Client Events
If done right, client events are instrumental for your business’ growth and success.
Five years ago, as our resale business was really starting to take shape, we decided to plan a client appreciation event. We rented some party corrals at a local children’s farmstead and invited a couple hundred clients and friends. It turned out to be a beautiful fall morning where we got to spoil our clients and reconnect with them in person. In the years since, here is what we’ve learned about hosting client events:
Sponsors
By recruiting event sponsors we’ve been able to off-set about 80% of the total cost of the event. We select sponsors that make sense and only select one from each industry: lender, home inspector, window/siding company, home insurance and title company. Other potential sponsors for your consideration can include home cleaning, roofing, organizing or interior design, and plumbing/electrical companies. On the day of the event they help out and are able to interact with their past clients and promote their business. It turns into a win-win situation for everyone!
Staff it Right
The first year we were overwhelmed. We did too much ourselves and didn’t interact with as many clients as we should have. Delegate the responsibility of replenishing the food and drinks, paying the venue and ensuring all of the activities are going well to a trusted person(s). It’s your job to have meaningful conversations and thank every one for coming.
Lots of Activities
The worst thing that could happen is if your guests show up and they have nothing to do. Whatever venue or activity you select, make it one that will capture their attention and ensure that they don’t regret coming. At our Fall Fest we have 4 different activities including a trick or treat station, face painting, games like corn hole and then pumpkin picking. The duration is 2 hours and they are BUSY! Every year we hear from clients who say that they love coming and have so much fun. There’s nothing better than that!
Food & Beverage
Keep the audience and the time of day in mind. The first year we began our event at 10am. We ordered breakfast sandwiches, fruit, donuts, bagels, chocolate milk, coffee, juice… you name it! And guess what? All they ate were the donuts. We learned that we just were offering too much when everyone arrived at a time when they just finished breakfast. In the years that followed, we just ordered donuts, fruit, bagels, coffee and chocolate milk. We now keep it simple and we never have any food leftover.
Philanthropy
Last year, we hosted a spring event where we asked everyone to join us at a local park and we hired an ice cream truck. We asked everyone that in exchange for a “cone,” they needed to donate a non-perishable canned good. We collected over 100 cans of food to donate to a local food bank. Our clients LOVED it and we felt really good about giving back to our community.
Don’t Over-Brand
Keep in mind that this isn’t a time to overly promote yourself. It’s a time to say thank you and reconnect. Not a time for a hard-sell. If your logo is on every single thing and your conversation topics are dominated by how great you are, your clients are not going to walk away singing your praises.
VIP events
Last year was our first time inviting a small group of clients to a very intimate tour and tasting. We invited only 5 couples who in the past few years have referred us the most business. A local coffeemaker and chocolatier with a unique story was offering private chocolate making classes at his shop. It was hands-on, it was fun, it was interesting, it was something none of these clients would have done on their own. We gifted them monogrammed Yeti coffee mugs and their hand-made chocolate bars when they left. It was an awesome opportunity to show our gratitude and get to know everyone on a deeper level.
