibility: This is another important element which should be involve in the
feasibility study and that is risk assessment of the corporate event activities and process. So risk
can be related to the hospitality services, logistic support such as chances of the injury,
possibility of the light and sound issue and so on. So in order to to deal with all the risk factor's
their should be pre planning of the solution, which can be use at the situation of risk (Nadda,
Arnott, and Sealy, 2020).
Time feasibility: This study involve the identification and management of the time for
corporate event related activities. Such as analysis of the and adjustment of the time require for
the product launch, people gathering, presentation of the information and all. So here main
objective of the Purple Patch event company is to effectively distribute the time for each
activities and organize the event according to that.
Funding feasibility: Pre distribution of the funds for each and every event activities of
the event should be done in order to prevent the chances of financial issues for activities. So
Purple Patch event company is using the pre budgeting plan for each and every activities and
factors of the corporate event organisation and implementation. Through this responsible of the
corporate organisation can effectively achieve their event goals with in right time and finance
management.
Staffing feasibility: In prospect to the corporate event both staff of the event company
and employees of the corporate company play important role. Such as employees performance
the promotional and exhibition activities from the side of organisation and staff of the event
company manage the assets and resources for each company along with the hospitality support.
So in order to meet all these objective it is essential for the event company to develop the
effective event management team and mange the every important assets for the employees by
pre analysing their requirements. Purple Patch event company have skilled and educated satff
for the event management.

Importance of feasibility study
Before the final organisation of event there are the various element which should be
consider and manage effectively by doing the feasibility study, know for the analysis of strength
and weaknesses of process elements and assets. This is important because it aid to analyse the
risk and manage it effectively with pre planing of every activities (Parent, nd Chappelet, 2017).
LO 4
Develop a plan for a corporate event
In prospect to the Purple Patch event company they are recently planning for the
corporate event management of Iglo group company of the Britain (Prasad, 2020). This
organisation want to launch their new product in the market and for they need the effective
corporate event management, through which they can attract most of the new consumers. So for
this event company have to innovatively develop the corporate event structures by concerning all
the important factor's. Some steps of the event planing is explain below.
Conceptualisation of theme: before the any other process and step first and essential
step is the theme factor. Where manager have to focus and develop the attractive theme plan for
the event. Because attractiveness is the first factor which influence the audience to come and
attain event. So theme should be eye caching, Purple Patch event company manger have
develop the theme have healthy and tasty food, where they have decorated and organized the
venue according to that theme with attractive food product presentation. Trough this Iglo group
can attract more customers for their new product.
Set preliminary budget: For every type of the event budget preparation is essentials in
order to prevent the issues of money at the time of event activities. Pre budgeting help to
effectively organize the promotional and launching activities with right financial distribution.
Purple Patch event company manger planning is to provide the pre paned budget of the event to
Iglo group so that it can be organize effectively.
Make appointments with owner of venue & vendors: Purple Patch event company
use their skilled staff for the interactive and influencing venue and vendor meeting in order to
make the good relationship with them, which can help the company to effectively implement
their event plan on venue. This is important to meet the vendor's and discuss all the activities in

order to, done it easily with pre consideration of risk and facilities with in the venue. It can also
contribute in financial planning of the vent by deciding the cost of venue.
Select right service for the potential guests: this is the other important step of he event
planning, where manger have to plane for right product and service for right guest. They have to
direct their staff for offering the services to each audience in respectful way according to their
requirement.
Principles for planning
 Things should be planed and done in appropriate manner.
 Manger of the event should be aware about the audiences needs and interest so that they
can target them in right way.
 It is responsibility of the event company higher authority to monitor the each and every
activities of event in order to get the positive outcome by the removing the errors.
Principle for promotion
 In context to the event company one of the important promotional principle is social
medial and online networking, this can help to reach numbers of the audience.
 Then another principle of the promotion is to invite the potential customer's which can
help the huge promotion by mouth promotion ( Tiwari, and et. al., 2020).
Evaluate the process taken for the planning and promotion of a corporate event
There are the various steps and process which has to be done in order to plane and promote
corporate event. Purple Patch event company use different precess of the planing and
promotion in order to effectively complete their corporate event.
Planning
In depth planning: Planning of the event from depth of the event objective is essential
because it aid to involve almost every factor's of event which can help to influence the audience
form different promotional activities. Such as in the case of new product launch this process help
to analyse the customers and plane innovative for each and every launch activities, along with
this it aid to understand the upcoming risk and prevent this with with preplanning (Raj, Walters,
and Rashid, 2017).
Data of the audience: This is the other important process of the planing which involve
collection and management of audience data, such as identification of their interest, needs and
choice through which they can meet the needs of customers and achieve success. In case of Iglo

group event planing they have achieve success in the audience satisfaction due to their effective
data analysing process.
Promotion
Strive for repeat business: promotion is not just about new costumers attraction, it is
also about the efforts of the company in order to retain their present customers for long time, by
analysing their needs and satisfying them with new services and products. So event company
have to focus both present and new customers for corporate event. Such as in the case of Iglo
group event, organizer have facilitate the both factor, satisfaction of the existing customers and
development of the new customer's with the help of promotion process, which have done
according to customer analysis.
Adopt online resources: Due to the online promotional principles company have
achieved success in the goal achievement of organisation, for increasing customer's number in
context to their new products. As online network help to reach huge number of the people with
in the same time, such as Facebook, you-tube, Instagram aid to reach the millions of peoples
who use this application (Yang, and Jeon, 2018). This give the positive result of promotion
because through this person can get aware about the product and event to and then interest
person try to each the event and product at huge rate.
CONCLUSION
From the above analysis and study it has been concluded that corporate events are the
important part of organisation promotional strategies, which help them to make their brand and
product valuable in the market along with this it helps the organisation to motivate their
employees for development of more effective business strategies, through meeting events of
corporate company. So it has been evaluated that there are the various types of corporate events
which contribute in achievement of organisation goals and objectives. Corporate events are
different from leisure events in terms of formal and causal meetings for product promotion in
case of corporate event and entertainment in case of leisure events. There are the various criteria
which can be use by the event company to select their event audience, such as Interest and
Income & purchasing power of the people. There are the various feasibility study which help the
event organizer to smoothly mange the event, such as Time feasibility, Staffing feasibility,
funding and so on.

REFERENCES
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