Face Time with Clients Nets Rewards

Updated: 19th June 2009

Face Time with Clients Nets Rewards, Be Sensible, Invest In Corporate Hospitality

Why Sensible Corporate Hospitality is Vital in Challenging Economic Times.

The engine of any business is its sales, and, in the face of a recession, building client relationships becomes more important than ever. Cutting back on corporate hospitality might seem tempting, but it is a false economy, says Caroline McLean of Premier Sports Management.

It’s an accepted commercial fact that it’s easier to get business from existing clients than it is to find new ones – so, hanging onto these precious people requires some commitment from brand owners.

The fundamentals of corporate entertaining and hospitality haven’t changed much in the last decade, and when used strategically, they are a very efficient and cost-effective way of creating networking opportunities and cementing business relationships. That means working harder and thinking more strategically than ever before. It means demonstrating a loyalty for these clients, while at the same time, delivering the brand message. It’s a nice way to say “please”; “thank you” or “can I have some more business”?

“With a proven track record for delivering results, it is a very wise move to use a proportion of whatever marketing budget is available to develop client relationships,” says Caroline, whose business has been operating in the sector for a number of years. “Time with clients out of the office, in a relaxed environment, could prove invaluable, giving that all-important face-to-face time. Corporate hospitality and sporting events are an ideal opportunity for this.”

The trend in Europe and the US is that while some brand owners have cut back on the amount of hospitality they will commit to, they have, at the same time, increased the value of that hospitality by integrating it into fuller Customer Relationships Programmes. Says Caroline: “I don’t think Northern Ireland ever hits the peaks or troughs of London or Dublin, but moving forward, we must be creative with our events and effective at delivering a value for money experience.”

Caroline also gives advice to anyone considering hospitality packages. “Before you leap into any kind of hospitality spend, it is vital to ask yourself a few questions. Who are your clients? And what do they enjoy doing socially? This will allow you and your hospitality provider to come up with targeted strategies and brand-focused events or packages which will deliver your message while entertaining the guests. For the growing female market, a concert or fashion event might be preferable to a rugby game, for example.”

So, in the current economic situation, a discreet approach might be more appropriate than a big splash but this depends on the brand. Now, more than ever, it is vital to demonstrate that your company has the know-how to deliver in tough times. This is this that will give you the edge over your competitors when the economy recovers.

“Increasingly we see our customers choosing world class sport, which attracts ABC1 customers i.e. rugby, cricket, golf and horseracing. All of this is available within a ten mile radius of Belfast, therefore reducing the need for high travel and accommodation costs and yet it can give the brand owner top class sport with incredible facilities. In fact, I’m personally very keen to keep supporting our local sport and entertainment venues and will continue to do so in this climate. Obviously with smaller groups we can travel a bit further afield and we’ve recently hosted a party to The Masters Golf in Augusta USA. This was recently voted No1 in ‘The Top 100 Sporting Events You Must See Live’. It didn’t disappoint!”

One top tip for summer entertainment which will suit clients across the board is the Ireland v England cricket at Stormont on 27 August, where Premier Sports Management have secured Ian Botham as their guest speaker; it’s an all-Ireland team against international stars such as Freddie Flintoff, Kevin Peterson and Andrew Strauss. And many business people are using this match to come out of their credit crunch hibernation for a “must-do” event. Into the Autumn there are the new Grandstands and Hospitality Boxes opening at Ravenhill and Down Royal. Finally the Ireland Grand Slam Rugby team will be defending their crown at Croke Park. That’s an invitation every customer will thank you for!

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