Types of corporate event and what each one needs
The planning phases: from idea to debrief
You define the event’s objective, target audience, total budget, preferred date, format and success KPIs. Without a clear brief, everything becomes chaotic further down the line.
You select and book the venue, catering, audio-visual, photographer, transport logistics and accommodation. You order the branded promotional materials (production time: 2-4 weeks).
You finalise the materials: invitations, roll-up banners, team T-shirts, welcome packs, badges and the event programme. You approve the proofs and production begins.
Final confirmations with suppliers, participant lists, transport and accommodation. You prepare the run-of-show (the minute-by-minute running order of the event).
Installing the decor and technical systems, briefing the team, running the welcome desk, managing participants and troubleshooting in real time.
Analysing participant feedback, evaluating KPIs, producing the final financial report and capturing lessons learned for future events.
The brief: the foundation of every successful event
A good brief saves time, money and nerves. Here is what it should cover:
- What do we want to achieve with this event?
- How will we measure success?
- What must not happen?
- How many participants do we expect?
- Who are they (employees/partners/clients/press)?
- What do they enjoy? What are their expectations?
- Indoor or outdoor?
- Daytime or evening?
- Is accommodation needed?
- Will transport be organised?
- Total approved budget
- Approximate split: venue/catering/entertainment/materials/photo and video
- Contingency for emergencies (10-15% recommended)
- Which promotional materials are needed?
- How many of each?
- Who is handling the graphic design?
Choosing the venue: the criteria that matter
Branded promotional materials: what to prepare
Branded materials are the event’s calling card. They stay with participants long after the event is over.
- Personalised badge with name and job title
- Branded lanyard
- Folder or document wallet with the programme
- Notepad + pen (branded)
- Welcome bag or drawstring bag
- Roll-up banners with the brand or event theme
- Photo backdrop (for Instagram spots)
- Advertising totem at the entrance
- Outdoor banners and flags
- Directional signage
- Branded team T-shirts or polo shirts
- Distinctive caps or lanyards
- Host/steward uniforms
- A badge that stands out (different colour)
- A useful branded product (mug, water bottle, premium pen)
- Communication material (brochure, catalogue)
- Voucher or discount code
- Local or eco products (a 2026 trend)
Roll-ups and banners: 3-5 days. Team T-shirts (embroidery): 7-10 days. Badges + lanyards: 5-7 days. Complete welcome pack: 10-14 days. Order at least 3 weeks in advance: a last-minute rush doubles the cost and increases the risk of errors.
Complete checklist by stage
Mistakes that derail an event
Post-event evaluation: how to measure success
An event without an evaluation is a missed opportunity to learn. Here are the main KPIs for each type of event:
- Attendance rate (confirmed vs. present)
- Net Promoter Score (likelihood to recommend)
- Overall satisfaction score (1-10)
- Feedback on speakers
- Intention to attend the next edition
- Team engagement level (self-assessment)
- Favourite activities (for future editions)
- Perceived impact on team cohesion
- Internal NPS
- Number of leads generated or business conversations started
- Feedback on the quality of networking
- Media visibility (if applicable)
- Follow-ups planned after the event
Planning a corporate event?
ATU prepares all your branded materials, from team T-shirts and roll-up banners to welcome packs and goodie bags. A complete quote within 24 hours.