Why do you hold events? Well, it depends on what your company is trying to achieve. You could put on an employee-focused get-together to boost morale or recognise exceptional work. Alternatively, your company may have a new product that you want to publicise as part of an exhibition/workshop-style event like London Tech Week.
In this article, we're not here to teach you to suck eggs, as you're likely well aware of what kinds of events exist in your industry. Instead, we're attempting to show you what's possible in the wider world, the various different types of events in event management that exist and what it takes to make yours one to remember for all the right reasons.
What do the best types of events in event management have in common?
As with anything, you'll get great events that people remember for years after and those that are easy to forget. So, what is it that goes into the best types of events in event management? Well, they don't happen by accident, as they take a lot of hard work and know-how to achieve. As such, they all tend to have the following in common:
- A clear objective - the best and most memorable events typically start with a clear vision of the objective of what's to be achieved. It might be to facilitate networking, provide recognition to employees, or raise awareness.
- Impeccable planning - there can be a lot of moving parts to an event, with staff members, outside suppliers and technical aspects needing to be managed. Only with meticulous planning and exceptional attention to detail can you expect your event to go without a hitch.
- Engaging content - whether talking about inspirational speakers or products with a real buzz around them, the content at the centre of any event needs to be compelling.
- High levels of personalisation - feedback that’s often given after a great event is that there was a real connection formed. This can be achieved by offering a high level of personalisation that creates that connection.
Events like the Young World Summit fall firmly in the ‘best’ category, bringing together elements from all over the world. Organising volunteers, transportation, exhibition management and more, the result was a truly unforgettable experience for everyone in attendance.
The three types of events in event management
As we’ve mentioned, events can come in a variety of different forms and sizes, although they do still fit in to three distinct overall types. Those three types of events in event management can be defined as corporate, private and charity. Let’s take a detailed dive into each one.
Type #1 - Corporate events
So the first of the types of events in event management we look at are of the corporate variety - the kind that a CEO or exec will perhaps be most familiar with. Catering to various needs of a business, corporate events are typically multifaceted and can range from small, intimate network sessions to large scale get-togethers, like the OCEANS Conference and Exhibition.
So, what kind of events fall under this umbrella?
Large-scale conferences
Usually put on by large companies and corporations, large conferences like the ICEM - a world leading conference on emergency medical care - bring industry professionals, experts and thought leaders together. Most often, they feature keynote presenters, panel discussions and workshops, showcasing the latest industry innovations and trends. Due to their size, they’re often held at major venues around the world.
Product launches & brand activations
Next up, we have product launches designed to create a buzz around the introduction of a new service or product to the market. Held with gathered press, consumers, and industry stakeholders in attendance, events like the Bvlgari Man Glacial Essence virtual product launch are carefully planned occasions that can involve the people at the venue, as well as thousands of online viewers on social media.
They’re not always one or two-day affairs either, as can be seen in Range Rover’s brand activation event that spanned 21 days and involved showcasing the car manufacturer as part of a modern luxurious lifestyle.
Trade shows & exhibitions
Closely linked to product launches are trade shows and exhibitions, which offer a platform for countless businesses to showcase their wares, innovations, and services simultaneously. These events draw in thousands of professionals and potential clients, and due to their size, large venues like the UK's O2 or RAI Amsterdam are required.
These events cater for a diverse range of purposes and involve managing a multitude of different factors in order to result in a smooth and enjoyable experience. Event sponsorship can also add much in terms of prestige when selected carefully.
Type #2 - Private events
The next of the three types of events in event management we examine is the private kind, which takes various different forms. Just like corporate events, private events can be large or small, from intimate, exclusive functions to large social gatherings. Again, creating a private event requires creativity and attention to detail.
Here are a few of the event types that you might encounter in this area.
Seminars & workshops
Educational events like seminars and workshops are aimed at offering valuable skills and insights to those in attendance - with the audience normally exclusively comprising employees from a single organisation. For instance, it might be an ‘effective management strategy’ event that’s led by experts on the topic with a view to improving performance company-wide.
Employee retreats
Designed to encourage team bonding and the engagement of your employees, employee retreats and get-togethers like the Macdonald’s Manager’s Meeting are great for team building and strategic planning. As such, when attendees leave gatherings like this one, they’re usually re-energised, reinvigorated and hyper-focused on achieving success.
VIP dinners and employee award ceremonies
As you’ll know, as a company leader, a happy and motivated team is a productive team. This motivation can be generated and developed with award ceremonies that allow you to give public praise and recognition to those excelling in their roles. Depending on the size of your company, this can be held at a large hotel or conference centre.
Corporate anniversaries & celebrations
Last on our list of the types of events in event management in the private sphere are corporate anniversaries and celebrations. Whether celebrating a big company milestone, a major anniversary (10 years, 20 years in business, etc.) or a significant achievement, this is usually a gala event with guest speakers, entertainment and black tie service.
While organising private events is much like putting on corporate events, they focus on internal functions like team-building and are used to foster camaraderie and a collective company goal.
MCI Content Team
