Corporate events: why they are important and how best to organise them

Corporate events: even in the digital age, events are a powerful marketing tool. How do you organise an event and what benefits does it bring?

Corporate events can be an important resource for many organisations. Today we will show you why it can be useful to create meeting opportunities and how to organise them in the best possible way.

In fact, even if you already have a good website and a performing marketing strategy, using offline to meet people will allow you to grow even more.

Building relationships within the company

The team building is a method that arrived in Italy from the Anglo-Saxon world and has found its use especially in large cities that offer more opportunities.

This method aims to strengthen relationships within the workforce and is an extremely important activity for companies.

Events and informal get-togethers are an excellent way to strengthen and improve the relationship between colleagues and to build employee loyalty to the company.

Why is it important to organise corporate events?

What is the purpose of an event? 

Corporate events are a time for exchange, sharing and confrontation.

An opportunity to get to know the company and to get in touch with the territory in which it operates.
A well organised and planned event becomes an unforgettableexperience for all participants.

Events therefore serve to create links and lead to results such as increased brand awareness and consciousness, improved company image and social recognition.

You can use the event to excite and involve participants more deeply. By getting into the hearts of participants you can be remembered more.Emotional connection generates belonging and recognition.

Objectives and benefits:

Timing is always a crucial issue.
If you are not sure that you can devote the right amount of time to the event, it is perhaps wiser to postpone the date in order to take care of every detail.

Before organising any kind of event, one has to ask oneself what objectives one intends to achieve.
Here are some examples:

  • Launch a product/service;
  • Offer specific training to employees;
  • Open the doors of the company to the public to make themselves known;
  • Networking;
  • Provide a report of the activity carried out so far;
  • Raising funds.

Are you a newly established company? The event can be a good opportunity to make yourself known, to let people know who you are, why you exist and what you can do for your target audience.

Are you already established? In this case, events can be used to consolidate and strengthen your company's presence in the relevant sector.

There are therefore numerous advantages. The important thing is to organise and promote the event in the best possible way.

How to organise a corporate event:

Events need to be planned in detail, a number of basic steps need to be followed:

  • Sending out invitations: they must be sent out well in advance,
    in order to allow guests to organise themselves.
  • The location: the first one must be booked well in advance so that it can be specified on the invitations.
  • thetheme: this must be the basis for the setting, trying to make it evocative in order to make the event memorable
  • Etiquette: essential for making a good impression. From punctuality to proper conversation with all guests, so as to forge new relationships that could prove valuable.
    At the same time, intrusiveness should be avoided, especially when it comes to questions that may be too personal.
  • Outfit: chosen carefully and according to the context. Corporate events are informal, but still related to work. It is better to avoid too demanding clothes and heavy make-up, looking for a casual but neat look.

Define steps 

Once you have clearly and precisely defined what you want to achieve with that event, you can proceed with the next choices.


A fundamental factor that will affect the whole organisation is the budget, which must be defined before proceeding with the planning. How much can you invest?

Do you have sponsors or public funding available?
Don't forget that the budget must also include the communication of the event, which is essential to make it known to the public.


Who is the event designed for? Who are the target audience? What does the audience expect? It is important to consider the expectations, wishes and needs of the target audience.


One solution could be the company premises themselves, but if a different space is chosen, it is important to enhance the context of the event and the image of the company.

Staff and suppliers

Who will help you organise and manage the event? Do you have staff? Are your staff up to the size of the event or do you need to use external resources?
Do you plan to buy or hire facilities or equipment? There are many questions to ask and each aspect needs to be considered carefully. Staff and suppliers are crucial to the success of the event.

Event promotion

As far as promoting the event is concerned, this is a very broad issue, but it is important to remember that corporate events should be included in one's marketing plan as live meeting opportunities.

We are so used to doing everything online that we have forgotten the value of human encounters. Certainly, in the age in which we live, digital has become essential in every marketing strategy.

But, in certain situations, integrating physical and virtual space can be an added value. An event, if organised and publicised in the best possible way, can be an important competitive advantage.


Launch of a new product
One of the typical occasions when you choose to organise an event is the launch of a new product or service of the company or a new collaboration or, in general, a novelty in the company's offer that is relevant to the public.

A playful initiative could be the most immediate solution to get closer to your target audience and build a relationship closer to the buyer, demonstrating that you are able to create proximity to the brand and what it represents.

The event can be the most effective means of bringing the new product together with its target audience, creating a personal and special space.

Celebrating a milestone

The brand event is very useful to strengthen the relationship between the company and the territory. On special occasions such as company anniversaries or special achievements and goals,
a recreational event open to the public is a powerful marketing tool, perfect for increasing the visibility of the brand but also for emphasising the social role the company plays in the community.

Team building and training

The purpose of the event can also take place internally: a brand initiative is often an excellent opportunity through which to strengthen the spirit of belonging of one's employees, improve fellowship, motivate, create affection.

Internal events such as company dinners or team-building initiatives prove to be outstanding tools for increasing productivity and creating a good environment within the company system.
Corporate events are also a means of investing in employee training, either through direct experience or by organising specific activities.


Why can a corporate event really make a difference?

In conclusion then, the corporate event brings great results, both to the B2B and B2C worlds, even more so than traditional or social media advertising methods. According to recent research, 90 per cent of companies consider events to be fundamental to the evolution of their business, with both personal and corporate benefits.

So what are you waiting for?

Contact us to find out more and discover all our services for the !organisation of events!