Corporate Events Management Report - Analysis and Planning

This report provides a comprehensive overview of corporate event management, focusing on various aspects such as different types of corporate events (sales meetings, product launches, exhibitions) and their comparison with leisure events. It explores the role of different event types (conferences, team-building events, seminars) in achieving business goals and objectives. The report further delves into the crucial elements of recognizing a potential audience, including education and income levels, as well as the fundamental components of a feasibility study. A corporate event plan is developed, and its evaluation is discussed. The report aims to understand the essentials of corporate events and develop a corporate event plan for Seven Events Ltd, a corporate event management company based in London, UK.

CORPORATE EVENTS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
P1 Types of corporate focused events.........................................................................................3
P2 Comparison between corporate events and leisure events.....................................................4
LO2..................................................................................................................................................6
P3 Role of different types of events in meeting business goals..................................................6
LO3..................................................................................................................................................7
P4 Basis for recognizing potential audience................................................................................7
P5 Fundamental elements of feasibility study.............................................................................8
LO4..................................................................................................................................................9
P6 Corporate event plan...............................................................................................................9
P7 Evaluation of plan.................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Corporate events are predominately the events or some social activity which is being
conducted by the businesses in order to spread awareness about the particular aspect. The main
aim of this report is to understand the essentials of corporate event and develop a corporate event
plan for seven events ltd.
Seven events ltd is basically a corporate event management company offering varied
range of event services and headquartered in London, UK.
This report gives a brief about types of corporate focused events, comparison between
corporate events and leisure events, role of different types of events in meeting business goals,
basis for recognizing potential audience, fundamental elements of feasibility study, corporate
event plan and evaluation of plan.
MAIN BODY
LO1
P1 Types of corporate focused events
The corporate focused event is basically the form of the event or any kind of social
activity that is mainly organized as well as funded by various business entities. In short,
corporate events mainly involves gathering of the people for any type of business activity. These
events are not limited to the particular arena and thus there are various kinds of corporate
focused events
Sales meeting
This is one of the kind of corporate focused event and thus is defined as gathering of the
organization’s people wherein a particular product or the service is discussed regarding its sale.
The main purpose of the corporate focused event is to discuss about the sale of the particular
product probably increasing the sale. Sales meeting includes various aspects such as analysis of

current sales, opportunity for the salespeople, brainstorming and generating new ideas etc
(Chandler, 2016).
Product launches
Product launch is basically the kind of event wherein various business people as well as
entrepreneurs showcase the new product to different investors, influences etc. The main agenda
of the product launch is to make the people aware about new product by communicating its
various features, characteristics, attributes etc and to increase its sale for success of the business.
The successful product launch contributes in boosting the brand reputation and thus helps in
taking brand message to the wider audience. This event provides an opportunity to different
entrepreneurs to display their services and products and provide real, hand-on experience to
customers.
Exhibitions
This is one of the most important type of corporate focused event and thus forms an
important part of the business. In the general sense, exhibitions are predominately the organized
presentation as well as display of various kinds of items. Exhibitions mainly occur in the cultural
or the educational setting like museum, park, art gallery etc. There are generally dual purposes of
conducting the exhibitions. One of the major purpose is that it helps the organizations and
entrepreneurs to sell their products and increase their overall customer base another objective is
that it provides a wide range of information for industrial buying process. (Kolari, Pynnonen and
Tuncez, 2017).
P2 Comparison between corporate events and leisure events
Corporate event Leisure event
Corporate event
Corporate event is predominately the
private events which are being held by the
various corporations as well as organizations
in order to bring the people together for
developing a interpersonal relation which will
help in success of the organizations.
Leisure events
Leisure events are basically the
themed events and thus mainly include events
such as fairs, circuses, Christmas, wedding
etc. The main purpose of holding leisure
events is to bring people together for the aim
of entertainment. Therefore, leisure events

