Considerations
Millions of dollars are spent on corporate events each year. At the same time, millions of dollars are wasted each year due to improper planning. Events, with the proper planning, can be very powerful marketing and employee retention tools. If the event is low on attendance, boring, and does not have the proper messaging, it is a waste of time and money.
The task of planning an event should not be taken lightly. It should be viewed and managed as a project and linked to a campaign management program or plan. Measuring the success of an event can be as simple as identifying a sale, or in the case of an employee event, a savings in healthcare costs or an improved employee churn rate. Experienced, professional event planners know how to create, manage, and deploy an event that has ROI linked to it while saving your company money.
Let your Employees Do What They Are Hired to Do
Traditionally, event planning resides on the marketing side of a business. In some cases (and they are few and far between) there will be an event planner in the human resources department. Many times, this person is tied to an employee retention or satisfaction program. Unfortunately though, most of the time, event planning is given to someone within the organization that does not have event planning experience. A great example is a Sales Manager for a sales meeting, a Project Lead for a project kickoff event, or even an Executive Assistant for an executive outing. These people have regular jobs where their job description does not include “event planning”. It can become very daunting and stressful as planning a good event is time consuming, and in the end, everyone will have something to say about the success or failure of the final solution, you can bet on it.
Researching catering options, venues, entertainment, and every other piece of an event is a time consuming proposition. Put on top of that the time it takes to review and execute a contract and now you are starting to cut into a person’s everyday job. Many times, the “non event planning” employee will settle for a simple solution just to get the task out of the way. This can back fire, creating a boring event with low attendance and without the proper messaging.
The Secrets to a Good Event Are Golden
Knowing the alternative venues, the creative caterer, the cool gift solutions, unique themes and all of the other great event secrets comes with years of research and experience. Taking a good branded event and being able to match event vendors that compliment that brand is an art. A professional event planner should be able to turn your event idea into something your guests will remember for years.
Measuring the Success of Your Event
Professional event planners will work with you to create a metrics of your event goals. A pre- event session to determine goals, and a post-event session to measure goals is recommended for each major event or event program. Being able to prove business value will only help you get the budget you need for future events.
Where is The Money?
Professional event planning organizations have discounts based on negotiated, volume discount contracts. These discounts can equate to savings for your company. In addition, many event planning companies have the licenses they need to buy event products at wholesale prices. Once again, these savings can be passed on to their clients. In many cases, companies that have event planners on staff will work with professional planning organizations to take advantage of these cost savings.
A Good Event Planner Can Be Used as a Good Event Agent to Save Money
Here is the concept. An “event agent” is a “travel agent” for all sizes of corporate events. It is someone that knows what to do, where to do it, and who to do it with. There is really no difference. The travel agent guides you through your trip and gives you cost options to get where you are going. An event agent can guide you through your event. This concept is used by many organizations, because it is a cost savings. If set up properly, anyone within your organization can call the event planning coordinator, and the call goes directly to your “event agent” service provider. No one knows the planning and management is going on outside of your company’s walls.
Consider the value an event agent can provide by managing all of your facilities assets such as rooms, audio visual equipment and other meeting items. In addition, a good event agent will manage your registrations, negotiate catering contracts, and document procedures, assets and policies.
This solution is ideal for small to medium businesses that do not have a full time event planner on staff. And even if there is a budget for a full time planner, applying it to an “event agent” service can save your company money by taking advantage of the cost savings mentioned above.
Conclusion
Researching the cost of an external company for your corporate event planning is worth the time. There are many firms that will work on retainer, or even by the project. The savings will not only come from the discounted event vendor rates, and time savings for your existing employees, but also the return on the investment that a successful event can provide.
Monday, December 17, 2007
Friday, December 14, 2007
How to Host a Customer Appreciation Event that Customers Appreciate
OVERVIEW
Don’t underestimate the impact of a good customer appreciation event. Customers are your livelihood and they expect some type of token for their efforts. A customer appreciation event is a “one to many” event where you can thank everyone at one time, and that is a beautiful thing. Remember though, “everyone” is not just the guy that is signing the purchase orders. Don’t forget to include the people that supported you along the way.
