5 do's when organizing a relationship event
Regular consumers and relationships are most important to 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 event agency, we see countless possibilities that you can realize with an event that strengthens the bond with your relationships.
What is a relationship event?
As a company, you want to be strong in the market and have a good relationship with important relationships such as your suppliers, employees, investors and other stakeholders. A relationship event aims to strengthen these relationships and partners or to establish new ones. After all, you do not do business alone, you need good and stable relationships to advance in your industry and grow with your business. A relationship event is often part of the sales and/or marketing strategy of your company because with this type of event you stimulate the growth and strength of your organization.
Why invest in a relationship event?
Hosting a relationship event ensures the growth of your business. Connecting with your relationships is important because they will ultimately be ambassadors for your organization. When your relationships 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 relationships can not only provide marketing for your company but also helps to improve your image to the outside world. A company that visibly has a good relationship 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 relationships 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 to start relationship marketing and include relationship events in this marketing. When organizing relationship events, it is important to work strategically to get the maximum results. But how and what should you organize?
1. Purposeful, with a reason
It is crucial to have a clear goal in mind when planning a relationship event. Ask yourself: why are you organizing this event? What do you want to achieve? A purpose-driven event not only helps determine the content and format, but also helps measure success afterwards. Make sure your goals 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-time event can make a good impression, but to make a real impact in relationship management, repetition is essential. It's important to hold events regularly and vary them so they stay in tune with your relationships' wants and needs. Through repetition, you not only create more touch points with your customers, but you also build a lasting relationship. So make use of an event calendar in which relationship events are part of your program. Provide innovation and modifications so that your relationships have something new to experience each time. 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 relationships, you need to provide a unique experience that impresses. Consider hosting events that are out of the box. For example, combine your event with a public event such as a festival or sporting event, where your relationships will receive exclusive access or a VIP experience. Or organize a unique activity that aligns 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 associates haven't experienced before, making your event a lasting memory.
4. Involve absentees as well
Not everyone will always be able to attend your events, but that doesn't mean they should be left out. It's important to keep even those who couldn't attend involved. You can do this through smart marketing efforts after the event. For example, send an aftermovie or summary video with event highlights to all invitees, including those who could not attend. In addition, you can share interviews with speakers or participants, or even send a special invitation to the next event with an additional incentive to pique their interest. By keeping in touch even after the event, you strengthen the bond with your contacts and get them excited for future events.
5. Choose what fits and organize into subgroups
Relationship events don't always have to be grand and immersive; sometimes a more intimate event is actually more effective. It is important to segment your target audience well and organize events specifically tailored to the needs and interests of different subgroups within your relationships. Consider organizing smaller gatherings for VIP relations, or a separate event for relations from a specific industry. By tailoring your events, you ensure that each relationship feels personally addressed and that you can better address their specific needs. This increases the likelihood of valuable interactions and deeper connections with your relationships.
As an event agency, we love a well put together calendar of events. A relationship event should certainly not be missing from that, because it strengthens the bond with your business contacts. This can grow into an ambassadorship for your company. So go strategic, creative and purposeful so that your relationship event is not only successful, but also has a lasting impact on your relationships.
Don't experience stress while organizing your own event? We organize your event with an eye for detail and a bucket of hospitality so you don't have to worry about anything.