Putting on an event that is for the benefit of an organisation, corporate hospitality is not only to reward clients, staff, or win new business, but make a statement about who you are. Entertaining new or existing clients, or treating staff to a memorable and fun outing or weekend away reflects the ethos of your organisation or company. So read on to find out how to plan an event your company can be proud of.
Types of Event
Corporate hospitality events for motivating staff or rewarding or winning clients are of three main types. These are typically:
- Participatory Events, such as Team Building Activities involving active team challenges or opportunity to learn new skills, eg, a Classic Car Treasure Hunt.
- Spectator Sports Events; a day out at Formula One or the Races
- Cultural Events or Entertainment; attending a concert or booking a club and providing entertainment.
Participatory events are best for staff team building, creating confidence, motivation and leadership skills. Spectator and cultural events or entertainment are generally the better choice for impressing clients, with sporting events amongst the most popular choice for corporate client entertainment.
Event Planning Options
Deciding on how to organise the right type of corporate event for your company can be approached in two ways. If you have a strong idea of the type of event you want to provide, then you can approach venues yourself to see what they can arrange, and enquire what corporate hospitality packages they provide. Alternatively, you can buy in the services of a corporate hospitality provider. Some organise bespoke events, so you can together plan the exact event of your choosing.
Choosing an Event
Choosing a suitable event needs to be approached with care. Firstly know your budget. There is little point in setting out to create an event with no idea of the spend. Remember however, that it should always be the best you can afford. Doing things on the cheap is obvious and won’t give a good impression, so try and stay a cut above.
Secondly, you need to take into account the type of group you will be entertaining. Do not base your choice on what you would like to do – but be sure to think about what your staff or clients would most enjoy and appreciate.
Timing and Guest List
Events need to be organised over a year in advance, especially if you plan to entertain clients at a large annual sporting event. Make sure to invite key people from your organisation who are knowledgeable and personable, and remember that having the CEO there always creates an excellent impression.
Venue
If clients will be staying overnight, make sure your venue is nearby, and be sure to provide transport to the location if required.
Dining
This will be a crucial part of your event so always be sure that the catering provided is of the highest standard, and have a seating plan in place to enable you to have productive conversations over lunch or dinner.
Finally, always have a clear objective in mind to aim for during the event. Whether it’s to win new business, or thank existing clients, this will help you tailor the day to your best advantage.
Rob Rudd writes for several business and finance blogs. He has spent the last two decades helping businesses to develop and achieve their full potential.