BHMH2318 Corporate Event Operations

Lecture 2
Corporate Events

Gilbert Tam
1
 Study Material in Textbook
Available in CPCE Library
Textbook
No. (see Page
Lecture Topic Chapter
Table Numbers
below)
1 (Allen) 1 and 2 1 to 66
2 Corporate Events
3 (O’Toole) 2 43 to 45

No. Book Title

Allen, J., 2007. The executive’s guide to corporate events & business entertaining. Mississauga, Canada: John Wiley
1
& Sons.

2 Silvers, J. R., 2012. Professional event coordinator. 2nd Edition. Hoboken, NJ, USA: John Wiley & Sons.

Allen, J., O’Toole, W., Harris, R. and McDonnell, I., 2011. Festival & special event management. 5th Edition.
3
Milton, Australia: John Wiley & Sons.

4 Ramsborg, G.C., 2015. Professional meeting management. 6th Edition. Chicago, USA: First Agate B2 Printing.

5 Krugman, C. and Wright, R.R., 2007. Global Meetings and Exhibitions. Hoboken, NJ, USA: John Wiley & Sons.

2
TEXTBOOK NUMBER 1:
CHAPTER 1
The Evolution of Business Functions and the Ways
They Can Be Used to Successfully Drive Business
Growth

Chapter 2
How to Quality Your Company Objectives for a
Proposed Business Function

TEXTBOOK NUMBER 3:
Chapter 2
Perspectives on events

3
 Learning Objectives
vThe evolution of business functions
vThe value in clearly defining your event
vThe types of returns business functions can
bring
vDefining your basic objectives
vProviding added value
vPrioritising your objectives

4
 Corporate Events
ØCorporates (companies) also organise events:
o a picnic for staff to socialise and establish good
working relationship
o a press conference to announce business results
and company performance to stockholders
o participation in a trade show to expand market
share in existing market or tackle new markets
o organise a business dinner to entertain major
customers to thank them for their support

5
Definition of Corporate Events
ØAny event that supports business
objectives, including management
functions, corporate communications,
training, marketing, incentives,
employee relations, and customer
relations, scheduled alone or in
conjunction with other events.
üFor example: a sales training for the
salesmen to improve their selling skills;
a company dinner to entertain clients to
build up good relationships with them.
6
The Corporate Perspective
Corporate use of events
• These events can be focused:
– Internally – aiming at the business and staff
Ø For improving business results
• For example, organising a training program for staff to
improve their skills so that they can perform better in
their jobs
– Externally – aiming at customers/clients
Ø For building a better relationship with existing
customers and attracting new clients
• For example, inviting customers to a product launch
to introduce new products to them

7
 Internal and External Corporate Events

8
Table 2.1 Corporate use of events
 Use of Corporate Events by Corporations
ØFour main purposes for using corporate events:
1. Companies use corporate events to foster
business development and growth.
2. Companies use corporate events as a major part
of a communication, sales, marketing and public
relations strategy.
3. Companies use corporate events to create a
corporate or brand image.
4. Companies use corporate events to retain and
build loyalty with existing suppliers and
customers.

9
 Corporate Events are Business Functions
1. A business function means a business event or ceremony
organised for a special purpose
2. Corporate events are used to achieve an objective of a
company
3. They are sales, marketing and public relations tools
• For example:

Corporate Event (Business Function) Business Objective

Trade show participation (sales and Getting more new customers to

marketing) increase market share

Company dinner for clients (public Improving customer relationship and

relations) building loyalty

10
 Corporate Events Change Over Time

• Corporate Events are changing from time to

time to meet the new business requirements
of a company or to stand out from
competitors.
• External factors such as new developments of
technology and lowering transport costs also
facilitate change of corporate events.

11
 The Evolution of Corporate Events
(Business Functions )
In the past, the two main reasons for using
corporate events:
1. Business functions were used mainly as a
medium for communicating internal corporate
developments, such as a company’s future
plans, prospects, policies and procedure.
2. Company used corporate events to foster
goodwill between employees and management,
raise morale and provide training.

12
 Traditional Corporate Events
(Business Functions)
Six main traditional corporate events:
1. Board meeting (for directors)
2. Business meeting (with customers)
3. Client and employee appreciation events (award
presentation to top clients and best performing staff)
4. Conferences and conventions (for staff, clients and
people in the same industry)
5. Corporate shows (to showcase company’s products
and brands)
6. Trade shows (to meet existing and potential
customers)

13
 Advanced Corporate Events
(Business Functions)
ØNew trends in organising advanced corporate
events nowadays:
1. as technology evolved, corporate events
developed a more sophisticated style
2. companies began holding meetings and
events further afield (far away) and in a
variety of venues
3. corporations sought new ways to lead
competition and gain market shares

14
Advanced Corporate Events (Business Functions)
Advanced business functions include:
1. Custom training seminars involving emotional
and physical challenges
2. Executive retreats
3. Gala fundraising events
4. Incentive travel and premium programs
5. Award presentation shows
6. Naming rights
7. Product launches
8. Product placement
9. Special events
15
 Returns (Benefits) of Corporate Events
The eight types of returns (benefits) corporate
events can bring to a company:
1. Increase company profile Examples?
2. Maximize performance
3. Grow brand awareness and recognition
4. Develop new business
5. Nurture employee, supplier and customer
loyalty
6. Advance employee learning
7. Stimulate sales through motivation
8. Drive business growth
16
Company Objectives and Corporate Events
ü Corporate events are used to accomplish
company objectives, so it is important to know
the company objectives first and match them
with a suitable type of corporate event.

ü Several types of corporate events may meet some

of the same objectives, therefore it is important
to decide which event will meet more of the
objectives and provide a better return. (e.g. both
a company dinner or a cocktail reception can be
used to entertain customers, but which is more
cost-effective in meeting the requirements?)
17
Company Objectives and Corporate Events

Before deciding which corporate event to organise,

it needs first to define company basic objectives:
1. What is the purpose of a proposed event?
2. What are the future plans for company growth?
3. Why the proposed event can give the company
the best possible results?
4. Who is the main target audience that the event
will attract?

18
Company Objectives and Corporate Events
Samples of company objectives:
o Increase sales by “X” percent
o Motivate sales staff to meet sales targets
o Reduce workplace accidents from current
figures of “X” to “Y”
o Move from number three in the industry
rankings to number one

19
Company Objectives and Corporate Events

ØThen match the objectives with an appropriate

type of corporate event
For example:
• To increase sales by 10% next year <> trade
show can be a good choice
• To improve team spirit between staff <> a staff
retreat or a picnic can be used for employees to
socialise with their peers

20
 Use S.M.A.R.T to set Objectives
Goals and objectives must not only be defined, they
must be measurable:
Ø Specific – must be specific in targeting an objective
Ø Measurable – must have a measurable indicator(s) of
progress/success
Ø Assignable – must be capable of being assigned to
someone to accomplish
Ø Realistic – must be realistic within allotted resources
Ø Time-related – must have a specified duration

21
Company Objectives and Corporate Events
ØPrioritising the objectives:
§ When there are many company objectives to
achieve, it is important to prioritise them so that
the most important ones can be achieved first by
choosing the right types of events (e.g. the
effectiveness of a marketing event in getting
quality customers is more important than the
cost of organising that marketing event)
§ There are factors that can affect the prioritising of
objectives, such as budget, manpower, return on
investment … etc.
END 22