In last month’s column, I wrote about large-scale annual Client Appreciation Gala-style events. This month I want to explain why we no longer host a single large event, having moved to multiple smaller events instead.
Every time a client receives a correspondence or phone call from your office, you are “touching” them. The expression “Out of sight; out of mind” is at the heart of every disappointed client’s chief complaint that they “rarely hear from” their advisor. In human interaction, frequency of contact translates into depth of relationship. Thus, it naturally follows that hosting a single, massive annual gala event represents one touchpoint (however impressive it may be for all present to see hundreds of others there), while multiple smaller events throughout the year create the potential for several touches each year. You also prevent weather, traffic, or similar obstacles from reducing turnout at your one annual reunion. The goal of all client events, large or small, should be to promote your brand within your client family and local community, strengthen client relationships, and legitimately help the charities you support.
Assess the venue, timing