Entertaining Your Trade Show Clients

December 17, 2019

Offering clients and vendors tickets to sporting events, concerts or resorts has always been a welcome and fun way to strengthen and nurture business relationships. The 2017 Tax Cuts and Jobs Act added a major twist on this long-standing tradition of deducting client entertainment expenses on business tax returns.

This may have limited some options, but there are still many opportunities to host outside of the trade show. It’s always important to focus on what really adds value for your clients. For some, it might not be entertaining. For others, it’s still an important part of a complete trade show program. Whether you prefer a private get-together or a VIP party, the following tips will help you navigate a successful client experience.

Don’t Take Small Things for Granted 

It can be a bit embarrassing to take clients to a steakhouse, only to learn that many of them are vegan. Or to plan a fun, participatory activity like a walking tour and discover your client has a broken foot. Knowing some core personality traits, likes, dislikes and other limitations can go a long way toward avoiding an emergency change of plans. Offer some ideas in advance or ask questions so they can share information. Will their family be traveling with them? Do they have limited free time? A little legwork on the front end will show your clients that you don’t take them granted.

Consult with Concierges and Event Contacts

In this age of user-generated content, it can be tempting to rely on Google or online review sites to find recommendations for restaurants or activities. Remember that sometimes the most-reviewed or best-reviewed businesses are the ones that do the best digital marketing, rather than those that necessarily offer the best client experiences. So, go the old-fashioned route by picking up the phone and asking the local, unbiased event or hospitality staff for their recommendations. Do they have contacts that can offer some additional tips, ideas or inside information?

Less Is More

One fringe benefit of today’s reduced travel budgets and tightened tax write-offs is a corresponding preference among clients for less showy experiences. The days of just wining, dining and entertaining clients have given way to an increased expectation for authentic interaction and actual learning experiences. Clients today are more health- and budget-conscious, so late nights and partying and lavish productions can be more off-putting than anticipated. Breakfast/coffee or late afternoon gatherings are often more relaxed and give clients a greater degree of freedom for how they’d like to spend their evenings while traveling.

Offer Tiered Access to Group Events 

If you’re hosting a VIP event for multiple clients, provide options for your guests by offering more than one package. At least one of these tiers should be restricted to a limited number of participants. Reserve a few tickets for priority customers or prospects. Doing this assures high-value experiences and will create a lasting impression with the client. Offering special services or products to event attendees (above and beyond what you offer via your website to non-attendees), or special discounts to “strategic partners” (however you define those) can also make your guests feel appreciated.

Communication Is Key

Finally, one evergreen aspect of business entertaining is to make sure your venue is conducive to conversation. If it’s a hotel mixer or a restaurant dinner or drinks at a private club, make sure the ambiance is such that you and your client and can hear and engage with one another easily. No matter how large or small the event, always make sure you have people on-hand to encourage interaction and help everyone feel comfortable. Whether the relationship is formal or relaxed, effective communication is always critical to wooing clients and learning about their needs.

 

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact