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

by Judy Allen

• ISBN13: 9780470739013
• ISBN10: 0470739010
• Format: eBook
• Copyright: 2009-12-01
• Publisher: Wiley

Summary

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.

Table of Contents

Acknowledgments

Preface

The Evolution of Business Functions and the Ways They can Be Used to Successfully Drive Business Growth

Traditional Business Functions: What They Are and the Returns They Can Bring

Advanced Business Functions: What They Are and the Returns they Can Bring

How to Qualify Your Company Objectives for a Proposed Business Function

Selecting Events to Successfully Meet Specific Company Objectives

Traditional Business Functions

Advanced Business Functions

Taking Stock and Planning Ahead

Spending Your Company's Dollars Where They Matter Most

Identifying Potential Landmines

Protecting Yourself and Your Company from Red-Flag Areas

Benefiting from a Competitive Analysis

Exceeding Expectations Through Execution

Establishing Codes of Conduct and Setting Company Standards

Tracking and Analysing Your Results

Conclusion

Appendix

Index

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