The research activities indicate to the fact that it takes five times more funds to attract a new customer than to keep the existing one. That is why the companies cherish their relations with the existing customers, for example, through the events that strengthen the existing relationships, as the clients always feel important when being invited to prestigious events. Also, when taking part in entertainment and activities that the company organizes for them, the clients again confirm to themselves that the products or the services they choose to buy from the company are exactly the right choice.

Gala dinners, gatherings and cocktail events are the most usual corporate events organized in hotels, venues, restaurants, and special venues – museums, galleries, theatres, wineries, fortresses, etc., as well as on ships, cruisers and yachts.

Sport activities, recreation and team building activities are usually organized as outdoor activities and in such a way that the guests take part in organized activities. Such activities may include carting, shooting bow and arrow, flying in hot air balloons or helicopters, and similar. Sport and team building activities require hotels or resorts with sport terrains and facilities, but also with natural environment adapted to extra activities – mountaineering, orienteering, as well as many other team building games.

Talking about indoor activities, those are usually team building activities conceived for indoor entertainment, then, bowling, cooking lessons, painting lessons, etc.

Attendance at important sport, music and cultural events. The company books the seats and pays the tickets and the trips to prestigious sport events, such as tennis cup finals, Wimbledon or Roland Garros, then football championships, Formula 1, and similar. Those can be the concerts of international and domestic stars, theatre premieres, musicals, opera or ballet. World famous festivals, such as Rio Carnival, Oktoberfest or Paris Fashion Week, will not leave anyone indifferent.

The type of corporate event that one company decides to organize depends on the principal business activity of such company, on the target groups planned for the event, their business field, interests, occupation, education, age and gender. It also depends on the final goal they want to reach and the message they want to communicate, and of course, it depends on the budget.

Corporate events actually represent the tool which the company management uses in establishment, construction and deepening of the relationships with the company customers, employees, as well as the groups and the individuals of the special interest for the company. In theory, corporate events can be classified among CRM (Customer Relationship Management) tools.

The groups and the individuals of the special interest can be investors and prosperous investors, mediators and distributors, nongovernmental organizations and the public sector, media etc.

Corporate events creates opportunities for establishment of deeper relationships, the sense of belonging and the pleasure arising from cooperation with the Company, and also to communicate positive messages to potential partners, customers and investors.

It motivates the existing and inspires new customers, creates the opportunity to impress the partners, and to share the entire impression through communication or via various social networks, and also to make all the others wish to be a part of such exciting and successful story.

M.M.