7 Steps to Planning Your First Client Event

Have you always wanted to a host a client event, but weren’t sure where to start?

Here are 7 simple steps you can take to create an awesome client event that will attract new prospects, engage existing clients, and grow your assets.

1.     Define Your Audience/Know Your Clients

Decide which clients the event will cater to. Do you want to host an event for all your clients, or just your top tier?  Would you like to have big events that cater to all of your clients and smaller events that cater to targeted groups?

2.     Determine the type of event and your goals

Look through your client base and see if you can spot any common interest or hobbies among your audience. Once you’ve picked an event, set goals. Ask yourself:

• What do you want to accomplish with this event?
• Is this an event for prospecting, creating brand awareness, or showing clients appreciation?
• How many guests would you like to attend?

3.     Set a budget

You want to take into consideration each part of the event that will incur a cost. By including each part of the event, the budget will give you a more accurate picture of your costs. To curb some of the costs, consider seeking sponsors or partner with other businesses in your community.  

4.     Choose a date and a time

Consider what will be convenient for your clients, such as traffic, whether it’s a holiday, and competing events on school or community calendars. Keeping these things in mind will maximize your event attendance.

5.     Plan the details of the event

Now that the date and time are set, work on the details.

• Select a location – When choosing where to hold the event, think about accessibility for your clients, convenience, how easy it is to find, and the amenities you’ll need, such as space, food, drinks, entertainment, audio-visual equipment, and parking
• Prepare a guest list – Invite your guests and decide if you would like them to bring guests and, if so, how many.
• Assign responsibilities – Make sure to create a team and assign each member a task to be accountable for. Depending on the scope of the event, you may want to consider enlisting volunteers.

6.     Market your event

Market your event to reinforce your invitations and create “buzz.”

• Invitations (Print, Email, Phone) – Decide what type of invitations you would like to send, which may depend on your audience. If you’re hosting a millennial event, you might want to do an electronic invitation; if your audience is retirees, a printed invitation maybe more suitable. Follow up with reminders, preferably four weeks before the event takes place.
• Social Media – Post on social media before, during, and after the event to generate buzz around your event, create brand awareness, and gain followers.
• Photos – Photos are a great way to capture your client events. Assign someone to take pictures or you can hire a professional.
• Website – Add an event page to your website with event details and links for clients to RSVP. 
• Promo items with company logo – People love receiving free stuff. To increase your brand awareness, consider purchasing branded promotional items to give out to attendees.

7.     Follow up after the event

When your event is over, the real marketing opportunity begins. Send a thank you to attendees, whether it be via a gift or a note. Also, ask attendees for feedback so you can determine what worked and what didn’t. 

Enter your guests’ contact information in your CRM (client relationship management) software or create an Excel spreadsheet to log this information. Add any pertinent details that you may have learned about your guests. Post pictures from the event on your website and social media. Your clients will see them and anticipate your next event and visitors will see the type of treatment your clients receive when doing business with you. Lastly, make sure to utilize an email marketing strategy for continued engagement with any new prospects.

Following these steps can help ensure that your client events are a success and help you reach your event goals.

Find out more about financial advisor marketing strategies and growing your business with LPL.

If you’re an existing LPL advisor, access premium marketing tools and training in the Resource Center.

You should consult your compliance department for information about the approval or marketing materials, and the rules and use of social media.

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As a marketing consultant with the Solutions Center, Katrina assists and educates clients daily on all available marketing resources. View full bio.