Ideas for Your Next Client Appreciation Event
A perfectly planned and executed client appreciation event can speak volumes about the value you place on your client relationships. These interactions can come in various sizes and forms, from intimate gatherings to grand affairs. Depending on the advisor-client relationship and your event's nature, you might even consider encouraging your clients to extend the invitation to friends and family members.
The pivotal element of marketing strategy is tailoring these events to your client's interests, which should ideally align with your own. Consider options like wine tastings, holiday celebrations, golf outings, sports events, and casual barbecues. These events not only foster and sustain client relationships but also convey a genuine sense of appreciation, making clients feel truly valued.
Moreover, they serve as fertile ground for potential referrals. Encouraging clients to bring along a friend or two can introduce your practice to individuals who haven't yet engaged with your services, expanding your reach within their network.
Let's dive into some tested and successful client events we have seen.
Pickleball
Organizing a pickleball class led by an instructor or even a pickleball tournament/league for your clients is quickly becoming a popular client appreciation event. Pickleball, which has seen explosive growth in recent years, combines tennis, ping-pong, and badminton elements, making it easy to pick up, cost-effective, and is perfect for socializing.
If your clients aren't in the mood to play, you can still arrange fantastic viewing areas and party spaces for them to enjoy the action, mingle with fellow guests, and enjoy some refreshments.
CLIENT APPRECIATION TIP: Get a trophy for the winner and get t-shirts with your logo and practice made for every player each year. Be sure to take photos to post to your social media or to include in your next newsletter.
Wine Tasting
Consider a wine-tasting event ranging from wine and hors d'oeuvres to a full-course dinner. Many restaurants offer wine-tasting packages with a sommelier to guide and explain the wine options. For a higher-end experience, pair various wines with different meal courses.
If this event resonates with your clients, consider hosting several throughout the year, each with a unique focus, such as all red or white wines or wines from specific countries or regions. Additionally, please pay attention to your client's preferences, noting their favorite vintages or vineyards, and consider gifting them a bottle on a later occasion.
Holiday Pies
A holiday pie giveaway is a delightful and heartfelt way to show appreciation to your clients, and it can leave a lasting impression of your dedication to their financial well-being. It's a simple gesture that embodies the season's spirit and can help strengthen the bonds between you and your loyal clients.
CLIENT APPRECIATION TIP: Have clients swing by the office to pick them up to meet you and your staff.
Movie Night
Renting a movie theater can be surprisingly affordable. Inquire with your local cinema about screening, snacks, and drinks packages. If you find yourself with a theater not fully booked by your clients, encourage them to invite friends and family. Renting a theater for a premiere might come at a higher cost, but it will leave a lasting impression on clients and prospects. This option is most convenient if most clients have children or grandchildren.
Game Outings
Professional sporting events offer a range of possibilities for a successful client appreciation event, from luxurious, high-tier gatherings in box seats for your top-tier clients to enjoyable family outings at local minor league games. Sporting event packages cater to groups of various sizes, making it possible to accommodate even larger gatherings cost-effectively. Be sure to tailor your event to your specific guest list, including clients, friends, and family, to ensure a memorable experience for everyone involved.
Holiday Themed Events
Holidays offer ample inspiration for various client appreciation events. For instance, consider organizing a delightful gathering during the winter holidays, such as a hot cocoa and s'mores party or a lively New Year's Eve celebration. You could even arrange a holiday party with a meet and greet with Santa Claus, allowing everyone to capture a memorable photo with the jolly fellow.
CLIENT APPRECIATION TIP: Include the family (kids, grandkids, etc..) of your clients so they become familiar with your practice.
Golf or Bowling Outing
Tailor sports clinics to your client's interests. Hosting a bowling tournament or golf clinic, often favored by retirees, is an excellent choice. Hiring an instructor at a local golf course is well-received since golfers usually seek improvement. Extend the invitation to golf course members who might be searching for a financial advisor. Don't limit yourself to a golf course; consider alternatives like Top Golf or another similar venue.
CLIENT APPRECIATION TIP: Like a pickleball tournament, host a golf tournament to encourage participation, followed by a luncheon. Additionally, you can partner with a local charity to participate in their outing to help take some of the coordination and execution off your plate.
Trivia Night
Trivia nights are a great way to spend time with your clients, and you can add a unique twist by selecting a theme that resonates with your target audience. For instance, if most of your clients fall into the older baby boomer category, consider a 70s or 80s theme and encourage attendees to dress the part. Organize teams into groups of 4-6 players and serve refreshments.
