Types of Business Events

Types of Business Events

Congresses and conventions, product presentation events, team building events, employee incentives, etc. These are some of the different types of corporate events that exist, but how is this classification made? How are they different from each other? What is the difference between congress and convention?

When focusing our work on planning corporate events and creative ideas for a project, it will be very useful for us to know what type of event it is. In order to do this, we stress once again the importance of gathering information from the client.

There are two factors that will help us to classify the event and they are:

  • What is the purpose of the event?
  • Who is it aimed at?

The objective will be what determines the type of event, while knowing who it is aimed at will finalize the classification.

Some examples to make this classification of events would be:

  • If the client company wants to make known its new product we will be before an event of presentation of product that in turn, will be able to be focused to final clients, to mass media, to distributors or to employees.
  • The client company wants to give an experience to strengthen the relationships of staff with your brand. In this case, if it is aimed at customers it would be a loyalty event but if it is aimed at employees it would be an incentive event.

Bearing this in mind, the different types of business events that we are going to find are:

Product or service presentations

These are events in which a company wants to make known its novelties in the launch of a product or service, and can be aimed at different target audiences: end consumer, distributor, staff of the company itself, and so on.

Press conferences

Many times a product presentation is accompanied by a press conference to try to get more media coverage of the launch.

These are short events in which it is important to convey a precise message and be agile in the development of the event. Choosing a location that is in line with the message, providing the necessary information to journalists and making an original call in advance are elements that will help the press conference to be effective.


These are itinerant events in which the action is replicated in different places, for example, in different cities. In this case, it is the event that approaches its attendees.

It allows multiple formats: actions in vinyl vehicles, ephemeral structures at street level, unique locations of each city, etc.

Company anniversaries or celebrations

They are events focused on celebrating milestones within the company such as its trajectory over the years. They are usually focused on employees and customers, as it is a way to thank their participation, effort and work in the trajectory of the company.

These events have a high emotional character and are the perfect setting to convey and involve the attendees, about the values of the company.They admit many formats, from family day celebrations to private celebrations in unique locations.

Employee incentives and customer loyalty events

Every company knows that it is the people related to it that contribute to its success, therefore, these events are a way of recognizing their performance, the fulfillment of objectives or the trust deposited over time.

They tend to be more special events, select, aimed at small groups in which the values of the company and the pride of belonging are transmitted through experiences specially designed and personalized for them.

Team building and CSR events

These are dynamic actions aimed at improving teamwork or skills such as creativity, leadership, communication, etc. In addition, they contribute to the transmission of the company’s values in a practical way.

These events can have a very important social action when the activities that are developed are focused on improving the environment, the situation of people in need, etc..

Fairs and exhibitions

These are events of several days duration in which participants from the same sector are concentrated in the same place. It is essential to draw the attention of visitors through different elements: stand design, location, original activities for visitors, catering, merchandising, etc..

Shareholders’ meetings

These are internal company events in which the year’s results are presented to the company’s owners.

As such, these events have a great presence of corporate identity and, in addition, they must be very functional allowing the presentation of data, votes, different interventions, etc.

Congresses and conventions

These are corporate events of a technical nature, aimed at professionals, in which a subject is dealt with in depth. Usually, they last several days in which different speakers deal with aspects of the main theme of the congress or convention and bring together a large number of attendees.

  • What is a congress? It is a type of corporate event where associations or institutions from the same sector meet for educational and informative purposes.
  • The differences between a congress and a convention? The convention is another type of business event, but in this one, the companies and their collaborators meet to transmit the results obtained in the trajectory of the same one and, to improve thus, the integration by means of the favoring of the net-working or, even, as incentive for those related to the company. In addition, expenses are borne by the client company.

In order to know how to organize conventions and congresses for companies, it is necessary to bear in mind that these are events that require a great deal of preparation months in advance, since, in addition to choosing the right places to hold congresses.

Carry out the design and production of the event, technical secretarial work is carried out to manage the registration, accommodation, agenda and content of the event. In events of such complexity and detail, we always recommend relying on a professional congress organizer.

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