Client / customer events are wonderful ways to strengthen new and existing relationships, thank supporters and showcase new products or services.
Client events make strong statements about how you value and treat your stakeholders. Get it right and you have opened the door to new possibilities … miss the mark and you won’t have done your brand or reputation any favours.
So with the Christmas party season fast approaching and opportunities for client launches and ‘good news’ celebrations in the New Year, here are seven tips (plus a few extras) to make sure your event is seamless and professional.
1. Planning
What kind of event are you holding? Who are your target audiences and what do you want them to do or experience as a result of your event?
2. Timing
Give enough time to organise your own troops, the venue, speakers, suppliers and guests. For large numbers or prominent events, you may wish to secure the date eight to 12 weeks in advance with ‘keep the date’ cards or emails. However six weeks is usually a good notice period for invitations. Remember to check to see if your date works with key attendees and is clear of major events, competing industry activities and holidays.
3. Theme / logistics
What style of event will you hold? What time of day will work best for your guests, also consider and organise the venue to make sure everybody will be comfortable (think about temperatures, seating, parking, paying for parking etc), do you need a speaker or entertainment – is it a social, educational or networking style event?
4. Budget
How much do you want to spend (or are you willing to spend)? Again, this will tie in with the perception and experience that you hope to create.
5. Action items
Well executed events are all about the detail. Having a checklist (called a Run Sheet) where you prioritise the elements listed above will keep you, the venue, the entertainers and the speakers on track.
Think about how you would experience your event as a guest and plan accordingly. See yourself walking into the room - how will you be greeted and made to feel welcome? Will you be standing or sitting etc … are great ways to make sure you have covered and planned for every aspect and contingency.
6. RSVPs
A bit of a bugbear … people don’t seem to RSVP anymore. Allow yourself enough time to follow up your invitees two or three weeks before your big event and encourage them to attend.
7. More bugbears, dos and don’ts
- If guests are standing for more than 10 minutes, you will need to provide stools or chairs around the room. If guests are standing for more than 20 minutes, everybody will need a chair
- Keep traffic paths for food and beverage staff clear
- Organise the flow of the night so that food is not being served or cleared during key note speeches
- Make the reception process simple and easy, ensure that your guests don’t bottleneck at the door and take forever to come inside
- Don’t have the room too cold or too hot
- Don’t have the music too loud
- Check the PA system and audio visual equipment in advance, have presentations ready to roll. For large events, hire a professional sound technician to manage this for you (will also avoid audio screeching which affects ambiance)
- If you are having candles, make sure they are safe and away from other decorations (this tip from experience)
- If you are having a fundraising event remember that long auction processes feel even longer for the audience … think of innovative ways to raise funds that keep your guests entertained
- Tell your team, board members, patrons etc what to do on the night, make sure they have a job and are coached in how to mingle (otherwise they will all stand in the corner). Make sure somebody senior is available to welcome guests as they arrive and keep other key people ready to talk ‘shop’ and have strategic conversations with guests during mingling times
- Remember to thank the venue, wait staff and your guests for attending. You may wish to follow up with separate thank you cards or gifts as appropriate
- Lastly, remember to relax and be a calm and welcoming host
Plan well, be organised and enjoy your function.
For more information about event management or to outsource your next big event, please feel free to call me on 07 3899 8335.
Best wishes – Megan Walker