If the financial crunch has tightened your marketing budget, you can still hold client events that are both memorable and cost-effective.

The challenge is to get your client-appreciation dollars to stretch further than they ever have, and to identify the kinds of events that will have clients remembering you in a positive light — and not just for the free food and drinks. Event-planning experts and advisors who hold successful events say you should start by breaking event ideas down into two basic components: place and activity. Next, focus on making each of those components unique and as “outside the box” as possible.

> Choose An Original Location. There’s nothing memorable about a traditional venue such as a hotel meeting room or an office boardroom, says Rod Burylo, author of Awesome Client Events and a former financial advisor in Calgary.

“If the objective is to build relationships, you should choose a non-traditional venue,” Burylo says, “because they are more memorable.”

Use your imagination: muse-ums, art galleries, zoos and wi-neries are all potential client-event venues. Burylo has held a successful event in an airplane hangar. He tells of another advisor who organized a client get-together in a restaurant at the top of a ski hill. Unconventional venues are often less expensive for you because the operators of these sites are not in the business of hosting events and you can negotiate.

These off-the-beaten-path locations also offer more flexibility when it comes to the menu. When you hold an event in a hotel, you have no choice but to use that hotel’s food and bar services, which are often expensive. Most other venues allow you to shop around and select your own catering service, which can better suit your budget and theme.

> Make The Speaker Or Main Activity Memorable. Choose a topic or activity that is relevant to your clients, says Kathryn Del Greco, a senior investment advisor with TD Waterhouse Private Investment Advice in Toronto.

“The speaker should be providing time-sensitive information,” Del Greco says, “that gives clients and prospects a sense of urgency in wanting to be there.”

But remember: a client-appreciation even is not an investment seminar. If you’re hiring a speaker, choose one who will entertain and inspire your clients. Burylo has wowed his clients with famous speakers such as chimpanzee expert Jane Goodall and physician/philosopher Deepak Chopra. The more the speaker is non-traditional and widely appealing, Burylo says, the better.

“If you can give someone a memorable speaker,” Burylo says, “clients and prospects will remember you.”

Presenting a high-profile speaker offers a few bonuses. For one, a well-known speaker will attract attention from the general public, and many people will be interested in buying tickets; ticket sales will offset the cost of the event. (When Burylo hired Goodall to speak, the net cost for hosting 500 paying audience members and 300 clients, including a private reception beforehand, was only $500.)

Offering some tickets for sale means you can print a price on the tickets, even those you give free of charge to clients. This way, the clients will regard the event as having a dollar value. “The value put on the ticket,” says Burylo, “lets clients know how much your event is worth.”

You can send tickets to clients with the invitation. Tickets maximize attendance, Burylo says, because they increase the perceived value of the event and make the client want to attend. Make sure tickets are numbered and printed professionally.

Always give clients enough tickets to bring friends, says Del Greco: “This lets other individuals see the types of events I use to service clients.”

And remember: when sending out invitations, don’t scrimp on the paper quality and graphics. “You need to make sure it looks as professional and high-quality as possible,” Del Greco says. “If someone is going to take time out of their busy schedule, they [want to] know it’s going to be a quality experience.”

Presenting a well-known speaker may attract media attention as well. Reporters from local radio and television stations, as well as newspapers, may well be interested in the event and want to talk to you about it.

“The average advisor rarely gets a chance to talk to the media about their business,” Burylo says. But if you are hosting an event involving a celebrity, you will have a rare opportunity to capitalize on that. “All of sudden, you can appear on air to talk about the speaker you’ve brought in.”

@page_break@> Involve The Senses. You don’t have to hire a star speaker to create a memorable experience for clients, says Mike Blaney, founder of Vancouver-based inBoxFX Communications Inc. Think about the “return on experience” vs “return on investment,” adds Blaney, who is author of the marketing blog Good ideas are a dime a dozen but implementation is priceless.

“A good event involves all five senses,” says Blaney. “It’s important to be involved with the client throughout the event, so they do more than just see and hear you speak.”

To create a sensory experience, invite clients to a series of cooking classes, a wine tasting or a private tour of the zoo. Just make sure its an experience that allows you to participate alongside your clients.

“These are low-cost ideas that stand out in people’s minds,” Blaney says, “and really make them appreciate the relationship they have with your business.”

If you plan to offer clients a meal but you are on a tight budget, make it a lunch as opposed to dinner, says Greg Thompson, vice president and associate portfolio manager with Winnipeg-based Thompson Wealth Management Solutions, which operates under the banner of Toronto-based RBC Dominion Securities Inc. Thompson recommends quarterly luncheons with guest speakers. Lunchtime menus are less expensive than dinners, which often include appetizers and drinks. In addition, many clients, especially those with children, find it easier to make time in the middle of the day than in the evening.

A smaller, intimate luncheon can give clients a feeling of exclusivity, says Del Greco: “When invited to small event, a client feels special. It also reinforces the client’s commitment to attend.”

You can preserve the memory of your event by using technology. Thomson suggests making a video of your event’s speaker and uploading it onto your website. “For every one person that attends,” he says, “we have seven to 10 people [watch the video] online.”

Burylo had photographs taken at the Goodall event hung on his office wall.

> Find A Sponsor. Another way to lower costs on client events as an advisor, says Del Greco, is to work with a partner, such as a tax accountant or a lawyer, who is willing to split the bill with you to reach the same type of crowd.

“Partnering with another professional allows you to share the expenses, but the trade-off is that you will have to introduce them at your evening,” Del Greco says. “However, that doesn’t mean they have to be the featured speaker. They only need to be a part of the evening.” IE