Strategic Focus of Corporate Events: A Comprehensive Report

This report provides a comprehensive overview of corporate events, encompassing their diverse types, planning methodologies, and promotional strategies. It explores the range of corporate-focused events, contrasting them with leisure events, and assessing how different event formats contribute to achieving specific strategic goals. The report delves into audience identification criteria, essential components of feasibility studies, and the key principles of event planning and promotion. It uses the example of AOK event management company to provide a practical context. The report also examines the role of media, wholesalers, and stakeholders in attracting potential audiences for new corporate events, highlighting the multifaceted nature of event management within the business development context.

REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Determining the range of corporate focussed events.............................................................3
P2 Comparing and contrasting between leisure and corporate events........................................4
LO 2.................................................................................................................................................6
P3 Reviewing different types of corporate events and assessing how they achieve different
strategic focus and goals.............................................................................................................6
LO 3.................................................................................................................................................6
P4 Different criteria to identify the potential audience of new corporate events........................6
P5 Key elements of basic feasibility study of the corporate events ...........................................7
LO 4.................................................................................................................................................9
P6 Plan for corporate events having key principles of planning and promotional principles.....9
P7 Process taken for planning and promotion of a corporate events........................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Event management refers to application of projects management for the development
and creation of events like conferences, festivals, ceremonies, formal parties, weddings,
convention or concerts. This refers to the study of brand recognising target audience, devising
event concepts and coordinating technical aspects prior to conducing an event. Event industry
is operating at very large scale it starts from small business conferences to bug Olympics.
Planning & coordinating process of event that is known as event planning which includes a very
broad sectors to be considered. It includes budgeting, site selection, scheduling, acquiring
permits, catering security and many more important factors that are essential for making a event
success. The person who plans and controls all the affairs of event is known a event managers.
He takes the charge for organising the events and controlling all the operations of events like
technical, creative and logistics (Marshall, Krance and Meloche, 2017). Manager has the
responsibility of ensuring that every task related to the event is completed in an effective
manner. This report will involve different types of corporate and leisure events and how they
help in achieving the goals and objectives of business. AOK is an British event management
company having a proven track record in the field of event industry. It organises live events
corporate events, hospitality events. It also organises award functions. It this report high spirit
events has been organised for the corporate events.
LO1
P1 Determining the range of corporate focussed events
There are different types of events that are being held in the world everyday. Events are
most commonly divided into corporate and social events. Corporate events are held for making
or enhancing the existing business relations. While the social events have plenty of reasons
behind its holding. It includes reunions, parties, weddings, galas and many more that are just
made for gathering ans sharing some good news between family and friends. Industry bis
growing at enormous speed in both social and corporate events.
Different types of corporate events.
Corporate events are held by the companies that are intended for clients, business partners,
employees , stakeholders, public or charity (Types of Events. 2019). It includes
Seminars
Seminars refers to corporate events which are organised keeping in mind for targeted
audiences and is aimed at imparting relevant information to audience. There is no specific place
for conducting a seminar. The venue for seminar could be headquarter of company or online

using business communication technology and tools. AOK event can be engaged in conducting
In seminars there is only one single speaker or few number of speakers that are there for
addressing the audiences. All the participants of seminar are kept in single space.
Conferences
Conferences are more complicated events having multiple speakers & sessions that are
spread over a number of places in single or different venue. Conferences begin initially with
keynote sessions prior to moving on for round-tables, interviews and panel discussion. This
encourages conversation providing people platform for sharing their expertise. Conferences are
generally big and haver multiple sessions with breakouts by topic. Conferences are generally
held at hotels and banquet halls (Homes, 2019). They are also held for giving information to the
targeted audience.
Trade Shows
Trade shows are often attended by people as lading generation activity. Trade shows
are sponsored or hosted by organisations for reinforcing their image of leading industry among
the people who are attending. Trade shows are held for showcasing the latest innovation in the
product and for introducing the brand to other business or general public. Trades how’s
generate opportunities for the organisations to boost their sales. AOK event can also involve in
conducting various trade shows They include exhibiting and displaying products of company to
the public who attend. Trade shows are held are held at large venues where there is space for
number of people and vendors. Event organising for trade shows includes negotiations for
sponsorship rates, promotion, advertising and providing opportunities where the company
leadership could speak.
Workshops
All the above 3 categories fall within business to business categories. It is important for
the companies to go for workshops for increasing the values for workshops that will help
organisations in connecting with their employees and pubic. Workshop may be held for bring the
employees together for brainstorming the ideas. It also helps to make the audience properly
understand products. AOK event can also engage in conducting the workshops. These are
generally held for emphasising on learnings. They can be held at headquarters of company or at
hotels (Getz and Page, 2016). Attention in planning the event is towards lodging site selection
catering, golfing, business meetings and related other activities.
P2 Comparing and contrasting between leisure and corporate events.
Corporate events Leisure Events

