Clearly establish the purpose of any entertaining – the use of hospitality works best as a relationship builder, internally or externally, not specific sales tool.
Start early – establish a budget and identify target guests – consider mix of guests, and/or partners, guest interests.
Consider guests preferences and commitments – are they likely to be able to make a mid week event ? Would they prefer a sporting or cultural event ? Smaller personalised event or attendance at larger well known event with more ‘kudos’ ?
Decide whether to handle event management internally or to outsource to a specialist. The advantages of in depth industry knowledge, access to official ticket supplies can prove invaluable, as well as the potential ‘added – value’ an experienced agency could bring. The primary reason for outsourcing of course if that it allows you to focus on your guests and not to have to worry about the actual organisation of the event.
If you do outsource the event management then select your agency carefully. Seek references, and if the event involves tickets then always check the ticket source is official, - remember it is your reputation that will be at risk if you select the wrong agency.
If you decide to organise the event internally then you will need a comprehensive checklist system, with timelines, to ensure nothing is left to chance.
Issue invitations well in advance, even sending ‘teasers’ in advance of major event entertaining. Consider if you can use the internet to allow event acceptance/registration.
Brief the host and other company personnel in advance of the event, so they are aware of their role on the day.
If you are working with an agency then regular communication is still crucial – to ensure documentation and access passes/badges are received in good time, and all eventualities are planned.
If you have not appointed an agency then ensure that you arrive at the event well in advance of your guests to ensure everything is set up as it should be, and to give yourself plenty of time to sort out those unforeseen problems.
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