Nine tips for a successful holiday party for clients

Holiday parties provide an ideal opportunity to connect with potential clients in a upbeat, festive environment. One way to do that is to ask your guests to bring a friend, says Richard Heft, executive director of Ext. Marketing Inc. in Toronto. “But remember,” Heft says, “this is a relationship-building exercise, so don’t start handing out client forms.”

Here are nine tips to help you make your party a success.

1. Timing is everything
Planning a lunch or late-afternoon event will help to ensure a good turnout, Heft says. “People generally prefer earlier start times,” he says, “so the event doesn’t cut into their evening, which is important personal time. Try scheduling a two-hour cocktail party, beginning at 4:30 or 5 p.m., rather than holding an all-evening event. But plan to keep things going for an extra 30-60 minutes for those want to stay later.”

2. Remind invitees
A few days before the event, ask your guests if they’re planning to attend and whether they are bringing someone — if so, get the person’s name. Your caterer will thank you for it. Also, make it easy for people to RSVP using email.

3. Get help
Don’t try to do everything yourself. Assign team members to take guests’ coats as they arrive and to hand out nametags, which should be prepared in advance. Make sure the caterers or other staff are available to keep things moving along. Remember: your role is to interact with people.

4. Address the group
Plan to say a few words, introducing yourself, thanking people for coming and offering your best wishes for the holiday season and the coming year. Be upbeat, genuine and brief.

5. Have taxi chits
Despite people’s best intentions, some may overindulge. Make sure you have taxi chits available for those who have had too much holiday cheer.

6. Don’t overdo it yourself
It sounds like a no-brainer, but: whatever you do, don’t drink too much. People want to do business with those they feel are trustworthy, and drinking to excess sends the wrong message.

7. Circulate
Don’t spend all of your time hanging out with a your top clients or best friends in the crowd. Chat with everyone, at least briefly. And while you’re circulating, don’t walk around holding a plate and a glass; keep one hand free so you can greet people.

8. Follow up
Send your guests a card thanking them for attending the event. Personalize it with a picture of the venue and a handwritten note. If a client brought a friend, mention it, saying: “It was great to see you again. And thanks for bringing Tom.”

9. Get feedback
In the new year, survey your guests, either formally or informally, to find out how they enjoyed the event. Did they like the venue and the food? How were the parking arrangements? This information can be helpful in planning future events.

This is the second part in a four-part series on holiday parties.

Next: Holding a successful staff party.