Keith Prowse’s best practice guidance is part of a wider series of information shorts to be issued in the run up to the summer season, aiming to help drive professionalism, maximising measurement and budgets around business entertaining spends.
Sam Coates, Keith Prowse head of marketing, explains: “We have issued today’s advice because we are so used to working in an online world where emails form the basis of a relationship, we often overlook the importance of due diligence and knowing your audience personally.
“Whether purchasing for business, reward, recognition or for personal pleasure, by implementing and following simple procedures outlined below, bookers of hospitality will be better placed to make more informed, and ultimately more successful investment decisions.”
Before the event
In today’s marketplace, good etiquette requires that the consumer is placed at the forefront of the decision making process. Selecting the right experience, at the right time and targeting the right audience is an increasingly essential part of any company’s marketing strategy.
In terms of due diligence first, it’s essential to understand the target audience, their likes, dislikes, requirements and expectations; this insight allows for a more rounded purchasing decision.
For example, if a priority invite recipient dislikes rugby, but loves tennis, they’re more likely to accept an invitation to the latter than former. If they’re senior and regularly receive invitations, they’re more likely to pick and choose so it is essential to spell out the unique selling points.
During the event
By ensuring you have invited an appropriate audience, mutual conversation and understanding will flow and allow for quality networking opportunities. This in turn will increase the customer experience and overall satisfaction of their purchase, ideally resulting in repeat business.
If a guest joining you at an event isn’t knowledgeable about the sport, consider sending them some fun facts with their invitation – for example a beginner’s guide to Rugby Union or horse racing explained.
After the event
While it is good practice to send a follow up to your attendees and to maximise opportunities through social media sites such as LinkedIn; the relationship can be enhanced significantly with more valuable face-time via a repeat experience. Therefore it is essential to ensure that the second and subsequent year’s offerings differ and provide something new to your target audience.
Coates concludes: “By carrying out due diligence and having a dynamic and eclectic mix of hospitality experiences available; corporates will be well positioned to maximise the opportunities available from their entertainment spend.
“If the experience chosen does not meet the expectations and requirements of the target audience they will decline; but get it right first time and they are likely to accept time and time again.”
Keith Prowse has over two centuries of experience in the business of hospitality and is the official supplier to world leading tennis, cricket and horseracing events and is part of Levy Restaurants UK, the sports, leisure and hospitality division of Compass Group UK & Ireland.