The Executive's Guide to Corporate Events and Business Entertaining E-Book

Judy Allen

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 478

Veröffentlichungsjahr: 2009

Beschreibung

An industry expert shows readers how to get the best return on investment from corporate events Corporate events and business entertaining are a major part of a company's communication, marketing and public relations strategy. They are used by businesses of all sizes to solicit new business, create a corporate or brand image, and retain and build loyalty with existing suppliers and customers. They can also be used effectively to elicit peak performance from employees and produce camaraderie and teamwork among co-workers. The corporate event bar has been raised dramatically and the competition to craft something original that will help a business create public awareness as well as industry and media buzz is fierce. Staged effectively, business functions can contribute to a company's success, standing, profitability and business development. But corporate events and business entertaining can also seriously damage a company's image and put the company and its management in potentially high-risk situations if not handled carefully, professionally, and appropriately. Corporate boards and chief executives are now seeing how company scandals played out in the headlines can estrange customers, sink stock prices, and end careers in a matter of minutes. And many of the transgressions that have been made public have been linked to corporate events and business entertaining. The Executive's Guide to Corporate Events and Business Entertaining provides executives with all the information they need before they plan, host, sponsor, or attend corporate events. It gives rising and established executives the tools they need to move ahead with confidence in planning their next company function.

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Dedication

Acknowledgements

PREFACE

CHAPTER ONE - THE EVOLUTION OF BUSINESS FUNCTIONS AND THE WAYS THEY CAN BE ...

Section 1 - TRADITIONAL BUSINESS FUNCTIONS: WHAT THEY ARE AND THE RETURNS ...

Section 2 - ADVANCED BUSINESS FUNCTIONS: WHAT THEY ARE AND THE RETURNS THEY ...

CHAPTER TWO - HOW TO QUALIFY YOUR COMPANY OBJECTIVES FOR A PROPOSED BUSINESS FUNCTION

Defining Your Basic Objectives

Providing Added Value

Prioritizing Your Objectives

Will the Event You Are Proposing Help You Meet Your Company’s Criteria?

CHAPTER THREE - SELECTING EVENTS TO SUCCESSFULLY MEET SPECIFIC COMPANY OBJECTIVES

Section 1 - TRADITIONAL BUSINESS FUNCTIONS

Section 2 - ADVANCED BUSINESS FUNCTIONS

CHAPTER FOUR - TAKING STOCK AND PLANNING AHEAD

Tracking Your Present Business Function and Business Entertaining Activities

Taking Stock of Past and Present

Compiling and Charting Your Business Function and Business Entertaining History

Building Your Three-Year Master Business Function Plan

Identifying When (and If) a Business Function Should Take Place

CHAPTER FIVE - SPENDING YOUR COMPANY’S DOLLARS WHERE THEY MATTER MOST

Essential Elements

Requests for Proposals (RFPs)

Emerging Trends

Online Auctions and Other Emerging Buying Trends

How to Assign the Allocated Dollars

CHAPTER SIX - IDENTIFYING POTENTIAL LANDMINES

What to Be Aware of When Planning Business Functions

CHAPTER SEVEN - PROTECTING YOURSELF AND YOUR COMPANY FROM RED-FLAG AREAS

Event Insurance

Fire Marshal Permits, Fire Watch, Licenses, Nursing and Ambulance Service, ...

CHAPTER EIGHT - BENEFITING FROM A COMPETITIVE ANALYSIS

The Value of Driving Trends, Not Following Them

D.R.I.V.E.

CHAPTER NINE - EXCEEDING EXPECTATIONS THROUGH EXECUTION

Earning the Highest ROI

Event Element Considerations

Restraining Expenses Is Part of the Equation

CHAPTER TEN - ESTABLISHING CODES OF CONDUCT AND SETTING COMPANY STANDARDS

When Your Guests or Employees Spiral Out of Control

Guest Safety

Codes of Conduct

CHAPTER ELEVEN - TRACKING AND ANALYSING YOUR RESULTS

CONCLUSION

APPENDIX

INDEX

PRAISE FOR OTHER BOOKS BY JUDY ALLEN

EVENT PLANNING

The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events

(ISBN: 978-0-471-64412-5)

“Allen is a good teacher. Wise planners will add Event Planning to their personal reference library as a useful working guide.”

—Meeting Professional Magazine

“A blueprint for executing events for 50 or 2,000, with budgets of a few thousand dollars to hundreds of thousands.”

—Success Magazine

“Event Planning will save beginning event planners from plenty of heart-break and headaches.”

