Corporate Event Management: External Events
Your online event management courses will give you all the skills needed to launch a successful career as a corporate event planner! In particular, you’ll learn all about organizing internal and external events. A profession in event management will contain a lot of different job responsibilities. But when it all boils down to it, most of what you do will be centered around these 2 types of functions.
Earlier this week, we broke down internal events: their characteristics, the difference between business vs. social internal events, and 3 examples of possible career paths available to you.
In the second half of this two-part series, we’re now going to switch gears and turn our focus to external events. In particular, we’ll look at:
- What they are
- The 2 main types of external events, and
- The similarities they share with internal events
We’ll also reveal the #1 secret to becoming a true event management expert. Trust us, you’re not going to want to miss that!
What are ‘External Events’?
If you recall, internal events are functions that take place within a business itself. With internal events, your client is typically either the business itself, or a private client of that business. Importantly, they’re not events held for the general public, or for other companies outside of your client’s business.
That’s because this territory is reserved for external events!
The goal of an external event is to enhance the company’s overall image and increase revenue. External events raise awareness of the company, its brand, its products, and its vision. With the help of your client, you’ll determine each event’s target audience. While your client will have a set budget, you can help increase it by gaining the financial support of sponsors who are willing to participate in your event.
Increased social media, advertising, and promotion will be required in order to increase the event’s visibility. Securing relevant brand ambassadors and/or influencers to promote and present at the event can help assist with this.
When you put together an external event, you’re aim is to showcase that business in the best possible light!
Types of External Events
It’s easiest to break down external events into 2 categories:
- Business-to-Business events, and
- Business-to-Consumer events
Business-to-Business (B2B) Events
Here, your client’s customer will likely be a supplier, a business partner, a distributor, or a business customer. When you think of a B2B corporate event, you probably think of a professional conference. While this is one type of B2B event, there are many others!
Let’s just say that your client’s company produces an indie line of organic cosmetic products. As such, their customers would likely be other relevant businesses within the beauty industry. Perhaps these businesses are interested in purchasing products directly from this organic line. Others may employ professional makeup artists, and wish to buy the rights to use your client’s products to use exclusively within their own company.
This is a perfect example of where a B2B event could be extremely effective and beneficial! They’re relationship-driven; meant to cultivate long-term business partnerships. The planning involved in B2B events is typically more extensive and detail-oriented. Additionally, because long-term business relationships are considered especially financially valuable, they often require higher per person budgets.
B2B events don’t need to take place overly frequently, either. Once or twice a year may be all your client needs in order to initiate and maintain a healthy, loyal partnership with their business customers.
Business-to-Consumer (B2C) Events
B2C events, on the other hand, are held for the general public. Their interest in your client’s product is personal, rather than professional.
Let’s go back to the example where your client’s company produces organic makeup products. At a B2C event, your client’s goal would be to raise awareness for their overall company and services. The intent would be for the public (the consumers) to see your client’s company and products in an attractive light, so that they’ll purchase the products for their own individual use.
B2C events help build loyal customer bases. For this reason, this kind of event is sales-driven, rather than relationship-driven. They’re also held more often; as frequently as once per month. While the per person budgets will be lower, added incentives such as free products, company merchandise, giveaways, and coupons will often need to be factored in.
Similarities Between Internal and External Events
Though the they have their differences, internal and external events also share certain things in common. In particular, your process (as the corporate planner) will remain the same in many ways. For both types of events, you’ll need to:
- Hold a client consultation to determine the concept, understand their goals and needs, etc.
- Work with your client’s allotted budget
- If required, help your client set the budget
- Draw up and have all parties sign a well-written contract
- Research and secure a venue
- Determine the technology required for the event and acquire it
- Research and secure various vendors and suppliers (i.e. photographers, videographers, etc.)
- Understand your client’s marketing strategies, and determine the most effective ways to advertise and promote the event
- Acquire volunteers to help run the event
- Secure the provision of food and drinks
- Establish the themes/concepts for the event, in accordance with your client’s company brand and vision
- Design the event and (if applicable) the event decor
- Put together schedules and timelines for the event, and ensure they’re adhered to (to the best of your ability)
- And so much more!
The Secret to Becoming an Event Management Expert
We know you’ve been waiting with bated breath for this, and so, here it is. Are you ready?
The single most effective way to becoming a truly successful corporate planner is: getting a proper education!
As with any line of work, you can’t expect to be able to do the job properly if you haven’t been expertly trained. Any reputable planning school will offer event management courses. And if you happen to be concerned about in-person training, in light of the pandemic?
Online event management courses are an option, too! You can get an equally valuable educational experience, earn the certification you need to boost your resume and prepare you for the working world, and do it all from the comfort of your own home!
So, I guess the real question is: what are you waiting for?