The most important thing to remember when hosting this type of event is, if you aren’t going to do it right, don’t do it at all. Be creative, and work hard to be sure your event is successful and remembered by all. A good customer appreciation event will bring you additional sales, guaranteed.
FIRST THINGS FIRST, KNOW YOUR BUDGET
Don’t waste your time scheming and planning until you have a budget commitment from your management. Once you have it, go back and always, always, ask for more. With a good preliminary plan, a vision, and your sales hat on, you can usually scrape up a few more dollars.
If your budget is not where you would like it, reach out to your partners for funding. You can ask them for a sponsorship fee in return for some type of recognition or pay to attend the event. If they choose to attend, don’t forget the “no selling during the event” discussion. A simple reminder that this is your event is usually warranted.
Consider dividing the budget into multiple events to allow for more spend on high value customer segments. Don’t forget the little guys.
WHO, WHAT, WHERE, AND WHY – WHO
Create a preliminary invitation list early on. Based on final planning and budget, you will probably have to remove, or even add invitees. Review the list to be sure the people coming add to the “positive event” feel. In other words, you may be better off not inviting a disgruntled customer, but thanking that person outside of your event.
Don’t forget to invite people from your own company that can positively impact your event. Any one that is “customer facing” such as service, support internal sales folks, or high level management (it always makes a great impression to have the CEO).
Consider inviting ”hot” prospects if there is room. This is a great way to help close a pending deal. If the prospect sees a room full of happy customers, this will only help your cause. One or two at the max, as your customers may catch on. Identify those prospects with an 80% or better close rate.
WHO. WHAT, WHERE, AND WHY – WHAT
Determine the kind of event you will be hosting. Put on your creative hat, and go where no man has gone before! Be sure to think about what your customer base would like to do as opposed to what you might like to do. This is a big mistake people make. Reach out to your top customers in advance and ask them if they have any suggestions. This not only makes them feel appreciated, but gives you one more customer touch point.
Determine what time your event will take place either in the evening, or during the work day. There are many that refuse to do anything after work based on family commitments. We have seen great success with afternoon events. This not only accommodates the people with families, but if there are those that would like to continue on through the night, they can! Also, we have found that Thursdays and Fridays work well for these types of events, as internal meetings start slowing down towards the end of the work week.
Always allocate time for introductions, and to talk about what is new at your company, new products, and new direction. Make it educational, but take your sales hat off. Never, have a product demonstration during an appreciation event. Your customer is there to have fun, not to be sold to.
Consider doing some type of training, keynote speaker, or something the customer can walk away with and use to be a better business person. There are some that will come to an educational event before a fun event. It is a nice touch, and well appreciated. If your budget doesn’t allow you to pay for someone, consider your most innovative customer and have them do a small presentation on what they have done with your product. Once again, no selling.
Turning a team building event into a customer appreciation event can lend to more face time with your clients. An example of this is a group that we work with that hosts high tech treasure hunts. We divide the teams up to five or six with the one representative from the host company on each team. We also recommend they place one of their top customers on each team to mingle with new customers. In the case of the high tech treasure hunt, each person is given a Garmin GPS, and a digital camera. The event takes place over a two to three hour time span, and in the end there is a awards dinner where footage of the event is shown. It is always a great success.
If you are going to host a standard event such as a golf tournament, do something creative like a “hole in one” contest. In the case of the example above, make your treasure hunt points be trivia about the benefits of your product. There are a million things you can do to make your event more memorable. A good event planner, or even a marketing person can be a creative resource to help you in this area.
WHO. WHAT, WHERE, AND WHY – WHERE
When selecting your venue, make it exciting, innovative, and high class. Customers know when you are doing things on the cheap, and it is somewhat of an insult. Make sure your venue is close to your customers, and always take into consideration traffic patterns. If your event is not local, be sure the transportation you provide is nice, and reliable.
