Finding the right programme for a corporate event

The choice of entertainment for corporate events is vast, from classic stage shows and interactive Walking Acts to specially themed formats. Anyone planning an event for the first time soon faces the question: which format actually suits our occasion? This article sets out the key criteria for making that decision systematically.

Occasion first, format second

The most common planning mistake is to pick a programme because it looks good and only afterwards check whether it suits the occasion. It makes more sense to work the other way round: first define the character of the event (festive, playful, prestigious, relaxed) and then look for a programme that supports exactly that character.

A Christmas party with a mainly internal audience can take more humour and surprise than a client reception where outside impressions matter. A programme such as Christmas Elf ActView act → therefore works particularly well in a setting that is meant to feel warm and playful, and less well at a sober trade fair with an international audience.

Walking Act or stage programme?

This basic decision shapes many other details of the planning. A Walking Act moves through the entire space, reaches guests in small groups and works well during phases without a fixed point in the schedule, such as the reception, changeovers and networking breaks. A stage programme focuses every guest's attention on a single moment and suits the highlights of the schedule, for example straight after a speech or before dinner.

Many programmes can be booked in either form. The MADMAX Stuntfight DuoView act →, for instance, works both as a short, intense stage moment and as a longer Walking Act lasting several hours, depending on how the schedule is structured and how much time is set aside for the programme.

Visual theme and branding

Another important factor is the programme's visual impact. Some formats carry a clear theme, such as the future, mystique, nature or glamour, and can be woven deliberately into the overall look of an event. A programme with a futuristic look such as Futuristic + LaserShowView act → suits events with a technology or innovation angle, for example product launches or trade fair stands in the tech and mobility sectors. If, on the other hand, you are looking for a glamorous, prestigious atmosphere, a format such as RED LINE TRIO – Fashion ActView act → offers a programme item that relies on elegance rather than comedy.

Can a programme be adapted to our corporate colours?

Many formats can be adapted in colour or theme to your brand, for example through costumes or signage. It is best to raise this in your enquiry as early as possible so that there is enough time to prepare.

What if we are unsure which format is right?

A short description of the event (occasion, number of guests, venue, desired atmosphere) is often enough to narrow the many formats down to a sensible shortlist. You can get this assessment by sending a direct enquiry.

Combining several programme items

For longer events or larger numbers of guests in particular, a combination often works better than a single format: a Walking Act for the arrival phase, a short stage moment as the highlight, and perhaps a second, lighter programme item for later in the evening. This keeps guests engaged throughout the event without overstretching any single programme.

When combining different formats, it helps to keep a common thread running through them, either thematic (for example, a consistently futuristic look) or functional (a mobile element for the floor, a focused element for the stage). A mirror costume performance such as Mirror Costumes – Mirror ActView act →, for example, works well as an eye-catching transition between two other programme blocks, because it stands on its own visually without needing much lead-in.

Talking to the provider

Once you have a shortlist, it is worth speaking to the provider directly. This is where technical details, timings and individual requests can be clarified that are hard to describe fully online. A structured approach, first clarifying the occasion and practical conditions and then discussing specific formats, generally leads to a quicker and better-suited decision than searching for the "perfect" programme without a clear starting point.

The next page of this guide looks more closely at the requirements that the venue and schedule place on a programme, from floor space to ceiling height.