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
ISBN: 0-470-83188-X
Hardcover
288 Pages
January 2007
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So, you’ve been volunteered as the person in your company responsible for organizing the big event to launch a new product, a party to wow potential clients, or the perfect trade show exhibit to develop new business. Now what do you do?

More and more businesses, large and small, are using events as key sales and marketing tools to produce results. And often, the person in charge of making them happen is from within the organization — a manager or executive like you who doesn’t know where to start, let alone how to get the best results from an event.

Well-planned events can enhance your corporate or brand image, build customer loyalty, reward employees, improve teamwork, and drive business growth. But corporate events and business entertaining not designed with care can seriously damage a company’s reputation. Executing any event flawlessly is hard enough, but how do you make sure it accomplishes corporate goals and strategy? And, just as importantly, how do you make sure you don’t screw up?

The Executive’s Guide to Corporate Events and Business Entertaining to the rescue. Whether you or members of your staff are planning a function in-house or using the services of a professional event planner, this book will tell you everything you need to know about choosing and using any type of event to its full potential.

• Explains how to choose the type of event that will best accomplish your corporate objectives.
• Shares expert advice on how to plan and execute polished and professional business functions.
• Introduces the D.R.I.V.E. creative design and organizational process to help you propel business growth and outperform your competition.
• Covers what you need to consider before planning a function, how to develop a realistic budget, review proposals, and get the biggest return from your investment in any event.
• Points out how to spot controversial or inappropriate spending, the importance of sign-offs, and other red-flag areas that could damage your company’s reputation or even put it at financial or legal risk.
• Includes how to establish spending guidelines and policies on employee conduct at company functions.
• Shows you how to measure and evaluate the success of your business events.

No matter what type of event you’re in charge of planning — a conference, trade show, business meeting, product launch, executive retreat, gala fundraiser, award presentation, client appreciation function, or any other — The Executive’s Guide to Corporate Events and Business Entertaining offers expert tips, techniques, and advice that will help you organize flawless events that meet company objectives and produce outstanding results.