Corporate Events Management Report: Planning and Promotion Strategies

This report provides a comprehensive overview of corporate event management, focusing on the strategies and practices employed by Clear Water Events. It begins by defining corporate events and distinguishing them from leisure events, followed by an exploration of various corporate event types such as sales meetings, exhibitions, product launches, trade shows, and golf events. The report then examines how these events align with different strategic focuses and goals, including seminars, workshops, and executive retreats. Key elements of successful event planning, including defining the event purpose and format, and paying attention to planning, logistics, and promotion, are highlighted. Furthermore, the report delves into identifying the potential audience for a new corporate event, considering factors like purchasing power, event purpose, and location. It concludes with an examination of the key elements of a basic feasibility study, including risk and time feasibility, and the planning and promotional principles for a corporate event, with an evaluation of the overall process.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Determine a range of different corporate focussed events.....................................................3
P2 Compare and contrast the difference between corporate and leisure events.........................4
TASK 2............................................................................................................................................5
P3 Review a range of different types of corporate events and assess how they meet different
strategic focus and goals.............................................................................................................5
TASK 3............................................................................................................................................6
P4 Assess different criteria to identify the potential audience for a new corporate event. ........6
P5 Examine the key elements of a basic feasibility study for a corporate event........................7
TASK 4............................................................................................................................................9
P6 Devise a plan for a corporate event, applying key planning and promotional principles. ....9
P7 Evaluate the process taken for the planning and promotion of a corporate event...............10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Corporate event management refers to creation and development of the large events in
which includes the festivals, conferences, ceremonies and formal parties, concerts to share the
knowledge and information in order to reach at conclusion. This report is based on Clear water
events company which strategically plan and create the extraordinary events in the market of
UK. This report is based on the kinds of different corporate events by compare and contrasting
the different corporate and leisure events. It also includes the different kinds of events and how
they meet strategic focus and goals in positive manner. Further it elaborates criteria to evaluate
potential candidates for a corporate events and feasibility study in reach to them. At last it
includes the plan for a corporate event by planning and promotional principles and their
processes.
TASK 1
P1 Determine a range of different corporate focussed events.
Corporate level events and plans which rely on values, professionalism and safety
measures to organise the organisational works and activities. In an organisation there are various
kinds of corporate events should be organised to serve specified goal or purpose that are as
follows:
Sales meeting:
sales meetings which organised internally in the organisation and needed the
specialisation to gain achievement. In respective meetings the products and services should be
discussed in proper way by outlined the benefits for potential buyers (Agrawal and Cooper,
2017.). The role of event management and their team is to acknowledge the information about
the meeting and arrange credentials as per the event in order to reach at potential outcomes. In
context of Clear water event management company they have team of expertise that arrange all
potential things as per the event in order to gain potential outcomes.
Exhibition:
Exhibition in general sense, is an organised presentation and display of things and
attributes which usually occurs within the cultural and educational setting to reach at outcome
(Calomiris and Carlson, 2016. ). In context of Clear water event they organise the exhibitions
to display their products to get aware people about their upcoming projects in order to remain

always competitive in marketplace. The role of event management team is to find out best venue
and décor as per the choice of organisation to gain potential outcomes.
Product launch:
Product launch is one of most important kind of business event in which organisation
aimed to launch the new product and services into the marketplace (Connell, Page and Meyer,
2015.). The role of the event management is to share the knowledge and create a charm in minds
of employees so that they take participate in the event with their full potential. In context of
Clear water they with help of virtual reality and other events create awareness in people so that it
directly enhance the sales of products.
Trade shows:
Organisations often attend the trade shows as an important activity that helps in
reinforcing their image in positive manner. The major activities involved in trade shows are
negotiating for booth space, advertising, promotions and speaking opportunities.
Golf events:
Golf outings one of the most favorite event for all organisation that helps in building
strong relationships for that purpose teams are constructed. In it the idea is given regarding venue
to build positive relationships in a relaxed environment.
P2 Compare and contrast the difference between corporate and leisure events.
There are various kinds of events to serve various purposes, here are the majorly two
kinds of events should be discussed that are corporate and leisure events that are as follows:
Corporate events Leisure events
Corporate or business events which includes
the political, charitable and commercial events
also the sales events, launching of new product
into marketplace (Endrikat, 2016.). An
organisation by host the events for several
thousand of people which requires the catering,
entertainment and accommodation services.
Leisure event management is one of most
interesting and diversified field which involves
the managing facilities of sports grounds,
recreation centres, parks and entertainment
venues and many more. It also involves the
managing the celebration or festive events and
sports events.
The main role or purpose of respective event is
to organise the events to promote
The motive behind to organise such event is to
create bond within the people so that they can