Another important thing to consider when selecting a venue is the noise factor. If your customers can not hear you, or the person across the table, chances are your event will be a flop.
If you plan on taking your clients to a sporting event or concert, consider doing an event, before the event. Face time is important. There are many wonderful restaurants that have private dining rooms. Find one close to the event venue and host a dinner or cocktail hour. Another option is to take everyone to the event on a bus, and set up a tailgate type party prior to the event. This idea also saves your customers the cost and trouble of parking.
WHO. WHAT, WHERE, AND WHY – WHY
You are having your customer appreciation event to thank anyone that has helped you grow your revenues. Therefore, make sure you acknowledge each and every person. This can be done in the beginning of the event by introducing each person, and if applicable saying a word or two about them. Roasting your clients is great fun too, so during the year think about something funny you might say. Pick your words wisely.
INVITATIONS
How many times have you received what we refer to as a “times romany” email invitation to some type of an event. If you are trying to create excitement around your event, this is not the way to do it. Invest a couple of hundred dollars of your budget, and have a designer put something together for you. If that isn’t something that fits your budget, use some of the invitation sites on the web to create a graphical invitation. Many of these invitations have registrations tools on the back end so you can track who is coming to your event. One “gotcha”, with these types of online invitations, they sometimes end up as junk email. If you aren’t hearing from your people, send them a follow on email from your company email address asking them if they have received the invitation and if not, to check their junk email box.
No matter what format you use, always be sure to include an RSVP, and one week prior to the event, call all participants with a reminder. Many people have things come up at the last minute and forget to decline, or don’t feel that a formal decline it is necessary. This call will help you hone in on your final participant numbers.
SWAG (PROMOTIONAL ITEMS)
Do not have a customer event without a customer appreciation gift, even better that your company name or event branding be on the item. Put your creative hat on again and look for new items. New promotional items come out everyday. Consider something your customers will use or look at every day. The items should be the highest quality available. Flimsy tee shirts or substandard pens are absolute “no-no’s”, everyone has plenty of those. Bottom line, if you are going to give away cheap stuff, you are better off giving nothing at all. Also, be sure you are not giving away swag that was distributed by your company at past eventsand that everyone at the event receives the same gift.
Another idea is to take the budget you have dedicated to swag and donate it to a worthy organization. Annouce at the beginning of the event that you have done so and you will be suprised how thankful you guests will be. Tie the organization you have donated to your event if possible.
SUMMARY
Customer appreciation events are important events and should be held every year. Your customers work hard, and could use a break. Plan an event they will remember, and look forward to the following year. You will be surprised at the return on your investment.
Don’t underestimate the impact of a good customer appreciation event. Customers are your livelihood and they expect some type of token for their efforts. A customer appreciation event is a “one to many” event where you can thank everyone at one time, and that is a beautiful thing. Remember though, “everyone” is not just the guy that is signing the purchase orders. Don’t forget to include the people that supported you along the way.
The most important thing to remember when hosting this type of event is, if you aren’t going to do it right, don’t do it at all. Be creative, and work hard to be sure your event is successful and remembered by all. A good customer appreciation event will bring you additional sales, guaranteed.
FIRST THINGS FIRST, KNOW YOUR BUDGET
Don’t waste your time scheming and planning until you have a budget commitment from your management. Once you have it, go back and always, always, ask for more. With a good preliminary plan, a vision, and your sales hat on, you can usually scrape up a few more dollars.
If your budget is not where you would like it, reach out to your partners for funding. You can ask them for a sponsorship fee in return for some type of recognition or pay to attend the event. If they choose to attend, don’t forget the “no selling during the event” discussion. A simple reminder that this is your event is usually warranted.
Consider dividing the budget into multiple events to allow for more spend on high value customer segments. Don’t forget the little guys.
WHO, WHAT, WHERE, AND WHY – WHO
Create a preliminary invitation list early on. Based on final planning and budget, you will probably have to remove, or even add invitees. Review the list to be sure the people coming add to the “positive event” feel. In other words, you may be better off not inviting a disgruntled customer, but thanking that person outside of your event.
