Corporate events have come a long way since the days when the term brought to mind a company picnic and not much more. Today, companies strive to integrate each event into the marketing plan so that it contributes to overall corporate objectives. That said, people who organize events know that planning alone doesn't supply the most essential ingredient of this marketing tool: excitement.

A corporate event is an occasion that is designed to communicate critical organizational messages and themes in a highly personal, entertaining way that maximizes retention. While corporate events can be tied to the sponsorship of a sporting or entertainment event, they most often are stand-alone programs specifically crafted to motivate, excite, and rally the target audience.

Although some companies still pin most of their promotional hopes on a single annual event, such as a golf outing for key customers, Joe Goldblatt, director of the event management program at George Washington University, says the trend is in the opposite direction. Spending on events is increasing in many businesses, says Goldblatt, but compani

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