Corporate Event Management: Planning and Promotion in London, UK

This report provides an overview of corporate event management, focusing on events in London, UK. It covers a range of corporate-focused events, compares and contrasts corporate and leisure events, and assesses how different event types meet strategic goals. The report also examines criteria for identifying potential audiences for new business events and key elements of a feasibility study. It includes a plan for a corporate event, applying key planning and promotional principles, and evaluates the planning and promotion process. The case study references 'Seven Events', an event management organization based in Birmingham, and its work with 'Alpha Restaurant'. Desklib provides access to this assignment and many other solved assignments for students.

Corporate Events
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Range of distinct corporate focused events......................................................................1
P2. Comparison along with contrast of differences among leisure to that of corporate events
................................................................................................................................................3
P3. Review of distinct corporate events types as well as assessment of the ways they meet
distinct strategic focus together with goals............................................................................3
TASK 3............................................................................................................................................4
P4. Assessment of distinct criteria for identifying potential audience for new business event4
P5. Examining key elements that are part of feasibility study for corporate event................5
TASK 4............................................................................................................................................6
P6. Plan for corporate event with application of key planning along with promotional
principles................................................................................................................................6
P7. Evaluation of process that is taken to plan as well as promote corporate event..............7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Corporate event management may be defined as the process of implementing large number of
plans and tactics in order to organise particular business event. In the events, the key
audience are the stakeholders of corporate for making and providing various type of
facilities. In the events, the corporate honours firstly declares the objectives and ideas to
their stakeholders and employees. This project report is based on seven events which
engages in the business of corporate events in London, UK. The company have a large
number of services and have several production agencies in order to organise events for their
customers.. This project report will cover various corporate focused events, difference and
contrast between corporate of leisure events and the ways by which a corporate event helps
in reaching objectives. In addition to that it would also Include a distinct criteria in order to
identify potential audience for a new event and essential elements related to the feasibility of
an event. At last, A plan will be devised for events and the process that is undertaken to
evaluate for planning and promotion purpose.
TASK 1
P1. Range of distinct corporate focused events.
Today’s business environment is dynamic in nature and corporate events plays an important role
in attaining growth and success in an organisation. Events may be referred as the occasion that
are planned and organised for some specific purpose or objective. An event may be called
successful if the target audience take participate in it and helps in fulfilling its aims. Seven events
is an event management organisation that have base in Birmingham. It provides services of
corporate events ranging from small family celebrations to big lavish corporate events. There are
many events hosted by company such as client party, office party, lunch and many other events.
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Corporate events may be referred as a proceedings in which there are a large number of
Audience gathers at one place and is organised by the owner of business organisation. The event
may be of any kind such as social activity or political activities which is funded by business
enterprise. Corporate events encompasses various set of functions and operations that brings
value of the industries. In context to Seven Events
- [ ] Sales meetings – these types of activities are organised in order to discuss about sales and its
target along with setting up of practises in order to attain sales objectives within a given time
frame period. The core objectives behind this type of events is to ensure that every member
contributes in attainment of organisational goals. In case of seven events, the manager conduct
frequently meetings in order to discuss about current sales performance and to formulate
strategies which will drive company towards the objectives.
- [ ] Client party – this type of parties or hosted by seven events to fulfil the demand of their
clients. There are various facilities provided by the company and proper entertainment is
arranged in a unique manner.
- [ ] Exhibition-this type of events are organised to display the organisational products to mass
population. This type of corporate events are attended by different associations in order to
influence them and to generate actions. It helps in making aware audience about their products
and services and to influence them for offering their services of event management. In addition
to that, these events helps in providing various opportunities to manpower in order to spend
quality time with other individuals in a non-working environment,thus creates a healthy
relationship among them.
- [ ] Product launches – this type of events are organised to display companies product to its
targeted audience. It is a pre-arranged event management which helps in promoting the
companies existing or new offering product. The main objective of this type of events involves a
combination which helps in entertaining and engaging potential customers to sell their product.
- [ ] Team building – this type of events are organised to boost employee morale, develop self-
confidence which helps in improving their overall efficiency and Becomes easy to attain
organisational objectives. In case of seven events, these events provides a platform to their
employees which provides an opportunity to share their opinions and views while working in
company.
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P2. Comparison along with contrast of differences among leisure to that of corporate events
Corporate events – this type of events are sponsored and managed by business enterprises. The
core For this type of events is to make companies stakeholders and employees happy to
share essential information. In case of seven events, manager or good night corporate event
in order to discuss about current performance and the strategies which can help in
accomplishing organisational objectives.
