Sponsoring a Client Appreciation Event

Client appreciation events serve multiple purposes. They act as an expression of gratitude to clients for entrusting their financial futures to an advisor, strengthen the bonds between the advisor and client, and they can be an effective way to convert a prospect into a client.

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    Sponsoring a Client Appreciation Event

    Sponsoring a Client Appreciation Event

    A client appreciation event serve multiple purposes. They act as an expression of gratitude to clients for entrusting their financial futures to an advisor, strengthen the bonds between the advisor and client, and they can be an effective way to convert a prospect into a client.

    The client appreciation event is at its most powerful when it creates a warm memory for attendees, and perhaps the best way to create a memorable event for clients and prospects is to host the event in a local theater, art space or museum; it could even benefit the community space.

    Leveraging Community Assets for Client Events

    One of the reasons that local community assets, such as theaters or museums, pack such a punch with clients is because of the special feeling it engenders from gaining private access to beautiful or historic public spaces. Almost from the start, the event is sure to succeed.

    Picking the right venue depends upon the audience for the client event. An advisor may even want to consider different venues geared to different client segments. For instance, a client event that is designed to include families may want to consider a private showing of an age-appropriate first-run movie (with free popcorn all around, of course!). For a more adult audience, the local playhouse or art museum may be a more impactful space to choose.

    Depending upon the venue, an advisor can achieve “WOW” status by including some performance appropriate for the evening—perhaps a concert at the local playhouse or a private tour of a museum’s holdings.

    Because the best memories are created when the experience is a shared one, be sure to allow invitees to bring a guest (or two). Allowing clients and prospects to bring good company better ensures that guests will enjoy themselves, unburdened by the need to socialize with strangers. Plus, these guests may become new prospects for the advisor!

    No client appreciation event, regardless of where it may be held, can be a success, however, without advisors following some basic rules, including getting the timing right, invitations that are sent well ahead of the event date, a reminder call or email a day or two in advance of the event, a no-business talk policy, spending quality time with all attendees, and a follow-up “thank you.”

    Please reference disclosures: https://blog.americanportfolios.com/disclosures/

    About The Author

     

    Senior Vice President of Marketing and Corporate Communications 
    631.439.4600, ext. 108 

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