The Complete Guide to Managing Event Client Relationships
Behind every offsite, conference or gala are months of meticulous planning culminating into memorable events. But without aligned client expectations fuelling each decision, the vision falls apart.
Managing client relationships rooted in trust, transparency and flexibility from inception through event delivery is critical for success.
Follow these best practices for nurturing effective client partnerships across the event journey – right from the brief to post-event support.
Establishing Alignment During Event Briefing
Kick off partnerships by co-creating clarity on the event purpose through:
Uncovering Their True Goals
Ask incisive questions beyond obvious event goals to uncover the underlying strategic outcomes driving planned functions – is it increased deal closures, elevated brand prestige or another fundamental target?
Brainstorming Event Formats
Collaborate on potential event styles based on targets – would conventions enable more meaningful networking vs cocktail events for closing sales or intimate retreats that build strategic mindshare through 1:1 access?
Discussing Success Metrics
Capture quantifiable proxies for goals like target attendance, social media mentions, fundraising amounts etc to track how well programming activities deliver on defined objectives post-event.
Outlining Must-Have Priorities
Capture absolute event elements central to their vision that can’t be compromised whether it’s an A-list celebrity host securing, securing customers as speakers or strict branding guidelines.
This upfront blueprint sets the tone for transparency and purposeful programming.
Structuring Ongoing Reviews and Governance
Through the planning process, institute rigorous feedback loops and structured oversight ensuring continued vision alignment:
Schedule Regular Status Meetings
Commit dedicated slots for in-person meetings, calls or virtual touch bases analyzing event progress across milestones like vendor selection, invitation curation, run-through finalization etc.
Prepare Progress Reporting
Back regular connect sessions with briefing documents outlining decisions made since last meeting, upcoming focus areas, change requests from your teams for timely feedback.
Record Key Decisions Centrally
Log all client directions, change requests and event variations signed off into a register assigning ownership for follow-through. This upholds accountability.
Conduct Tabletop Reviews
Supplement discussions with tabletop walkthroughs of venue plans, run sheet timings, on-ground event flows using photos or videos for visualizing the activation.
Upholding Quality Client Communication
Day-to-day interactions further strengthened by prompt attentiveness and hospitality ensure enduring bonds beyond transactions.
Initiate Proactive Status Updates
Be the first to highlight unforeseen delays, budget overruns or vendor problems before being chased to build trust through transparency.
Resolve Queries Promptly
Be available to client teams via phone, email or messages for sorting concerns big and small from simple dietary changes to critical vendor rebooking assurances.
Manage Expectations Sensitively
If unrealistic asks stretch operational feasibility, have open conversations on trade-offs, alternatives possible within existing scope or budget early rather than committing unviable deliverables.
Extend Exceptional Hospitality
Offer personalized gifts, venue tours, travel planning assistance to key client VIPs for ensuring delight and comfort.
The proof lies in the event pudding when such partnerships culminate in flawless expressions of their vision!
Conclusion
At its heart, event management is a people business relying on resonant human connections. By aligning purpose, upholding trust in capabilities and accentuating relationships using the principles here, discover the reciprocal joy of creating wow-worthy events in partnership!
FAQs
How often should client reviews happen? Schedule check-ins every 2 weeks at first, increasing to weekly meetings closer to the event for more frequent coordination.
When should post-event debriefs occur? Have a debrief call within a week of event completion when memories are still fresh before staff rotations disrupt institutional learning.
What metrics define event management success? Core indicators range from attendee satisfaction scores, email sign-ups, social media engagement to client referenceability and repeat business revenue.
How can planners manage last minute requests? Institute change request processes require enough lead time for feasibility analysis before commitment along with priority trade-offs if new tasks compromise other activities.
What mistakes deteriorate client relationships? Consistent under-communication, defensiveness to feedback, client hospitality overlooks and lack of accountability for issues jeopardize hard built trust.