Leisure events -This type of events are generally organised for spending time in a non-mandatory
activities are known as major events. Mostly this type of events were organised by
hospitality corporate so that the employees became stressfree and spend quality time with
the other employees.
Basis Corporate events Leisure events
Meaning This type of events are organised for the business purpose,known as corporate
events. This type of events are organised for the purpose of entertainment and to do fun
activities in a leisure time.
Planning Corporate event is planned bye company by formulating ideas, budget, looking
for location and meeting different Wenders, contact signing with Wenders, creating
invitation cards and determining menu. This type of events are planned by analysing Dao
audience, choosing specific platform, choosing venue, time and location.
Promotion The promotion take place in the form of attractive and flashy invitation cards, and
eye-catching hand outs. Pleasure events are mostly promoted by social media platforms,
sending emails to their clients and by event application to send message.
TASK 2
P3. Review of distinct corporate events types as well as assessment of the ways they meet
distinct strategic focus together with goals.
Corporate events are organised in order to share companies objectives with all workforce and to
assist them with various strategies in order to attain those objectives. In companies, there are
various events that are conducted bye management so that they can gain numerous benefits in
formulating strategies which will drive towards objectives. Following are the some corporate
events by which company achieve is objectives and goals.
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- [ ] Exhibition – in this type of event, a large number of audience Attracted towards the display
the products and services. All the essential information is provided to the people who attend the
exhibition in order to influence them to buy products and services. The main purpose of
organising exhibition is to elevate interest of the public so that they get influenced and purchased
their offerings which will help in increase the profitability. It is important to have various
investors so that it can minimise the negative impact of attainment of strategic objectives.
- [ ] Community events – this type of events is organised by a group of people in order to
promote social gathering on some occasion. The core objective of a community events is to
spread joy and happiness on some occasion.
- [ ] Mega events – this type of events are organised at a big level and a referred as mega events.
This type of events is preplanned and organised at a larger scale as compare to normal event.
This type of event involves the direction of visitors And attracts large number of people which
impacts negatively to achieve a strategic objectives.
TASK 3
P4. Assessment of distinct criteria for identifying potential audience for new business event
In case of seven events, it had achieved opportunity by pre-arranging and organising an event for
A new cafe and restaurant which is alpha restaurant. This business operates in a smaller level and
the owner of business is planning to expand its operation and to make changes in the menu in
order to attract large number of customers. The manager of Alpha restaurant is planning to
organise an event so that it can make a aware about the new product launches and unique
offerings to attract people. Corporate event management consist of huge gathering which will
help in strengthening the small restaurant and to generate higher profit in a short period of time.
It is needed to have an event planner which will help in determining the prospective guest and to
set up an effective criteria for making event more successful. Small cafe wants to grab attention
of people towards protein salad and vegetable juice.
Age group – it is one of the most important criteria which is needed to be considered while
planning for an event. This event will majorly focus on 20 to 50 years old people as their
targeted audience.
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Risk factor – it is also one of the most important criteria which is needed to be considered and it
limits the success rate of any event. There are various kind of risk which may affect business
operation such as operational risk and goodwill risk which restricts the company’s success.
Awareness of companies offering this while formulating plans for organising events about the
audience who have interest in healthy food and healthy snacking. It will help event planner in
understanding the clients interest and based on that they may formulate effective strategy in
order to attract target audience.
P5. Examining key elements that are part of feasibility study for corporate event.
The time feasibility study may be defined as an assessment which helps in identifying the
strengths and weaknesses which are related to proposed venture or to the current business
organisation. It includes two essential Criteria Vichaar value is to be achieved and required cost.
Following are the key elements that are considered as a part of feasibility study for upcoming
corporate event.
Event background-New product launch event has been organised by seven event for Alpha Cafe
in order to create an awareness and to grab various opportunities by expanding business
operations. There are various items that Cafe has introduced to grab customers attention to buy
their products and offerings.
Administration – the event will take place on 30th July 2021 In the premises of seven events,
London. The stakeholders of this event for event are employees of company government bodies
and local residents.
Time feasibility – this element will cover time taken by EVENT to complete. This element study
is about the duration which will be taken to conduct activities for purpose of upcoming event of a
new product launch. The main objective for seven elements is to understand available time so
that they can make necessary arrangements to make event successful. There are various type of
activities where is the company have to perform such as planning, Managing, monitoring and
controlling.
