10+ Customer Appreciation Events

Planning

Sep 21

Planning

10+ Customer Appreciation Events

Sara Iannacone · 9/21/2023

Customer appreciation events are one of the most underutilized sales and marketing tools in business today. So, we’re sharing a few of our favorite ideas and how you can start planning them.

In today’s competitive business landscape, client experience is truly everything. Studies have found that 94% of customers who ranked their customer experience as very good are more likely to become return customers. With that, events play a huge role in cultivating a positive client experience that leads to that level of retention. They share a genuine appreciation for your clients and their business, and that goes a long way in today’s digital, low-touch world.

So today, we’re sharing some of our favorite customer event ideas with a framework for planning. Get your notebook ready!

Why are customer events important?

Customer events are the backbone of any successful business as they grant companies the chance to personally connect with their audience. This is underlined in research by Eventbrite which found that a staggering 95% of marketers believe that in-person events are critical to achieving primary business goals. Additionally, research shows 85% of brands saw sales surge after hosting an in-person marketing event.

What makes these kinds of events so impactful is how they allow for authentic communication between business and customer.

By providing a meaningful experience, be it through workshops, appreciation gatherings, or even a product launch, they foster customer loyalty and boost overall success. These events are an unparalleled opportunity to gather feedback and build lasting relationships based on mutual respect and trust, which will only lead to greater revenue growth moving forward.

10+ customer appreciation event ideas we love

So, what kind of customer appreciation events may lead to stronger relationships for your business? Here are a few we have found fun and impactful:

Wine tastings

If you’re in a spot like Napa or Texas Hill Country, you are surrounded by local vineyards and wineries. Take your clients out for an afternoon wine and chocolate pairing event or a wine tasting at a client’s vineyard. It allows for easy conversations and a fun atmosphere that innately builds connections.

Local activities

Use the activities at your fingertips rather than re-creating the wheel. Think an evening at Teatro Zinzanni in Seattle, a foodie tour of Chelsea Market in NYC at lunchtime, or an escape room in Denver. You can use the same team-building and bonding type events you use for your team as you do for client appreciation events!

Creative workshop

Getting creative with clients always sparks good energy. Host a class at a glass-blowing workshop, or if you’re doing something virtually, do a candle-making workshop with a signature scent just for them. You can have the materials shipped right to their door and do a few icebreakers first.

Tasting dinners or cooking classes

Is there anything better than bonding over a meal? We think not! Do a tasting dinner at a local restaurant in a private room or a virtual cooking class where you cook and then enjoy a remote meal together.

For simplified private dining reservations, check out our partner, SixPlus.

User group meetings

Mini conferences for just clients, also called user group meetings, are a great way to engage your client base and make them feel appreciated for multiple days. Host dine-arounds, give exclusive previews for the next version of the software or product, and offer private training or one-on-one time with an expert. The customer events can be a mix of work and play so they’re getting tangible benefits to bring back to their company and create connections.

Seasonal celebrations

A lot of companies do holiday parties for their team, so why not do the same for your clients? Host a holiday party or Fall Fest, depending on the best time of year where you’re headquartered and invite clients to join for festive fun, totally covered by the company.

Customer appreciation day

You can host an in-person or virtual customer appreciation day that includes freebies and giveaways, exclusive discounts, fun entertainment, exclusive Q&A sessions, contests, and meals to show gratitude. Think about what your clients want and how you can show them you care with experiences crafted just for them.

Customer awards ceremony

Are your customers using your products, software, or services in a way that’s changing the world? Show appreciation with annual awards! Host a dinner and invite your entire company, local businesses, and clients.

Wellness events

Hosting monthly wellness events that your team and clients can come to like a sunrise yoga class, lunchtime chair yoga, a local hike, stress-relief and mental health workshops, walking challenges, etc., offer a different way to connect on a more personal level.

Golf tournaments

You can either host a golf tournament for clients only with fun perks and prizes, or you can sponsor a few teams for a charity tournament and invite clients to participate.

Sports events

Take them out to the ballgame! There are always opportunities to have corporate nights at local ballparks or stadiums. Rent a box or just offer tickets to see their favorite team.

