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Lisa Shepherd

to a gathering of happy, satisfied customers is often the final
push they need to close the deal.

The best time of day to hold customer appreciation events is
in the afternoon—this accommodates people with post-work
family commitments but also ensures that a successful event
can run into the evening. Thursdays and Fridays are popular
days to hold events, because the end of the work week is when
people are most ready to relax and do something different.

At the beginning of the event, allocate some time for
introductions: talk about what’s new at your company in terms
of products/services, personnel, and business goals. But keep
it light hearted and don’t sell—remember, your customers are
there to have fun, and the event is to thank them.

Companies can create significant brand equity by holding a
major customer appreciation event every year. If you plan an
event to remember, they’ll look forward to the following year,
which will pay dividends in customer retention rates.

METRICS
# of people accepting invitation
# of guests in attendance
Qualitative feedback from the event
Growth in # of attendees from year to year
Retention rates among attendees

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© 2012 Lisa Shepherd