involve various entertainment venues.
Content
The corporate events are basically
held for variety of purposes and thus consist
of different content according to the objective.
These events mainly involve internal
meetings, team building events, client events,
parties, conference etc. These all events serve
different purpose and thus their content
differs according to the vision of different
organizations (Choi and et.al.,2018).
Content
The content of leisure events varies as
per the different activities. As most of the
leisure events are theme based thus each one
of the organizer have different ideas on the
theme. For example- in the Christmas event,
mostly the main content and theme of event
remains red and white.
Planning
For planning the different corporate
events, an organization undergoes a large
number of steps and procedure. Planning
these vents is somewhat complicated and
requires a through prior planning. From
creating the event team to designing budget to
inviting people, organizations go a long way
in managing these events thoroughly.
Planning
For planning the leisure events, key
approach is mainly identifying as well as
determining the basic parameters of event.
Proper planning involves a wide range of
activities and thus is somewhat expensive and
stressful activity. Planning starts by making
list of the activities to be held in the event (Li,
Petsas and Cai, 2020).
Promotion
Until and unless people are made
aware about the particular event, there is no
use of conducting it and is the wastage of
money and effort. Thus, it is highly important
to promote the events at large platform.
Organizations promote its corporate events
using a wide range of tools. They rely on both
online as well as offline channels for reaching
the people and making them aware about the
event.
Promotion
For promoting the leisure events,
organizers makes use of various online
platforms such as facebook, instagram in
order to make people aware about it.
Nowadays, online invitations are being send
to the people which basically saves the cost as
well as money.

M1
The corporate and the leisure events highly differ from each other in terms of content,
planning as well as promotion. For example- content of both the events are different. Corporate
events consist of sales promotion, seminars etc whereas leisure events consist of circus,
weddings etc. On the other hand, the different between the corporate events and leisure events
are such as Corporate event is predominately the private events which are being held by the
various corporations and Leisure events are basically the themed events and thus mainly include
events such as fairs, circuses, Christmas, wedding etc. The promotion it is highly important to
promote the events at large platform s the organizations promote its corporate events using a
wide range of tools. The leisure events, organizers make use of various online platforms such as
Facebook, Instagram in order to make people aware about it. There is the planning the different
corporate events, an organization undergoes a large number of steps and procedure. On the hand
leisure events have Planning starts by making list of the activities to be held in the event.
LO2
P3 Role of different types of events in meeting business goals
There are various kinds of the corporate events which help the organizations as well as
entrepreneur in fulfilling their goals and objectives. These events in one or the different way
assist the organizations to achieve their strategic vision and mission.
Conference
This is an important type of corporate event which is primarily the networking event in
which industry professionals that operate within similar sector meet with one another for
discussing as well as sharing knowledge and opportunities. Conferences usually present an
opportunity to the organizations to share their treasure of information and prioritize their
interests. When these professionals meet with each other, their learning experience increases
about various aspects like product, customers, market etc. This eventually helps them to meet
their business goals and objectives (Paton, 2016).

Team building events
This is the another kind of corporate event in which employees of the particular
organization come together and share their experiences. The major purpose of this event is to
increase the employee communication in order to boost up their morale and confidence. This
event consists of various activities for the employees like brainstorming, role playing etc. When
employees communicate with each other openly, they come to know about each other’s attitude,
culture, experiences more thoroughly. This eventually increases their productivity and thus
strives willingly to achieve the organizational goals.
Seminars
Seminars are somewhat similar to the conferences but there are usually shorter then those
and thus is more formal where speaker addresses entire group. The major purpose of seminars is
to target the audience and communicate with them in order to provide them a great treasure of
information about a particular aspect. When information is being exchanged in the seminar
among different organization, then this builds a great relation between them. This relation
eventually helps in the success of the organization and helps in gaining competitive advantage.
M2
There are various types of corporate events such as seminars, conferences, tradeshows etc
which helps the organizations in achieving the business goals. The main aim of all these events is
to increase the communication among people as well as sharing of knowledge in order to build a
great relation. This in turn helps in achieving the business objectives and goals. On the other
hand as per the recommendation which can be stated to have the delivering the range of the
different events are such as with the help of the Conference which usually present an opportunity
to the organizations to share their treasure of information and prioritize their interests. On the
Team building events consisting various activities for the employees like brainstorming, role
playing etc. Seminars builds a great relation eventually helps in the success of the organization
and helps in gaining competitive advantage.

