A few weeks ago, one gift basket shop hosted their long-time clients to at an invitation-only event in their facility.

They wanted to accomplish three things: 1) thank clients for their patronage, 2) introduce new products through taste testing, and 3) boost revenues now and in the future.

I don’t know if the event was considered successful or dismal (probably the former because of the shop’s reputation), but it’s evident that owning a store made this event easier to plan than if they did not have a facility.

What’s available if you want to host the same type of event but don’t have a store to create this same great experience for your customers?

1. Ask a service provider to sponsor the event. Most corporate clients have board rooms that can double as your event space. I’ve attended these types of events at accounting firms, so consider asking your accountant if he’s willing to partner with you.

There may be some insurance issues for the host to research (number of people allowed in the building at one time, etc.), so be sure to discuss this with him before a date is determined.

2. Learn where other groups meet. Each week, local newspapers list group meetings and locations. This information may provide you with solid ideas on where to hold your event.

Consider giving away some type of parting gift at the end.

The final answer is not here, but these two options are the starting point to bring your customers together for a memorable event where the cost is low compared to the return.

Have you hosted a party for your clients? What did you learn, and are you planning another one?

Shirley George Frazier

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