CLIENT APPRECIATION TIP: If you prefer not to host the trivia night yourself, there are professional companies that organize trivia events in bars and other venues regularly, taking the hosting responsibility off your plate. Also, offer the trivia champion a special prize or gift card to make it even more exciting.
Paint and Sip
This event involves a painting instructor guiding everyone in creating a shared artwork. They supply materials like paints, brushes, canvases, and sometimes wine.
Advisors can arrange an exclusive session with the art instructor and extend invitations to multiple clients, including their spouses. This inclusive approach might help meet spouses reluctant to attend financial planning meetings at your office.
Don't forget to capture a group photo of all the clients proudly displaying their paintings and email it to everyone.
Educational Presentations
Plan an engaging and informative lunch and learn or presentation tailored to your client's interests and needs. Hosting a State of the Markets with dinner is a great idea to showcase your expertise while socializing with your clients. Other ideas include shooing a specific retirement topic that combines relevance and interest. For instance, you can offer sessions on essential financial topics like retirement savings, real estate investing, estate planning, or tax filing insights. Elevate the experience by organizing a happy hour event with your guest speaker.
Client Appreciation Dinners or Holiday Celebrations
Hosting a client dinner is a simple yet intimate way to show appreciation. Choose a local restaurant that aligns with your client's preferences, and consider inviting them along with their spouse or another couple to create a relaxed atmosphere for meeting potential prospects. The primary focus of these dinners should not be investment discussions or retirement advice; instead, they should emphasize building genuine relationships with your existing and potential clients.
CLIENT APPRECIATION TIP: Consider a toy, food drive, or silent auction for a local charity for your next holiday event.
Best Practices For Client Appreciation Events For Financial Advisors
Choose the Right Timing
Prioritize your clients' schedules when selecting the event date and time. Don't assume their availability; ask for their input to maximize attendance and make the most of your budget. Be sure to communicate the event early enough by sending Save the Dates to ensure it is a successful event.
Understand Your Clients
Analyze your client base to identify common interests and demographics. Tailor your event to these preferences. Consider segmenting your clients into groups for more personalized experiences.
Engage a Guest Speaker
If you opt for a guest speaker, ensure they can provide a captivating, tailored presentation that aligns with your client's interests. Avoid turning the presentation into a sales pitch.
Avoid Sales Pitches
Client appreciation events are about conveying gratitude, building loyalty, and retaining clients, not selling financial products or services. Refrain from discussing business matters during the event, but be ready to schedule appointments if clients express interest.
Welcome, Family, and Friends
Encourage clients to bring guests to intimate events to enhance their comfort and potentially garner referrals.
Mingle and Network
Circulate the event to greet and engage with everyone. Show your clients that you value their presence by giving them your undivided attention.
Carry Business Cards
Always have an ample supply of business cards on hand. Be prepared to distribute them, especially if new clients bring friends and family.
Invite Clients Personally
Extend event invitations during client meetings. Your website's "events" page can also showcase your offerings and commitment to client satisfaction.
Remember to maintain an archive of past events on your website, indicating "previous events." This demonstrates your dedication to delivering excellent customer service and a lasting commitment to your client's well-being.
Client Appreciation Events for Financial Advisors
Client appreciation events are critical to a successful advisor's thriving financial advisory practice. They embody the essence of your commitment to fostering genuine relationships and expressing gratitude to your valued clients. These events serve as a canvas upon which you can paint a vivid picture of your dedication to their financial well-being.
These events are the touchpoints, from engaging activities like pickleball tournaments and wine tastings to heartwarming gestures such as hosting client events such as holiday pie giveaways. They open doors to memorable experiences and shared moments, allowing you to craft bonds that transcend your professional relationship.
So, whether you're mingling at a client dinner, competing in a trivia night, or savoring fine wines at a tasting event, let the core sentiment shine through – your clients mean the world to you, and you're here to ensure their financial success.
Brookstone Capital Management
Brookstone Capital Management understands financial advisors' unique challenges in marketing, maintaining, and growing their businesses. With our robust Turnkey Asset Management Platform, we provide comprehensive support across various crucial areas. Advisor training has always been a key focus in helping independent financial advisors grow their practices, and that's why we offer workshops tailored to every advisor level.
Brookstone also offers an exclusive lead generation program through the Retirement Wealth Academy to enhance financial advisor marketing efforts and to build brand recognition and visibility. Brookstone advisors can access various marketing materials to support their advisory practice effectively. To learn about our complete capabilities, visit brookstonecm.com/advisor-solutions to see our all-in-one practice advisor growth platform.