Charity events

There’s nothing like giving back to clients! Help at a local shelter, do a beach cleanup, fundraise for a local 5K with a cause. Choose something that relates back to your business in a way or is near and dear to your client’s business.

How to plan a customer event

While ideas are great, you may be asking, “Well, how do I plan a customer event?” Here is a step-by-step process you can follow to determine what kind of customer appreciation event is best for your clients and plan it to perfection.

Step 1: Define your objectives

You always want to first determine your goals.

Is the main goal to show gratitude? Do you want to launch a new product and show them first? Are you looking to gather feedback? Perhaps it’s simply networking and connection building?

Setting clear objectives will serve as the foundation for your planning process and help you choose what kind of event is best.

For example, if it’s just networking and connection-building, the wine-tasting or cooking class could be fun. If it’s a mix of showing gratitude and launching, host a user group meeting.

Step 2: Know Your Audience

Then, think about which part of your customer base you’re going to market this to.

Take the time to research your customers' demographics, preferences, and interests. This knowledge will help you tailor the event to their needs and expectations.

You can even send out an annual survey asking questions about what types of customer events they’d be interested in to gauge interest levels and make the most of your investment.

Step 3: Establish a Budget

At the beginning of the year, part of your budget should be allocated to marketing events. What percentage is for field marketing events, and what percentage is for client appreciation events?

If you’re not sure where to start with event budgeting, you can use our team offsite budget template as a guide for your client events as well since a lot of the same principles and line items apply!

Step 4: Choose the Right Date and Location

Select a date and location that are convenient and appealing to your target audience—ask these questions in your annual client survey!

You also want to consider things like:

How accessible is the venue?
Is there free parking or can we cover parking?
How many customers are within a reasonable driving distance of the venue? Do we need a hotel block? Would it be better to host a virtual event?

Then, you want to ensure the chosen date aligns with your objectives and the theme of your event. Which brings us to the next step!

Step 5: Select a Theme or Concept

A theme can be applied to any event. Whether it’s something motivational like “Level Up” and you choose a video game theme that can also serve as inspiration to use your product to get to the next level in their business, or a holiday theme to suit the season. Choose something that aligns with the goals and the demographic!

Step 6: Plan Event Logistics

Detail every aspect of the event, from the schedule and agenda to logistical considerations. Create a comprehensive plan for registration, seating arrangements, audiovisual equipment, and any other technical requirements.

The more detailed your plan, the smoother the event will run! We have resources for you here in case you want templates for inspiration.

Step 7: Secure Necessary Permits and Contracts

If your event requires permits, licenses, or contracts, be sure to secure them in advance. This includes agreements with vendors, caterers, entertainers, and the venue. Pay close attention to contractual details to avoid any surprises later!

Sometimes with these logistical details, it’s helpful to have a third-party professional planner on your side. We can help!

Step 8: Promote Your Event

The way you promote your event will depend on what style of event it is. If it’s an award dinner or client appreciation day, maybe you do personal email invites and paper invitations for a little extra personal touch. But, if it’s a user group meeting, you may want to have a formal marketing strategy to get the highest attendance possible, including email marketing, personal outreach, ads, etc.!

Step 9: Execute the Event

On the day of the event, ensure that all logistics are in place and your team is well-prepared. Have a plan for registration and assign roles to your team members. Be ready to adapt to any unexpected situations that may arise.

It may be helpful to hire an on-site event coordinator to manage this so your team can be present with clients!

Step 10: Collect Feedback

After the event, gather feedback from attendees to evaluate its success. Use the start, stop, and continue analysis strategy we outline in this post to plan for your next customer event!

Planning a customer event is definitely a meticulous process, but the rewards in terms of customer loyalty and business growth are well worth the effort! Just follow this step-by-step guide, and you'll be well-equipped to spark connections and really enhance your client experience.

Planning a customer event? BoomPop can help!

Want help with the ideation and planning of your customer event strategy for next year? Our BoomPop team offers custom event planning that is perfect for this exact scenario. Let’s chat about your vision, and we will help you make it happen.