LO3
P4 Basis for recognizing potential audience
The corporate events usually are targeted at wider audience and serve the major purpose
to attract the customers for various products and services. Corporate events usually attract the
rage of different audience but the major dilemma is how to identify the potential audience.
Organizations usually face problems in deciding that on what basis audience should be selected
who will be interested in their event. There are various criteria which can be used by Seven
events lts to recognize the most potential audience.
Education level
This is one the most important criteria which can be used by the organization for making
their new corporate event successful. Education level mainly addresses the degree of knowledge
which the target audience possesses. It is highly important to assess their education level
especially in case of launching of the technical product. For example- if the seven events ltd is
launching a high end mobile phone then it is necessary to target the audience which have some
knowledge about processors, storage capacity etc as it will be easy for them to understand. On
the other hand, if target audience will consist of people who do not know a pinch about mobile
phones then the event will not be worth (Ferreira, 2019).
Income level
This is the another highly important yet essential criteria which organizations should use
in selecting the target audience for their new corporate event. Knowing that how much
disposable income the customers possess is extremely necessary for the organization in order to
make the event successful. For example- if seven events ltd is launching highly expensive
product then it should mainly focus on high income families. Whereas if the product is
affordable the audience can be both middle and low class. This is because low income people
might not get drawn towards the high end products and will not attract them to the large.

P5 Fundamental elements of feasibility study
Feasibility study is basically the analysis of various factors in order to determine the
viability of the proposed event or the project. Feasibility study plays an important role in
corporate events and thus helps in assessing success of the various corporate events. There are
basically four elements in the feasibility study which organizations need to consider while
planning for nee corporate event.
Event scope
The first and foremost element is defining the business opportunity. Seven events ltd
should identify the scope of the event that why it needs to be organized, what benefit it will
provide and how it will be useful for business.
Requirements
This is the another highly important element of the feasibility study in planning the new
corporate event. Organizations need to define the requirement according to their objective. For
example- one of the objective of event of seven events ltd is to increase the sale of a particular
product and make people aware about it. Thus the requirement should be in line with this
objective like distinct characteristics to attract the customers (Morsi, 2016).
Evaluation
Just planning and setting objective for the event is not enough but examining its cost
effectiveness is equally important. Evaluation mainly includes cost summary and calculating the
overhead expenses in organizing new event. Seven events ltd should evaluate the cost/benefit,
return on investment in this event to make it successful.
Review
The last element is review which is basically the formal review which organizations
should conduct. The review of feasibility study is important in order to analyses the accuracy of
event and take the relevant decision. This is the element in which seven events ltd needs to
basically review the cost effectiveness of event.
M3

The feasibility report helps in identifying the level of risk and thus allows business to
know that where and how it should operate. Through the help of feasibility report, organizations
are able to recognize the obstacles as well as come to know about the risk in financial terms
(Yang and Tan, 2017). As considering the major aspect of the example as the identify the scope
of the event that why it needs to be organized order to analyses the accuracy of event and take
the relevant decision. Example – The company can have the formation of the social media
awareness regarding the development in the significant manner regarding the events. There is
the conduction of the robust the feasibility to be evaluate the cost/benefit, return on investment in
this event to make it successful.
LO4
P6 Corporate event plan
Mission
To deliver excellence in each and every aspect by exceeding the expectations of
stakeholders and delivering the highly innovative product to serve as one solution to all
problems.
Vision
To become the leading event management firm by working towards the interest of
stakeholders and comply to all the standards by increasing overall experience of clients.
Objectives
 To increase the audience engagement in event by 65%.
 To increase the knowledge base of audience to 32% by delivering high end information.
 To enhance the profitability ratio by 54% in the upcoming 4 months.

Planning principles
Considering date
This is the very first principle in planning the new corporate event. Deciding the date is
highly important for execution of the event. This new corporate event will be held on the
national holiday so that each and everyone can attend the conference.
Selecting venue
This is the another highly important principle of organizing the new corporate event.
Choosing the correct venue is necessary in order to make the event successful. Venue should be
at the place which is easily reachable and accessible by the people. Along with this, the venue for
this corporate event will be at the place distant from noisy areas (Cox, 2019).
Main objective of event
Defining the objective of any corporate event is necessary in order to make it successful.
Different events have different purpose and objective and thus narrowing down choices
according to the objective helps to meet business goals. For example- in this event the main
objective is to increase the sale of new product.
Deciding the budget
Budget is what forms the core and fundamental aspect of any corporate event. Creating
the budget as well as cost summary of event helps to avoid the overexpense and thus
overspending. For this new corporate event, budget will be prepared keeping in view the lunch,
number of audience, venue cost etc.
Promotion
Extent to which planning of the event is important, promoting it is also equally important.
Until and unless people will not come to know about the event, there will be complete wastage of
money as well as time. Thus, promotion of the event in order to increase the awareness among

