Strengthening a brand is achieved through various initiatives, with marketing actions being the most traditional. However, another way to expand a company's relationship with diverse audiences is through corporate events, which have been growing and transforming.

According to the Association of Event Promoters, more than 590,000 events are held annually in the country, with a financial turnover exceeding R$270 billion, which accounts for approximately 4% of the National GDP. For 2022, the expectation is for growth of 6% compared to last year.

What is a corporate event?

Also known as business events, corporate events are designed to foster relationships between a brand and its target audiences. In addition to sharing knowledge, launching new products and strengthening ties, they offer other possibilities.

The difference between this type of event and social events, such as birthdays, weddings, and other celebrations, is that they have a business focus. However, this doesn't mean a corporate event can't include shows, dinners, lunches, and other initiatives that are common in social events and complement corporate activities.

In this corporate context, events can take many forms, such as conventions, trade shows, training sessions, lectures, roundtables, workshops, congresses, and launches of brands, products, services, and even projects. 

Why is a corporate event important?

A trained advertising professional and corporate event organizer for almost 20 years, Ismália Queiroz, owner of Gaia Corporate Events, [Name], highlights that the event is an opportunity to create a stronger bond between guests and the organizing brand, as well as its sponsors. "The corporate event is a great opportunity for the brand to offer an experience to its guests, using the concept of..." emotional branding, "These events lead people to be more integrated with the brand through actions that, in addition to knowledge, offer opportunities to socialize, gather, engage, and strengthen ties. These events are a tool for the brand," he emphasizes.

The corporate event organizer also points out that, given the importance of these events, care must be taken when organizing them. “It’s not just about hiring services like catering, decorators, speakers, and inviting guests, among other technical aspects. It’s something more complex where we need to aim to strengthen the brand with its audience, and for that, a strategy is necessary. The professional organizer's focus cannot be solely on hiring; they need to go beyond that and engage with the brand to build what it seeks and deliver results. We have to understand what the client wants to create an event that exceeds expectations,” adds Ismália Queiroz.

Trends for corporate events

We consulted an event planning expert to understand the trends in the sector. Check out some points highlighted by Ismália Queiroz:

The first point she made is that we are coming from a This was an intense period of online events due to the pandemic, connecting us much faster than expected with new technology-related options. Check it out: 

• Due to the period of intense online events caused by the pandemic, which led to much faster connection speeds than expected, new technology-related options have emerged. Therefore, keep an eye out and implement technological solutions. 
• We need to be mindful of what we've experienced during this period and what we've learned. For example, having a paper list for the event no longer makes sense.
• We are more connected to the online world and technologies are much more accessible, so there's no going back. 
• People were more afraid and even had difficulty using the QR codes, or online registration, are now part of the corporate event audience.
• Technological solutions no longer intimidate people as they once did and can be applied to events in a much more effective way. 
• Thus, more LED panels, innovations, and online interaction and research tools are being used, connecting people to content more immediately.
• Hybrid events are a trend and are here to stay. Whereas previously a company might hold only one convention due to the cost of bringing together teams spread across different cities, now it can hold four in-person conventions with live streaming. We have an effective integration of in-person and online events.

Experience at the Center Convention

The businesswoman and event organizer already has Three private events will be held at the Center Convention, and another is under negotiation. She highlights one of the points she considers to be different for holding events in the space. “The Convention Center is a place that allows you to innovate, transform, break the mold, and give the event varied identities. Its structure, renovated this year, offers these conditions, with a mobility that allows you to have rooms as desired and to do the setups we need,” says Ismália Queiroz.

In conclusion, she highlights an aspect that she considers something that is enchanting. “Being at the Center Shopping Complex is something that benefits everyone. It has everything without the need for travel, with ample and complete parking. The ease is enormous, and all the necessary conditions are in place for the event and for everyone involved, from participants to organizers and suppliers,” concluded the businesswoman.

In addition to the Center Convention, the Complex Center Shopping features Mercure Uberlândia Plaza Shopping, the Center Shopping mall, the business tower of Uberlândia Business Towers – UBT and space Center Office.

Come and see for yourself the advantages we offer. Talk to our team at (34) 3239-8300 or comercial@centerconvention.com.br

Want to schedule your event with us? Book a date by clicking here. HERE.