organisational services and products in front of
the stakeholders which helps to organisation in
earning high level of profitability.
contribute one of their best efforts and spend
quality time with one another.
The major services which required for
respective event is accommodation,
entertainment and catering services to provide
one of best experiences to the consumer base.
In context of Clear water events event
management they plan and organise various
events as per the clientele needs and wants.
To give one of best services to the clients the
respective kind of event manager potential
skills are enthusiasm, creativity and critical
thinking skills to give one of their best efforts
for gaining potential outcomes.
The required area of expertise within the
manager are technical knowledge and
designing events as per the guests requirement
and select one of best venue to gain potential
outcomes.
The potential value added components or
measures by assigning the roles and
responsibilities to the potential team in orders
so that they can attribute one of best efforts.
The major events are pool party, games, ticket
arrangement and many more.
TASK 2
P3 Review a range of different types of corporate events and assess how they meet different
strategic focus and goals.
In business world various kinds of corporate events are organised to serve various goals
and purposes by considering the requirement of clients in proper manner that are as follows:
Seminars:
Seminars are referred to as conference which is an kind of commercial program in which
attendees give proper knowledge and information on a specific subject matter (Feldman, Amit
and Villalonga, 2016. ). It is majorly held in between the 10 to 50 individuals and frequently
held at the hotel meeting space or at academic institutions to reach at potential outcomes. In
context of Clear water events event management they conduct seminars for their clients as per
their needs and demand.

Workshops:
Workshops are more interactive and hands on nature and smaller in nature. In it a group
of people tackling a specific subject or project by using strategic planning (French, 2015). An
individual who facilitates the workshops to track or measure the activities and their contribution
in an event. Every individual have expertise in certain field and their goal to bring ideas in to
practice. In context of Clear water event they by providing workshops for their clients helps to
them in achieving their objectives.
Executive retreats:
Respective services that are provided by event management are costly in nature as whole
attention paid towards providing utmost comfort to clients. Respective events planned by
organising business agenda and to give rewards and incentives to employees. It organise for
three to five days at far away place to execute plan in standardised form that build motivation
and leadership qualities in employees so that they can give one of their best efforts with help of
great bonding.
The major goals and objectives respective kinds of events is to meet organisational goals
and objectives with build a strong relationship in between the people. Further it helps in decrease
level of conflicts within the organisation.
Recommendations for success of an event:
 The first and foremost recommendation for gaining achievement in particular event that it
is very crucial to define event purpose and format so that each and every individual can
give one of their best efforts in achieving desirable objectives.
 The another recommendation is to pay fully attention on planning so that each and every
activity should be operated in proper manner by including logistics, content and
promotional activities for an event in proper manner.
TASK 3
P4 Assess different criteria to identify the potential audience for a new corporate event.
For an organisation it is very much important to identify their target market so that they
can build products and services as per their choices and preferences (Gatzert, 2015.). In context