—Lisa Hurley, Editor, Special Events Magazine

“Event Planning gives readers a blueprint for planning and executing special events with flair. Consider the book as preventative maintenance.”

—Sales Promotion Magazine

“A guide to well planned events. Event Planning is a must for any PR maven.”

—Marketing Magazine

“This book will be a help to all event planners, from rank beginners to seasoned professionals. It provides excellent guidelines as well as helpful details.”

—Katherine Kossuth, Director of Operations and Special Events, Canadian Film Center

THE BUSINESS OF EVENT PLANNING Behind-the-Scenes Secrets of Successful Special Events (ISBN: 978-0-470-83188-5)

“The Business of Event Planning is a must-read for those in the event planning business. Strategic in thought and design and user-friendly in presentation, it literally tells you the paths to follow and the pitfalls to avoid. Well told, with examples to follow and stories to relate to, it’s the ‘how-to’ that’s a ‘must-do’ for the meetings, incentive, and event planning industry.”

—Peggy Whitman, President, Society of Incentive & Travel Executives; and Western Regional Sales Director, Marriott Incentive Awards

“Written for anyone who has to prepare dynamite meetings and special events, The Business of Event Planning is your bible and a must-have desktop reference. Thanks, Judy Allen! You saved the day!”

—Susan Fenner Ph.D., Manager, Education and ProfessionalDevelopment, International Association of AdministrativeProfessionals (IAAP)

“Guidance for new planners, reminders for experienced ones, and useful tips for everyone. This book has it all! It’s the key that unlocks the mystery behind event planning, and should be mandatory reading for planners everywhere.”

—Leslie McNabb, Senior Manager Event Planning, Scotia Capital

EVENT PLANNING ETHICS AND ETIQUETTE A Principled Approach to the Business of Special Event Management (ISBN: 978-0-470-83260-8)

“This is a must-read not only for event professionals, but also for small-business people conceiving product introductions and conference appearances.”

—Harvard Business School, Working Knowledge

“Judy Allen strikes again. The veteran event planner…writes with the voice of experience and offers readers guidelines for establishing ethical policies in the office and on-site at events…a good refresher, and excellent reading for novices who need to know how to keep personal and professional boundaries from being crossed.”

—Corporate Meetings & Incentives Magazine

“This book contains invaluable information for anyone who handles events for their organization. A host of real-world stories from the field—the good, the bad, and the ugly—serve as examples of codes of conduct (or lack thereof) as well as cautionary tales of what can happen when ethics and etiquette fall to the wayside. Allen thoroughly examines many scenarios and provides practical advice that any planner would be foolish not to heed.”

—Charity Village

MARKETING YOUR EVENT PLANNING BUSINESS A Creative Approach to Gaining the Competitive Edge (ISBN: 978-0-470-83387-2)

“For event planners who are tired of being a well-kept secret, Marketing Your Event Planning Business offers invaluable advice on targeting talents and targeting clients. It’s a wonderful boost for event planners looking to expand their client base.”

—Lisa Hurley, Editor, Special Events Magazine

“Judy Allen has crafted another meaningful book in her series on event practices. Every business owner must immediately add this treasure chest of useful ideas to their bookshelf.”

—Richard Aaron, CMP, CSEP, President of BiZBash Media, NYC

“Judy Allen has given us the ultimate resource guide to event planning. It’s everything you need to know to launch a successful company.”

—Ramey Warren Black, Partner, Media-Savvy

TIME MANAGEMENT FOR EVENT PLANNERS Expert Techniques and Time-Saving Tips for Organizing Your Workload, Prioritizing Your Day, and Taking Control of Your Schedule (ISBN: 978-0-470-83626-2)

“She has done it again! Judy Allen has written an excellent, educational and user-friendly book, which is a priceless resource for planners worldwide.Time Management is an essential book for all planners, new or seasoned. Judy has provided the tools for managing your time which is one of themost important skills for event planners and all professionals.”

—Ysabelle Allard, Meetings & Incentives Planner, Bilingual Meetings & Incentives

“At last, a time management book written by someone who knows what it is to juggle three programs, six clients, eighteen suppliers and a family in a pear tree! Using Judy Allen’s tips have really made a difference!”

—Brigitte Mondor, CMP, Event Leader, Microsoft—Maritz Canada Inc.

“Time is money, and organizing your time is the key to planning a successful event. Judy Allen’s new book gives event planners all the tools they need to manage their time most efficiently.”

