How to retain and engage clients with events

The key to a successful business is a strong relationship with clients and customers. Making these core connections ensures a return on investment, creates brand ambassadors in your community, improves workplace morale—and much more.

Learn how to build customer loyalty with client engagement events. These gatherings can range from donor galas to informal launch parties and everything in between. Our guide to client appreciation events teaches you how to retain clients, how to connect with new ones, and how client appreciation events can help you meet your organization’s goals.

Why host a client appreciation event?

There are many reasons to host a client appreciation event. Whether you’re launching a new product or celebrating a company milestone, show gratitude to your loyal customers for supporting your business by hosting a client appreciation event. 

Common goals for a client appreciation event include:

• Client retention. Appreciation events strengthen your relationships with customers and clients. They’ll be more likely to want to work with you again by seeing your business in a positive light.
• Return on investment (ROI). The cost of throwing a client appreciation event can pale in comparison to years of customer loyalty and brand awareness—which leads to increased sales and business.
• Connecting with customers. You can research the current trends and needs of your clients and customers, or you can meet with them face-to-face and ask. They’ll appreciate the time with you, and you’ll walk away with valuable marketing and product information.
• Creating brand ambassadors. Guests at a successful client appreciation event become automatic brand ambassadors in your community. You’ll increase your reach even further if you open your event to the public or encourage happy guests to tag you on social media.
• Showing appreciation to top donors and “inner circle” clients. If you’ve partnered with high-capacity donors or high-profile clients in the past, an exclusive client engagement event emphasizes your appreciation for their continued support.
• Building a client list. For new or growing businesses, adding names to your client list is an invaluable opportunity. Your client appreciation event can quickly become a client acquisition event when you host a must-attend social gathering.
• Strengthening workplace morale. An organization that values client connections also values employee connections. Hosting client appreciation events that are also fun for employees makes everyone happy—which in turn helps your workplace function more efficiently.

How to host a client appreciation event

You’ve got the “why” part of client appreciation covered. Now it’s time for the “how.” Learn how to engage clients with a few straightforward steps that make hosting a professional event feel more like a party than a business meeting.

1. Send personalized invitations

Personalized invitations make guests feel welcome at your event before they even step through the door. It’s an extra step in the planning process that gives clients a positive feeling toward the event—and toward your business.

Choose one of Paperless Post’s stationery-inspired appreciation event invitations, set the tone with corporate invitation wording, and use customization options to change the look, feel, and details of your invitation.

• Add a Schedule Block to outline your event’s itinerary, including any presentations or giveaways.
• Add a Speakers Block to give guests more information about speakers or presenters who will make an appearance during the event.
• If you’re partnering with sponsors for your event, include a Sponsors Block with company logos, links, and information about each organization.

Spotlight your brand by uploading your own logo to your invitation design, replacing the Paperless Post Header Logo on your event page with your own for a branded look, and customizing your invitation email to include your logo and branding. 

2. Offer special perks

Everyone loves feeling special—and that includes your clients and customers. Offering perks to your longstanding and loyal clients puts them in the VIP circle, which is exactly where they belong.

These perks can include tangible rewards guests receive at your client appreciation event, or programs that result in long-term benefits. Some ideas for client perks include:

• Discounts: Offer your longest-standing clients a discount on an upcoming product or service, or make it an incentive for anyone who attends your event. You can also offer free products for an even sweeter deal!
• Loyalty cards: Hand out loyalty cards for clients and customers at your event. These cards can offer specialized prices or access to new products.
• Client recognition: Feature loyal clients on your social media feed. Be sure to take pictures with them at your event, then tag them or their organization in posts afterward.
• Referral rewards: Give rewards to clients who refer friends or colleagues to you. Rewards can include future discounts or access to VIP events—like your next client appreciation event.

3. Give exclusive access and early bird incentives

Trying to decide how to connect with clients as you release a new product or service? Look no further than exclusive access and incentives for getting in on the ground floor. Perfect for clients, customers, and donors alike, these events offer ways for them to feel like they’re the first in line for a celebrity event.

