Client entertainment ideas NYC

It’s been a very busy time around here lately! In addition to prepping for our imminent expansion to the West coast this summer by opening a new office in Long Beach, California, last week was particularly hectic, with three back-to-back trivia events for corporate groups in New York City. While it’s been exhausting, I have to say it’s also been an absolute blast – we had two employee team building activities and law firm summer intern entertainment events, including one hosted by NY1 anchor (and TrivWorks “Special Host”) Pat Kiernan, as well as a client loyalty/reward event for a media company, held in a BBQ restaurant!

For the sake of this blog post, it’s that last gig I’d like to zero in on. Since establishing my company in 2009 as a solution for those seeking to say “thank you” to hard-working staff following the financial crisis, I’ve noticed – particularly over the past couple of years – an unexpected trend. I’m now being approached to produce corporate client entertainment activities in NYC and beyond, so that brands can reward their most-loyal valued customers with a uniquely enjoyable, engaging experience. It’s similar to what we do for workers, however the focus is obviously a bit different, as are the overall goals and objectives.

For those who are seeking to plan an event designed to say “thank you” to faithful patrons, I’ve developed the following tips to help ensure that they do indeed receive the experience you wish to deliver – and of course continue to purchase your goods/services!

• 1. Make Them Feel Special – There’s a reason I’ve made this numero uno: it’s the most important thing. More important than what you do, or who is there or anything else; in order to throw a successful function, you HAVE to make your invited guests feel important. Define that any way you like – you can provide them with an exclusive experience, something very expensive, something that they can’t do every day or wouldn’t otherwise have the opportunity to do. The whole purpose it to let an extremely significant group of VIPs know how much you love and care about them, and to really drive that home, you MUST do something which is out of the ordinary, which they don’t get all the time, and which makes them feel like they valued dedicated consumers which they are. Show them just how much you appreciate them by doing something extraordinary.

• 2. Choose the Right Activity – You want this to be enjoyable, and that starts with knowing your attendees. What do they like? What kind of people are they? No one can answer this question but you; however, you presumably know these folks well, enough to want to do something exceptional for them. So what is that? Is it something physical, or maybe outdoorsy? Is it competitive, intellectual, or boozy? Do they like to eat, and if so what? Will they respond well to something highly social and/or interactive, or would they prefer to have something passive, allowing them to be spectators? You’ll want to have all of this worked out BEFORE you choose whatever it is you’re going to be doing, to make sure that they have absolutely the most fun and impactful experience possible.

• 3. Customize EVERYTHING – This goes hand in hand with point number one above, but in order to truly make the affair something which is fun, meaningful and has a deep and lasting impact, you have to tailor it to your brand, as well as to the exact audience in attendance. Let’s not forget, these are the MOST valuable people to your business, your loyal followers and potential new enthusiasts. Why not give them the time of their lives, which also feels like it’s been created just for them? I’m a huge fan of branding everything you possibly can, to make it fully-immersive; don’t just limit yourself to putting your logo up on the flat-screen TV. What else can be done so that your audience feels, “wow- they REALLY put in a ton of thought and effort into this, and it shows!”

• 4. Surprise Them – It’s not just enough to meet your guests’ expectations at things like this. No, to make an impact, you have to exceed whatever preconceived notions they may have. Remember, you are asking these people to take time out of their already very busy day, to hang out with you and your colleagues – this is time they could be spending with spouses/children, socializing, relaxing, or just not doing anything work-related. They’re probably not sure what to expect, and are hoping it’s not a waste of their time; why not blow their minds with some truly awesome surprises, so that they leave thinking, “man, I am SO glad I went to that!”

• 5. Don’t Let Them Leave Empty-Handed – A positive shared experience is only as good as the memories it produces, and nothing helps people remember the fond times they’ve had like a physical, tangible reminder. Make sure that all of your invited attendees leave with at least one more thing than they came out with, but not something they’ll throw away the first chance they get. Make it something useful, enjoyable, funny or sharable. It should preferably be branded, thematically-appropriate to the experience they just had, and something which can serve as a reminder of why they use your services, and will tell others to do so as well.

These are of course not the only rules to follow when creating parties, activities or other reward functions for your most dependable users. But I can absolutely guarantee if you stick to these basics, you’ll go an awful long way towards producing a winning affair that will help cement their business long-term, while at the same time help generate terrific buzz and, one would hope, some great new leads as well. Especially in today’s increasingly digital and distracted world, people truly appreciate brands which go above and beyond to reward loyalty. Why not be one of them?

Follow this link for a case study on this topic.