We recently ran a hospitality event at Brands Hatch during the final round of the 2022 British Touring Car Championship. It’s been a while since we have had the chance to do this with Covid disruptions but it certainly reminded us why it’s a good idea to make hospitality part of your marketing mix and to allocate a budget accordingly each year.
What are the benefits you might ask?
The answer in truth is manyfold, especially if it’s tied up with an ongoing campaign on the business development side. Being able to spend some quality time with your clients in a more relaxed environment is probably the number one benefit. It gives you a chance to really get to know them on a personal level rather than just through a pure business relationship. It’s a great way of thanking your clients and making sure they have a great time is paramount. It’s also a chance to put your brand out there and help your business development teams forge better client relationships.
Preparation is key when running a hospitality day, whether it’s at a premier race circuit, a day at the races, a big rugby or football match or whatever you think your clients will enjoy the most. Make sure you plan well in advance to make it a success. There are many details and considerations to ensure clients have a great time and a memorable experience. It certainly doesn’t have to cost the earth and the day can be tailored to the budget allocated.
At the agency we have many years’ experience of running these types of hospitality days for clients and our own internal events, which have always proved very popular too. Sometimes national coverage is required and several events have to be run in different parts of the country to lend support to a national campaign. This can get complicated, but usually by working with marketing and business development teams early on it’s really just a question of planning and organising.
If you’re thinking about running an event, talk to Adams and we will be delighted to assist.