—Luis R. Rodriguez, Executive President (CEO), InternationalStandardization, for the Meeting Industry Institute (ISMI), IslaMargarita, Venezuela

“As all experienced and inexperienced event managers will know, time is one of the main resources that has to be managed effectively for successful events. In this practical skills-based text, Judy Allen explores time management and provides techniques for event professionals to learn and apply to your work. From exploring your current use of time, through prioritising and action planning, to multi tasking, project management and balancing your personal and professional life, Judy provides hints and tips for making better, and the best, use of time, based on her years of experience in the events industry.”

—Glenn A. J. Bowdin, Principal Lecturer, UK Centre for Events Management, Leeds Metropolitan University

Copyright © 2007 by Judy Allen

All rights reserved. No part of this work covered by the copyright herein may be reproduced or used in any form or by any means—graphic, electronic or mechanical without the prior written permission of the publisher. Any request for photocopying, recording, taping or information storage and retrieval systems of any part of this book shall be directed in writing to The Canadian Copyright Licensing Agency (Access Copyright). For an Access Copyright license, visit www.accesscopyright.ca or call toll free 1-800-893-5777.

Care has been taken to trace ownership of copyright material contained in this book. The publisher will gladly receive any information that will enable them to rectify any reference or credit line in subsequent editions.

National Library of Canada Cataloguing in Publication Data

Allen, Judy, 1952-

The executive’s guide to corporate events and business entertaining : how to choose and use corporate functions to increase brand awareness, develop new business, nurture customer loyalty and drive growth / Judy Allen.

Includes index.

eISBN : 978-0-470-73901-3

1. Business entertaining—Planning. 2. Public relations. I. Title.

HD59.A.2 C2006-902211-9

Production CreditsCover design: Mike Chan Interior text design: Natalia Burobina Anniversary Logo Design: Richard Pacifico Printer: Friesens

John Wiley & Sons Canada, Ltd. 6045 Freemont Blvd. Mississauga, Ontario L5R 4J3

This book is dedicated to the memory of Daniel (DJMatt) and Bobbie Jo (Beejay), who lived their lives with passion and purpose. Each, in their own way, managed to deeply touch the lives of those who knew and loved them, as well as others who were simply woven into the everyday fabric of their lives. Knowing Daniel and Bobbie Jo, even slightly, enriched my life in ways that have been life changing and continue to have the most wonderful ripple effects. I will always be truly grateful that our lives crossed.

I feel blessed to have had the opportunity to know them. Their so sudden passings brought into my life a heightened awareness of the joy that comes from doing what matters most to you each day, following your passions and taking time to play, and the importance of never leaving anything unsaid. It is important as we go about our days to remember that those who come into our lives—as we come together at work or casually in our day-to-day activities—have the ability to touch our lives and hearts in unexpected ways. Daniel and Bobbie Jo, you touched the lives of all who knew you and more than you probably ever imagined. You are remembered with love and affection.

ACKNOWLEDGMENTS

WRITING, PUBLISHING AND PROMOTING eight books in six years in both the professional business market and the mass consumer reader market has presented me with the incredible opportunity to learn all aspects of a new-to-me industry and to learn from those who are experts in their fields. I have enjoyed the experiences I have had while working closely on the making of this book with the wonderful teams of professionals at John Wiley & Sons. I would like to thank Robert Harris, General Manager, Professional and Trade; Karen Milner, Executive Editor; Elizabeth McCurdy, Project Manager; Pam Vokey, Project Coordinator; Kimberly Rossetti, Editorial Assistant; Erin Kelly, Publicist; Lucas Wilk, Marketing Manager; Joan Trinidad, Intermediate Accountant; Natalia Burobina, Designer, Interior Text Design; Mike Chan, Designer, Cover Design; Rosa Gonzalez, Contracts Manager, International Rights Department; and Fang Yuan, Translation Publishing Executive, John Wiley & Sons (Asia) for the very special part they have each played in creating a series of books that are in demand around the world and are now being translated in Chinese, Korean, Russian and Polish. I also greatly appreciated their kindness around my mother’s illness and a very difficult year.

I would like to thank Daphne Hart, my literary agent, of Helen Heller Agency Inc., who worked with me closely on this book from conception to contracting, and for her contribution in making this book a reality. Once again, I would also like to thank Helen Heller for her assistance.

Working with Michelle Bullard on the structure and copy edit of my books is a joy. I value working with Michelle and have great respect for the insight and direction she brings to each book I have had the pleasure of working with her on.

And as always, I would like to thank my family—my parents, Walter and Ruth; my sister, Marilyn, and her fiancé, Hans; and my nieces, Natasha and Jasmine—and my friends for their continued love and support.

