Marketing for Agents: Client Appreciation Ideas

Creating a customer review is about achieving a “return on experience” versus a “return on investment”.

I can’t remember reading the quote that customer appreciation events are for “collecting friends, not fundraising,” but it is great advice. A good event involves all five senses of sight, hearing, touch, smell and of course taste, which is usually everyone’s favorite! It’s important to work with the client throughout the event so they can do more than just see and hear you speak.

First, ask yourself: What do you want to achieve?

  • Build a foundation of trust that strengthens loyalty.

  • Uncover your character depth to build friendship.

  • Share your mission, your business philosophy,

  • Show your appreciation

  • Gather important life information about your customers and recommendations.

The secret to a successful customer recognition event lies in an effective marketing strategy and planning. Now the planning part is obvious, but why is the marketing strategy important? You need to be aware of the perception the event will generate and how the event will affect your business. By nature, showing your appreciation for the business is important, but your choice of event and venue will have a huge impact on results.

  • Are you going to talk or sit in an audience?

  • Will your customers have the opportunity to network with each other?

  • Will they feel like they’re attending a cause like a charity event or are they just enjoying themselves?

A successful event should be seen not only as an opportunity to make your customers feel valued, but also to show that you care about them by making sure they meet new people and possibly can help their businesses as well . Remember that some of these events are very important and some of them leave little contact with your customers.

In general, customer appreciation events fall into four main categories:

  1. Charity Events: Host an event where the proceeds will go to charity or pay the fee for your customers to attend an event such as a golf tournament or gala night for a specific cause.
  2. Sport and freetime: Hosting a golf tournament, family softball game, a night at horse racing, tickets to a hockey or baseball game, etc.
  3. Culture and Art: Invite customers to plays, concerts, art shows, etc.
  4. Instructive: Inviting customers to a seminar, listening to a speaker, learning something like a cooking class or a travel lecture.

When choosing an event, keep the following in mind:

  • Does that fit the image of me and / or my company?

  • Is it high touch or low touch? Can I meet customers in person?

  • How much does the event cost?

  • How much time is needed before the event?

  • What will have a lasting impact on the event?

  • What do I hope to achieve from this event? Intrinsic value? Financial return?

  • Do my customers mix well or should I hold two events and segment my guests?

  • How will I invite guests and make sure they actually attend?

  • How will I thank my customers for participating?

Let your customers make more money and identify the kind of events that make customers remember you positively – and not just for the free food and drinks.

First, break the event ideas down into two basic components. Place and activity. Next, focus on making each of these components unique and as “out of the box” as possible.

Here you can find a variety of ideas for events:

  • Have customers collect winter coats and blankets and drop them off at a place where you serve hot chocolate and lunch.

  • Rent a movie theater or the IMAX theater for a special screening.

  • Host an educational event that involves a guest speaker.

  • Invite customers to a cooking class.

  • Wine and cheese tasting in a local restaurant or wine shop.

  • Chocolate tasting at a local chocolatier.

  • Private tour of the local zoo.

  • Create a scavenger hunt for customers and then have a party afterwards.

  • Have a rally.

  • Old fashioned family picnic with inflatables etc.

  • Halloween and Christmas celebrations like an Easter egg hunt.

  • Have a bowling tournament.

  • Attend a local sporting event.

  • Casino night with proceeds for a charity.

  • Rent a public swimming pool for a night with the family.

  • Have a magician teach the clients magic tricks.

  • Organize a dinner cruise.

  • Reserve go-karts on the local track.

  • Charter a fishing boat.

implementation

First steps:

  • Choose a date – do not be afraid of events during the week.

  • Send current invitations approximately 30 days prior to the event with an RSVP time of 10 days prior to the event. As a rule of thumb, a third of those invited will take part.

  • Call customers on the list by the RSVP date if you are low on attendance. You can then invite new people or encourage your attendees to bring additional friends and family members.

Setup tips:

  • Be at the entrance to greet your guests.

  • Have all guests wear name tags (preferably greet guests at the door after the name tags are attached).

Tips for success:

  • Let the event take care of.

  • Take lots of photos or have them photographed. Imagine a Polaroid camera so customers can take pictures home with them.

  • If you have staff or a team, let them work as little as possible at the event so they can mingle with the guests and enjoy it – get outside help.

  • Have door prizes and sweepstakes for extra fun.

  • Don’t be discouraged if your first year voter turnout is low.

  • Send a thank you letter to attendees.

  • Then, send a newsletter with pictures to everyone you invited so anyone who wasn’t there can see how fun it is.

  • Do not have business discussions at the event unless specifically asked to do so. Then call and book an appointment later. Just focus on the fun.

Worried about the cost?

If you are working with a sponsor to reduce the cost of customer events, you will need to work with a partner, such as B. an accountant, mortgage broker, promotional attorney, home inspector or floor plan or staging company willing to split the bill with you to get that kind of amount.

One of the main criteria for a customer recognition event is to provide an event where the attendee feels part of something special. Often times, it’s not the amount you spend on the event, but the way you spend it that makes the difference.

The bottom line is that customers really value the relationship they have with you and your company.