Client Events: You Don’t Have to Start From Scratch

Emily James, CMP, Director of Events
June 4, 2018

There’s no question about it: live events provide a unique platform to create unforgettable experiences that establish connections, generate new ideas and ultimately provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world.

The question isn’t whether or not to hold an event; it’s where do you start?

The good news is that you don’t have to start from scratch. There are several ways to create a customized experience within an already established event to achieve a major impact. Consider the following as jumping off points, and you’ll be well on your way to planning your next client event with minimal effort.

Community Events – Capitalize on the marketing and advertising efforts of established community events. For example, let’s say a nearby arboretum hosts a very popular summer concert series with affordable tickets. Go big and sponsor a tent, host food and beverage for your clients and gain additional brand awareness by displaying your logo everywhere. Smaller budget? Simply purchase group concert tickets and bring food served attractively in a picnic basket. Print your logo on wine labels for a quick branded gift, and you’re all set with food, beverage, entertainment and good company.

Sporting Events – Hosting a group at a sporting event cuts out the lion’s share of the prep work. Sports arenas typically have a range of packages that can include everything from parking to seats to food and more. The trick here is to not stop at the package. It’s essential to add your special touch – the more customized, the better. Perhaps you customize jerseys with all your attendees’ names or have a past player stop by your suite for pictures and autographs. Pick one simple-to-execute addition with a big impact.

Executive Chef Events – Check out the fine dining restaurants in your area, and see if any of them tout their executive chefs or sommeliers. A simple dinner at a highly-regarded restaurant can be transformed into a once-in-a-lifetime interactive look into the world of fine dining by involving a creative executive chef. The sky is the limit here. You could take a cooking class approach with a live demo, or have the chef explain how a dish was developed and why the flavors work together. With a large enough kitchen space, you can even hold your very own mini Iron Chef competition and have the executive chef be the judge.

Start planning your client event now, but remember that you don’t have to start from scratch. Build your event within another event, but don’t forget to leave your special mark on it to make it an unforgettable experience that will leave your clients clamoring for more – and telling their friends.

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