I would like to especially thank Joe Shane—whose business acumen I have the greatest respect for—for sharing his expert professional advice with me, and those who took time out from their busy workdays to read the first run of this book and provide endorsements. I greatly appreciate the valued opinions you’ve given to readers of The Executive’s Guide to Corporate Events & Business Entertaining.

PREFACE

SO, YOU’VE BEEN CHARGED with organizing the big event to launch a new product, you have to plan a party to wow new clients or you’ve been told to pull off a certain strategy and you think a great event would accomplish that. Now what do you do? Executing an event flawlessly is hard enough, but how do you make sure it accomplishes corporate objectives and strategy and, just as importantly, how do you make sure you don’t screw up?

Most of my books have been aimed at professional event planners, but this book is for you, the business executive who has to plan a (successful) event for the first time, and has been written expressly to address these key issues.

The meeting and special event industry is a $96.4 billion a year industry and it continues to grow in leaps and bounds as more and more businesses, both large and small, tap into the proven success of utilizing events as a sales and marketing tool to produce extraordinary corporate results. Successful execution of corporate events requires mastery of event design, event development and event marketing strategy, all of which will be covered in this book in great detail (don’t forget to review the useful material in the Appendix!). Understanding the part each of these critical elements plays and most importantly when they come into play—the hows, the whens, the whats, the wheres and the whys to choose and use an event as part of a corporate marketing strategy—is vital to know before you begin to plan your event in order to maximize the personal, professional and business returns to you and your company, as well as your guests’ personal, professional and business returns. And this applies whether or not you are handling your company’s event in-house or working with a professional event and meeting planning company or incentive house. Inside knowledge and understanding and being able to follow another industry’s language is always a powerful asset as you begin to work with venues and suppliers.

Event marketing strategy is very different from conventional marketing. Event marketing strategy embraces psychology and requires the ability to strategically develop events that deliberately create and/or target specific responses and motivate attendees by tapping into people’s personal and professional dreams. There is a world of difference between “party planning” (weddings, birthday parties and other personal celebrations) and professional corporate and social results-driven “event planning,” which can still include seemingly personal celebrations—such as an award ceremony or personal anniversary—but they come wrapped with a business agenda.

This book will enable you to master the intricacies of using an event as part of your business’s marketing strategy, as well as teach you what you need to know about choosing and using an event to its full potential. Corporate events, both business and social, can be used to increase company profits, maximize sales productivity performance, grow brand awareness and recognition, advance employee learning or stimulate sales through motivation. And those are just some of the ways events can be used to promote business growth and meet company objectives.

The range of available events and purposes is vast and it is important to know which style of event to do and when; what event elements are essential to include in order to produce “x” result; and how to stage them in a way that will bring a positive outcome, meet multiple company objectives and become a solid launch platform to build future events upon. All of these very important areas will be covered in great detail in this book.

The Executive’s Guide to Corporate Events & Business Entertaining also includes practical advice on the planning and orchestration of an event, and shares expert tips and techniques on how to produce polished and professional business affairs. Red flag areas on what to watch out for on all levels—personally, professionally and company-wise—are covered as well.

The primary focus of The Executive’s Guide to Corporate Events & Business Entertaining is the strategic event marketing thinking, and how to choose and use events to achieve business objectives and to receive a return on your company’s investment of time and money. Should you require in-depth step-by-step event planning “how to” knowledge, for example, if your company is choosing to handle the event from beginning to end in-house or you want a full understanding of what you will be undertaking when overseeing a corporate event, then I recommend you read the Event Planning series of books, which was written for the professional event planning and hospitality industry. They will serve you well as companion books to The Executive’s Guide to Corporate Events & Business Entertaining. I will be referencing them throughout this book to guide you to which book to read should you require additional event planning logistical support information, need to see sample forms and layouts, require help to understand contract terms and conditions and concession options, identify red flag areas to watch out for, and so on—all of which would be of value for you to know regardless of if you are working directly on your own with venues and suppliers or with professional corporate planners. And if your company is using the services of professional event and meeting planners, these references will also be of benefit to you in helping you to evaluate the proposals you are receiving from planning companies in a bid situation, and provide you with insightful information on how to determine their skill sets and choose the supplier that knows how to bring all the essential elements together.

Acquiring the expertise in knowing how to choose the right event and use the right event elements to bring about desired results is a sought-after business marketing skill in today’s competitive marketplace. The Executive’s Guide to Corporate Events & Business Entertaining will provide you with the understanding, tips and techniques that you need to make informed decisions, and will become an invaluable resource guide that you will want to keep close at hand as you grow your company and improve the style and level of sophistication of events that you plan.

