Corporate event: Concept, types, trends and keys to organize them

Organizing a corporate event is a challenge for companies that covers different areas and work teams. Therefore, it is one of the most beneficial and effective marketing strategies. However, the organization of this type of events is increasingly booming and demands constant updating of knowledge. Taking this into account, a corporate event is more necessary than it seems. 

Today, a business event can speak directly to the target audience and generate significant transactions for a revenue impact. Thus, depending on the company’s goals, you can adjust the activities of the meeting. So, if you would like to create a community and improve your company’s reputation in the market, we teach you how to do it by planning corporate events. 

What is a corporate event?

Workers at a corporate event

Business events have become one of the main strategies to improve relationships with clients or members of a work team. For this reason, a corporate event is an event organized by the managers or employees of a company to achieve specific objectives.

Such as, for example: launching a new product, presenting a report, attracting new customers, motivating and/or training employees or different actions that benefit the brand image. In this way, business events are part of the organization’s commercial strategy and can be held in all types of companies, whether large or SMEs. 

Thus, the company can make its proposal known to both physical and digital clients. On the other hand, organizing business events is an alternative to improve the skills and knowledge of employees. 

This is because activities can be delegated to different departments for idea sharing and collaboration. Likewise, this type of event increases the visibility of the organization and the establishment of connections with influential people in the market. 

Types of corporate events

Organize a corporate event

A corporate event is much more than an organized meeting. On the contrary, it is a meeting that promotes the growth of the company from different areas, due to the fact that it allows adaptation to the different needs of the company.  

In this sense, the planning of a corporate event can be aimed at improving relations with the target audience or increasing sales through market positioning. Next, we explain the types of corporate events that exist and how they can be applied depending on the objective: 

Product launch

They are corporate events that consist of presenting the details and functionalities of a new product with the aim of generating interest and increasing sales before being exposed to the market. 

Workshops or Workshops

This type of corporate events seeks to impart knowledge to the participants, whether they are employees or the target audience. In this way, it is a space to develop professional skills and promote teamwork. 

Congresses and fairs

People in a workshop

It is one of the corporate events with the largest number of attendees and usually lasts more than one day. In addition, this format is used to promote products, connect with professionals in the sector and establish contacts in the market. 

business anniversary

The company anniversary is a very special corporate event, as it connects with the brand’s employees and customers. Therefore, it is a space to strengthen relationships and the image of the company. 

Inaugurations

It is a corporate event that seeks to make the brand known and begin to have a relationship with the target audience. Thus, in this type of meetings, prizes, discounts and benefits are awarded to attendees. 

Awards

Happy employees

A corporate event has the peculiarity of adapting to any need, which is why it also works to hold ceremonies that reward the efforts of collaborators or the growth of the organization. 

Discussion forums

Meetings such as discussion forums can be held in private facilities or held outdoor corporate events to present the different ways of using a product or service. 

Press conference

A business event is ideal to celebrate important events of a company, such as a press conference to inform through all the media, changes in the company, products or relevant data. 

Networking Events

Professionals practicing networking

This is one of the ways to design corporate events intelligently, since Networking meetings help employees create a network of contacts with different professionals in the sector. 

Directors meeting

Finally, the meeting between managers is also part of the types of corporate events. In fact, it is one of the most efficient spaces, since it increases cohesion between the team and productivity in decision-making and work. 

10 fundamental aspects to organize a successful business event

How to organize a corporate event

What do you want to achieve with a corporate event? Organizing business events brings favorable benefits to the company, but it is an arduous task if you want to achieve success in the process. Likewise, this type of events aims to capture the attention of customers and build their loyalty through enriching and entertaining activities. For this reason, we will tell you how you can plan a corporate event like an expert: 

1. Create a briefing

The first step in planning a business event is to define the objective for which the event will be held. Therefore, the briefing is the starting point to strategically organize the key steps so that the corporate event achieves success with the proposed goals. So, make sure you have creative proposals that allow you to define the actions before, during and after the event. 

In this way, when doing a briefing you have a complete overview of the outcome of your corporate event. Taking this into account, practice this method for the different types of business events that you have scheduled in your company. Finally, don’t forget to include relevant data to guide the process, such as background information on previous events, execution times, or project deliverables. 

2. Define your target audience

Attendees at a corporate event

An unavoidable step in the process of how to hold a business event is the definition of the audience to which the meeting is directed. So, before carrying out any action, you must be clear about the behavior of the public you are speaking to and what their objections will be when presenting proposals at the event.