Don’t forget to invite people from your own company that can positively impact your event. Any one that is “customer facing” such as service, support internal sales folks, or high level management (it always makes a great impression to have the CEO).
Consider inviting ”hot” prospects if there is room. This is a great way to help close a pending deal. If the prospect sees a room full of happy customers, this will only help your cause. One or two at the max, as your customers may catch on. Identify those prospects with an 80% or better close rate.
WHO. WHAT, WHERE, AND WHY – WHAT
Determine the kind of event you will be hosting. Put on your creative hat, and go where no man has gone before! Be sure to think about what your customer base would like to do as opposed to what you might like to do. This is a big mistake people make. Reach out to your top customers in advance and ask them if they have any suggestions. This not only makes them feel appreciated, but gives you one more customer touch point.
Determine what time your event will take place either in the evening, or during the work day. There are many that refuse to do anything after work based on family commitments. We have seen great success with afternoon events. This not only accommodates the people with families, but if there are those that would like to continue on through the night, they can! Also, we have found that Thursdays and Fridays work well for these types of events, as internal meetings start slowing down towards the end of the work week.
Always allocate time for introductions, and to talk about what is new at your company, new products, and new direction. Make it educational, but take your sales hat off. Never, have a product demonstration during an appreciation event. Your customer is there to have fun, not to be sold to.
Consider doing some type of training, keynote speaker, or something the customer can walk away with and use to be a better business person. There are some that will come to an educational event before a fun event. It is a nice touch, and well appreciated. If your budget doesn’t allow you to pay for someone, consider your most innovative customer and have them do a small presentation on what they have done with your product. Once again, no selling.
Turning a team building event into a customer appreciation event can lend to more face time with your clients. An example of this is a group that we work with that hosts high tech treasure hunts. We divide the teams up to five or six with the one representative from the host company on each team. We also recommend they place one of their top customers on each team to mingle with new customers. In the case of the high tech treasure hunt, each person is given a Garmin GPS, and a digital camera. The event takes place over a two to three hour time span, and in the end there is a awards dinner where footage of the event is shown. It is always a great success.
If you are going to host a standard event such as a golf tournament, do something creative like a “hole in one” contest. In the case of the example above, make your treasure hunt points be trivia about the benefits of your product. There are a million things you can do to make your event more memorable. A good event planner, or even a marketing person can be a creative resource to help you in this area.
WHO. WHAT, WHERE, AND WHY – WHERE
When selecting your venue, make it exciting, innovative, and high class. Customers know when you are doing things on the cheap, and it is somewhat of an insult. Make sure your venue is close to your customers, and always take into consideration traffic patterns. If your event is not local, be sure the transportation you provide is nice, and reliable.
Another important thing to consider when selecting a venue is the noise factor. If your customers can not hear you, or the person across the table, chances are your event will be a flop.
If you plan on taking your clients to a sporting event or concert, consider doing an event, before the event. Face time is important. There are many wonderful restaurants that have private dining rooms. Find one close to the event venue and host a dinner or cocktail hour. Another option is to take everyone to the event on a bus, and set up a tailgate type party prior to the event. This idea also saves your customers the cost and trouble of parking.
WHO. WHAT, WHERE, AND WHY – WHY
You are having your customer appreciation event to thank anyone that has helped you grow your revenues. Therefore, make sure you acknowledge each and every person. This can be done in the beginning of the event by introducing each person, and if applicable saying a word or two about them. Roasting your clients is great fun too, so during the year think about something funny you might say. Pick your words wisely.
INVITATIONS
How many times have you received what we refer to as a “times romany” email invitation to some type of an event. If you are trying to create excitement around your event, this is not the way to do it. Invest a couple of hundred dollars of your budget, and have a designer put something together for you. If that isn’t something that fits your budget, use some of the invitation sites on the web to create a graphical invitation. Many of these invitations have registrations tools on the back end so you can track who is coming to your event. One “gotcha”, with these types of online invitations, they sometimes end up as junk email. If you aren’t hearing from your people, send them a follow on email from your company email address asking them if they have received the invitation and if not, to check their junk email box.