people is extremely important. There are various ways in which seven events ltd will use for
promoting its new event.
Social media
Social media is one of the greatest platform which provide a great opportunity not only to
the organizations but also to the entrepreneurs for advertising as well as promoting their
business. Seven events ltd will make use of various social media platform like facebook,
instagram, twitter for spreading awareness among people for its new event.
Brochures and pamphlets
Brochures and pamphlets is the best offline channel which organizations uses to reach the
wider audience as it cost effective. The main advantage of this channel is that it is highly
inexpensive and thus helps to reach the wider audience. Seven events ltd will use brochure and
pamphlets where it will be distributed to the target audience and will contain all the features and
characteristics of the event.
P7 Evaluation of plan
The whole planning as well as promotional process forms the core of event and thus
helps to know its effectiveness. Evaluating as well as monitoring of the event is necessary in
order to identify its effectiveness and know whether it has influenced the audience in positive
way or not. This is process through which organizations monitors and track down the success or
failure of the particular event. For the evaluation process, Seven events ltd will make use of
various key performance indicators to ensure effectiveness of event.
Customer acquisition cost
This is one of the essential key performance indicator which mainly corresponds to total
cost which organizations incur for acquiring the new customer. It mainly includes advertising
cist, cost of salespeople etc. This dimension will help seven events ltd to measure that how many
customers have successfully engaged in their event and how many customers have been
influenced to purchase their product (Raj, Walters and Rashid, 2017).

Attendee satisfaction survey
This is the another measure of KPI which mainly addresses the satisfaction level of
people who have attended the particular event. Thus survey will actually help Seven events ltd to
know that whether attended have enjoyed their event or not by asking through a simple survey.
Live polling
With the help of its virtual app, seven events ltd can have the attendees vote within live
polls during the event session. This live polling will communicate the response rate to them and
will eventually indicate attendee’s engagement.
M4
The plan for the corporate event basically helps the organizations in providing the
detailed information on how it should be carried out. This plan consists of the overall planning
principles for organizing the event as well as promotional channels for advertising it. Besides
this, various KPIs help to measure effectiveness of the event and assists in evaluation.
CONCLUSION
It has been summarized that there are various types of corporate events which have their
own purpose and objectives. These different types in some or the other way helps in achieving
the business objectives and goals. There are basically two main types of events corporate and
leisure event and both differs in terms of planning, promotion etc. For attracting the right and
potential audience, organizations uses various criteria like age, education level etc. Besides this,
once the objective of event has been defined, organizations then develop a proper plan consisting
of the feasibility study, planning process and promotions. This plan helps in analyzing the
effectiveness of the event that whether it has influenced audience or not.

REFERENCES
Books & Journals
Chandler, D., 2016. Strategic corporate social responsibility. London: SAGE Publications, Inc.
Choi, J.J and et.al.,2018. Business groups and corporate social responsibility. Journal of
Business Ethics.153(4). pp.931-954.
Cox, J.S., 2019. The Effects of Market Fragmentation Around Corporate Events.
Ferreira, T.A.D.M., 2019. Performance analysis of corporate events (Doctoral dissertation).
Kolari, J.W., Pynnonen, S. and Tuncez, A.M., 2017. On long-run stock returns after corporate
events. Forthcoming, Critical Finance Review.
Li, F., Petsas, I. and Cai, J., 2020. Corporate events, return synchronicity and price
efficiency. The Journal of Economic Asymmetries.21. p.e00136.
Morsi, N.I., 2016. Events as an internal communication tool Integrating corporate value through
internal events. The Business & Management Review.7(3). p.49.
Paton, N., 2016. Corporate sports events boost employee engagement and
wellbeing. Occupational Health & Wellbeing.68(10). p.20.
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Yang, F.X. and Tan, S.X., 2017. Event innovation induced corporate branding. International
Journal of Contemporary Hospitality Management.