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The Ideal Event Client, Defined

For me, the ideal event client is someone who perceives that their event is the perfect vehicle to support company initiatives by rewarding desired behaviors, educating the audience or informing and motivating clients and partners.


January 9, 2012

I thought the start of 2012 would be a good time to take a stab at describing the ideal event client.

And no, I don’t just mean someone with unlimited budget or someone who wants an event company to create the perfect event, no matter what it takes (but if that describes you, please feel free to contact me so we can discuss how my company can be of assistance!).

For me, the ideal event client is someone who perceives that their event is the perfect vehicle to support company initiatives by rewarding desired behaviors, educating the audience or informing and motivating clients and partners.

They see their incentive trip or meeting as a reinforcement of other company initiatives and a genuinely valuable investment.

The perfect client is looking for innovative ways to reach their audience and differentiate themselves from their competitors.

To that end, there are so many excellent tools planners can use to reach the audience and support the on-site messaging of savvy clients.

For instance, top-notch web-registration sites can pre-inform the invitees and set expectations.

The use of social media allows us to start the conversation before the doors even open and continue the dialogue long after the lights are out.

First-rate speakers, innovative team-building and taking part in activities that support corporate social responsibility can all be employed to enhance attendees’ experience.

And the ideal client knows that hybrid meetings can extend the reach of the message to invitees who cannot attend in person.

Even more important, the ideal client is focused on measuring the success of their event, so they know what to do in the future to maximize the value of their events for their target market.

The perfect client wants to see that ROI (return on investment) and ROO (return on objectives) goals are established early in the planning process and demands that the planner build in measurement processes to collect the data necessary to determine which initiatives worked and which needed more clarification or support.

By requesting that data and an analysis of each event’s strengths and weaknesses, the ideal client is a partner pushing for truly successful meetings and incentives – someone who sees the planner as a partner in supporting and driving success.



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