• Send launch party invitations to valued clients and customers to announce your new project.  
• Offer early bird rewards for the first 50 people (or 100, depending on your guest list) to RSVP to your event.
• Enroll clients in membership programs so they can receive loyalty benefits long after the event is over.

4. Provide five-star hospitality

Nothing gets clients and customers talking like a great party. Make sure yours is one to remember with a focus on guest enjoyment. This gives you a chance to pair your brand with a high-quality experience. Conversely, a party that feels low quality may leave clients with an unfavorable impression of your company or organization.

Consult with your planning committee on forming a higher budget for a more elegant affair. Then you can spend as much as possible on guest-facing party elements, including:

• An impressive venue. Instead of the on-site party space you’ve used in the past, consider upgrading to a hotel ballroom or banquet hall.
• First-class food and beverage. Passed hors d’oeuvres, plated meals, and dessert courses instantly heighten the formality of your event. Take time to taste the food before the event to ensure it’s well-made and high quality.
• Elegant dress code. Encourage guests to dress for the occasion. Add a formal, semi-formal, or cocktail dress code for your event, and take lots of pictures to send to clients.
• Sophisticated decorations. Whether you’re hosting a formal event or a cocktail mixer, Paperless Post Party Shop has elevated décor that sets the stage for a sophisticated night.
• Host the bar. It’s tempting to cut costs with a cash bar, but hosting the bar at your event lets guests know you value their experience over the bottom line. If hosting the bar isn’t possible, offer each guest two paid drink tickets instead.

5. Offer networking opportunities and interactive workshops

Involve clients in the inner workings of your industry when you invite them to workshops or networking events. They can meet and mingle with your other clients, learn more about your company and its place in your field, and enjoy one-on-one time with the major players in your organization.

These client engagement events are excellent ways to build a client list or find new donors or partnership opportunities. Add details about your upcoming event in the wording of your client appreciation invitations, and categorize clients with Guest Tags to keep track of client relationships as you await RSVPs.

Common interactive client engagement events may include:

• VIP speaker panels
• Workshops on new tools or strategies in your industry
• Instructional seminars on business basics and best practices
• Networking events, such as industry meet and greets or cocktail parties

6. Incorporate games and prizes

Don’t underestimate the appeal of winning a prize. Before the event begins, entice guests with raffles, contests, social media games, and gift baskets. You can even host a silent auction as an event activity. 

Add event proceeds, including raffle tickets or auction contributions, to a fundraiser total. If you’d rather not make your client appreciation event a fundraiser for your organization, consider directing funds to a charity that matches your company’s mission statement and values. Clients will appreciate your organization’s generosity and community-minded attitude.

Let clients have a chance to win prizes like:

• Once-in-a-lifetime experiences, such as helicopter tours or dinners with the C-Suite
• Exclusive products or services
• Travel or getaway packages
• Access to upcoming customer and client engagement events

7. Create custom event swag

Adding your company logo to event swag is a tried-and-true branding method. Clients love getting free things, and the more they see your swag, the more they’ll remember your successful event—keeping your business at the top of their minds.

But not all company swag adds the same value. Make sure you get the optimal ROI for your branded gear by giving clients items they’ll use in their everyday lives, such as:

• Canvas tote bags or dog leashes
• Luggage or helpful travel tools
• Activity-related supplies, such as golf balls or pickleball paddles
• Books written by your organization’s founder

Plan professional parties with Paperless Post

Client engagement events show clients and customers how much you value them and their support. They help you make (and keep) connections, position your company as a high-quality industry presence, and communicate with organization stakeholders about what’s working. The best part? Once you host one successful client appreciation event, you’ve got a guest list ready for the next one.

At Paperless Post, we’re serious about professional event planning—but we know there’s still room for fun. Now that you know how to retain clients with appreciation events, learn more about event marketing strategies to make your gathering the talk of the town. If you’d like to show appreciation outside of a planned event, take a look at additional ideas for customer appreciation that you can try any day of the year.

Appreciation event invitations

Invite donors, clients, and customers to celebrate with customizable cards you can easily share.

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