Corporate events throughout the UK stand at “a crossroads,” as businesses try to develop their future marketing strategies.
That’s according to expert Peter Archer, writing for Raconteur on Corporate Hospitality & Events.
Archer also added that the events and hospitality industry had begun to return to its pre-recession state, and as spending on corporate events is likely to increase, its state could improve even further.
The specialist claimed: “Major events will further boost the corporate hospitality and events industry, which, including knock-on business, contributes many billions of pounds to the national balance sheet.”
“The 2012 London Olympics, in particular, will take the capital’s already mature corporate hospitality market to a new level.”
However with increased confidence comes increased competition; meaning event organisers must ensure their shindig stands out from the rest. They should be sure to peruse the many venues for hire on offer, before making an informed decision; and be sure to enlist entertainment that will really draw in a crowd.
Archer confirmed this, claiming: “Clients invited to events are more selective and turn down lack-lustre invitations.” As such, he stated that more bespoke events were being favoured over their “off-the-shelf” counterparts.
The expert’s comments came shortly after writer Alex Aldridge bemoaned the standard corporate event in The Guardian. Aldridge said: “Over the last few years, I have attended James Bond evenings, Bollywood nights…”
“And gradually they have all merged into a blur of half-heartedly decorated office space, men in suits and rapid…consumption of free booze.”
Both of the writers’ comments will hopefully encourage businesses to take a more effective approach for future corporate events.