So, you’ve decided on a great line up of client appreciation events for the year ahead — now what?
“To ensure a successful event, you want to make sure your checklist is complete, that your clients have been invited, all the i’s are dotted and the t’s are crossed,” says Joanne Ferguson, president, coach and consultant with Advisor Pathways Inc. in Toronto.
The key is to avoid glitches by taking care of all the event’s details:
Make time to organize
When you plan out the events, schedule time to organize and arrange all the details. “If the event is in November, you would have scheduled out what you had to do in August, September and October to make sure that the event happens,” says Ferguson.
Choosing the venue
There are several things to consider — from the atmosphere to the size — when choosing a venue. Think about your guest list and what they might enjoy. For example, Ferguson says if you know they are interested in the arts, maybe consider booking a relevant setting, such as the basement of the Royal Ontario Museum.
But no matter where you decide to hold the event, make sure it can hold the number of intended guests comfortably, says Rosemary Smyth, a business coach with Victoria-based Rosemary Smyth and Associates.
Sending the invitations
What good is organizing a client event if no one shows up? Send out invitations about a month ahead of time to make sure they know when and where it is, says Smyth. If there is limited space at the event, make sure there is an RSVP so you can keep track of numbers.
Do some follow up work to make sure clients remember the date. If you haven’t heard back from a client, re-send the invitation a week before, says Smyth. As well, take time a day or two before the event to call up clients personally to confirm and clarify details. “If they are bringing a friend just [ask] who are they bringing so [you] can introduce [yourself],” says Smyth.
If it’s a busy time of year, send the invitations out a little earlier. “If something is in November, you’re starting to get into holiday parties and things like that, so you want to make sure [to send invitations] well in advance,” says Ferguson.
Client preferences should dictate the type of invitations you send out. “Some will be email savvy and some will prefer mail,” says Smyth. “The key is knowing your clients.”
Team Effort
Client events should result in building relationships with the whole team — not just you. So, it’s important that everybody attend. “It gives clients a chance to connect with people that they might have only talked to but now they actually get to meet the person face to face,” says Ferguson.
Follow up
Get the most out of the event by asking clients for feedback. Ask clients how they enjoyed the evening and if they have suggestions for next time, says Ferguson. Instead of a formal survey, use a more casual approach, she says, such as sending a quick email or have the team ask clients as they speak with them in the weeks following the event.
IE