Organising a customer event in 10 key points
Organising a customer event is never easy. The difficulty starts already with the choice of the theme that will encourage (or not) the customers to meet the stakeholders of your company. Assistants, prepare your teasers!
1
THINK OF A GOOD REASON TO INVITE YOUR CLIENTS
If customers are willing to receive your company's sales or technical staff, they rarely come to you. To attract them, your event must combine economic opportunity, pleasant surroundings and added informative value. Whether it's an expert testimony, a presentation of a technical innovation or a "talk to" format, it's up to you to create an "inspired" customer event!2
Otherwise, choose a prestigious hotel venue that is easy accessible or a site with an outdoor area, which is always appreciated in the summer.
SELECTING THE RIGHT VENUE FOR YOUR EVENT
Have you moved into new business premises or made changes to your headquarters (extensions, relocated sales outlet, etc.)? Invite your customers to your premises to show them these improvements.Otherwise, choose a prestigious hotel venue that is easy accessible or a site with an outdoor area, which is always appreciated in the summer.
3
SELECT YOUR TARGET GROUP ACCORDING TO THE THEME
Select a general theme that will be interesting to everyone, or on the contrary, target a specific subject that will appeal to your best customers.4
SELECT A CONVENIENT DATE
Forget school holidays and public holidays. Avoid Wednesday afternoons, which are reserved for children, and Mondays when projects are launched in companies.5
AND WHY NOT A BREAKFAST FOR CLIENTS?
A breakfast meeting precedes the rush of the day and increases the availability of your guests. They will arrive on time and not have any immediate appointments. Moreover, as far as the budget is concerned, a breakfast with coffee and croissants is less expensive than a cocktail party...6
STAND OUT!
Will you rely on a presenter to set the pace and atmosphere? Do you have a surprise or branded items in store? These are questions to discuss with your manager.7
GET YOUR TOOLS READY
Use office technology to produce signage, posters, badges and the programme.8
CHOOSE THE RIGHT TIMING FOR SENDING OUT INVITATIONS
Send out invitations 3 weeks in advance and ask for confirmation of attendance. Then follow up 1 week before the event to refine your estimate of the number of participants.9
PLAN AN APPROPRIATE BUSINESS STRATEGY
On the big day, allocate time for a briefing of the sales team. They should have a clear sales strategy in mind for approaching participants in this informal setting.10