To do this, determine the profile of who will attend: clients, partners, suppliers, employees, among others. Once you know your visitors, you will be clear about what type of experience you can generate at your event to respond to their needs. On the other hand, by identifying each good you will be able to gather important data about their purchasing behavior to overcome the obstacles and even the benefits offered by the competition.  

3. Determine your budget

A corporate event has the potential to advance an organization’s proposals if executed correctly. Therefore, planning a business event requires establishing an estimated budget for the activities that the strategy warrants.  

In this way, the budget will be the starting point to make a difference with the event. Some of the essential elements in planning the corporate event are: 

  • Location rental cost 
  • Catering service 
  • Decoration of the space according to the theme of the event 
  • Hiring speakers, exhibitors and talents to entertain the public 
  • Publicity and promotion 
  • General labor costs. 

4. Choose the location

How to organize a corporate event for your company

Choosing a place adapted to your project will determine its success. So, before looking for a location to hold your corporate event, it is advisable that you be clear about the conditions required to have the number of rooms and/or spaces necessary.  

Furthermore, as it is a relevant event for the organization, the margin of error must be practically zero. In this sense, we recommend you reserve a space at least four months in advance. However, if it is an immediate project, check that the date does not coincide with vacation periods or national holidays.  

On the other hand, there are other considerations that you should take into account for the location of your corporate event, such as, for example: 

  • The location must have a parking space or be easily accessible by public transportation. 
  • A corporate event requires acoustic conditions for conferences or sessions for a large audience 
  • Depending on the number of attendees, you will have to rent separate rooms to manage the volume and their needs 
  • If you have guests from other cities or countries for your event, rent a location near the airport or hotels 
  • The costs of a corporate event are so extensive that you may be left out, evaluate all expenses before renting a venue. For example: insurance, deposits or increase due to excess attendees. 

5. Design an action plan

One of the steps for a business event that you cannot forget is the creation of an action plan for the outcome of the activities. So, planning is essential so that each event process has its direction and its leader in charge of executing it. Generally, an event has the following activities to be successful: 

  • Location (decoration, accessibility, cleanliness) 
  • Logistics (contracts and acquisitions) 
  • Catering 
  • Exhibitor talent (speakers, presenters, sponsors, managers, among others) 
  • Event timeline 
  • Registration of attendees and the meeting in general and many other tasks. 

As you have defined the tasks of the event, you can add new elements and delegate functions to the work team. Finally, create a document with contract supports and legal information to safeguard the logistics of the event. 

6. Select your work team

Speakers at a corporate event

If you are learning how to hold a business event, it is ideal that you build a solid work team to perform each of the functions that this event requires. For this reason, you have to distribute tasks between the different departments of an organization, since this will not only help you keep everything organized, but also make all collaborators feel part of the process. 

Assign roles and responsibilities to make the event a success, even if it is small. In fact, the main objective is that there is a staff to meet the specific needs of the event, such as, for example: delivering refreshments to the speakers or coordinating the human talent that handles the logistics of the process.

Avoid having the host be in charge of giving the welcome coffee and presenting the reception, allocate each piece strategically! 

7. Get sponsorships

When developing a corporate event, linking with sponsors is crucial to be successful in attendance and meeting the company’s objectives. Therefore, it is necessary to build a network of ambassadors who support the event to increase consumer confidence. So, sponsors need to understand the value proposition to get a benefit from them for the event.  

Taking this into account, you should look for sponsorships that have a similar audience to yours and that at the same time offer complementary services. This way, you can create personalized proposals for customers and merge the recognition of both brands to obtain a favorable and common result: conversions. 

8. Focus on the details

International companies at corporate events

Another of the fundamental steps in the process of creating a corporate event has to do with the details invisible to the eye. That is, it is necessary not to lose sight of any detail, since this will influence the result of the match. For this reason, as a host you must be clear about each step and those responsible for its execution.  

This way, if some attendees arrive before the scheduled time, you can have a welcome protocol to exceed their expectations before even starting the event itself. Because of this, we recommend that you follow up on the management of the event to ensure that it passes successfully. 

