The Ultimate Client Event Experience 🎉

We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better. Jeff Bezos

For accountants and financial advisers, holding client events are an excellent way to build relationships and foster connections with clients. Not only do these events help in demonstrating care and attention towards clients, but it is also a great chance to showcase your expertise, improve your brand, and foster loyalty among clients.

However, running a successful client event is no simple feat. To ensure that your event is a success, you need to do careful planning and implement effective strategies. Here are ten tips to help you run a successful client event.

Define Your Objectives: The very first step is to define your objectives for the client event. Without clarity on what you hope to achieve, you'll have a tough time in setting the right tone and executing an event that aligns with your objectives. For example, your objective could be introducing a new product, showcase your expertise, or simply foster client relationships or the end of the year.

Select the Right Venue: Choosing an appropriate venue for your client event is just as important as setting the right objectives. The venue shouldn't just align with your budget, but it should also match the character and tone of the event. Some popular venue options include conference halls, hotels, and restaurants, but it all depends on what fits your event.

Consider Your Guests' Preferences: To make sure your clients enjoy your event, make sure you consider their preferences. You could start by sending out invitations ahead of time with a few questions or options for attendees. For example, what type of food they would prefer, whether they want a sit-down or standing up event, networking opportunities, and the type of entertainment they'd enjoy.

Promote Your Event: For people to attend your client event, you need to promote your event on the right channels. Utilise email marketing, social media channels, and other forms of advertising to make sure your clients know about the event and why it's worth attending. Make sure it is clear how they can register, who they will be able to network with, and why they should attend your event.

Hire the Right People: Having the right people onboard is crucial to running a successful client event. Your team should consist of people who are experienced in organising successful client events and can work together seamlessly. This team should comprise of people, including photographers, chefs, sales representatives, and other professionals depending on the nature of the event.

Make sure your staff are well prepared. Provide coaching if necessary. Let them know it's all about the client and that they need to make each guest feel welcome and they should mingle instead of talking to each other. If you see a guest on their own go over and introduce yourself and then take them to meet other guests at the function. Guests will always remember how you treated them.

Make Networking Opportunities a Priority: One of the benefits of client events is that it offers opportunities for your clients to connect with other clients and industry players. You can foster this by including networking sessions and icebreakers. Create a relaxed and welcoming environment where clients can mingle, share experiences and establish new connections.

Stick to Your Timeline: Having a well-planned timeline for your event is just as important as the event itself. Bear in mind that clients' time is valuable, and sticking to time is necessary. Ensure that your team is aware of the time, which includes the time for set up, breaks, and the overall timeline of the event.

Prepare a run sheet.

Make sure that you provide excellent food and drink options: Food and drinks are a must-have at any event. Cater to dietary restrictions and ensure that you provide a variety of options. Have food and drink ready at the beginning of the event. You don't want guests waiting around to be fed if you are running an event.

Get Feedback: After the event, collect feedback from attendees on various aspects, such as the venue, food, entertainment, overall experience and note what changes you can make to improve the next event. Take the feedback seriously as it will help shape the next event.

Provide Practical and Memorable Takeaways: To make sure your clients remember the event long after it's over, provide practical and memorable takeaways. It could be a booklet, a brochure, or even a folder of resources showcasing your services and areas of expertise. Provide something of value that can help your clients in their work or personal lives.

Follow-up: A post-event follow-up is necessary for further fostering a relationship with your clients. Send personalised emails to thank them for attending your event. You could also include a survey in the email to get their feedback on the event. This will go a long way in the retention of your clients.

Running a successful client event requires careful planning, attention to detail, and effective implementation of strategies. It's essential to have the end goal in mind and ensure that everything you do is in line with that objective. Utilise the above ten tips and you're bound to plan and execute a successful client event that will foster meaningful relationships with your clients.

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