5 do's when organising a relation and client event

Regular consumers and relations are the most important thing for your business. Not only can they become ambassadors for your company, but most of your sales come from this target group. So it is also important to maintain these relationships. And what better way to do this than through a relationship event. As an events agency, we see countless opportunities you can realise with an event that strengthens the bond with your relations.

What is a relationship event?

As a company, you want to be strong in the market and have a good relationship with important relations such as your suppliers, employees, investors and other stakeholders. A relationship event aims to strengthen these ties with relations and partners or to establish new relationships. After all, you don't do business alone, you need good and stable relationships to move forward in your industry and grow your business. A relationship event is often part of your company's sales and/or marketing strategy because, with this type of event, you stimulate the growth and strength of your organisation.

Why invest in a relationship event?

Organising a relationship event ensures the growth of your business. Connecting with your relations is important because they will ultimately be ambassadors for your organisation. If your relations put in a good word about your company to others, it in turn saves marketing initiatives and efforts for you. So building such a lasting bond with your relations can not only provide marketing for your business but also help improve your image to the outside world. A company that visibly connects well with relations and stakeholders is more attractive to potential new relations and investors. So a relationship event is a great opportunity for generating publicity, strengthening the bond with your relations and improving your image. Whatever you want to achieve with your relationship event, it is all possible.

5 do's for your relationship event

Motivation enough, then, to start relationship marketing and include relationship events in it. When organising relationship events, it is important to work strategically to get the maximum result. But how and what should you organise?

1. Purposeful, for a reason.

It is crucial to have a clear goal in mind when planning a relationship event. Ask yourself: why are you organising this event? What do you want to achieve? A purpose-driven event not only helps in determining the content and format, but also in measuring success afterwards. Make sure your objectives are measurable, such as the number of new leads or customer satisfaction. When your event has a clear goal, it becomes easier to align all elements - from venue to activities - with what you want to achieve.

2. Repetition and continuity

A one-off event can make a good impression, but to make a real impact in relationship management, repetition is essential. It is important to organise events regularly and vary them to keep them in line with your relations' wants and needs. Through repetition, you not only create more touchpoints with your customers, but also build a lasting relationship. So make use of an events calendar in which relationship events are part of your programme. Provide innovation and adjustments so that your relations always have something new to experience. This keeps interest high and ensures you stay top-of-mind with your clients.

3. Be creative and innovative

Creativity and innovation are key to making your relationship events stand out. In a world where many companies compete for the attention of their relations, you need to provide a unique experience that impresses. Consider organising events that are out of the box. For example, combine your event with a public event such as a festival or a sports match, where your relations will get exclusive access or a VIP experience. Or organise a unique activity that ties in with your brand identity, such as a creative workshop, a culinary experience with a well-known chef, or an interactive company visit where your clients get a behind-the-scenes look. Offer something your relations haven't experienced before, making your event a lasting memory.

4. Involve absentees too

Not everyone will always be able to attend your events, but that doesn't mean they should be left out. It is important to keep those who couldn't come involved as well. You can do this through smart marketing efforts after the event. For example, send an aftermovie or summary video with the highlights of the event to all invitees, including those who could not come. In addition, you can share interviews with speakers or participants, or even send a special invitation to the next event with an extra incentive to pique their interest. By keeping in touch even after the event, you strengthen the bond with your relations and get them excited about future events.

5. Choose what fits and organise in subgroups

Business events do not always have to be grand and compelling; sometimes a more intimate event is more effective. It is important to segment your target group well and organise events specifically tailored to the needs and interests of different subgroups within your relations. Think of organising smaller gatherings for VIP relations, or a separate event for relations from a specific industry. By tailoring your events, you ensure that each relation feels personally addressed and that you can better address their specific needs. This increases the chances of valuable interactions and deeper connections with your relations.

As an events agency, we love a well-constructed events calendar. A relationship event should definitely not be missing from that, as it strengthens the bond with your relations. This can grow into an ambassadorship for your company. So be strategic, creative and goal-oriented so that your relationship event is not only successful, but also has a lasting impact on your relations.