Content Corporate events are the
business events whose motive
is related to the business. They
are held for specific business
purposes and required to be
held at place in easy reach of
the attendants. They are the
formal meetings of client or
colleagues. They are organised
for business discussions on may
be existing or new products or
business. AOK event can
involve in conducting successful
corporate event.
Leisure events are off the business
events where the motive is to provide the
employees relaxation from the routine
business. They are generally held away
from place of business. Leisure events
include sports tourism and entertainment
fields. They may be held for bringing
employees together or giving them
holiday from work. Leisure events are
held for encouraging and motivating the
employees of organisation.
Planning Corporate event are required to
be planned very accurately by
the business. They are
organised by the event
organisers. In these events
organisers have to give special
attention and care about each
and every arrangement of the
event. They have to decide for
the venue that can be reached
by the attendants. The locations
should be corporate and
business oriented. As the
venues will depict the image of
business company on behalf of
which event has been organised
(Jones, Jolliffe and Zinnes,
2015). Planning has to be done
for venues, catering and
Leisure event are held for employees
and staff of the organisations. They are
not held for the business purposes but
for providing vacation to them.
Organisers have to plan for these events
as they are attended by the families and
employees of business. They are
required to decide for place that provide
new explore to the attendees. Organisers
like AOK event should ensure that they
are provided with completely new
experiences. They have to plan for the
games, sports and entertainment for the
attendants. They are required to ensure
they fulfil all the relevant demands and
needs of consumers . They generally
require planning for hotels, sports,
entertainment, safety and security.

conveyance of the business
clients.
Promotions Promotions of corporate event
are depending on the type of
event that is being conducted.
Business meeting and seminars
are promoted on short scale
where the conferences and
other public corporate event for
specific products on large scale.
Leisure events are not promoted on large
scale. Promotion are not high as they are
generally held for small group of people
rather than the public at large. They are
promoted by business organisations who
are conducting it to specific people.
LO 2
P3 Reviewing different types of corporate events and assessing how they achieve
different strategic focus and goals
Corporate events are essential for the business they help the organisations to achieve
the success in strategic goals and focus. Corporate events that helps business to achieve the
strategic goals and objectives.
Executive Retreat and Incentive programs
These event are held for the development of business & organisational planning. These
are the key issues of these events but they include enjoyable activities with original rewards and
incentives. They are held for more than two days. These executives gives new ideas for the
development of business opportunities that help the AOK event in achieving their objectives. As
incentives encourage and motivate the employees to increase their efficiency.
Appreciation events
These events allows hosts of the event to spend time with guests in informal way in non
traditional environment. This gives parties opportunities for building rapport and in learning
about the mutual business priorities. This will help AOK events in retaining employees They
may be focused over the employees or the clients that have become staple in industry. The
appreciation event give employees recognition of their work and efforts put for the organisation.
When employees build rapport with each other it creates healthy work environment increasing
the strength of the organisations achieving it goals.
Product launch events
Events for product launch can have different ranges. It could be informal meetings for
informing all the employees to big launch parties that were aimed at crating buzz surrounding

the release of product among media and customers (Evans, 2015). They are held for promoting
the product of the organisation. Sometimes these meetings discover the flaws of product at the
instance before the launch is made. These events promote the product that help the businesses
to achieve success and goals.
LO 3
P4 Different criteria to identify the potential audience of new corporate events.
In respect of organising the new corporate events, which in case relating to bringing new
products in market, organisation had to enhanced the potential audience through attracting their
new inventions and also promoting their products in market (Giorgino, Supino and Barnabè,
2017). Thus, in such manner to conduct the new corporate events regarding promoting the
particular products, the potential audiences is to be examined on the bases of: Media: In respect of conducting the new corporate events, media play the vital role in
context of promoting the products in market. They had the power to reach the large
customer base and also enhances the customer needs through prevailing such products
at global level. In such manner it is the duty of the organisation to present the products
and its usefulness in right manner but not disclose the working criteria. As the promotion
of the products is to be committed at large scale and also it reaches to competitors
regarding describing its usefulness for bringing such events (Jeng, 2015). Thus, through
the criteria of selecting the potential buyers, media is one of the major aspects which
play the important role in attracting the customer needs at large scale. Wholesalers: They are important in respect of promoting the products in large scale
market. As they are medium of sources who enhances the organisation brand and also
provides them opportunity to reach to large customer base. In respect of launching the
new products, the main reason of organising the events is that they can directly sale the
products to wholesalers so that they can get medium to reach to large customer base.
By this aspects, they can also gather the reviews from the customer once they avail the
organisation products in better way (da Graça and Masson, 2016).
 Stakeholders: In respect of promoting or launching the new products in market,
stakeholder plays the important role in respect of maintaining the reputation and goodwill
in emerging market. As the stability of the organisation depends upon the fulfilment of
needs of the stakeholders. Thus, this can be done by providing the accurate information
regarding the availability of the products and its results outcomes. By this procedure they