9. Create a marketing plan

Marketing is a tool that you can use in countless business projects. In fact, it is a key element when organizing a corporate event, since it helps reach the chosen customer segment. Now, to be successful in the marketing campaign you must divide the process into different phases, that is: 

  • Pre-launch: Seeks to generate interaction in the different communication channels so that the public knows that there is a brand interested in participating in an in-person or digital event. 
  • Main Announcement: Presented as a call to action to register for the event to gain benefits and insights such as engaging topic sessions with special speakers and talent. 
  • Registration Closing: This is the last opportunity to approach the public before the event. Billboards, press releases, or social media ads can be implemented to gather as many participants as possible. 
  • Post event: It is used to show the user gratitude for participating in the event and satisfaction surveys or benefits, bonuses and discounts are sent for attendance. 

10. Have a second option

Businessmen meeting at a business event

A corporate event has more benefits than you could imagine. However, during its execution process there may be unexpected setbacks or blockages, which is why it is essential to have a plan B. That way, you will be able to have control in case a failure occurs in any of the stages of the event.  

Likewise, it is a requirement that will allow you to save costs, maintain the reputation of the brand and continue with the event without attendees noticing an error. Having an alternative plan is good practice and shows that the effort and internal resources allocated to its development are valued. No matter how many plans you have, the goal is to meet the goals of the event! 

Importance of organizing business events

Attendees in a workshop

Business events are a determining tool in the growth and development of an organization, since each company frequently offers presentations of products or services. However, this process involves a series of events that involve expenditure of resources to obtain a benefit from the celebration.  

Without a doubt, one of the main advantages of investing in holding a corporate event is the capacity and scope it has to reach different market sectors. Today, marketing works together with companies to increase their notoriety and ROI with strategies that connect directly with the interests of the public, whether customers, suppliers and/or employees. 

In fact, according to a Visme report , 83% of brands say they have increased their sales thanks to corporate events, making them very effective marketing tools. Like, Travel Perk   states that, “46% of respondents indicated that company events help increase motivation and provide them with better alignment and vision of company goals.” 

Because of this, corporate events are an excellent opportunity to position the company within its commercial sector through effort. In short, this meeting can not only communicate with the organization’s target audience, but also improve the climate and labor relations. The internal process is reflected externally and results in successful transactions! 

Trends in corporate events

Employees talk after a meeting

The digital world, labor transformation and technological innovation require changes in the implementation of strategies such as business celebrations. Without a doubt, the public demands updated knowledge about the new activities or parameters to be developed in event planning. Therefore, now that you know how to organize a corporate event, these are the 5 most popular trends that you should take into account: 

High-tech events

New trends in corporate events have changed traditional presentation and transformed the way hosts reach their target audience. So, tools have been implemented that allow technology to be incorporated into the different processes of an event, such as presenting programming in applications or creating information points with touch screens. 

The metaverse in corporate events

Employees participate in workshop

The digital world is increasingly present in the daily activities of human beings and corporate events could not be left out of it. For this reason, in the celebration of in-person and digital events, the metaverse has been noticed with the personalization and organization of a space where it is possible to present analysis with graphic developments made with artificial intelligence. 

A la carte events

Nowadays, corporate events can be carried out with the theme that the public chooses thanks to the accelerated growth of the Internet. In this way, the public has a number of options to choose the content and activities to develop in an in-person or digital event.  

Thus, the objective of a company is to make a careful selection of attractive and varied content so that the audience can participate and invest in the acquisition of new skills. The public has the power! 

Hybrid experience: digital and in-person

Leader presents project to employees

Corporate events are transformed according to changes in society. Therefore, due to market demands, a hybrid experience is generated that satisfies the needs of the public, generating digital and in-person experiences simultaneously. In effect, this allows the company to reach a broader audience, which generates greater interaction and traceability of the results obtained at the event. 

Sustainable events

The latest trend in corporate events is part of the sustainable and local proposals that are not only for a sale but also for social responsibility. In this case, different alternatives are used such as: avoiding the transfer of the public to a location, supporting local companies for catering, not abusing electricity, reducing the use of plastic and other packaging. 

Final words

The organization of business events goes beyond a challenging task, since in addition to being complex, it requires the analysis of a company from scratch. That is, to organize an event of this type you must know everything from the organization to the behavior of its consumer.

Additionally, once you master this information, you will have to make plans to improve the process depending on the number of events you hold. Define a goal for your next event and identify growth opportunities to discuss these topics with attendees. A corporate event is a strategic tool for approaching success. Learn to use it correctly!

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