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Risk feasibility – this element helps in understanding the risk associated with event and how it
can Adversely impact on event. Company can make necessary arrangements in order to minimise
the impact of risk and to formulate strategies which can eliminate risk factors.
Legal factors – it is important for seven elements to comply with all rules and regulations that are
formulated by UK government and in case of non-compliance of rules, it may be penalised. So it
is advisable to follow all laws and legislations in order to conduct events.
It is crucial for the event planner to undertake feasibility study in order to understand current
practises and to evaluate the emerging operations to make event successful and to fulfil its
objectives. By undertaking feasibility study, it will help in formulating effective strategies which
will help in eliminating Obstacles.
TASK 4
P6. Plan for corporate event with application of key planning along with promotional principles
In the current scenario, the management of seven events are planning to organise an event to
launch new products of Alfa Cafe. It is important to hire an event planner which will help in
formulating a plan which act as a roadmap to execute and implement all operations in a
structured and organised manner. The main principles of plan consist of promotion and planning
and event planner have to pay attention to both in order to make event successful
Event planning – in corporate event the main work is EVENT planning. It is necessary to
identify the goals and objectives along with the conceptual theme which helps Supplementing
the success.
Purpose – it is needed to identify the purpose or goal of the event. In case of seven event, the
main objective is to attract large number of audience for Alfa Café in order to introduce new
offerings and products and to expand its business operations which will help in generating more
profit.
Analysing audience – it is needed to understand the needs of audience and to target audience
which are suitable for event. It is important to create an event around the people who are
attracted to companies offering some products.
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Formulation of budget – it is important to formulate budget for the event. In case of seven events
– the budget is £10000. Calling are some principles for planning the events and the managers
have to considered
- [ ] Principle of balance and it helps in understanding that all workings must be done in a
balanced manner.
- [ ] Principle of time in which all the activities must be learned and executed within the given
time
Selection of venue and vendor selection– The managers have to make appointments with the
vendor and select the appropriate vendor which provides best services in a minimum price and to
select the venue location which makes event successful.
Implementation – this is the last stage in which managers and the crew members of seven events
implements action and evaluate the effectiveness of events by comparing actual performance
with standard criteria.
P7. Evaluation of process that is taken to plan as well as promote corporate event
This process is considered as an important part of plan and is needed to evaluate them properly.
Following are the steps that I taken by seven events in order to evaluate the process of event.
- [ ] Formulation of objectives – the main task is to set a major objectives for the event this helps
event planners to get information about the event and it is one of the most time consuming stage.
- [ ] Making up of plan – in this process event planner outlined the venue, cost, stakeholders and
manpower which will be needed to organise an event.
- [ ] Organising and implementing EVENT – under this process the managers take necessary
steps to organise and execute event according to preplanned activities and will help in working
towards objectives.
Promotion
- [ ] Discussion with clients -In this step seven Events Discuss their alternatives with their
clients. It helps clients in gaining option and two of the best suitable option which will help in
bringing efficiency to event.
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- [ ] Understanding audience – people have different interest, preferences and taste which makes
them unique from one another. It is important to understand the audience which will help in
getting better insights of their taste and preferences and to provide them benefit based on their
choice. This will eliminate in doing wasteful activities and saves time and effort of event planner
as well as of company
- [ ] Opting social media or any other strategy – in this stage – the marketing team of seven
events focus on opting for shall media platforms to attract a large number of audience as mostly
people are active on social media handles and it becomes easier to attract them by ad campaigns.
The campaigns in walls flashy and eye-catching images which grabs customers attention and
eventually influence to buy company’s offering and product. It is one of the most effective and
cheapest marketing tool which will help seven events In making the event successful. It plays an
important role in influencing customer by posting flashy images on social media handles.
CONCLUSION
From the above project report it was concluded that he event plays an important role in making
product into a brand. There are various processes that are needed to follow in a structured
process so that it can made event successful. The management of corporate events must be
aligned with its resources in order to gain successful results. Exhibition and sales meetings
he helps companies in exchanging of information which can help in attainment of
organisational goals. Corporate events are conducted by business concerns for specific
purpose while on the other hand leisure events are organised for fun purposes. Company
have to identify the target audience and based on that formulate strategies in order to make
event successful and there are various factors which adversely affect companies
performance and it is needed to be taken care while planning for event. Is needed to conduct
feasibility study in order Make a necessary arrangements of resources and involvement of
risk along with the availability of time.
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