are managing the interest of the customer towards their events and their needs can be
fulfilled in better way.
P5 Key elements of basic feasibility study of the corporate events
Feasibility study refers to identifying the problems or barriers which is faced by the
organisation in respect of attaining any business activity (THE ELEMENTS OF A GOOD
FEASIBILITY STUDY, 2019). In respect of organising the corporate events, it carries various
feasibility elements which is needed in respect of reflecting the corporate events in better way
such as:
 Executive Summary: In respect of conducting the events relating to launching the new
products, in such case the executive summary is designed in which the completed
procedure is executed regarding the establishing the particular products. The feasibility
study is undertaken regarding testing the new ideas and its visibility of the products in
market.
 Project description: In organising the corporate events, the description if the projects is
to be undertaken so that it attract the audiences interest towards their project. In the
project, the descriptions is to be maintained regarding the time period which is to be
undertaken and also the barriers which is faced by the organisation in respect of
launching the particular products. Thus, description is to be given on the bases of fair
representation regarding attaining the particular products and also the raw materials and
other items which is used in producing the products (Jancenelle, Storrud-Barnes and
Javalgi, 2017).
 Operational Issues: The issue which is identified in respect of operating the particular
products is that in respect of lack of resource and also producing the products as the
customer needs. In that case the operational requirement are to be fulfilled in context of
focusing more of the strategies which is adapted by them in respect of reaching to large
customer base. In such manner they faces operational issue in respect of bringing new
and innovative ideas.
 Financial execution: As cost is the major aspects in respect of producing the new
products or launching such products in market. As before initiating this procedure
various factors are determined which majorly focus on managing the activities under
budgets. Through this aspects, in respect of carrying the visibility in business, regarding
the reason of organising the corporate events in such case the matter related to
promoting the particular products is undertaken (Bui and Tran, 2017).

 Analysis and Findings of the particular study: After conducting the survey or
carrying the market research, in that cases the stability of the products is determined. In
such case, the stability is also examined as whether the chances of the project is
success or not.
LO 4
P6 Plan for corporate events having key principles of planning and promotional
principles.
It is one of the basic necessity in respect of planning and promoting the events regarding
carrying the appropriate tool for promotion. For planning the product launching events of the
company with carrying the live band performance which is organised by AOK events
organisation , it carries various steps which are required such as:
 Reason for conducting the events: In respect of conducting the product launching
events, the reason behind initiating the projects is to be committed. By this perspective,
the goals and objectives of the organisation is invite the person and also prepare the
innovative pamphlets to attracts the people towards the corporate events.
 Setting a accurate budget: To organise product launch events, budgets is to be set so
that they can target the customer according to the set goal. In such manner they can
conduct the market segment and also approve the area where they can conduct the
events.
 Timeline is set: Timeline is designed so that they can promote such launch within
particular time period. In such matter, the time period is designed for the project so that it
is to be accomplished within the set time and also it reflect the positive aspects of the
organisation. That the product is to be completed within the stipulated time period (Ferro,
2017).
 Potential audience is decided: After setting the time regarding accomplishing the
products, the potential audiences is to be decided so that they can promote the products
and also encourage the products of the company.
 Select the prime Location: As this is the major aspects as by conducting the events on
prime location it results in gathering more audiences as it is easily approachable. Thus, it
carries huge cost to select the prime location but also get more audiences and also the
integrity is also determined by conducting the events on such prime location
(Deephouse, 2017).

