At Kapow Events, we have the advantage of thinking about client entertainment all day. More specifically, our job is to help our clients create successful events. When you break down what successful events are, they almost always come down to client acquisition, retention, and engagement.
It’s important to think about it this way, as it allows for putting together the right pieces and experiences to create a successful event. Where are your customers and prospects within this cultivation process?
Acquisition – The act of getting new customers, most of us need those. You'll need to have a strong attendance program as well as a good mix of business development folks, current clients and messaging to tell your story. Your current client ambassadors will be your best salesmen, or many times just the act of putting on the event makes you a leader in the space. If you are the one who is putting together a summit of great minds, we’ll just assume you have a great mind too.
Retention - We all know it costs more to get new clients than to keep current ones, so don't lose them. If you have a series of events every year, clients who fit into that retention pattern can be invited to low cost events to keep them close until they are further down the sales funnel. As you see that happening, move them into an engagement event to get them that much closer. Ramp up your love!
Engagement - Get REAL close. How much is this client worth to you? Need to make sure they use you and not that other organization? This is about creating a memory that is aligned with you and your brand. When they are making their decision they should be thinking of you. If you took them to get a custom tailored suit or designer jeans, they likely think of you every time they put that on. Great memories and gifts are the ones that you use, but wouldn’t “splurge” for that designer version.
When used properly, client entertainment can be the difference in building and maintaining your business. A thoughtful, data driven and strategic approach will help you measure its success and value to your organization.
@KapowChicago
http://www.kapowevents.com/
