Corporate Event Planning: Types, Tips, and Common Mistakes

Key Takeaways

• Corporate event planning means organizing and executing events tailored to meet a business's specific needs.
• Corporate events include product launches, conferences, trade shows, award ceremonies, webinars, workshops, charity events, holiday parties, and team-building events.
• Successful corporate event planning requires strategic thinking, a strong educational foundation like the programs at Swiss Hotel Management School (SHMS), and a methodical approach to budgeting, scheduling, and adaptability.

Even though events are only a few hours long for guests, a great deal of planning and work has gone into making sure everything runs smoothly. 

The seating arrangements? Someone spent hours going through the guest list for it. The menu? People were specifically tasked with selecting foods that complement the atmosphere. Every detail, from the ones you notice to those you overlook, is the result of careful thought and consideration.

Events can come in many different types and sizes, with each requiring a unique approach to ensure its success. One such specialized approach is corporate event planning.

What Is Corporate Event Planning?

Corporate event planning refers to the whole process of organizing and executing events that are tailored to meet the specific needs of a business. The two main objectives of such event planning are:

1. To guarantee that all planned activities run smoothly.
2. To align the event with the business’s goals (boosting employee morale, increasing brand awareness, enhancing professional connections, or some other goal).

Corporate event planners are the professionals in charge of everything—logistics, budgeting, schedule coordination, staff management, and more. Their role involves a lot of detailed planning regarding the event’s theme, timing, content, venue, and all else is in tune with the reason behind why the event is organized in the first place.

Types of Corporate Events

Different types of corporate events are organized for different reasons. Some of these types include:

1. Product launches

Product launches refer to the events where corporations present a new product or service to the market. They can include demonstrations, speeches, and promotional activities that aim to create buzz and excitement.

The reason why corporations organize events to launch new products is to generate excitement, gain initial sales, or even gather feedback. The participants usually include journalists, influencers, business partners, and potential customers.

Event planners working on these events focus primarily on marketing, media relations, and logistics coordination.

2. Conferences

Conferences bring together individuals from a specific industry or field to discuss trends and innovations in different areas for one or several days of presentations and discussions. They often include keynote speakers, panel discussions, and breakout sessions.

The objective of this particular type of corporate event is education, networking, partnerships, and gaining insights. Participants often include industry experts, business leaders, and various other professionals seeking to learn more and stay current with the field.

Event planners of conferences focus a lot on coordinating the contracted speakers and finding the perfect venue for the estimated number of people joining.

3. Trade shows

These events allow businesses to directly showcase their products and services to many potential clients, partners, and industry professionals. They’re designed to generate leads and build business relationships.

The key objectives of trade shows are brand visibility and customer acquisition. Although, in some cases, these events may also be used for market research and competition analysis.

The usual participants are exhibitors, buyers, and industry experts. Meanwhile, the ones planning the whole thing focus on setting up all the booths, displays, and sponsorships, as well as coordinating attendee schedules.

4. Award ceremonies

Award ceremonies are events where individuals or organizations are honored for their achievements. These events are quite formal and usually include dinner, speeches, and entertainment.

The goal is to recognize and celebrate people, whereas minor objectives could be media coverage and networking.

Participants in award ceremonies can be nominees, sponsors, media outlets, or other special guests. The event planners for these ceremonies deal with venue preparation, presentation schedules, and overall arrangements for presenters and performers.

5. Webinars

A webinar is essentially a seminar—an event that is held virtually with the goal of educating or engaging an audience. Depending on the specifics of the webinar and which corporations organize it, they can be used for product demonstrations, training, or general discussions.

The aim of webinars is to share knowledge, engage with the audience, and potentially generate leads. Participants in these vents are typically professionals and potential clients or customers who engage via live-streaming platforms.

Though online, these events still require careful planning. Therefore, event planners deal with technological setup, speaker coordination, and audience interaction management.

6. Workshops

Workshops are usually smaller, hands-on events that focus on educating or training the participants in a specific skill or subject.

The key objective of corporations that provide such events is skill development. Minor objectives usually include team collaboration and networking.

Workshop participants include employees, professionals in the field, or customers, and the planners work to make sure that the space is suitable and the participants learn about topics that are valuable and relevant to the field.

7. Charity events

Such events are organized in cases when there’s a need to raise funds and awareness for a specific cause through auctions, performances, and dinners.

In addition to fundraising and awareness-raising, these events also enable donor recognition. Naturally, participants typically include donors, community leaders, and volunteers.

Event planners for charity events focus on fundraising strategies and managing sponsors, in addition to the overall guest experience to encourage donations.

8. Holiday parties

Holiday parties are usually more informal in nature compared to all previous events. They are organized with the intention of the corporate leaders and all teams working within it to celebrate a particular holiday or season.

Though not the primary objective, these events do involve team bonding, as participants typically include employees, managers, and sometimes even family members.

Planners for these parties focus on creating an enjoyable and entertaining atmosphere for all.

9. Team-building events

There can also be events specifically focused on team-building. They can incorporate different activities relevant to the business itself with the goal of strengthening relationships and improving collaboration among the employees.

In addition to the employees and managers, sometimes there can also be external facilitators as participants.

