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
Erschienen am 14. Oktober 2008
288 Seiten
978-0-470-15619-3 (ISBN)
Beschreibung
An industry expert shows readers how to get the best return oninvestment from corporate events
Corporate events and business entertaining are a major part of acompany'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 loyaltywith existing suppliers and customers. They can also be usedeffectively to elicit peak performance from employees and producecamaraderie and teamwork among co-workers. The corporate event barhas been raised dramatically and the competition to craft somethingoriginal that will help a business create public awareness as wellas industry and media buzz is fierce.
Staged effectively, business functions can contribute to acompany's success, standing, profitability and businessdevelopment. But corporate events and business entertaining canalso seriously damage a company's image and put the company and itsmanagement in potentially high-risk situations if not handledcarefully, professionally, and appropriately. Corporate boards andchief executives are now seeing how company scandals played out inthe headlines can estrange customers, sink stock prices, and endcareers in a matter of minutes. And many of the transgressions thathave been made public have been linked to corporate events andbusiness entertaining.
The Executive's Guide to Corporate Events and BusinessEntertaining provides executives with all the information theyneed before they plan, host, sponsor, or attend corporate events.It gives rising and established executives the tools they need tomove ahead with confidence in planning their next companyfunction.
Rezensionen / Stimmen
Praise for The Executive's Guide to CorporateEvents and Business Entertaining "A goldmine of insight and instruction. Anyone planning any typeof business event, large or small, must have a copy of thisbook!" --Lisa K. Altizer, Marketing Director, Mercer Mall, WestVirginia "As usual, Judy Allen has written a valuable book filled withimportant information. She adds depth and breadth to the body ofpractical knowledge about the nuts and bolts of event strategy andtactics. This volume should at all times be on the desk of everyplanner and every business executive charged with planning anevent." --David Sorin, Esq., CEO, Management Mpowerment Associates,and Author of The Special Events Advisor: A Business and LegalGuide for Event Professionals "Intelligent planning and thorough execution are the keys tosuccess for any corporate function. Judy Allen outlines asuccinct, practical methodology that will ensure your next eventachieves its stated business objectives and creates a positivelasting impression." --Zeke Adkins, Co-founder, Luggage Forward "In today's competitive business climate, a'business as usual' approach to corporate events andfunctions simply does not work. Judy Allen has compiled in onecomprehensive guide everything today's successful executiveneeds to know to take this strategic function to the nextlevel." --Evans Gebhardt, Executive Vice President, Eos Airlines,Inc.Weitere Details
Weitere Ausgaben
Person
Judy Allen is one of the world's leading authorities onstaging, event and lifestyle design and the bestselling author often books for the professional, business and consumer markets.Allen, a master of creative design, has flawlessly executedsuccessful special events-corporate, social, and celebrity-for upto 2,000 guests at a time in more than 30 countries around theworld. She has designed and produced memorable events such asDisney's worldwide theatrical opening-night gala for Beauty andthe Beast, and the orchestration of Oscar-winning directorNorman Jewison's 25th anniversary celebration for Fiddler on theRoof.
Highly skilled in staging events that are strategically designed tobe one-of-kind experiences and a master of transforming the energyof an event environment by engaging the senses with trademarkprimary design principles, Allen has worked closely with CEOs,CFOs, presidents and their executive staff around the globe tocreate, implement and oversee their corporate and social businessevents.
The many diverse events that Allen has designed and executed extendfrom complex one-day events to elaborate arrangements of themeproductions taking place over the course of a week. These eventsranged from very exclusive VIP events to multimillion-dollar,multimedia fantasy extravaganzas including seven new-car productlaunches and involved high-tech stage and show productions.
Allen, and her 2jproductions (www.2jproductions.com)partner, Joe Shane, are now bringing their dynamic creative energy,innovative style and perceptive insight to home, life and lifestyledesign and world class resorts around the world through SensualHome Living (www.sensualhomeliving.com)and other initiatives.
Inhalt
Acknowledgments.
Preface.
Chapter One. The Evolution of Business Functions and the WaysThey can Be Used to Successfully Drive Business Growth.
Section 1: Traditional Business Functions: What They Are and theReturns They Can Bring.
Section 2. Advanced Business Functions: What They Are and theReturns they Can Bring.
Chapter Two. How to Qualify Your Company Objectives for aProposed Business Function.
Chapter Three: Selecting Events to Successfully Meet SpecificCompany Objectives.
Section 1. Traditional Business Functions.
Section 2. Advanced Business Functions.
Chapter Four. Taking Stock and Planning Ahead.
Chapter Five. Spending Your Company's Dollars Where They MatterMost.
Chapter Six. Identifying Potential Landmines.
Chapter Seven. Protecting Yourself and Your Company fromRed-Flag Areas.
Chapter Eight. Benefiting from a Competitive Analysis.
Chapter Nine. Exceeding Expectations Through Execution.
Chapter Ten. Establishing Codes of Conduct and Setting CompanyStandards.
Chapter Eleven. Tracking and Analysing Your Results.
Conclusion.
Appendix.
Index.
