Event Management of VIP events which are an important marketing tool to increase and to maintain the loyality of key customers. Every company and organization has someone they consider a VIP. These people are often honored with VIP events. These people could be:
The company’s top customer. In some cases, a top customer could represent up to 50 percent of a company’s business. For a non profit organization, a VIP could be the top donor. Some companies value customers who refer other businesses to them. Non profit organizations may consider top volunteers as VIP.
HOW TO PLAN A VIP EVENT
These VIPs are recognized in several ways from invitation only events to special weekend out of town where they are shown the utmost hospitality at a resort or exotic destination. Here are some ideas for hosting a VIP event:
Awards ceremonies are popular black tie events to honor VIPs. Most non profit organizations hold annual banquets to honor top donors and volunteers. These events are often open to the news media so that pictures can appear in the local newspaper. The honorees often sit at a head table unless the award is surprise.
Invitation only events are a way to let VIPs know how important they are to your company or organization. These events could include: 1. Box seats at a major sporting event where a gourmet meal is catered. This can include all sports from Indy Racing to baseball. The bigger the sporting event, the better. World Series or Super Bowl tickets are very impressive! 2. A day of gol fat a country club. 3. Private parties. 4. Trips to private resorts. These events are exclusive and often created just to honor VIPs with hospitality.
Trade shows are a popular way for business people to network and meet potential new clients. Often a private invitation only party will be held in the evening. Invite your VIPs to this party. It is an excellent opportunity to network one-on-one with the people who do so much for your business or organization.
Most companies and organizations host annual meetings. A private cocktail party before or after the public meeting is a great way to honor VIPs.
While there are many great VIP events, there are some pitfalls to avoid:
If are in Chicago and your VIP is a Cubs fan, they probably won’t appreciate box seats to a White Sox game. Find out if the honoree likes a team (and the sport) before choosing a VIP event that involves a sporting event.
Make sure your VIP can attend the event. It’s like beginning a football game without the star quarterback. If you are hoping to honor the VIP in secret, let someone close to them such as a spouse in on the secret. They will find a way to get the VIP to the event!
If your VIP doesn’t drink, a cocktail party or other alcohol related events are not a good way to honor them. This could be disastrous if your VIP is a recovering alcoholic or doesn’t drink for religious reasons.
When planning trips, consider several options: 1. Some people don’t like to fly. Find out if your VIP is one of them before offering to jet them off to an exclusive resort. 2. Some people don’t have time for vacations. Consider a VIP weekend. You will save money with a shorter trip. 3. Make sure the trip is for two people. Most people like to take their spouses or companions on their trips.
Finally, some people who you consider VIPs don’t want their good deeds revealed. This is particularly true in the non profit world where many large donors remain anonymous. The last thing you want to do is to alienate your customer or donor by giving them unwanted recognition.