For quick event planning logistical support reference, below is a brief overview of each of the companion books in the Event Planning series:

• Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events (Wiley, 2000)

Event Planning: The Ultimate Guide introduces the fundamental principles of event planning and gives planners a solid foundation in event planning. This book is a detailed blueprint for planning and executing special events without unexpected surprises and expenses. Event Planning: The Ultimate Guide contains practical advice on every aspect of organizing and managing special events, such as how to choose the best venue; preparing and managing the budget; identifying hidden costs; scheduling; coordinating food and beverages; selecting decor, themes and entertainment; media; and staffing. It includes many forms, checklists and tips for planning and managing events. This book also features examples of events where things went right—and wrong—and provides techniques to maximize savings and avoid being caught unaware.

• The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events (Wiley, 2002)

The Business of Event Planning takes event planning to the next level. Its comprehensive coverage includes strategic event design; how to prepare winning proposals and how to understand them if you’re the client; how to determine management fees and negotiate contracts; guest safety and security issues that need to be taken into consideration; how to design events in multicultural settings; new technology that makes event operations more efficient; practical tools such as sample letters of agreement, sample layouts for client proposals, forms, tips and checklists; and a detailed case study that runs throughout the book—one company that is organizing two very different events.

• Event Planning Ethics and Etiquette: A Principled Approach to the Business of Special Event Management (Wiley, 2003). Harvard deemed Ethics & Etiquette a “must-read” for event planning and business professionals.

Event Planning Ethics and Etiquette covers the business side of event planning, including ethics, etiquette, entertaining, acceptable codes of conduct and industry standards. The book provides event planners with the information they need to stay out of trouble, keep professional relationships healthy and profitable, avoid the riskier temptations of the lifestyle and win business in a highly competitive market using ethical business practices. Harvard Business School said this book “is a must-read not only for event professionals, but also for small-business people conceiving product introductions and conference appearances.”

• Marketing Your Event Planning Business: A Creative Approach to Gaining the Competitive Edge (Wiley, 2004)

Marketing Your Event Planning Business takes readers through marketability, market development and marketing endeavors (business and personal). Topics covered include diversifying the client base, developing niche markets and areas of expertise, establishing a backup plan for use during downturns and innovative ways to solicit new sales.

• Time Management for Event Planners: Expert Techniques and Time-Saving Tips for Organizing Your Workload, Prioritizing Your Day, and Taking Control of Your Schedule (Wiley, 2005)

Time Management for Event Planners offers expert insight on time management as it relates specifically to the event planning and hospitality industry. Event planning is a high-pressure, around-the-clock job where planners juggle multiple tasks, multiple time zones and work down to the wire against crushing deadlines and a mountain of obstacles. For smooth event implementation, and for business success, it is essential that planners manage their own time as expertly as they manage an event. This book will show you how to do just that.

Executing events flawlessly does not mean that corporate goals are being met. The Executive’s Guide to Corporate Events & Business Entertaining shows not only how to plan and execute the perfect event, but also how to closely tie it in to company strategy and objectives for best results. Covered in detail are how to identify and set clear objectives for each event; which type of function is best suited to meeting your objectives; what you need to establish before forging ahead with organizing committees and reviewing or developing proposals; how to develop a realistic budget, and when to question expenses proposed by staff or professional event planners; the importance of sign-offs; how to identify controversial spending and other red flag areas that could seriously damage the company’s reputation, or even put it at financial or legal risk; how to establish spending guidelines and policies on employee conduct at company functions; and how to evaluate the success and results of your business functions.

CHAPTER ONE

THE EVOLUTION OF BUSINESS FUNCTIONS AND THE WAYS THEY CAN BE USED TO SUCCESSFULLY DRIVE BUSINESS GROWTH

CORPORATE EVENTS AND BUSINESS entertaining are used by corporate North America to foster business development and growth and are a major part of a company’s communication, sales, marketing and public relations strategy. Staged effectively, they can contribute to a company’s success, standing, profitability and expansion and are equally successful with large and small companies that operate locally, nationally and internationally.

Corporate events can be used by businesses of all sizes to solicit new business, create a corporate or brand image, and retain and build loyalty with existing suppliers and customers. They can also be used effectively to elicit peak performance from employees and produce camaraderie and teamwork among coworkers. The corporate event bar has been raised dramatically and the competition to craft something original that will help a business create public awareness as well as industry and media buzz is fierce.