No matter what format you use, always be sure to include an RSVP, and one week prior to the event, call all participants with a reminder. Many people have things come up at the last minute and forget to decline, or don’t feel that a formal decline it is necessary. This call will help you hone in on your final participant numbers.
SWAG (PROMOTIONAL ITEMS)
Do not have a customer event without a customer appreciation gift, even better that your company name or event branding be on the item. Put your creative hat on again and look for new items. New promotional items come out everyday. Consider something your customers will use or look at every day. The items should be the highest quality available. Flimsy tee shirts or substandard pens are absolute “no-no’s”, everyone has plenty of those. Bottom line, if you are going to give away cheap stuff, you are better off giving nothing at all. Also, be sure you are not giving away swag that was distributed by your company at past eventsand that everyone at the event receives the same gift.
Another idea is to take the budget you have dedicated to swag and donate it to a worthy organization. Annouce at the beginning of the event that you have done so and you will be suprised how thankful you guests will be. Tie the organization you have donated to your event if possible.
SUMMARY
Customer appreciation events are important events and should be held every year. Your customers work hard, and could use a break. Plan an event they will remember, and look forward to the following year. You will be surprised at the return on your investment.
Thursday, December 13, 2007
Can We Get Some RSVP Love?
From our Daily Event Planning Tip - August 8, 2007
What is up with this lately?
R.S.V.P. stands for a French phrase, "répondez, s'il vous plaît," which means "please reply.", but why is it in the busy times it is so hard to get people to commit? Quite frankly, TeamEL is frustrated (we discuss this in our July podcast) along with many of our subscribers.
People’s lack of response can not only cost you money, but can mess up your seating arrangements, screw up your event start times, and more. So, here are some things you can do to get that proper headcount you deserve.
RSVP cards are not for weddings only. Consider sending an R.S.V.P. with your invitation, especially if your event is expensive. With cool paper, you can create your own postcard too.
Don’t forget to add a date that you would like to receive the R.S.V.P. by.
Using a “regrets only” phrase on your invitation gives people the license to be lazy. If you want the proper head count, ask people to get in touch with you.
It is sometimes easier for people to send an email than to pick of the phone. Sad to say, but we are becoming more of electronic society. Also, some people hate to give out bad news. Add your email address as an option, or if you have the capability to set up alias emails, set up a regrets (example:regrets @eventliving.com) and an “I will be there” email box. Believe it or not, this is easier than you think.
Do one final pass one week prior to the event. This will probably have to be done by phone to validate they received the invitation to begin with. It is a cumbersome process, but necessary for a good headcount.
What is up with this lately?
R.S.V.P. stands for a French phrase, "répondez, s'il vous plaît," which means "please reply.", but why is it in the busy times it is so hard to get people to commit? Quite frankly, TeamEL is frustrated (we discuss this in our July podcast) along with many of our subscribers.
People’s lack of response can not only cost you money, but can mess up your seating arrangements, screw up your event start times, and more. So, here are some things you can do to get that proper headcount you deserve.
RSVP cards are not for weddings only. Consider sending an R.S.V.P. with your invitation, especially if your event is expensive. With cool paper, you can create your own postcard too.
Don’t forget to add a date that you would like to receive the R.S.V.P. by.
Using a “regrets only” phrase on your invitation gives people the license to be lazy. If you want the proper head count, ask people to get in touch with you.
It is sometimes easier for people to send an email than to pick of the phone. Sad to say, but we are becoming more of electronic society. Also, some people hate to give out bad news. Add your email address as an option, or if you have the capability to set up alias emails, set up a regrets (example:regrets @eventliving.com) and an “I will be there” email box. Believe it or not, this is easier than you think.
Do one final pass one week prior to the event. This will probably have to be done by phone to validate they received the invitation to begin with. It is a cumbersome process, but necessary for a good headcount.
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