Expert View: The benefit of investing in Corporate Hospitality
We all know that investing in marketing is imperative in the development of any business, and today, there are more than ever, a variety of marketing communications that a company can utilise to promote the brand. So whether it is a traditional advertising campaign, a brochure, a digital solution, event, or a website, grabbing a customers or client’s attention is becoming more challenging. An important part in this marketing mix is the use of corporate hospitality, which can greatly enhance any marketing and communications plan.
Corporate entertainment and hospitality puts you in direct contact and gives you quality time with your client-base. It can break down barriers by sharing in a common interest outside of the office environment. Taking in a concert or sporting event, for example, can be a unique way of developing a strong working relationship and by picking the right company to organise your hospitality, you say a lot about how you like to conduct business.
But it isn’t just the event you choose to attend, but the detail and benefits of the full package being offered that counts and how seamlessly the full itinerary runs. For major events, where there are numerous companies providing similar offerings it is imperative to look at the added value and smaller detail that is included – as this can make a huge difference to both the quality of the event and the quality of the experience for you, and more importantly, your clients.
Furthermore, a good corporate event company will first listen to a client requirement, take a brief, and then recommend the most effective way of fulfilling those objectives. Does the client need a one off event or a series of linked events? Should it include participation or attending something exclusive? Do they want it to be a small intimate group or a large one-off? How can we maximise the client’s brand? Is there return on investment? What other clients are attending that might benefit them from a networking perspective?
On the build-up, investment in the attention to detail is imperative. The client brand can be presented and enhanced through the design of the initial ticket wallets, and then on the day itself how a room is dressed, what food is served and how the whole day pans out will all be key. The client’s guests need to be made to feel special to ensure that they are portrayed in the most positive light possible.
But don’t forget that your most important asset – your staff – can also benefit from corporate hospitality. A table at a desirable event for your own team is great reward for their hard efforts and can pay dividends in renewing morale for the next project.
So, when you are putting your communication plan together for the following year, make sure you think of the relevance of corporate hospitality in the overall marketing mix. Done well, it will compliment all the other activity your company will undertake.
Tim Brown
Events Director
Bluefinch Bespoke Events
0151 236 2134