Event planners, in this case, aim to plan an event that is engaging, relevant, and aligned with the established team development goals.

Tips for Successful Corporate Event Planning

Some tips and strategies to keep in mind for success include:

• Creating a clear and detailed plan
• Developing a thorough schedule
• Setting a realistic and well-thought-out budget
• Utilizing all your team's strengths
• Being adaptable and ready for unexpected changes
• Evaluating the event's success after completion and using the insights to improve

Corporate event planning itself requires careful planning and strategic thinking. So, if this is your desired career path, then know that a strong understanding of hospitality, business, and management is necessary for success.

Therefore, formal education is invaluable in preparing you for event planning. SHMS offers programs tailored to hospitality and business management to prepare you for the field.

When SHMS hosted Mr. William O'Toole, an events professional renowned for his contributions to the global events sector, he was asked about the qualities SHMS students possess that are needed in the industry. His response points to three key attributes: a passion for people, a methodical approach to avoid mistakes, and the ability to generate excitement and engagement in attendees.

Corporate Event Planning Checklist

In corporate event planning, the smallest details can have the biggest impact, which is why having a checklist is necessary to make sure that nothing slips through the cracks and every aspect of the event is perfectly executed.

A well-crafted checklist includes all the following elements and tasks:

• Pre-planning
  • Determine the goals and objectives of the event
  • Prepare a preliminary budget and secure funding
  • Appoint a planning and promotional team
  • Set up a schedule for planning meetings
  • Select event dates
  • Plan for nametags, badges, and tickets

• Registration and sponsors
  • Establish registration procedures and fee schedules
  • Set up procedures for submitting and selecting speakers or proposals
  • Establish procedures for vendor registration
  • Solicit sponsors and outline their benefits and recognition

• Venue
  • Determine the rental budget and compare venue options
  • Define venue requirements (space, accommodation, etc.)
  • Negotiate venue costs and terms
  • Design the layout of the space
  • Verify material and equipment needs

• Speakers and lecturers
  • Line up keynote speakers and workshop leaders
  • Assess and confirm speakers' requirements
  • Prepare speaker contracts and fee agreements
  • Arrange travel, lodging, and meal details for speakers

• Promotion and engagement
  • Develop a comprehensive promotional plan
  • Publish event schedules, sponsors, and speakers on the website
  • Implement pre-event engagement strategies (contests, giveaways)
  • Offer early-bird registration discounts

• Planning activities
  • List all activities (workshops, breaks, meals, etc.)
  • Create a detailed event timeline
  • Prepare individual timelines for each event/activity
  • Plan interactive activities for attendee engagement (prizes, social media, etc.)
  • Confirm all printed materials (event schedules, sponsor materials, speaker materials)

• Refreshments and accommodations
  • Reserve accommodations for out-of-town attendees
  • Plan transportation options for attendees (airport transfers, directions)
  • Arrange refreshments and meals (including special dietary needs)
  • Consider alcohol service and related logistics

• Staffing
  • Set up registration and attendee services staff
  • Ensure staffing for vendor setup and attendee navigation
  • Arrange catering staff or on-demand staff for refreshments
  • Hire security staff for the event

• Post-event engagement
  • Follow up with speakers, vendors, and attendees
  • Conduct post-event surveys to gather feedback
  • Offer discounts or early registration for future events
  • Continue promotion post-event

Common Mistakes to Avoid

Not having such a detailed checklist is the first mistake you can make in event planning for corporate events. However, the potential pitfalls don't stop there—event planners often fall into other traps that can hinder the success of an event.

Some common mistakes include:

• Neglecting technology
• Poor communication
• Overloading the schedule
• Last-minute planning
• Failing to properly delegate tasks
• Underestimating the importance of post-event follow-up

To avoid them, it's important to stay organized and plan well in advance. Never leave things to the last minute. Always keep up with innovations and do your best to employ technology tools to streamline different processes, improve communication, and manage tasks efficiently. Also, be mindful of the event schedule, make sure it's balanced and realistic, and avoid overloading it with too many activities.

Mastering Corporate Events Through Successful Planning and Execution

Behind every successful corporate event is a planner with a clear idea of what they want the gathering to look like and achieve. A career in corporate event planning provides professionals with exciting opportunities to be in charge of some of the biggest events in the industry.

With the right formal education, like the programs offered at SHMS, you'll gain the essential skills to plan, coordinate, and manage even the most intricate corporate events, thus turning you into a highly sought-after professional in the hospitality industry. 

SHMS programs include the Bachelor of Arts in International Hospitality Management, as well as more advanced master's programs like the MA in International Hospitality Business Management and the Master of Science in International Hospitality Management.

Join us, and soon you'll be checking off all the boxes for success.

Frequently Asked Questions

How much do corporate event planners charge?

The fees for corporate event planners depend on the type of event, its size, and the planner's experience. Some planners charge by the hour, while others offer package rates or flat fees.

What are the eight important traits of a successful event planner?

Successful event planners should possess organizational skills, strong communication abilities, budget management expertise, flexibility, creativity, leadership, attention to detail, and excellent customer service.

What is the difference between planning and corporate planning?

Planning refers to the general process of organizing events, while corporate event planning implies events specifically for businesses or organizations.