of Clear water events events they with the help of Segment their consumers and market provide
services accordingly. Here are the some important kinds of criteria to find out the potential
audience for a corporate event that are as follows:
Corporate events are held to serve the various purposes that plays very much crucial role for the
clients to reach at the goal or targets in proper manner. In context of Clear water which provides
various services under one roof by elaborating the taste and preferences of consumers in proper
manner that are as follows:
Purchasing power or consumers:
Respective basis is one of major aspect for the organisation to build products and services
for consumer after knowing the feasibility of consumers and their paying capability. As per the
demanded services they charge prices and bifurcate category of consumers so that they can give
them delighted experiences. By conducting the research and development regarding the
consumers necessities then provides services to them accordingly.
Purpose of events:
The another major basis to provide to clients is to divide clients on the criteria of motive
or purpose of events which they demanded from the Clear water events event (Graham and
Kaye, 2015.). As some organisation demands workshops and seminars so the criteria of their
business is to deliver one of best value on specified time period to build loyalty for them.
Location of events:
the another major attribute which set the criteria of consumers while availing services, in
context of Clear water events they bifurcate consumers on basis of location they prefer to set for
specified event. Respective organisation provides events on near by of London and UK so they
accumulate all necessary knowledge and information in regards to serve in best way to consumer
base.
So for an organisation it is very much necessary to accumulate necessary knowledge and
information about consumers taste and preferences so that they become loyal towards them.
P5 Examine the key elements of a basic feasibility study for a corporate event.
For an organisation to conduct feasibility analysis is very much important to build
products and services as per the consumers needs and wants ( Hopkin, 2018.). In respective
study organisation collect information needs and wants of consumers, alternatives available in
front of them and competition level and many more. In context of Clear water events they

conduct feasibility analysis to check feasibility of their services to remain competitive in the
marketplace that are as follows:
Risk feasibility:
Respective analysis of business helps to eliminate risk factor from organisational project
on various bases, in context of Clear water events they firstly set the agenda and organise all
attributes to lessen down risk at maximum level. They set standards such as benchmarking and
key performance indicators so that they can get set goals in positive manner. So it is very much
potential for a business to eliminate risk factor at maximum level to gain potential outcomes. By
framing strategies and tactics they execute the plans and policies in respect of an event to provide
delighted experiences to consumers.
Time feasibility:
Time feasibility that are very much important for an event, in regards of Clear water
events they prepare time frame for each and every activity to give one of best efforts to achieve
the target (Jones, 2017.). They allocate roles and responsibilities to people in specified time
frame for attaining desirable goals and objectives. By using the websites and apps they track the
area of interest of their clients so that they can reach to them at appropriate time.
Funding feasibility:
Funds plays very important role in organising the event in proper manner, in context of
Clear water events they record all necessary information about the funds that they received and
due so that they never get loss. They charges appropriate price for each and every event by
planning and allocating resources as per the event to gain potential outcomes. So it is very much
necessary for them to plan and coordinate within the team so that they never occurs losses.
Staffing feasibility:
it is very crucial for an organisation to select and retain one of most competitive staff
members that can give one of their potential efforts in achieving organisational goals and
objectives in proper manner (Pan, Yue Wang and Weisbach, 2017.). In context of Clear water
events they list out all major skills and capabilities that required in an individual and after that
select one out of them so they can preserve one of most precious assets for an organisation. In
context of Clear water events they one of best recruitment method that helps to judge potentiality
of an individual in proper manner. They by distributing the roles and responsibilities to people

so that they create the sense of belongingness towards the organisation and give one of their best
efforts in achieving goals and objectives.
Role of feasibility study:
Feasibility study helps to examine the practicability of the proposal, venture or about an
idea. The main purpose or role of feasibility study is to take crucial decision regarding project
will continue or not in future. The another significance of it that it helps to planners to focus on
project by narrow down possibilities.
Recommendation:
 While conducting the study of feasibility it is very crucial to evaluate the both pros and
cons so that better decisions should be taken in proper manner.
 It is very much crucial to collect all kinds of necessary resources before conducting the
study so that any kind of hindrances not arise during testing.
TASK 4
P6 Devise a plan for a corporate event, applying key planning and promotional principles.
For an event management it is very much important to launch new kinds of services that
helps to remain always competitive in the marketplace. In context of Clear water events they
aimed to launch fusion food of different culture in their product portfolio that helps to gain
sustainability and competency in marketplace here are the some major attributes which helps to
plan the new product launch that are as follows:
conceptualisation of theme or event:
The higher authority of Clear water events requires the theme that enables to attract the
attention of large no. of consumers in positive manner. Theme based food and events proved
beneficial for organisation to gain potential outcomes (Raj, Walters and Rashid, 2017. ). The
them of event is take a bite out of hunger by fussy food. Respective theme based food helps to
consumers towards the theme based food in order to gain potential outcomes.
Affix budget:

To bring the plan and policies related to the new product and services into the
marketplace needed to organise the funds in proper manner. To launch new product which is
fusion food takes 2500 pounds.
Build relationships with vendors and infomediaries:
This is important phrase for an event manager to build a positive relationships with the
vendors and intermediaries so that they can supply the products and services to the ultimate
consumer base in positive manner (Rogers and Davidson, 2015. ). In context of Clear water
events they appoint one of best vendors that are expertise in respective services so that they can
obtain desirable outcomes.
Plan appropriate service and serving method to consumers:
It is one of most important part for an event manager to apply one of most innovative
way to serve the food in front of consumers. In context of Clear water events they evaluate their
competitors strategies and tactics to build one of best way to serve consumers in positive manner
for eliminating loop falls in performing well.
Principles of planning:
 Principle of planning is to build plan and organise the activities to gain potential
outcomes.
 Deliver potential rights and responsibilities to manpower after accessing their skills and
capabilities.
 Coordinate activities to one another by examining their performances within the team.
Principle of promotion:
 segment the consumers one the basis of their taste and preferences.
 Use one of best mode to transmit knowledge and information to potential candidates.
P7 Evaluate the process taken for the planning and promotion of a corporate event.
To execute the plans and policies there are some specified processes to promote and plan
the corporate event in positive manner (Vallée, 2019.). In context of Clear water events they
figure out all processes and procedures for guaranteed success that are as follows:
Through planning:
Through planning is very much important for an event manager to bring into practices the
principles. In context of Clear water events they plan and coordinate with their team members so

that they can eliminate the risk factor from the event management. They properly conduct
research and development for their events in order to gain sustainability and profitability out of
it.
Knowledge and information from customers:
Another major principle of planning is to effectively collect necessary information about
taste and preferences of consumers and take feedbacks from them in a specified time frame so
that they bring changes in products and services. In context of Clear water events they after
organising events collect necessary information from potential buyers and suppliers.
Principles of promotion:
Principles of promotion products and services plays very major role to create awareness
in mind of consumers present as well as upcoming projects. In context of Clear water events
events they follow the principles of promotion that are as follows:
Use diverse source of promotion:
In context of Clear water events they use diversified kind of promotional events such as
advertisement, sales promotion and many more to reach at large no. of consumer base
(Welford, , 2016.). They also enlarge business opportunities by using the social media and online
advertisement to maximise the opportunities in positive manner. Online is one of potential
platform to reach at large no. of consumer base.
Proper communication:
The principle of Promotion state that while using promotional events it is very much
needed that message should be in clear form and share in proper manner. In context of Clear
water events they firstly frame out the objective of promotional event and after that draw it in
proper way so it is very much essential to deliver one of best efforts while promoting products
and services (Vallée, 2019.). The sentences should be in proper format and creative in nature that
helps to attract the attention of consumers. In context of Clear water events they use various
kinds of promotional tools as per the approach of consumers.
CONCLUSION
From the above report it has been concluded that event management is very crucial for an
organisation to execute the plans and policies in proper manner as per the different objectives.
There are kinds of events held such as conferences, farewell parties, workshops to serve the
different purpose for giving delighted experience to consumers. Various events should be

organised to serve kinds of purposes with planning and coordinating within the team members.
While execute the plan it is very much needed to promote by using various tools and techniques
to gain potential outcomes from it.

REFERENCES
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conventions and business events. Routledge.
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Online:
Expertly engineered events, 2019. [Online]. Available through.
<https://clearwaterevents.co.uk/>.