 Planning is to be undertaken: In organising the events, the planning is to be initiated in
respect of appointing the decorators or photographer and also media is to be invited so
that they can cover the entire event planning. Planning is also to be initiated in respect of
entertaining the audience by providing the refreshment or any other games through
which their interest are attracted towards the events.
 Events is to be promoted: In such manner, creative methods is to be used to promoter
the events. The methods can be through attractive templates or promotional techniques
or applying the social media platform, through which they can reach the large customer
base. In this perspective, media play the vital role through which they cover the entire
event in better way.
P7 Process taken for planning and promotion of a corporate events.
The process which is undertaken in respect of planning and promoting the product
launch events is that if any events in initiated, the first priority is relating to planning the entire
event. So that it results to having success and also smooth running of the events. Planning is to
be fulfilled in respect of undertaking the goals and objectives of the organisation and also
reaching to media so that they cover the entire events in better way. As to launch the products
in market carries wider range of management and thus they had to promote the products
globally thus appropriate techniques are to be adapted. Through this aspects they can save the
cost, regarding promoting the events and also using various sources to promote the events in
market. As every step carries the various importances in respect of promoting the products
through conducting the corporate events (Curran, O’Gorman and Van Egeraat, 2016). Thus, in
this manner it is necessary that primes location is to be selected in right way so that they can
attract the large number of stakeholder towards their events. By this procedure, they can also
undertake the promotional techniques by conducting the innovative ideas such as organising
the games through which they generate the interest of the audiences for longer time period.
In respect of organising the events related to product launching, planning and promotion
are the major aspects through which they can achieve success and also launch new products in
market with better methods. Thus, by using the services of event management company they
are more satisfied with the services which they offering. So that organisation can reduce stress
and also enjoy the events night in better way. Through this aspects they are undertaking the
interest of the audiences, if they appoint the reputed events company to handle their events in
unique way.
For Examples, AOK events company organise the sweaty Betty live 2019 in which they
involved 600 crew member with 4000 guest which visited to watch the live fashion week of the

clothings and also making the weekend memorable for the persons. As they booked the Old
Truman Brewery venue, where lot of events is already organised at larger level. The main things
which the AOK events carry in the events is that they sustain the environment with reducing the
plastic bottles on sites and also arrange food, work outs and Other eye catching things in that
events. The main thing which AOK events is maintained is relating to providing safety and
managing health among the people. AOK events positivity managed the lightings and sound
system of all the 80 partner and thus resulting to reflecting successful event in their list. The
impact of this successful events is raised in relation to getting highest attendee in business with
getting outstanding reviews regarding their products.
CONCLUSION
From the above study it can be framed that event industry is growing very fast in the
current times. There are different types of event that are having different purposes and
objectives of AOK events organisation are held by the companies for promoting their product
and businesses. It is essential for the businesses to conduct theses event at timely intervals for
promoting the business. Leisure event are held by organisations for motivating and encouraging
the organisation by giving them a break from the work. Before any corporate event is held it is
important that a feasibility study is performed by the organisers. Through promoting or launching
the events in market, It helps in encouraging the business as well as the event industry to come
up with new innovation and processes.

REFERENCES
Books and Journals
Bui, Q. and Tran, F., 2017. Planning and managing a corporate event: case: Event Activation
Galaxy Studio Samsung S7/S7 Edge.
Curran, D., O’Gorman, C. and Van Egeraat, C., 2016. “Opportunistic” spin-offs in the aftermath
of an adverse corporate event. Journal of Small Business and Enterprise
Development. 23(4). pp.984-1008.
da Graça, T. and Masson, R., 2016. A structural event study for M&As: an application in
corporate governance. Applied Economics. 48(45). pp.4350-4365.
Deephouse, D.L., 2017. An Event That Changed My Life. Corporate Reputation Review. 20(3-
4). pp.161-162.
Evans, N., 2015. Strategic management for tourism, hospitality and events. Routledge.
Ferro, M.Q., 2017. Financial analysis of a corporate event:" EC vs Apple tax battle" (Doctoral
dissertation).
Getz, D. and Page, S., 2016. Event studies: Theory, research and policy for planned events.
Routledge.
Giorgino, M., Supino, E. and Barnabè, F., 2017. Corporate disclosure, materiality, and
integrated report: An event study analysis. Sustainability. 9(12). p.2182.
Homes, S., 2019. The Ultimate Guide To A Stress Free Move| Southdown Homes.
Jancenelle, V.E., Storrud-Barnes, S. and Javalgi, R.R.G., 2017. Corporate entrepreneurship and
market performance: A content analysis of earnings conference calls. Management
Research Review. 40(3). pp.352-367.
Jeng, J.L., 2015. Analyzing Event statistics in corporate finance: methodologies, evidences, and
critiques. Springer.
Jones, C., Jolliffe, G. and Zinnes, A., 2015. The Guerilla Film Makers Pocketbook: The Ultimate
Guide to Digital Film Making. Bloomsbury Publishing USA.
Marshall, P., Krance, K. and Meloche, T., 2017. Ultimate Guide to Facebook Advertising: How
to Access 1 Billion Potential Customers in 10 Minutes. Entrepreneur Press.
Online
THE ELEMENTS OF A GOOD FEASIBILITY STUDY. 2019. Online. Available through:
<https://www.projectsmart.co.uk/elements-of-a-good-feasibility-study.php>.
Types of Events. 2019. [Online]. Available through : <https://www.eventbrite.co.uk/blog/the-
different-types-of-events-ds00/>.